capturing the moments that matter for today's traveller · lucy molan, sales manager, uk...
TRANSCRIPT
Capturing the moments that matter for today's travellerLucy Molan, Sales Manager, UK Travel
Agenda
● Today’s Constantly Connected Traveller
● 3 Tips to Grow your Business with the Google Toolbox
Today’s Constantly Connected Traveller
Search is
Personal
Search is a means to discovery
Every journey is different & everyone has
their own story
Search is powering the
consumer journey
A search isn’t just a search
holidays in ireland 2017
Family of 3 incl. toddlerEnjoy
outdoor activities
Max hates car
journeys...
Love to swim
“Hotels in Rosslare with babysitters”“Hotels in Rosslare with swimming pools”
“Review of Kellys resort hotel”“Best Western Rosslare Review”“Compare hotel prices Rosslare”
Search powers the path of discovery
“Holidays in Ireland for families”“Holiday locations near dublin”
“Hotels in waterford”“Hotels in wicklow”
“Things do for families in waterford”“Weather in waterford July”
“Book Kellys Resort hotel”
Every experience is a journey
Awareness (Inspiration)
Consideration
Research
Purchase
“Hotels in Rosslare with babysitters”“Hotels in Rosslare with swimming pools”
“Review of Kellys resort hotel”“Best Western Rosslare Review”“Compare hotel prices Rosslare”
“Holidays in Ireland for families”“Holiday locations near dublin”
“Hotels in waterford”“Hotels in wicklow”
“Things do for families in waterford”“Weather in waterford July”
“Book Kellys Resort hotel”
And, an opportunity to engage with consumers
Awareness (Inspiration)
Consideration
Research
Purchase
“Hotels in Rosslare with babysitters”“Hotels in Rosslare with swimming pools”
“Review of Kellys resort hotel”“Best Western Rosslare Review”“Compare hotel prices Rosslare”
“Holidays in Ireland for families”“Holiday locations near dublin”
“Hotels in waterford”“Hotels in wicklow”
“Things do for families in waterford”“Weather in waterford July”
“Book Kellys Resort hotel”
Today’s traveller doesn’t go online. They live online.
Travel is by far the industry, where most people are researching and buying online - and has been so for years and years.
In other words: Travel is the industry with the highest potential of connecting to the consumers on digital channels
Source: Consumer Barometer 2015
FashionGroceries
Home appliances
Home Furnishing
% R
ESEA
RCHE
D ON
LINE
% PURCHASED ONLINE
100
75
50
25
25 50 75 100
Hotels Flights
Ground Travel
Mobile Phones
Personal loans
Travel consumers research & buy online
Confidential + Proprietary
www.google.ie/trends
Confidential + Proprietary
?
Dec 2015 Dec 2016
Confidential + Proprietary
“Holidays in Ireland”
Dec 2015 Dec 2016
3 Tips to Grow your Business with the Google Toolbox
Measurablereach people in a
more meaningful wayhave impact by reaching people in
the right contextUse Google Analytics to get results by understanding true
performance
PersonalActionable
Measurablereach people in a
more meaningful wayhave impact by reaching people in
the right contextUse Google Analytics to get results by understanding true
performance
PersonalActionable
150x So many moments!
consumers unlock their phones
per day
European Google Travel Queries Show the Growth in Mobile
Mobile
Tablet
Desktop
Sources: Destinations on Google Data, March 2016, US
60% of searches for destination information are coming from mobile devices
Most searched for travel products on a mobile relate to in-destination activities
Source: Google Travel Query Data UK 2016 August YTD
Will abandon a site that takes >3
seconds to load
53%
Expect a page to load in <2 seconds
47%
Say fast load time speed is important
to site loyalty
52%
Source: https://blog.kissmetrics.com/
Mobile site speed is a challenge
https://testmysite.withgoogle.com
Measurablereach people in a
more meaningful wayhave impact by reaching people in
the right contextUse Google Analytics to get results by understanding true
performance
PersonalActionable
Proprietary + Confidential
52% 74%Frustrated at ads with no
relevanceRank relevance as the number 1 reason to engage with ads
Consumers want personalisation & relevance
Source: Google Internal Data - May 2015
t
Proprietary + Confidential
But reaching the right customers (with the right message) can feel like finding a needle in a haystack
Proprietary + Confidential
three people, one query…..
gibson hotel
Existing AdWords targeting criteria Audience signals & targeting
Device Language
Location
Keyword
Daypart
Already familiar with your products or brand
“Audiences” of higher-converting consumers
2
1
Demographics: Age, Gender
3
In market to buy, interests & hobbies
4
Similar audiences (to your own customers)
5
How can you target today’s online traveller with Google?
t
Google has robust audience products across all platforms
Proprietary + ConfidentialAudience at Google
Proprietary + Confidential
54% 10%average increase in
conversions for advertisers that use audience targeting
vs. advertisers that do not use audience targeting
average CPA decrease for conversions from an audience user list vs. entire campaign
Audience is already making a big difference for Travel
Source: Google Internal Data - May 2015
Measurablereach people in a
more meaningful wayhave impact by reaching people in
the right contextUse Google Analytics to get results by understanding true
performance
PersonalActionable
Proprietary + Confidential
3 Essential Google Analytics reports
Give you a breakdown of your top delivering traffic sources
What to watchWhich external sites are driving traffic to your site & therefore
most valuable to you
Traffic Acquisition Report
Understand how well your site is optimized for mobile and
where to make improvements.
What to watchBounce rate, time on site and
page views on mobile
Mobile Performance Report
Understand what % of users are coming back to your site
What to watchThe metrics for new & returning visitors can be quite different.
(Returning visitors tend to stick around longer and have lower
bounce rates.)
New vs. Returning
Visitors Report
1 2 3
MeasurableKnow your audience, & consider
audience targetingUse Google Trends & have a
Mobile friendly website(Use the test my site tool)
Use Google Analytics to get results by understanding true
performance
PersonalActionable
To conclude...3 key takeaways
Confidential & Proprietary
Small Business Supplier Diversity Program
Connecting Small & Diverse Irish Businesses to Google Buyers
● Small Irish Businesses○ <€10m revenue○ <50 Full Time Employees○
● Diverse Irish Businesses○ ethnic minority-, ○ women-, ○ traveller-, ○ persons with special needs-, ○ LGBT-, ○ and/or regional businesses
Supplier Diversity @ Google IrelandProgram Benefits
● Be immediately included in our supplier database● Receive payments quickly ● Gain early access to Google Ireland supplier events● Receive content from the Accelerate with Google
Academy● Get of €75 promotional credit for Google AdWords● Get discounted G Suite
Apply @ google.ie/supplierdiversity
Put a basic end slide, just for when the video ends.
Thank you