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do more direct
Top 5 Elements for
Digital Marketing Success
Cara Callaghan, Digital Team Lead
The premuim booking platform,
supported by best-in-class digital marketing,
website design and distribtion consultancy.
Delivering unrivalled growth in direct business
for hotels and serviced apartment operators
throughout Ireland and the UK.
we deliver +€190m p/a hotel direct bookings
with 12 years of successful client partnerships
we support 350live clients acr...
An	
  ever-­‐evolving	
  	
  
digital	
  landscape…	
  
1.  Ever-­‐rising	
  commissions…	
  
–  Booking.com	
  %	
  cost	
  of	
  up	
  to	
  18%	
  
–  Expedia	
  %	
  cost	
  ...
1.  Winning	
  back	
  some	
  of	
  the	
  business	
  from	
  the	
  OTAs	
  is	
  
an	
  important	
  part	
  of	
  a	
...
1.  Metasearch	
  
2.  Bing	
  
3.  Promote	
  the	
  direct	
  channel	
  –	
  ‘book	
  direct’	
  benefits	
  
Channel	
 ...
7%	
  cost	
  in	
  2015	
  for	
  Avvio’s	
  Irish	
  clients…	
  
The	
  Google	
  Channel	
  
9%	
  Cost	
  in	
  2015	
  for	
  Avvio’s	
  Irish	
  clients…	
  
The	
  Bing	
  Channel	
  
•  Ireland	
  Q1	
  2015	
  
	
  
•  Brand	
  name	
  on	
  Google	
  =	
  €0.30	
  ave	
  CPC	
  
•  Increase	
  of	
  57...
Top	
  5	
  Elements	
  for	
  
Digital	
  MarkeKng	
  Success	
  
1.	
  	
  New	
  PPC	
  OpportuniKes	
  
	
  	
  	
  	
  	
  Start	
  uKlising	
  Bing	
  &	
  ad	
  extensions	
  
1.  Bing	
  
2.  Ad	
  Extensions	
  
New	
  PPC	
  opportuniKes…	
  
Bing	
  Search	
  Engine	
  
1.  Bing	
  has	
  20%	
  market	
  share	
  in	
  the	
  US,	
  Yahoo	
  is	
  12%.	
  
2.  Average	
  CPCs	
  can	
  be	...
1.  Sitelinks	
  Extensions	
  
2.  LocaGon	
  Extensions	
  
3.  Callout	
  Extensions	
  
4.  Call	
  Extensions	
  
5. ...
 
	
  
Sitelinks	
  Extensions	
  
Callout	
  Extensions	
  
Sitelink	
  Extensions	
  
Extended	
  Sitelinks	
  
 
	
  
Review	
  Extensions	
  
App	
  Extensions	
  
•  Link	
  to	
  your	
  mobile	
  or	
  tablet	
  app	
  from	
  your	
  text	
  ads	
  
•  People	...
Call	
  Extensions	
  
•  Shows	
  as	
  a	
  ‘Call	
  Bucon’	
  on	
  a	
  mobile	
  device.	
  
•  You	
  can	
  set	
  ...
2.	
  	
  Metasearch	
  
	
  	
  	
  	
  	
  Connect	
  the	
  direct	
  channel	
  to	
  OTAs	
  
Metasearch	
  
•  Online	
  adverGsing	
  with	
  real-­‐Gme	
  room	
  availability	
  and	
  
pricing	
  feeds	
  
•  Allows	
  you	
  ...
The	
  Metasearch	
  Channel	
  
The	
  Metasearch	
  Channel	
  
According	
  to	
  a	
  2015	
  Google	
  study,	
  metasearch	
  now	
  accounts	
  
for	
  20%	
  of	
  the	
  European	...
Your	
  booking	
  engine	
  provider	
  needs	
  to	
  have	
  an	
  API	
  with	
  the	
  
relevant	
  meta	
  search	
 ...
Avvio	
  recommend	
  adopGng	
  a	
  %	
  Cost	
  of	
  Sale	
  Strategy	
  for	
  
Metasearch	
  
• 	
  	
  	
  Booking....
The	
  Digital	
  MarkeKng	
  Funnel	
  
Awareness	
  
• Video	
  
• Display	
  
ConsideraGon	
  
• Awareness	
  PPC	
  an...
3.	
  	
  Google	
  Display	
  Network	
  
	
  	
  	
  	
  	
  -­‐	
  Spend	
  budget	
  for	
  brand	
  awareness	
  
	
 ...
The	
  Display	
  Opportunity	
  
Google	
  Display	
  Network	
  
TargeKng	
  Strategy	
  for	
  Display	
  Network	
  
•  Target	
  customers	
  that	
  match	
  a	
  number	
  of	
  crit...
Measurement	
  
•  Increase	
  in	
  Brand	
  Search	
  Volume	
  
–  Overall	
  or	
  in	
  specific	
  target	
  Markets	...
4.	
  	
  Video	
  
	
  	
  	
  	
  	
  	
  Make	
  it	
  part	
  of	
  2015	
  markeKng	
  
Video	
  
Hotel	
  Growth	
  in	
  Video	
  
•  Spend	
  -­‐	
  €1,344	
  
•  579,540	
  	
  impressions	
  (people	
  who	
  either	
  saw	
  the	
  video	
  or	
  
t...
5.	
  	
  Mobile	
  
-­‐	
  Mobile	
  responsive	
  site	
  &	
  booking	
  engine	
  
-­‐	
  PPC	
  to	
  specifically	
  ...
Mobilegeddon	
  –	
  Since	
  April	
  2015	
  
Mobile	
  
Hotels:	
  %	
  of	
  Queries	
  by	
  Device	
  
52% of all
Searches
are now
on Mobile
Devices
Mobile	
  Channel	
  Analysis	
  Q1	
  
Revenue	
  %	
  	
   Traffic	
  %	
  
Desktop	
   69%	
   46%	
  
Tablet	
   20%	
  ...
1.  Ensure	
  your	
  site	
  is	
  mobile	
  responsive	
  
2.  Create	
  mobile	
  specific	
  ads	
  (mobile	
  call	
  ...
1.  PPC	
  	
  
•  To	
  make	
  the	
  most	
  of	
  your	
  PPC	
  presence	
  uGlise	
  Bing	
  &	
  ad	
  extensions	
...
Thank	
  you	
  
	
  
cara.callaghan@avvio.com	
  
	
  
www.avvio.com	
  
	
  
IHF	
  MarkeGng	
  Series,	
  30th	
  June	...
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Avvio IHF Marketing Series Presentation - 300615

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Avvio's presentation on Top 5 Elements for Digital Marketing Success. Presented by Cara O'Callaghan, Digital Marketing Lead at Avvio to IHF members, 30th June 2015.

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Avvio IHF Marketing Series Presentation - 300615

  1. 1. do more direct Top 5 Elements for Digital Marketing Success Cara Callaghan, Digital Team Lead
  2. 2. The premuim booking platform, supported by best-in-class digital marketing, website design and distribtion consultancy.
  3. 3. Delivering unrivalled growth in direct business for hotels and serviced apartment operators throughout Ireland and the UK.
  4. 4. we deliver +€190m p/a hotel direct bookings with 12 years of successful client partnerships we support 350live clients across Ireland & UK Who  we  are  &  what  we  do  
  5. 5. An  ever-­‐evolving     digital  landscape…  
  6. 6. 1.  Ever-­‐rising  commissions…   –  Booking.com  %  cost  of  up  to  18%   –  Expedia  %  cost  of  up  to  23%   2.  Rising  cost  of  traffic   3.  Aggressive  OTA  strategies   4.  Diluted  brand  idenGty   5.  OTA  dominance  in  metasearch   Challenges  Facing  Hotels  
  7. 7. 1.  Winning  back  some  of  the  business  from  the  OTAs  is   an  important  part  of  a  channel  shiL  strategy   2.  Compete  with  Online  Travel  Agents,  such  as   Booking.com,  on  the  main  metasearch  channels   3.  RemarkeGng  –  Book  direct  benefits     What  is  Channel  Shi;?  
  8. 8. 1.  Metasearch   2.  Bing   3.  Promote  the  direct  channel  –  ‘book  direct’  benefits   Channel  Shi;  
  9. 9. 7%  cost  in  2015  for  Avvio’s  Irish  clients…   The  Google  Channel  
  10. 10. 9%  Cost  in  2015  for  Avvio’s  Irish  clients…   The  Bing  Channel  
  11. 11. •  Ireland  Q1  2015     •  Brand  name  on  Google  =  €0.30  ave  CPC   •  Increase  of  57%  over  Q1  2014   Rising  Traffic  Costs  
  12. 12. Top  5  Elements  for   Digital  MarkeKng  Success  
  13. 13. 1.    New  PPC  OpportuniKes            Start  uKlising  Bing  &  ad  extensions  
  14. 14. 1.  Bing   2.  Ad  Extensions   New  PPC  opportuniKes…  
  15. 15. Bing  Search  Engine  
  16. 16. 1.  Bing  has  20%  market  share  in  the  US,  Yahoo  is  12%.   2.  Average  CPCs  can  be  cheaper   3.  Less  hotels  compeGng  here   4.  Same  mirror  markeGng  issues…   5.  Easy  AdWords  Import   6.  Show  4  ads  above  fold   Bing  PPC  
  17. 17. 1.  Sitelinks  Extensions   2.  LocaGon  Extensions   3.  Callout  Extensions   4.  Call  Extensions   5.  Review  Extensions   6.  App  Extensions     Google  Ad  Extensions  
  18. 18.     Sitelinks  Extensions   Callout  Extensions   Sitelink  Extensions   Extended  Sitelinks  
  19. 19.     Review  Extensions  
  20. 20. App  Extensions   •  Link  to  your  mobile  or  tablet  app  from  your  text  ads   •  People  click  either  on  your  ad  headline  or  on  a  link  to  your  app   •  A  great  way  to  provide  access  to  your  website  as  well  as  to  your  app  
  21. 21. Call  Extensions   •  Shows  as  a  ‘Call  Bucon’  on  a  mobile  device.   •  You  can  set  numbers  to  show  only  when  the  hotel  can  take  calls.   •  Can  use  more  advanced  soluGons  outside  of  Google  for  your  website  like   Reach  Local  and  Infinity.  
  22. 22. 2.    Metasearch            Connect  the  direct  channel  to  OTAs  
  23. 23. Metasearch  
  24. 24. •  Online  adverGsing  with  real-­‐Gme  room  availability  and   pricing  feeds   •  Allows  you  to…     •  Search  for  travel  products  and  make  comparisons  between   supplier  and  OTA   •  You  are  then  redirected  to  the  chosen  site  to  make  the   actual  booking   The  Metasearch  Channel  
  25. 25. The  Metasearch  Channel  
  26. 26. The  Metasearch  Channel  
  27. 27. According  to  a  2015  Google  study,  metasearch  now  accounts   for  20%  of  the  European  Travel  market   The  Metasearch  Channel  
  28. 28. Your  booking  engine  provider  needs  to  have  an  API  with  the   relevant  meta  search  engines…     The  majority  of  meta  search  plaeorms  work  on  a  CPC  Basis   Metasearch  Provider   CosKngs   Trivago   €0.70  CPC  -­‐  Fixed   Tripadvisor   Bid  AucGon   Google  HPA   Bid  AucGon   Kayak   Between  €0.73  and  €1.00  CPC   The Metasearch Channel
  29. 29. Avvio  recommend  adopGng  a  %  Cost  of  Sale  Strategy  for   Metasearch   •       Booking.com  can  cost  up  to  18%   •       Expedia  can  cost  up  to  23% Channel   Avg  %  Cost  2015   Trivago   9.8%   Tripadvisor   10.4%   * Based on Avvio Clients The  Metasearch  Channel  
  30. 30. The  Digital  MarkeKng  Funnel   Awareness   • Video   • Display   ConsideraGon   • Awareness  PPC  and  SEO   • Tripadvisor  (Business  LisGng  and  Meta  Search)   Purchase   • Brand  PPC  and  SEO   • Meta  Search   • RemarkeGng   RetenGon   • Email  MarkeGng   • Social  Media  Content  and  Offers   Advocacy   • Social  –  ConversaGons   • Refer  a  Friend  
  31. 31. 3.    Google  Display  Network            -­‐  Spend  budget  for  brand  awareness                -­‐  Test  your  display  campaigns    
  32. 32. The  Display  Opportunity  
  33. 33. Google  Display  Network  
  34. 34. TargeKng  Strategy  for  Display  Network   •  Target  customers  that  match  a  number  of  criteria   –  Interest  Categories:  Interested  in  Travel/Hotels  &  AccommodaGon   –  Geographic  -­‐  Located  in  Target  specific  markets  where  you  would   like  to  increase  brand  awareness  –UK,  US,  Australia  and  Canada   are  top  markets  currently   –  Keywords  -­‐  Looking  at  content  that  is  relevant  to  our  target   keywords  –  e.g.  Luxury,  Hotels,  Dublin     –  Demographics  –  Age  35  –  54  are  most  profitable  and  best   converGng  customers  according  to  Google  AnalyGcs  
  35. 35. Measurement   •  Increase  in  Brand  Search  Volume   –  Overall  or  in  specific  target  Markets   •  Increase  in  CTR  on  Brand  Campaign   •  Increase  in  New  Customers   –  What  %  of  Paid  Customers  are  New.   •  Increase  in  Traffic  for  Target  Demographics   •  Impressions  and  Reach   •  Revenue  (based  on  first  click  AcribuGon  -­‐  AnalyGcs)    
  36. 36. 4.    Video              Make  it  part  of  2015  markeKng  
  37. 37. Video  
  38. 38. Hotel  Growth  in  Video  
  39. 39. •  Spend  -­‐  €1,344   •  579,540    impressions  (people  who  either  saw  the  video  or   the  accompanying  ad)   •  70,898    (12%)  targeted  users  watched  the  enGre  video     •  4,740  clicks  from  video  to  website   •  21  Bookings   •  How  does  this  compare  to  TV,  Radio  or  Print?   Video  –  Sample  Avvio  Hotel  Results
  40. 40. 5.    Mobile   -­‐  Mobile  responsive  site  &  booking  engine   -­‐  PPC  to  specifically  target  mobile  shoppers  
  41. 41. Mobilegeddon  –  Since  April  2015  
  42. 42. Mobile   Hotels:  %  of  Queries  by  Device   52% of all Searches are now on Mobile Devices
  43. 43. Mobile  Channel  Analysis  Q1   Revenue  %     Traffic  %   Desktop   69%   46%   Tablet   20%   19%   Mobile   11%   35%  
  44. 44. 1.  Ensure  your  site  is  mobile  responsive   2.  Create  mobile  specific  ads  (mobile  call  to  acGons)   3.  Use  Mobile  Ad  Extensions   4.  You  can  bid  more  for  mobile  visitors.  Measure  ROI   5.  Simplify  the  booking  process   Top  Mobile  Tips  
  45. 45. 1.  PPC     •  To  make  the  most  of  your  PPC  presence  uGlise  Bing  &  ad  extensions   2.  Metasearch     •  Connect  the  direct  channel  to  the  OTAs   3.  Display:   •  Migrate  some  of  your  offline  budget  to  display  for  brand  awareness   •  Test  intelligent  display  campaigns   4.  Video   •  Make  video  part  of  your  markeGng  plans  for  2015   5.  Mobile   •  Make  sure  your  website  and  booking  engine  are  mobile  responsive   •  Your  PPC  should  be  targeGng  mobile  users  specifically   Takeaways  
  46. 46. Thank  you     cara.callaghan@avvio.com     www.avvio.com     IHF  MarkeGng  Series,  30th  June  2015    

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