google confidential and proprietary 1 google & travel: online advertising & promotion tools...

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Google Confidential and Proprietary 1 Google & Travel: Online advertising & promotion tools Hrabren Suknaić Rimske Toplice, 21.11.2008.

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Google Confidential and Proprietary 1

Google & Travel: Online advertising & promotion tools

Hrabren Suknaić

Rimske Toplice, 21.11.2008.

Google Confidential and Proprietary 2

Program

Google introduction

Impact of digital platforms on travel industry

Advertising on Google

Other Google Tools

Google Confidential and Proprietary 3

Google introduction

Google Confidential and Proprietary 44

online / week by Western Europeans

49%

1 billion

The internet today

1 BillionGoogle searches per

day

118 BillionEmails and IMs sent

per day

500 MillionVideo playbacks per

day

14 hoursVideo uploads every minute to YouTube

Google Confidential and Proprietary 55

In this fast growing world our company has a mission…

Google Confidential and Proprietary 6

To achieve this in the travel sector we work with the world’s leading National Tourist Organisations

Google Confidential and Proprietary 7

We’ve grown quickly from small beginnings…

Google Confidential and Proprietary 8

And are becoming a global company

Approximately 20,000 full-time employees worldwide

Google Confidential and Proprietary 9

Innovation is at the core of what we do

Our technology bring consumers and businesses together throughout the online experience

Google Confidential and Proprietary 10

Impact of digital platforms on travel industry

Google Confidential and Proprietary 11

There are now over 1.3bn online

Asia 510m

Europe 348m

North America

238m

Central/South America 126m Africa 44m

Middle East 34m

Oceania/ Australasia

19m

Source: Internet World Stats – Feb 08

Google Confidential and Proprietary 1212

81%of internet users enter websites via a search engine

Source: Forrester Research Inc., “UK Internet User Monitor”

Google Confidential and Proprietary 13

Leisure travel is the most-researched product category on the internet

Google Confidential and Proprietary 14Source: FutureBrand Country Brand Index – Oct 07

The Internet influences travel decisions more than ever before

Internet, 18%

TV/ Cinema,

13%

Press article, 10%

Special package offer, 7%

Travel agent, 6%

Other, 8%Other Ads,

3%

Family and friends,

35%

Ways someone initially becomes interested in a country

Travel agent, 12%

Family and

friends, 8%

Other, 13%

Internet, 67%

Once interested in a country ways information is found

Google Confidential and Proprietary 15

These users are purchasing travel online in ever-increasing volumes

European leisure/unmanaged business travel online market, €Bn, 2005-08 and YOY growth rates

Google Confidential and Proprietary 16

42%

49%55%

60%

48%

41%

33%

25% 22%

15%

32%

41%

9%12%

15%20%

0%

10%

20%

30%

40%

50%

60%

70%

2005 2006 2007 2008

US

UK

Europe

APAC

But European purchasing patterns currently lag the US by three years

Source: PhoCusWright U.S. Online Travel Overview Sixth Edition – 2006-2008 projected, PhoCusWright European Online Travel Overview Preliminary Results – Mar 07

Leisure/unmanaged business travel online penetration, 2005-08

Google Confidential and Proprietary 1717 17

Ad spend is trailing the consumer

Source: Forrester’s European Consumer Technology Adoption Study Q2 2007, ZenithOptimedia Advertising Expenditure Forecast Oct 2007

European media consumption (% hours/week) % EMEA Ad Spend 2007

television spend31%

internet spend 8%radio spend 5%

print spend48%

watching tv33%

surfing internet24%

listening to radio22%

reading12%outdoor6%

Google Confidential and Proprietary 18

The online travel marketplace 2008

Based on queries on Google platforms and leading partner sites

Dec-06

Jan-07 Feb-07

Mar-07

Apr-07 May-07

Jun-07 Jul-07 Aug-07

Sep-07

Oct-07 Nov-07 Dec-07

Jan-08 Feb-08

Mar-08

Tra

vel q

uery

vol

umes

29%29% 28%

19%

28%

34%

31%

24%

+66%

+73%

Year on year growth rates marked in grew where available

+10%

Insights

YoY growth continues to be strong at c. 30%

Seasonal peaks are becoming increasingly important and prolonged; December 2006 to January 2007 grew 66% whilst December 2007 to January 2008 grew 73%

Google Confidential and Proprietary 1919

Some search trends

Source:Google Internal – Estimates based on a sample of available category-related Google data from

Dec 04 – Sept 07 for search only. Future results may differ from above. Please use as a directional guide.

Aug-06 Oct-06 Dec-06 Feb-07 Apr-07 Jun-07 Aug-07 Oct-07 Dec-07 Feb-08 Apr-08

30% 23% 16% 34%Hotel searches on Google UK

Aug-06 Oct-06 Dec-06 Feb-07 Apr-07 Jun-07 Aug-07 Oct-07 Dec-07 Feb-08 Apr-08

25% 28% 23% 38%

Hotel searches on Google DE

Aug-06 Oct-06 Dec-06 Feb-07 Apr-07 Jun-07 Aug-07 Oct-07 Dec-07 Feb-08 Apr-08

Hotel searches on Google IT32% 38% 26% 40%

Aug-06 Oct-06 Dec-06 Feb-07 Apr-07 Jun-07 Aug-07 Oct-07 Dec-07 Feb-08 Apr-08

Hotel searches on Google FR

36% 34% 37% 50%

Google Confidential and Proprietary 20

0%2%4%6%8%

10%12%14%16%18%20%

% o

f to

tal t

ransa

ctio

ns

Example: On average there are 12 travel searches prior to (Airline) purchase…

Number of travel searches prior to purchase

29 days on average to purchase

Source: comScore custom analysis- UK Population, Q1 2007. Travel searchers in January time aligned and monitored over 12 week period from first search. Purchases tracked at set of online travel merchants including Ryanair, easyJet and British Airways.

Google Confidential and Proprietary 21

0%

5%

10%

15%

20%

25%

% o

f to

tal t

ransa

ctio

ns

…and 22 travel site visits prior to purchase

Number of travel sites visits prior to purchase

Source: comScore custom analysis- UK Population, Q1 2007. Travel searchers in January time aligned and monitored over 12 week period from first search. Purchases tracked at set of online travel merchants including Ryanair, easyJet and British Airways.

29 days on average to purchase

Google Confidential and Proprietary 22

Advertising on Google

Google Confidential and Proprietary 23

Our proposition – to ‘promote’ and ‘engage’

Capture consumers

throughout the decision cycle

Convert to travellers

with digital content

Promote

Engage

Google Confidential and Proprietary 24

Search advertising offers flexibility and control

‘Natural’ search results

‘Paid-for’ search results

Google Confidential and Proprietary 25

Google Adwords – how and why?

How it works?

Why it works?

• Helps you reach new audiences

• Excellent control

• Highly measurable results

• No minimum spend requirements

• Choose keywords

• Set budget

• Decide where ads will be displayed

People click on your ads and connect with

your business

You create your ads

Google Confidential and Proprietary 2626

All together, Google search helps create a means to implementing an effective distribution model

$1 investment

$10 revenue$2 profit

The distribution cycle

The distribution model

• Use Search as a

distribution model, not

a marketing tool• Involves a cycle of

reinvestment

constantly delivering

bookings• Reinvestment

continues provided

ROI thresholds are met

Investment in Search

Customer booking

Reinvestment of profit

Google Confidential and Proprietary 27

Advertise on the Google Network

Active Reach,Global Internet Users

network

Google,including:

The Google Network reaches

over 86% of Global Internet

users

Search partners,including:

Thousands of Content

partners,including:

Google Confidential and Proprietary 2828

Google’s Content Network lets you reach the right audience at the right moment

Text

Display

Video

• 765bn page views/month

• 566m unique visitors/month

• Campaigns remains completely flexible – unlike TV or Print

• Reporting is fully transparent and puts you in control

www.Dalmatia.hr

Hotels in Dalmatia Great range of hotels in Dalmatia Book today for latest prices. www.Dalmatia.hr

www.Dalmatia.hr

www.dalmatia.hr

Google Confidential and Proprietary 29

Other Google Tools

Google Confidential and Proprietary 30

Major brands are already using YouTube as an effective promotional medium

Google Confidential and Proprietary 31

YouTube is also larger than you might think

Selected countries

Unique monthly visitors (millions)

UK 13.9

Germany 10.0

France 9.1

Netherlands 4.5

Russia 2.8

Sweden 2.5

Source: Nielsen – Aug 08

Google Confidential and Proprietary 323232

Who is watching YouTube?

Male 54 %

Female 46 %

35-4928.4%

Under 1815.5%

25-3420.1%

65+3.8%

50-6414.7%

18 - 2417.5%

Source: Nielsen NetRatings, November 2007, Home and Work, UK

Gender

Age

Gender

Age

45-5421.8%

Under 1817.4%

35-4419.8%

55+22.1%

18-3418.8%

Male 52%

Female 48 %

Google Confidential and Proprietary 33

Embed your uploaded videos on your own site and stream them for free

Google Confidential and Proprietary 34

Or use videos to create a YouTube Channel

Google Confidential and Proprietary

Improve your sites and increase understanding of your customer

• Free, hosted, web analytics service

• Evaluate visitor navigation to identify site improvements

• Gain online insights to support your offline media strategy

• Measure and evaluate the return on investment of all your online Marketing activity

Exploit Google Analytics to maximise revenues

Google Confidential and Proprietary 36

Providing Answers to Difficult Questions

Which marketing initiatives are the most effective?

Is my website designdriving

people away?

Where and why are visitorsabandoning my shopping cart?

What keywords resonate with prospects and have the

power to convert them?

What do people do while on my site?

Where are my visitors coming from?

Quick to set up, easy to use, and it’s free!

Google Confidential and Proprietary 37

Web Analytics for Your Organization Track ROI on all online initiatives from a

single report

Identify long-term trends in online marketing programs

Have regularly scheduled reports automatically emailed to you

For Executives

Capture the most conversions at the lowest possible cost

Target high return regional markets and market segments

Test various advertising creatives for each of your campaigns

For Marketers

Demonstrate the value of your site usability improvements

Show how your site design decisions improve website ROI

Identify web design parameters like visitor connection speeds and browser types

For Webmasters

Google Confidential and Proprietary 38

Geo products such as Maps and Earth utilise the best of user-generated content

Google Confidential and Proprietary 39

And the information is getting richer

Google Confidential and Proprietary 40

You should make your travel content available on Maps

Google Confidential and Proprietary 41

And use Google Maps on your own sites to assist users with navigation

Google Confidential and Proprietary 42

Google Maps is Europe’s leading mapping service

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000Google Maps

ViaMichelin

Mappy

Mapsolute

Multimap.com

BTex sites

Yahoo! LocalNetwork

Source: comScore Networks MyMetrix Oct 07

Europe, Jan 07 – Oct 07, total unique visitors (000’s)

Google Confidential and Proprietary 43

To this we’re adding imagery and data we acquire or license ourselves

Google Confidential and Proprietary 44

Use the Keyword tool to get new ideas

Google Confidential and Proprietary 45

Use Google Insights for Search for insight into customer search behaviour

Google Confidential and Proprietary 46

Mobile phones as the new travel guides?

Google Confidential and Proprietary 4747

Questions?