Make the web work for you by Google | João Nunes
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The document discusses the complexities of the hotel booking process, highlighting that consumers often conduct substantial research before making a reservation. It emphasizes the importance of search engines in the decision-making journey and the need for brands to enhance customer experiences across various devices to stay competitive. Additionally, it explores the impact of social media on travel decisions and provides insights on effective marketing strategies in the online travel space.
Make the web work for you by Google | João Nunes
- 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1Google Confidential and Proprietary Making The Web Work For You João Nunes Online Business Consultant May, 9th http://goo.gl/0qkda https://twitter.com/jmgsnunes http://ie.linkedin.com/in/jmnunes joaonunes@google.com
- 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2 to organize the world’s information and make it universally accessible and useful
- 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3 to organize the world’s information and make it universally accessible and useful for you
- 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
- 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5 Planning a journey takes longer than the trip itself Dreaming Experiencing Researching Booking Sharing 1 2 3 4 5
- 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6 A lot of research goes into planning the perfect trip 24 1:43 17.6 Average journey length in days before purchase Average research time in hours before purchase Average site visits before purchase
- 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7 9.1 19.8 4.78.7 18.3 4.68.1 17.2 4.3 Travel-Sessions Site-Visits Search-clicks Q1'11 Average Q1'12 Average Q1'13 Average The hotel research process continues to be complex and time-consuming YoY The average hotel booker conducts 8 research sessions, clicks on 4+ search ads and visits 17 different sites all prior to booking Source: Compete Key Themes, Year-over-Year Online Travel Content Consumption in the Hotel Category. (Average sessions, visits, or clicks among hotel bookers prior to booking, Q1 2011, 2012, 2013) Key questions: 1) How will you stay top-of-mind throughout the travel process? 2) How can you make the process easier for travelers?
- 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8Source: Adobe Systems Inc., “Hotel Benchmarking Metrics,” Jan. 2013 Hotel website trends • 42% of traffic to hotel websites worldwide is driven by search engines • Users view 4.9 pages per visit on hotel websites on tablets (higher than PCs, which has a 4.7 page view per visit average) • Bounce rates for hotel websites worldwide are the lowest on tablets (35%, whereas PCs have a 44% bounce rate and mobile phones have a 47% bounce rate) • Of mobile hotel website views, tablets contribute 58% of views and mobile phones account for 41% of views Prioritize the customer experience across screens to differentiate your brand vs. competitors and OTAs
- 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9 Make better decisions by accessing unique customer, industry and performance insights Win moments that matter by engaging billions of people, in the right context, with personalized experiences they love What we do: Google Makes The Web Work For YOU We help You: Go bigger, faster by tapping into technology that works together, across your business needs
- 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10 Awareness Interest Consideration Purchase We’re improving every step of the marketing funnel…
- 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11 Online Sources Used for Research RT2. Which of the following online sources did you use to look for information on a hotel?, n=1559 D 48% of consumers recall using search while researching hotels 3% 3% 3% 7% 9% 10% 10% 13% 36% 48% 58% 72% Other Newspaper Websites Video Sharing Websites Social Networking Websites Consumer Generated Online Reviews General Discount Websites Travel Book Review Websites Membership Websites Travel Review Websites Search Engines Online Travel Agency Websites Hotel Websites Hotel Shoppers
- 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12 Search is key for initial consideration 74% of hotel shoppers recall search being helpful in their research 47% of those who read consumer reviews said their research helped them 68% of hotel shoppers search primarily on branded terms Online sources help shoppers obtain general information about hotels… Source: RT5. How did each of the following source(s) help you while you researched or shopped for a hotel?
- 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13 7 of 10 hotel searchers perform only queries containing brand terms Implement comprehensive search strategy to reach all in-market consumers 24% 8% Non-Branded 68% Branded Source: Google/Compete Query Pathing among Hotel bookers, Q3 2011
- 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14 HOTEL SHOPPERS STARTING RESEARCH ON BRANDED TERMS ENDING IN SAME CATEGORY Source: Google/Compete Hotel Query Pathing Q3 2011 Branded Term 83% Start End Non-Branded Term 8% • Best Hotels Deals Branded Term 92% • Pestana Hotels Evolution Of Searches Terms
- 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15 FEWER CONSUMERS START RESEARCH ON NON-BRANDED TERMS, FINAL SEARCH SPLIT BETWEEN TERM CATEGORIES 3% Source: Google/Compete Hotel Query Pathing, Q3 2011 Non-Branded Term 17% Start Non-Branded Term 44% • Best Hotels Deals Branded Term 56% • Pestana Hotels End Evolution Of Searches Terms
- 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16 EF 1 Site 2 to 4 Sites 5+ Sites 10% 24% 66% 2 of 3 buyers use 5 or more sites while researching hotels Remarket to potential buyers who are shopping around Source: Clickstream: BF02
- 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17 Visitor added to list Visitor leaves Your ad across the Google Display Network Visitor comes to your site Visitor returns to your site more conversions! Remarketing is a powerful tool that lets you reach customers who have previously visited your site
- 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18 D EF 1 Site 33% Same Day 52%9% 6% Same Week 2 Weeks 3+ Weeks More than half of buyers research sessions occur 3+ weeks prior to conversion Lengthen attribution window to account for long research windows Source: Clickstream: BF08
- 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19 What is Attribution? Email $100$100 =
- 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20 What is Attribution? Email Organic Search Paid Search DisplaySocial $100$100 =?
- 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21 Why is Attribution Essential? • Most customers will have more than a single step in their conversion path. • Most advertisers will only assign value to the last marketing channel a customer touched before conversion. • Therefore, their CPA guides them to invest at a point where most customers have already decided where to send their business. http://www.thinkwithgoogle.com/insights/library/studies/marketing-attribution-valuing-the-customer-journey/ http://www.thinkwithgoogle.com/insights/featured/marketer-attribution-playbook/
- 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22 Overview Assisted Conversions Path Length Time Lag Top Paths Google Multi Channel Funnels
- 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23 Travelers plan trips across multiple devices Cross-usage of devices for research when planning a trip Source: “The New Multi-screen World.” Google and Ipsos MetdiaCT. September 2012. Base: Have Started Activity on One Device & Continued on Another (627) Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. 47% 45% 3% Started on a smartphone Continued on a PC Continued on a Tablet 38% 31% 7% Started on a PC/Laptop Continued on a smartphone Continued on a tablet 15% 1% 14% Started on A tablet Continued on a smartphone Continued on a PC
- 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24February 2013 Google Confidential and Proprietary 24 3:23 pm 4:20 pm 11:14 am 5:52 pm 2:16 am 3:49 pm 1:19 pm 12:59 pm 7:30 pm 9:01 pm 7:21 pm 2:37 pm 5:20pm 1:30 pm 2:56 pm 3:30 pm 11:14 am 9:01 pm 3:49 pm 6:41 pm 3:45 pm 9:23 pm 2:29 pm 1:52 pm 7:20 pm 2:20 pm 7:21 pm 6:30 pm 4:42 pm 4:59 pm 5:52 pm 12:27 pm12:59 pm 2:59 pm 5:59 pm 6:41 pm 8:30 pm 9:32 pm 4:30 pm 6:31 pm 1:16 pm 11:47 pm 1:27pm 12:13pm 10:29 am 9:05 pm 7:30 pm 2:19pm 8:25 am 12: 10:26 pm 3:32 pm 4:42 pm 7:42 pm Introducing enhanced campaigns Enhanced campaigns help you reach people in the moments that matter across all devices, with smarter ads that are relevant to intent and context.
- 25. Google Confidential and Proprietary 25Google Confidential and Proprietary 25February 2013 Google Confidential and Proprietary 25 Key features of enhanced campaigns Powerful tools for the multi-device world Advanced reports to measure more conversion types Smarter ads for varying user contexts
- 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26 Find your audience with demographic targeting 65+ Sophisticated inferred technology lets you target age and gender more precisely Gain broad, accurate reach for brand awareness goals Dreaming
- 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27 Use Topic Targeting On the GDN Looking to reach a broad audience quickly Have a flexible campaign budget and/ or CPA Looking to significantly ramp up traffic or ad delivery Use topic exclusion to prevent your ads from appearing on pages about specific topics or with poor performance. Dreaming
- 28. Google Confidential and Proprietary 28Google Confidential and Proprietary 28 Target users interested in specific content with Interest Categories Big • 1600+ interest categories • 100 billion impressions monthly • 500m+ daily internet users • all ad formats Smart • Sophisticated blend of overall interests, recent session and current page video games news sports air travel jewelry magazines
- 29. Google Confidential and Proprietary 29Google Confidential and Proprietary 29 Combine the control of search with flexibility of display: Next Gen Keyword Contextual Targeting Fine-tune performance with keyword level targeting and bidding. Control Real time insights with keyword level performance reports Efficiency Match ads more precisely Instantly copy search campaigns onto display TransparencyAccuracy Control
- 30. Google Confidential and Proprietary 30Google Confidential and Proprietary 30 The travel path to purchase is increasingly social Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” sponsored by Performics, Aug 2011; Google/ Shopper Sciences, Role of Social in the Travel Shopper’s Journey, December 2012; PURCHASE 60% of travelers factored online opinions into their vacation planning In 2012, the average U.S. travel shopper consulted 11.2 sources prior to purchase 48% of social network users follow travel brands to learn about promotions & sales announcements 17% of travel purchase decisions are influenced by social media
- 31. Google Confidential and Proprietary 31Google Confidential and Proprietary 31 Search Video Mobile Display Offers Local +People +Relationships +Sharing +Recommendations Google+ is making all of your Google experiences better
- 32. Google Confidential and Proprietary 32Google Confidential and Proprietary 32 What does Google+ mean for a travel brand? Deeper engagement Measurable impact Better Discovery Relevant reach, across the web
- 33. Google Confidential and Proprietary 33Google Confidential and Proprietary 33 Summary and Discussion Awareness Interest Consideration Purchase
- 34. Google Confidential and Proprietary 34Google Confidential and Proprietary 34 Useful Links Awareness Interest Consideration Purchase • The Zero Moment Of Truth http://www.zeromomentoftruth.com/ • Our Mobile Planet http://www.thinkwithgoogle.com/mobileplanet/en/ • Think With Google http://www.thinkwithgoogle.com/insights/ • Mobilise Your Site Now http://www.howtogomo.com/ • Consumer Barometer http://www.consumerbarometer.com/
- 35. Google Confidential and Proprietary 35Google Confidential and Proprietary 35Google Confidential and Proprietary Thanks + + + + ++ + + + + + + + + + + ++ + + + + + + + + + + + + + ++ + + + ++ +