Grow Your Travel Brand Online with Google

CLICKTOCONTINUE
GROW YOUR
TRAVEL BRAND
ONLINE
GOOGLE CONNECT
1

DIGITAL MARKETING & ANALYTICS | 2
WELCOME

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
● Paul Hewett
● Partner, In Marketing We Trust
● Organiser of Google Marketing
Platform Sydney
● Google Event specifically for
Travel
CLICKTOCONTINUE
PAUL
PAUL HEWETT
HOST

DIGITAL MARKETING & ANALYTICS |CONVERSION RATE OPTIMISATION |
EVENT
PARTNERS

DIGITAL MARKETING & ANALYTICS |SMARTER MARKETING DECISIONS, ACTIONED FASTER |
WE’RE A
LEADING
EXPERT IN
ONLINE
TRAVEL

WE’RE A
LEADING
GOOGLE
PARTNER

WHAT
WE’VE GOT
PLANNED
Arm you with insights, but also help you
action those insights.
● Travel trends in Australia
● Using Youtube to grow your brand
● How to creating winning campaigns
● Travel industry success story

PAUL
PAUL HEWETT
IN MARKETING WE TRUST
WELCOME
09:00 - 09:15

ERIK
ERIK HENRY
GOOGLE
AUSTRALIAN TRAVEL
TRENDS
09:15 - 09:45

SABINE
SABINE ZONDERLAND
YOUTUBE
YOUTUBE FOR
TRAVEL
09:45 - 10:15

ED
ED JONES
IN MARKETING WE TRUST
CREATING
WINNING
CAMPAIGNS
10:15 - 11:45

LOU
LOUISE PERCY
GLOBUS FAMILY OF BRANDS
TRANSFORMING
DIGITAL PERFORMANCE
10:45 - 11:15

ENTERPRISE DIGITAL MARKETING & ANALYTICS | 13
LET’S GET
STARTED

ERIK
ERIK HENRY
GOOGLE

Australian Travel Trends
2019 & Beyond

Proprietary + Confidential
My Goal Today:
● Australian Market Trends
● The Changing Consumer
Provide a deeper understanding of industry &
consumer trends to help drive your business forward

Proprietary + ConfidentialProprietary + Confidential
Australian Market Trends:
Growth is Accelerating
Mobile First
Brand Preference is Shifting
1
2
3

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
INBOUND
+7%
The Australian Travel Economy is Accelerating
$116 billion | 11% YoY
DOMESTIC
+13%
OUTBOUND
+4%
1
Tourism Australia Annual Report, 2018-19’

Mobile First2

Query Growth
-6%
-33%
-16%
-8%
-1%
+16%
+10%
+7%
+10%
+22%
-9%
-12%
-16%
-12%
-7%
Mobile Share
45%
51%
50%
46%
44%
-11% ▼12% ▲-20% ▼
Google Internal Data. Last 6 months (Sep/18-Mar/19). Growth is YoY

Brand3

Query Growth
-1ppt
+4ppt
+1ppt
+1ppt
Change in Brand Share
YoY
0ppt
75%
34%
42%
56%
43%
Q4’18 & Q1’19
Brand Share
Google Internal Data. Last 6 months (Sep/18-Mar/19). Growth is YoY
Generic Brand

Travel Related Searches
Searches for Travel (in Australia)
since the beginning of this presentation

CURIOUS
Consumer
journeys have
changed forever

Proprietary + ConfidentialSource: Google Data, Jan - Jun 2015 vs. Jan - Jun 2017.
+100%
best toothbrushes
+100%
best shower curtains
+150%
best umbrellas
+300%
best travel pillow
+110%
best olive oil

Dream Plan Book Experience

The travel purchase journey: a logical sequentially
structured process
Flights
Step 1 Step 2 Step 3 Step 4
Accommodation Car hire Activities

This is the new Path to Purchase for an International trip!
38 visits

Confidential + Proprietary
Understand each
Touchpoint
100Cheap flight deals Flights to Bali
25%
25 conversions
50%
50 conversions
25%
25 conversions
Credits are calculated for hundreds (or thousands) of
conversion paths and will differ per path and per advertiser
MODEL: Data-Driven
100%
100 conversions
Last Click
Jetstar

Confidential + ProprietaryConfidential + Proprietary
a consumer has ever had
You are competing with
the best experience
IMPATIENT

Update from P&O

Update from P&O
abandon a mobile site if it
takes longer than 3
seconds to load
53%
Consumers expect immediacy
Source: Google Global Data, n=3,700

Update from P&O
Mobile websites in this region score well in all categories
except speed
Source: Master of Mobile research, Accenture Interactive AUNZ Study
2018

Speed Scorecard Impact Calculator
Where to start?

DEMANDING
Consumers are
more empowered
than EVER before

Source: Google internal data, 2017-18’
The rise of personal searches
How much
money do
I need to
retire?
What can I
make with
chicken
breast?
How often
should I
wash my
hair?
How much
is my car
worth?
Where do
I register
my car?
Do I have
school
tomorrow
?
House for
rent near
me
What is
my face
shape?
What is
the
weather
in my
area?
Where can
I get a
loan?
What
time
should I
get up?

Best customers Find more of them
Leading businesses get smarter with data

Market growth is accelerating and with it, consumer choice and curiosity.
Be measurable.
Mobile is even more important than ever.
Be Fast.
Choice is increasing complexity and consumers are beginning to lean more on brands.
Be personalised.
1
2
3

Thank you!

SABINE
SABINE ZONDERLAND
YOUTUBE

Sabine Zonderland
Video Specialist

Today’s Goals:
Audience : Who, where, how?
Building great video assets
YouTube Product: Reaching your audience
Measuring success

What is it for?

YOUTUBE MISSION:
give everyone a voice and
show them the world

YouTube has the
viewership to find
new customers at
scale.
1.9BN Monthly logged in users.
Source: YouTube Internal Data, Global, June 7, 2018

300 X

YOUTUBE IS WHERE 15.7M Aussies
COMES TO WATCH
M25-54 F25-54 PP18-34
84% 91% 93%Reach
Avg. time
per person
per month
28h:13 mins 26h:52 mins 39h:19 mins
Source: Nielsen Digital Content Ratings, August 2018, Australia

Reach is no longer a
scarce commodity,
attention is.

People pay
more attention
on YouTube
1. Source: Nielsen Consumer Neuroscience: U.S., Video Ad Cross-Platform Research Commissioned by Google
2. Source: Google and DoubleClick advertising platforms data, Global, May 2017; Google Internal Data, Global, August 2016 (when volume is at least 10%)
.
more attention
paid to YouTube
ads than social
media platforms¹
95%
of ads on YouTube
are viewable, and
95% are watched
with sound on³
2×

0:45 / 0:45
Conversions from
YouTube up 150%
70% of campaigns drive
in store sales
...and they are taking action

Why am I here?

Because...

vs

Source: Google/Magid Advisors, "The Role of Digital
Video in People’s Lives”, Global (US, CA, BR, UK, DE,
FR, JP, IN, KR, AU), August 2018, n=20,000, A18-64
general online population.
PRIOR TO PURCHASE...
+55% of people search on Google, and then go to YouTube to learn more,
before they buy.
[your keywords]

How much travel content do Aussies watch on YouTube?
……. years
Year to Date (31/Oct), across UGC and Paid for all travel categories (Air Travel, Tourist Destinations,
Hotels etc)

How much travel content do Aussies watch on YouTube?
2,855 Years
Year to Date (31/Oct), across UGC and Paid for all travel categories (Air Travel, Tourist Destinations,
Hotels etc)

Leverage Google tools to
use your own data and
audience insights
Define your audience
using Google’s rich
intent signals
Off-the-shelf audiences
built by Google to reach
your audience
Custom
Audiences
Built by
Google
Bring your
own Data
How do I speak to my audience?
Note: Will not apply to people who’ve chosen not to see personalized ads

Your Audience
Definitions
Google
Signals
Custom
Audiences
Build broad audiences around
consumer trends and passions by
using signals from across Google
Capture attention during a purchase
decision by reaching people actively
searching for your products
Custom Audiences
Define your audience and drive
+30%higher
conversion rate

Custom Audiences

3x more
attention paid to ads that were
“relevant to me” vs. average
Source: Google/Ipsos, Video Mobile Diary, US, 2017, n of 4,381 (saw ads occasions).

Renault reached their
customers in the critical
period after they
searched
More
conversions60%
Lower cost
Per lead50%

Youtube as a
Marketing Strategy

YouTube for Marketing Goals
Build your Brand
Upper Funnel
Drive Consideration
Interests & Habits
Mid Funnel
Drive Action
Intent & Action
Lower Funnel
Trueview
In-Stream
Trueview
For Action
Awareness

Building a (YouTube) Strategy
Drive Action Drive Brand Awareness

Increase purchase intent
for contextual creative
+63%
0:45 / 0:45
Creative is key
The Power of Relevance: Content, Context and Emotions; IPG + ZEFR, March 2016
Increase in ROI
for
effective creative
Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
2×

Great! But I don’t have video creative…
Find the Directory at YouTube.com/Ads

Trueview :
TrueView
In-stream
Get a Quote
Buy Now
Learn More
TrueView
for Action
Upper Funnel Lower Funnel

What’s a “True View” ?
You only pay if a users watches the complete video or gets to 30 seconds, very cost effective use of
budget

Trueview In-Stream
Drive views and view rate.
-Skippable ads of any length
- Skip button appears after 5 seconds
Goal: Awareness

Betterment
betterment.com
Skip ad
LEARN MORE
Purple Mattress
onpurple.com
BUY NOW
Marley Spoon
marleyspoon.com
TRY NOW
Skip ad Skip ad
TrueView for Action
Gives viewers a way to .TAKE ACTION

Was my
video ad
seen?
What was
the
impact?

Measurement: Brand Lift Surveys
Measure the increase in ad recall, brand awareness, consideration,
purchase intent and favorability directly attributable to your TrueView campaign

Measurement: Brand Lift Surveys
Measure the increase in brand interest on organic search activities directly
attributable to your campaign

Incremental
impact
Conversion LiftHow many visits/purchases
happened because users saw my
ads?
Google's Conversion Lift measures
the incremental effect of specific
Google campaigns on conversions

Get a
Quote
Buy Now
Learn More
Awareness :
- Engagements:
Views
- View-through-Rate
Action
- tCPA
- Clicks / CTRs
- Conversions
- ROAS
- Awareness lift
- Ad Recall Lift
- Consideration Lift
- Purchase Intent
Lift
- Favorability Lift
Brand Lift Surveys
Activity Measurement

Why Should I care?
Australians are consuming years of travel
content
What should I do?
Win top of mind by using signals and reach to
bring your message to users
What is the Opportunity?
$200,000 a month
= Reach 2.8M unique users (20%) interested
travelers in Australia on Youtube.

Thank you!

CLICKTOCONTINUE
CREATING
WINNING
CAMPAIGNS
GOOGLE CONNECT | 02-MAY
91

DIGITAL MARKETING & ANALYTICS |
CLICKTOCONTINUE
92
ED
ED JONES
HEAD OF GROWTH
PAUL
PAUL HEWETT
COMMERCIAL DIRECTOR

$131 BILLION VISITOR SPEND
Combined value of total international visitor & total domestic visitor spend

OPPORTUNITIES ARE LIKE SUNRISES.
IF YOU WAIT TOO LONG, YOU’LL
MISS THEM.
WILLIAM ARTHUR WARD

CAMPAIGN
PLANNING
SETTING UP
FOR SUCCESS
WHAT GOOD
LOOKS LIKE

BIRDS EYE VIEW
OF A CAMPAIGN
96

PROCESS
CAMPAIGN
PLANNING
1
CAMPAIGN
PLAN
2
CHANNEL
RESEARCH
5
ANALYTICS
3
AD
CREATION
7
MONITOR
PERFORMANCE
4
LANDING PAGE
+ NEXT
ACTIONS
6
LAUNCH
CAMPAIGN
8
CAMPAIGN
OPTIMISATION
Think about the complete
customer journey and the
lifecycle of your campaign.

GIVE ME SIX HOURS TO CHOP DOWN A
TREE AND I WILL SPEND THE FIRST FOUR
SHARPENING THE AXE.
- ABRAHAM LINCOLN -

SETTING UP
FOR SUCCESS
99

DIGITAL MARKETING & ANALYTICS |DIGITAL MARKETING & ANALYTICS | 100
QUESTIONS
TO ASK
YOURSELF
1. What is my objective?
2. Who is the target customer?
3. What is the customer journey?
4. Am I offering the right thing?
5. Am I saying the right thing?
6. Is my campaign consistent?
7. What does my funnel look like?
8. What should I measure?
9. Can I actually measure it?
10.How can I improve performance?

QUESTION 1
WHAT IS THE OBJECTIVE?
S
SPECIFIC
Provide a clear
description of what
needs to be
achieved.
M
MEASURABLE
Include a metric
with a target that
indicates success.
A
ACHIEVABLE
Set a challenging
target, but keep it
realistic.
R
RELEVANT
Keep your goal
consistent with
higher-level goals.
T
TIME-BOUND
Set a date for when
your goal needs to
be achieved.

7% increase
direct booking
2019
84% capacity
for route
Q4
2019
+800 leads
Asian Cruises
Google Ads
July 19

QUESTION 2
WHO IS THE TARGET
CUSTOMER?
● Who is the audience?
● What do you know about them?
● How can you access them?

QUESTION 3
WHAT DOES THE
CUSTOMER JOURNEY
LOOK LIKE?
Travellers are on a purchasing journey
and they are looking for assistance.
● Your funnel: commercial stages
● Customer journey: micro-moments
● Not all moments are equal
● Understand customer intent
1.Dream
2.Plan
3.Book
4.Experience

TRAVEL MICRO MOMENTS

QUESTION 4
IS MY OFFER
CORRECT?
Think about the action you want your
customer to take. Why would they do it?
● Perceived as valuable
● Targeted & relevant
Factors
● Pricing or discounting
● Added value
● Limiting time
● Scarcity

QUESTION 5
IS MY MESSAGE
CORRECT?
The way you communicate will change
for each channel, but the message and
tone should be consistent.
● Is your message concise?
● Is your message clear?
● Is your message understandable?
● Does it clearly communicate the value?
● Is it actionable?

QUESTION 6
IS MY CAMPAIGN
CONSISTENT?
Consistency is important to ensure
consumers are not confused by your
offer.
● Message match
● Image match
● Tone, language and phraseology

QUESTION 7
WHAT
DOES
MY
FUNNEL
LOOK
LIKE?
YOURCUSTOMERYOURBUSINESS

QUESTION 8
WHAT AM I
MEASURING?
“How much can I
spend to acquire a
new customer?”
Assess campaign performance on hard
metrics.
● ROAS (Return On Ad Spend)
● ROMI (Return On Marketing Investment)
● LTV (Lifetime Value)

QUESTION 9
CAN I ACTUALLY
MEASURE IT?
This is the most frequent gap in
campaign planning.
● Define what data you need to measure
● Define where you can find the data
● Implement tags across all campaign
touch points

QUESTION 10
CAN I IMPROVE
PERFORMANCE?
Think about what levers you can pull to
improve performance before you need
to pull them!
● Volume lever
● Quality levers
● Performance levers

WHAT
YOU
CAN DO
113

I WANT TO GET AWAY
Where will they be looking?
Have a seperate KPI for this activity
● Focus on YouTube & Display
● Build your audience (people you don’t know)
○ Interests & topics; affinity audiences
○ In Market & similar audiences
● Search - wider keywords but often limit
budget
● Aspirational Content & Adcopy

I WANT TO GET AWAY
South Australia Tourist Board

TIME TO MAKE A PLAN
Where you need to be!
Keyword search focussed & bidding
strategy
● Focus on destination, location terms
● Apply bid strategy by location campaign
& profit based
● Apply strategy based on pax &
fulfillment
● Dynamic Search Strategy

TIME TO MAKE A PLAN
Some flight
examples
● ANA focussing on exact
keywords
● Bunnik increasing bids due to
the offer they have
● BA including pricing to drive the
conversion

LET’S BOOK IT
Facilitate this process
Be there now
● Users are searching for:
○ The brand
○ Location specifics
○ Dates & deals
● Utilise keyword strategy
● Longer tail keywords,
exact & BMM
Flawless journey
● Ad copy includes
destinations, pricing
● Ensure ad extensions are
included to best practice
● Landing pages include
destinations, pricing

LET’S BOOK IT
Hotels
doing it
right
● Own your brand
○ like Hilton
○ Sofitel need to work on
this
● Agoda Long tail strategy
with good user experience

CAN’T WAIT TO EXPERIENCE IT
Your customers
Keeping users engaged
● Focus on Search & Display
● Build your audience (people you know)
○ Remarketing specific pages; positive & negative
○ Customer Match
○ Placements
● Google sponsored promotions
● Offers & Opportunity: Cialdini's Principles of Influence,reciprocity, commitment/consistency, social proof,authority, liking and scarcity

CAN’T WAIT TO EXPERIENCE IT
What will users
do next?
● Offer lead display ads
● Relevancy is key

REFINING STRATEGY
TARGETING: TEST & LEARN
Build logical tests
● Hypothesis, method, requirements
● Clear measures of success
● Regular clear reporting on test;
milestones
● Planned action for under/over delivery

BE SMART
Weather Scripts, Hotel ads, relevant betas …

THANK YOU
124

LOU
LOUISE PERCY
GLOBUS FAMILY OF BRANDS
TRANSFORMING
DIGITAL
PERFORMANCE

GET IN
TOUCH
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firm managed from one of the
finest beaches on the planet.
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