Get to Grips with Personalization, Retargeting and Remarketing Google Ads; how does it actually work

Transcription

1 Get to Grips with Personalization, Retargeting and Remarketing Google Ads; how does it actually work Edita Matic Regional Director of Revenue Management Highgate Hotels

2 What are Google Ads? Google s online advertising program to: reach new customers grow your business Two Campaign Types Search Display

3 Campaign Types Search shows ad in Google Search Google Shopping Google Maps Google Images AOL Consumers are coming to you, they search actively for your product and see matching ads Display shows banner ad in any website (Google has millions of partnerships) Like billboards on the highway, people are on websites, which are topic-related to yours (eg travel blogs)

4 What are Google Ads? Search Network

5 What are Google Ads? Display Network /

6 What are Google Ads? Google Ads are also known as: Google AdWords PPC pay per click SEM search engine marketing Further terminology: CPC* cost per click CTR* click through rate *KPI (key performance indicators)

7 How does the Travel Industry use Google AdWords?

8 US Travel Industry Digital Ad Spending

9 US Travel Industry Digital Ad Spending by Format in 2015

10 US Travel Site Paid Search Text Ad Spending in 2014

11 US Google Paid Search Metrics for the Leading Travel Advertisers, Q4 2014

12 Search Network

13 How can I use Google AdWords for my business?

14 Roadmap to a successful Google AdWords campaign Connect your Google AdWords with Google Analytics Set your KPI for the campaign Answer the following questions: What is your business offering? Key selling points? Differentiators? What are you trying to accomplish? What action should the customers take? What is the deadline? Who are your customers? What s their demographic? What are their needs and values? What are their circumstances? Source:

15 Location, Language and Device Settings Know your customer: Where are they? You can chose Country, Region and City Geo-targeting Which language do they speak? Which device type are they using? mobile, desktop or tablet

16 Bid Strategy You can chose what your maximum budget per day is: Per Keyword Per AdGroup You can select a specific bid strategy, which will help you to accomplish your goal with PPC.

17 How to Create eye-catching Ads? Search: Use numbers (% or $) and asterisks (*) Create a great offer and a benefit for the user Call to Action Example phrases: Oceanfront hotel Family Friendly Hotel in Miami Beach Display: Use your own photos, no stock photos Don t Over Feature Your Logo Ad Copy rules as in search, just use less words Static or dynamic (animated)

18 Best Practices for Effective Keywords Keyword Research: Google AdWords Keyword Tool Wordtracker Be sure to look for keywords like synonyms, misspellings, etc., that could be useful to your marketing campaign. When adding keywords: Avoid bidding on keywords if you have no PPC competitors for a specific brand term. Only if your competitors are bidding on your brand terms, you should also bid on them. Export your site search keywords and compare them with those in your paid search accounts. Site search keywords not in your PPC account are strong candidates to be added. Don t use more than 10 keywords per AdGroup

19 Understanding User Behavior Keywords your potential customers might use to search for It s more likely that a customer would use more specific terms based on what they re looking for. These words and phrases can help you determine the keywords to trigger your ads.

20 How To Be #1 in Google Ads Ranking

21 Landing Page Optimization For the optimal user experience, focus your landing pages on a particular keyword theme, such as a specific product or service. Themes generally consist of 5 to 10 phrases per page The first three paragraphs of text should include all 10 of the top keyword phrases Pay attention to including keywords in your headline Keywords should be in your title tag and description metatag Include keywords in call-to-action statements (and make them hyperlinks) Use phone number and address Tell a story Lastly, remove risks e.g., tell them your cancellation policies

22 Best Practices for Hotels Adjust Your Offerings, Bids and Budgets to Seasonality Patterns and Target Demographic Find an unexplored niche otherwise you are competing with Expedia (and they have a massive budget for PPC) Test your campaigns with a low budget and spend higher budget when you re happy with the results Serve Ads when your customers are online Track everything and consistently monitor the results and make improvements

23 Thank You