bookassist digital marketing workshop limerick 2014
DESCRIPTION
Bookassist digital marketing workshop Limerick 2014TRANSCRIPT
Digital MarketingWorkshop
Ciaran Rowesenior search strategist
Matt Tuttonline marketing specialist
1. The online marketing team
2. Google Search PPC Campaigns
3. Other paid marketing options ( incl Youtube)
4. SEO for hotels
5. Google tools
6. Meta-search marketing
Topics
✓ 15 years experience
✓ Multilingual team
✓ Google Partner
✓ Google close relationship - beta testers, regular meetings
✓ One office - ideas shared between all markets
1.The online marketing team
2. Google Search PPC Campaigns
paid
natural
knowledge
graph
{
{
Sitelinks Examples
Basic sitelinks
Sitelinks Examples
Multiple sitelinks
Sitelinks Examples
Enhanced sitelinks (2)
Sitelinks Examples
Enhanced sitelinks (4)
Sitelinks Content
Special offers
usp
locationfacilities
reviews
Image Extensions (discontinued)
Liaise with online marketing specialist to maximise sitelink effectiveness.
Questio
ns?
3. Other paid marketing options
Display advertising on Google
Display advertising on Google
Display advertising on Google
•Keyword (contextual)•Placements•Topics•Interests•Gender/Age
Targeting Options
•Text ads•Image ads (static or animated)•Video ads•Ads on mobile
Ad types
Display advertising on Google
Re-marketing on Google
Re-marketing on Google
Requirements
•Build an audience•Dedicated Budget•Create a unique offer/incentive•Update privacy policy
Re-marketing on Google
PPC on Bing & Yahoo
www.bing.com
Examine current online & offline advertising spend to see if it can be
better used on new channels.
Video Advertising for Hotels
Why?
• Visibility and branding
• Video content is popular
• Cost-effective
• Highly targetable
Format 1 - In-Stream
Format 2 - In-Display
Format 2 - In Display
Format 1 - In-Stream (Before Videos)
• Cost per View model
• Target by content, location, age/gender/interest
• 300x60 Companion Banner optional
• Placements possible (specific videos/websites)
Format 1 - In-Stream
• Cost per Click model
• Target by content, location, age/gender/interest
• Remarketing also possible
Format 2 - In-Display
Format 2 - In-Display
Format 2 - In-Display
Format 3 - Google Display Network
• Advertise videos on the Display Network (includes YouTube videos)
• Cost per View model
• Remarketing also possible
Format 3 - Google Display Network
YouTube Channel
YouTube Channel
• Link to YouTube channel from website & use as part of social media strategy
• Ensure connection with Google Plus exists
YouTube & Google+
YouTube Reporting
• Data in Google Analytics
• Extensive data available from YouTube Analytics
• Views & Engagement available from YouTube
YouTube Reporting
Video Requirements
• 20-40 seconds!
• Correct resolution/format
• Good imagery for branding
• Use of brand name and logos
Effective Video Marketing
• Increase Awareness
• Generate Buzz
• Boost Bookings
Effective Video Marketing
• Sell Rooms?
• Generate Guest Leads?
• Build brand awareness?
• Demonstrate a service?
What is the Purpose?
Effective Video Marketing
• For Couples - creative, playful
• For Business - serious, professional
• For Family - lighthearted, fun
What is the Style/Format?
Examples of Hotel Video Ads
If your budget is unlimited...
• Personalisation - talking head at intro.
• Flows nicely, doesn’t drag.
• Shows various sides to hotel.
Next - A more attainable target...
Examples of Hotel Video Ads
Examples of Hotel Video Ads
• Shows the customer journey
• Highlights technology available
• Shows meeting room facilities
• Emotion-driven
Next - Another high-end video...
• Customer journey again
• Shows various aspects of hotel
• Flows nicely, less “arty” than previous ad
Next - Another high-end video...
Examples of Hotel Video Ads
Examples of Hotel Video Ads
• Using video-editor
• Nice imagery of hotel
• Text can be overlaid on slides
• Can be made at short notice
• Low-cost version
Next - a Bookassist Alternative...
Alternative Advertising Networks
• Google Partner Select - soon!
• Vimeo - not possible
• Facebook - soon!
• TV (very expensive)
• RTE Player...
RTE Player
RTE Player
Next Steps...
• Optimise YouTube Channel & Google+
• Get video content
• Decide on a budget (within AdWords)
• Setup campaign with relevant targeting options
4. SEO for hotels
Social Layer
Using Google Plus
Using Google Plus
google.com/mybusiness
Using Google Plus
Using Google Plus
• Make sure you receive notifications
• Check your business information regularly
• Manage your reviews on Google
• Extend your network
• Make regular posts/uploads
Using Google Plus
Ensure data consistency
http://www.laprimahotelbudapest.com≠ http://laprimahotel.hu≠ http://laprimahotelbudapest.com
Cosmo City Hotel (Budapest)≠ Cosmo Fashion Hotel (Budapest)≠ Hotel Cosmo (Budapest)
•Hotel Name•Address•Phone•Web address
SEO for hotels
Show your real world relationships online!
• Partners
• Suppliers
• Local businesses
• Local attractions
• Local events
Build natural links to your site
SEO for hotels
Facilitiese.g. Hotel with Spa
Locatione.g. near Stadium
Local eventse.g. festivals
Packagese.g. Romantic Stay Services
e.g. Pet-friendly
Create more relevant content
SEO for hotels
• Heading• Image
• Text
• Location map (if applicable)
• Call to action
• Package (if applicable)
• Meta tags
Explain why your hotel is the perfect choice!
Create more relevant content
SEO for hotels
<H1>
• Heading• Image• Text
• Location map (if applicable)
• Call to action
• Package (if applicable)
• Meta tags
Explain why your hotel is the perfect choice!
Create more relevant content
SEO for hotels
• Heading• Image• Text• Location map (if applicable)
• Call to action
• Package (if applicable)
• Meta tags
Explain why your hotel is the perfect choice!
Create more relevant content
SEO for hotels
• Heading• Image• Text• Location map (if applicable)
• Call to action
• Package (if applicable)
• Meta tags
Explain why your hotel is the perfect choice!
Create more relevant content
SEO for hotels
• Heading• Image• Text• Location map (if applicable)
• Call to action• Package (if applicable)
• Meta tags
Explain why your hotel is the perfect choice!
Create more relevant content
SEO for hotels
• Heading• Image• Text• Location map (if applicable)
• Call to action• Package (if applicable)
• Meta tags
Explain why your hotel is the perfect choice!
Create more relevant content
SEO for hotels
• Heading• Image• Text• Location map (if applicable)
• Call to action• Package (if applicable)
• Meta tags
Explain why your hotel is the perfect choice!
Create more relevant content
SEO for hotels
• Heading• Image• Text• Location map (if applicable)
• Call to action• Package (if applicable)
• Meta tags
Explain why your hotel is the perfect choice!
Create more relevant content
SEO for hotels
Questio
ns?
5.Google Tools
Google Trends
http://translate.google.com/globalmarketfinder/g/index.html
Global market finder
http://www.consumerbarometer.com/
Consumer Barometer
http://think.withgoogle.com/mobileplanet/en
Our Mobile Planet
http://www.thinkwithgoogle.com/
Think with Google
http://www.google.ie/trends/explore
Google Alerts
Consult with online marketing specialist about opportunities.
Paid Search Overview
Review existing budgets to expand reach
Get to grips with Google+
Non-Paid Search Overview
Check data/citation consistency
Find linking opportunities
Create fresh content regularly
Thank You