Presentation to tourism teachers in Austria on the use of the Google Online Marketing Challenge in teaching online marketing.

1. Online
Marke+ng
in
Tourism
The
Google
Online
Marke+ng
Challenge
How
does
it
work
in
educa0on?
Dr
Philip
Alford
Zillertaler
Tourismusschulen
24-­‐25th
October
2014
palford@bournemouth.ac.uk
@philipalford

2. Outline
• Introduc0on
to
Google
Adwords
• Introduc0on
to
GOMC
• GOMC
–
an
effec0ve
teaching
tool
• Examples
of
student
campaigns

3. Introduc+on
to
Adwords
A
breakdown
of
Google’s
revenues
Introduc0on:
• hRp://www.youtube.com/watch?v=uFzoM59bIQ8
• hRp://www.youtube.com/watch?v=Oz0V1Tqi7Wk
• hRp://www.youtube.com/watch?
v=tx2L6EGa9DY&list=TLIN0bqjm6CPoMmd3nUsTDlm7H6WJa
RLdy
Case
studies:
• hRp://www.youtube.com/watch?v=EUTu97-­‐BTtA

4. What
is
GOMC?
• See
website
–
lots
of
informa0on!

5. An
effec+ve
teaching
tool
• Early
research
suggests
it
is
an
effec0ve
tool
for
teaching
online
marke0ng;

6. Embedded
in
Digital
Marke+ng
unit
The
GOMC
is
embedded
in
my
Digital
Marke0ng
unit
and
forms
70%
of
the
assessment;

7. Resources
Lots
and
lots
of
online
resources
–
here’s
a
small
sample:
• hRp://www.google.com/edu/teachers/index.html
• Marke0ngAndAdver0singUsingGoogle
(2nd
edi0on)
• More
Success,
Less
stress
with
GOMC:
AdWords
in
a
Nutshell

8. Example
of
student
campaigns
Lulubelles
Cakes
–
semi
finalists!
• Pre-­‐campaign
report
(p48)
• Post-­‐campaign
report
Exbury
Gardens
• Pre-­‐campaign
report
– p14
USP
analysis
– p43
Adwords
campaign
– p45
keyword
strategy
• Final
presenta0on
to
business

9. Market
analysis
Sex
and
the
City
Girls:
“Girls
just
want
to
have
fun”,
these
are
young
professional
women
(23-­‐35
years
old)
who
regularly
meet
with
their
‘girls’
for
nights
in
and
dinner
par0es.
Tend
to
bring
a
git
or
‘treat’
for
the
host,
cupcakes
being
the
favoured
choice
of
cake
selec0on.
The
desired
proposi0on
is
young,
fashionable
‘kitsch’
led
cupcakes/
gits.
Yummy
Mummy’s:
“Anything
for
the
liRle
ones”,
busy
Mums
who
don’t
have
the
0me
to
bake
yet
want
a
‘special’
cake
(that
can’t
be
brought
in
Supermarkets)
for
their
child’s
Christening,
Birthday
Party
or
for
the
mother’s
tea
morning.
Cakes
tend
to
be
personalised
‘occasion
cakes’
and
miniature
cupcakes
that
are
suitable
for
children
to
eat.
The
desired
proposi0on
is
‘fuss
free’,
individualised
led
occasion
cakes
and
miniature
cupcakes.
Romeos:
“Hopeless
Roman0c”,
loving
partner
or
‘doung’
father.
Conten0ous
men
who
like
to
send
partners
liRle
gits
to
signify
their
love
and
apprecia0on,
oten
don’t
know
exactly
what
they
want
but
know
what
they
want
to
say,
like
recommenda0ons
when
buying.
Cakes
tend
to
be
‘love’
themed
cupcakes.
The
desired
proposi0on
is
to
be
a
helpful,
reliable,
‘straight
forward’
service
providing
thoughvul
cupcake
gits.
Old
Baking
girls:
“Aternoon
tea
ladies”,
these
are
older
ladies
(55+)
that
enjoy
home
baked
cakes
yet
no
longer
wish
to
bake
for
themselves.
Regularly
hold
aternoon
tea
with
friends
or
aternoon
‘play0me’
for
the
grandchildren.
Cakes
tend
to
be
quite
tradi0onal,
basic
cakes,
with
the
occasional
order
of
miniature
cupcakes
for
the
grandchildren.

10. Placements

11. Monitoring
adgroups
Personalised
cupcakes
were
the
most
successful
Ad
Group
within
the
Home
Delivered
Cupcakes
campaign.
In
total
it
received
76
clicks
and
8956
impressions.
It
was
successful
with
regards
to
CTR
with
a
rate
of
0.85%.
The
whole
ad
group
cost
$59.10
with
an
Average
CPC
of
$0.78.
All
but
one
of
the
keywords
had
a
quality
score
of
7.
The
most
successful
keyword
was
Bournemouth
Cupcakes,
with
660
impressions,
34
clicks
and
a
CTR
of
5.15%.
Bournemouth
Cupcakes
was
the
most
expensive
key
word
for
the
ad
group
with
a
total
cost
of
$26.28
however
was
not
the
most
expensive
CPC
at
$0.77.

12. Monitoring
adgroups
• The
Sex
and
the
City
Ad
Group
was
by
far
the
most
successful
in
terms
of
impressions
with
16,957,
however,
only
geung
60
clicks
from
that
the
CTR
was
0.35%,
which
is
one
of
the
lowest.
The
total
cost
of
the
campaign
was
$62.96
with
an
Average
CPC
of
$1.05,
this
being
the
most
expensive.
The
most
successful
keywords
with
regards
to
CTR
were
the
ones
more
specific
to
cupcake
workshops
such
as
‘cupcake
workshops’
and
‘cupcake
making
workshops’.
However
more
generic
keywords
such
as
‘Bournemouth
nights
out’
and
‘hen
party
ideas’
provided
more
impressions,
with
over
200
between
them.

13. Google
criteria
To
succeed
in
the
Campaign
Sta0s0cs
your
team
should
do
well
across
the
following
five
areas.
• A)
Account
Structure
• B)
Op0miza0on
Techniques
• C)
Account
Ac0vity
and
Repor0ng
• D)
Performance
and
Budget
• E)
Relevance

14. Thank
You
Ques+ons?
Dr
Philip
Alford
palford@bournemouth.ac.uk
@philipalford