WELCOME TO THE 2018 NOVEMBER ASHEVILLE, NC

Transcription

1 SPONSORS

2 WELCOME TO THE 2018 NOVEMBER ASHEVILLE, NC

3 Google Ads 101 Getting the Most Out of Search and Display Advertising Justin Belleme

4 Google Ads Basics Structure: Campaigns, Ad Groups, and Ads Search Campaign Targeting Conversions Tourism Industry Benchmarks Keyword Strategies Q and A + Live Support

5 Account Structure Campaigns - Major site sections, areas of focus (targeting happens here) Ad Groups - Landing pages, keyword groups (keywords happen here) Ads - Testing different calls to action and wording

6 Example: Blue Ridge Heritage Area

7 Example: Blue Ridge Heritage Area

8 Example: Blue Ridge Heritage Area

9 Campaign Targeting Display vs Search Location Options: Physical Location vs Showing Interest Exclusions Location: Local vs National Campaigns Search Demographics Audience Tab: Age and Gender

10 Targeting

11 Targeting

12 Targeting

13 Demographics

14 Conversions What are your end goals of marketing? What do you need to track? How to set up tagging Google Tag Assistant Google Tag Manager Tracking Options: Analytics Goals and Events

15 Tourism Industry Benchmarks If your business has internal company goals to hit, that s fine those could be great benchmarks to meet. If you re unsure, or want to get a better sense of what that actually is, then please study your industry s benchmarks. CTR See WordStream s industry rates CPCs See WordStream s industry rates Conversion rates See WordStream s industry rates Cost per conversion See WordStream s industry rates Sources:

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17 Keyword Strategies Different Match Types: Broad, Phrase, and Exact How they affect searchability and CPC cost Negative Keywords What you don t want to show up for Specificity is our friend Search Terms Combing through them daily Add all irrelevant terms to negative list

18 Display aka Banner Advertising Best for Branding Campaigns Appears on 3rd party websites as embedded ads in content Can be static, animated, or video Less expensive but also less targeted than search ads Common Sizes Skyscraper: 160 x 600 px Inline Rectangle: 300 x 250 px Leaderboard: 728 x 90 px

19 Leaderboard Rectangle Skyscraper

20 Utilizing the Google Grant Non-profits can get $10,000 per month in free Google Ads Great for non-profit tourism entities such as: Museums Historical Organizations Regional Tourism Groups (if they are 501c3s) The team at JB Media can help! Great Application Strategy and Setup Account Management and Optimization Training

21 Q and A + Live Support

22 THANK YOU FOR BEING HERE Additional Questions:

23 DAY 1 TUESDAY NOV 13TH MORNING Registration Networking Welcome, Chris Cavanaugh Trends in Digital Marketing for Tourism and Local Businesses, Justin Belleme and Sarah Benoit 10:15am Break 10:30am Conversation is King - Social Media strategies to Engage and Grow your Following, Sarah Benoit Google Adwords 101 Getting the Most Out of Search and Display Advertising, Justin Belleme 11:45 am Lunch Panel Discussion 8:00am 8:30 am 9:00am 9:15am

24 DAY 1 TUESDAY NOV 13TH AFTERNOON 1:15pm 2:30pm 2:45pm 4:00pm 4:15pm 4:30pm Why Blogging? How Blogs Support SEO, Social Media, Marketing, and PR Strategies, Sarah Benoit Facebook and Instagram Advertising Strategies for Tourism and Local Business, Justin Belleme Skating to Where the Puck Will Be - Basic Strategic Planning for the Tourism and Hospitality Sector, Justin Belleme Break Tracking and Reporting How to Use Google Analytics and Quantify Success, Sarah Benoit Critical Questions to Ask Your Marketing Team or Vendors, Justin Belleme Closing Remarks Adjourn Happy Hour and Networking

25 SPONSORS