Tb workshop presentation paris june2014 pdf version ciaran isabelle3
- 2. Digital Marketing Workshop Ciaran Rowe senior search strategist Isabelle Vuong online marketing specialist
- 3. 1. L’équipe Digital Marketing 2. Campagnes PPC sur le réseau de Recherche de Google 3. Autres options de marketing payant 4. SEO pour les hôtels 5. Google Tools 6. Meta-search marketing Topics
- 4. ✓ 15 ans d’expérience ✓ Equipe multilingue ✓ Partenaire Google ✓ Relation privilégiée avec Google - testeurs beta, réunions régulières ✓ Un bureau - idées partagées entre tous les marchés 1. L’équipe Digital Marketing 15 years experience Multilingual team Google Partner Google close relationship - beta testers, regular meetings One office - ideas shared between all markets
- 5. 2. Campagnes PPC sur le réseau de Recherche de Google
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- 9. Basic sitelinks Exemples de liens annexes (sitelinks)
- 10. Exemples de liens annexes (sitelinks) Multiple sitelinks
- 11. Exemples de liens annexes (sitelinks) Enhanced sitelinks (2)
- 12. Exemples de liens annexes (sitelinks) Enhanced sitelinks (4)
- 13. Contenus des liens annexes Offres Spéciales USP localisation Equipements Avis
- 15. Protection de la marque
- 17. Questions?
- 18. 3. Autres options de marketing payant
- 19. Publicité sur le Réseau Display de Google
- 20. Display advertising on Google
- 21. Publicité sur le Réseau Display de Google • Mot-clé (contextuel) • Emplacements • Sujets • Intérêts • Genre/Age Options de ciblage Targeting options: Keyword (contextual) Placements Topics Interests Gender/Age
- 22. Publicité sur le Réseau Display de Google • Annonces textuelles • Annonces illustrées (statique ou animée) • Annonces vidéo • Annonces sur téléphones mobiles Types d’annonces •Text ads •Image ads (static or animated) •Video ads •Ads on mobile
- 25. Remarketing sur Google Conditions requises Build an audience Dedicated Budget Create a unique offer Update privacy policy
- 26. Remarketing sur Google Conditions requises • Construire une audience • Budget dédié • Créer une offre unique • Mettre à jour la politique de confidentialité Build an audience Dedicated Budget Create a unique offer Update privacy policy
- 27. PPC sur Bing & Yahoo www.bing.com
- 29. PPC sur Bing & Yahoo www.google.fr/analytics/
- 30. Annonces Video pour les hôtels
- 31. Pourquoi ? • Visibilité et image de marque • Le contenu vidéo est populaire • Rentable • Audience ciblée Visibility and branding - Video content is popular - Cost-effective - Highly targetable Youtube is the 2nd most visited website worldwide according to Alexa web rank 90% all web traffic(data) in 2014 will be video based (Cisco) Bookings are 67% more likely to happen when a video tour is available (Lodging Interactive) Video can improve conversion rates by as much as 85% 1 hotel had 1400 views from €90 monthly spend. €0.07 cost per view. 223 clicks to the website (free)
- 32. Arguments de vente YouTube Vidéo YouTube Sales Pitch
- 33. Format 1 - InStream
- 34. Format 2 - InDisplay
- 35. Format 1 - InStream (Avant les Vidéos) • Modèle Cost per View • Ciblage par le contenu, le lieu, l'âge / sexe / intérêt • 300x60 Bannière associée en option • Placements possible (Spécifiques vidéos/sites) • Remarketing également possible Cost per View model - Target by content, location, age/gender/interest - 300x60 Companion Banner optional Placements possible (specific videos/websites) - Remarketing also possible Click can take to external web page or Youtube Channel Can target “Travel Buffs” Frequency capping available Scheduling available
- 36. Format 1 - In-Stream
- 37. Format 1 - In-Stream Exemple de video In Stream
- 38. • Modèle Cost per View • Ciblage par le contenu, le lieu, l'âge / intérêt • Remarketing également possible Format 2 - InDisplay Ad clicks take user to either Channel page to watch video or to the video watch URL on Youtube.
- 39. Format 2 - InDisplay
- 40. Format 2 - InDisplay
- 41. Format 3 - Réseau Google Display • Annonce vidéos sur le Réseau Display (y compris les vidéos YouTube) • Modèle Cost per View • Remarketing également possible
- 42. Format 3 - Google Display Network
- 43. YouTube Channel
- 44. YouTube Channel • Utilisez la photo de profil (logo de l'hôtel) • Utilisez la bannière personnalisée en haut de la chaîne • Utilisez l'URL personnalisée pour la chaîne • Utilisez l'URL personnalisée pour créer des liens vers les sites internet • Ajouter le lien de la page YouTube channel sur votre site & utiliser Youtube dans votre stratégie de vos réseaux sociaux • Assurez-vous de la connection à Google Plus Use Profile Photo (hotel logo) - Use custom banner for top of channel - Use custom URL for your channel Use custom URL’s to link to websites - Link to YouTube channel from website & use as part of social media strategy Ensure connection with Google Plus exists - Google Analytics & Youtube linking allows extra reporting info and additional features. Google Plus - comments visible on Google Plus & Youtube.
- 46. Reporting YouTube • Données dans Google Analytics • De nombreuses données disponibles à partir de YouTube Analytics • Vues & Engagement disponible à partir de YouTube Data in Google Analytics Extensive data available from YouTube Analytics Views & Engagement available from YouTube report - Demographics, playback locations, traffic sources, devices, audience retention Engagement report - Subscribers, likes/dislikes, favourites, comments, sharing, annotations.
- 47. Reporting YouTube Views report - Demographics, playback locations, traffic sources, devices, audience retention Engagement report - Subscribers, likes/dislikes, favourites, comments, sharing, annotations.
- 48. Conditions vidéo requises • 20-40 secondes ! • Bonne résolution / format • Bonne qualité pour l'image de marque • Utilisation du nom de la marque et des logos 20-40 seconds! - Correct resolution/format - Good imagery for branding - Use of brand name and logos format: AVI, ASF, Quicktime, Windows Media, MP4, or MPEG • Resolution: 640x360 (16:9) or 480x360 (4:3) recommended 30 frames per second 1080 HD where possible
- 49. Video Marketing efficace • Augmentation de l’image de marque • Génère du Buzz • Booste les réservations Increase Awareness Generate Buzz Boost Bookings
- 50. Video Marketing efficace • Vendre des chambres ? • Générer des clients potentiels ? • Faire connaître la marque ? • Promouvoir un service? Quel est le but ? Purpose? Sell Rooms? Generate Guest Leads? Build brand awareness? Demonstrate a service?
- 51. Video Marketing efficace • Pour les couples - créative, ludique • Pour les entreprises - sérieuse, professionnelle • Pour la famille - gai, amusante Quel est le style / format ? For Couples - creative, playful For Business - serious, professional For Family - lighthearted, fun background music Voiceover?
- 53. Video Marketing efficace Si votre budget est illimité ... Exemple Vidéo
- 54. Video Marketing efficace Un objectif plus réalisable ... Exemple Vidéo
- 55. Video Marketing efficace Exemple d’événements spécifiques / budgets limités Exemple Vidéo
- 56. Prochaines étapes ... • Optimisez votre YouTube Channel et Google+ • Obtenir du contenu vidéo • Décider d'un budget (dans AdWords) • Campagne de mise en place avec des options de ciblage pertinents Optimise YouTube Channel & Google+ Get video content Decide on a budget (within AdWords) Setup campaign with relevant targeting options
- 57. Commencez à utiliser Google Plus Social Layer 4. SEO pour les hôtels
- 62. Using Google Plus plus.google.com SEO for hotels google.com/mybusiness
- 70. Using Google Plus SEO for hotels
- 71. • Assurez-vous que vous recevez les notifications • Vérifiez les informations sur votre établissement régulièrement • Gérez les commentaires de vos clients sur Google • Élargissez votre réseau • Faites des posts réguliers / ajouts de photos 4. SEO pour les hôtels Commencez à utiliser Google Plus Make sure you receive notifications Check your business information regularly Manage your reviews on Google Extend your network Make regular posts/uploads
- 72. S’assurer de la cohérence des informations 4. SEO pour les hôtels
- 73. S’assurer de la cohérence des informations http://www.laprimahotelbudapest.com ≠ http://laprimahotel.hu ≠ http://laprimahotelbudapest.com Cosmo City Hotel (Budapest) ≠ Cosmo Fashion Hotel (Budapest) ≠ Hotel Cosmo (Budapest) • Nom de l'Hôtel • Adresse • Téléphone • Adresse Internet 4. SEO pour les hôtels
- 74. Établir des liens naturels vers votre site 4. SEO pour les hôtels Build natural links to your site
- 75. Établir des liens naturels vers votre site Show your real world relationships online! • Partenaires • Fournisseurs • Entreprises locales • Attractions locales • Evénements locaux 4. SEO pour les hôtels Partners Suppliers Local businesses Local attractions Local events
- 76. Créer du contenu plus pertinent 4. SEO pour les hôtels Create more relevant content
- 77. Créer du contenu plus pertinent Equipements ex. : Hôtel avec Spa Localisation ex. : près de la Tour Eiffel Evénements locaux ex. : salons, expositions Formules ex. : Séjour Romantique Services ex. : Lit Supplémentaire 4. SEO pour les hôtels Packages Facilities Location Local events
- 80. <H1>
- 81. • Titre • Image • Texte • Plan d'accès (le cas échéant) • Call-to-action • Formule (le cas échéant) • Méta tags Créer du contenu plus pertinent 4. SEO pour les hôtels
- 87. • Titre • Image • Texte • Plan d'accès (le cas échéant) • Call-to-action • Formule (le cas échéant) • Méta tags Expliquez pourquoi votre hôtel est le choix parfait ! Créer du contenu plus pertinent 4. SEO pour les hôtels
- 88. Questions?
- 89. 5.Google Tools Google Trends http://translate.google.com/globalmarketfinder/g/index.html Global market finder http://www.consumerbarometer.com/ Consumer Barometer http://think.withgoogle.com/mobileplanet/en Our Mobile Planet http://www.thinkwithgoogle.com/ Think with Google http://www.google.ie/trends/explore Google Alerts http://www.google.ie/alerts
- 91. 1 Metasearch is Needed! 2 Driven by Consumers who want a one-stop shop 3 Your Opportunity to extend distribution and brand metsasearch is a natural evolution when there is too much information it is driven by consumers who want to get information fast and it is your opportunity to be there.
- 92. hotel finder meta search Here are the current leaders we are integrating with. Expedia owns 2/3 of Trivago (mid 2013)
- 93. How It Works Meta Search So what’s the process for your hotel?
- 94. Generally pay-per-click model No click, no charge Advertising opportunity Branding opportunity Conversion opportunity. Meta Search The models look like this so far.
- 95. Needs careful management! Bids AND Prices AND Availabilities Robust integration to retain position Needs real marketing expertise. Meta Search Remember it is complex though. Need to juggle prices and availabilities and your bids and have a good rate strategy planned out for the 6 months ahead. Google penalises any rates it finds that are not accurate, so your hotel will disappear from direct and leave OTAs only if you do not keep info up to date. Our integration assures you are up to date. Changes in the booking engine are automatically sent to GHF. So we manage all of this for you.
- 97. We launched with GHF in September. We had been in a phase 1 beta for the previous year with Google, and we learned a lot from that. Google of course has to play a delicate game, ensuring that it does not dominate over booking or expedia, since it doesn’t want to lose their huge ad revenue. But GHF opens up the ad market to individual hotels too, as far as Google is concerned, so presumably what it hopes to gain from individual hotel spend will limit losses from the OTA spend.
- 98. integration with Bookassist hotel finder Bookassist Booking Engine’s best rate and availability for double stays of 1, and 2, and 3...14 nights arrival today, tomorrow, +2...+180 days apply restrictions 14 x 180 = 2520 calculate any dynamic discounts separate out all taxes, charges. doubles the data.. doubles.. doubles ! sounds simple, right?! So it seems simple - we send the best rate... to Google, right? Not so simple. We need to calculate the rate for 14 different stays We need to do that for 180 different arrivals dates, today, tomorrow, next day up to 180 days out each day. The 3 night rate for arrival today is the sum of today, tomorrow and the next day - assuming all are available - applying restrictions and dynamic discounts. This doubles and quadruples what we must look at and calculate. The value to send must also separate out the tax percentage that the hotelier normally adds to the room base rate according to the law in each country. In Spain it is 10% , 10% for Italy or 15% for Czech republic, 9% Ireland, as an example, and we need to look ahead in case the tax law is changing in the 6 months we are looking ahead to. This is a very complex requirement daily.
- 99. Bookassist dedicated servers, 6 hours to calculate a file for all Bookassist hotels 5+ million stay prices, 100+ million room rates billions of individual nightly rate checks permanently running on demand update any change within 5 minutes! hotel finder integration with Bookassist This is a major piece of data management that Bookassist carries out on behalf of hotels we partner with.
- 100. Hotel Finder Google Interface We can first look at the GHF interface itself.
- 101. google.com/hotelfinder This is easy, although not very appealing. Just choose destination and dates.
- 102. GHF has a good interface for looking around, good filters. Again its functional rather than appealing. Options for price, grade, brand rating, amenities Clear map use. Rating is critical, emphasised, and will rely heavily on Google+ ratings so you must build up on Google+ local. Amenities includes internet as a strong point Let’s go to Arcotel Rubin, campaigns that we manage
- 103. First thing that stands out is the green banner. Calculated across Google’s total data and compared to today’s offer. Your own hotel’s price can stand out well. You pay more for a red box! But you may not need it. Top two have the visibility.
- 104. And of course we also pass the relevant link for each offer so that a click brings you directly to that price in the hotel engine.
- 105. Map Results Google The data is fully integrated with the map results also.
- 106. maps/google.com If you search for hotels in google maps, say hamburg hotels, you get the usual kind of map listing.
- 107. But also each hotel listed shows a booking button with price, which displayed the Hotel Finder feed data also based on the dates you’ve already set. If you haven’t set dates, you’ll see a date chooser also. Again this is a strong opportunity to capture a direct booking.
- 108. the map pop up for each hotel also shows a booking button with price, which displayed the Hotel Finder feed data also based on the dates you’ve already set.
- 110. And of course we also pass the relevant link for each offer so that a click brings you directly to that price in the hotel engine.
- 111. Universal Search Google Pricing is now also appearing in regular search results, the universal search.
- 113. You see here that if dates have not been set, there is a date chooser also. Highlighting any hotel in universal search shows the Google+ page on the right, and highlight reviews. It is critical this page is up to date and managed.
- 114. Google+ Local
- 115. Text Google+ Local has the hotel finder data also, and this page is the cornerstone of your presence on Google for the future.
- 116. Your hotel is already on Google Hotel Finder Optimise it! Remember your hotel is already on hotel finder - if you are not using our service, then only OTA pricing is appearing. You are losing opportunity. Google has many sources to get information from about you so maximise your presence by following very simple steps.
- 117. Text Management of Google+ is critical Update old Google Local and move to Google+ Manage online reputation careful, reviews on Google+ Delete duplicate listings.
- 118. Google Hotel Finder Maps and Price Ads Universal Search and Price Ads Google+ Local Mobile Other places? Once you send your info to Google, then
- 119. Hotel Finder Google Effectiveness Let’s look at effectiveness, though it is still early days.
- 120. HotelFinder Google Expect to invest ~€500 per month
- 121. Some showing exceptional ROI of 10 With highly optimised Google+ listings With good use of dynamic pricing With good use of web optimisation. Latest Results HotelFinder Google Here are example figures for one hotel in September. ROI was about 5, but we expect this to rise significantly. It is not PPC levels, but has a good chance to get there soon. It only works if Google+ is highly optimised for the hotel and if there is a good pricing strategy in place so that pricing is competitive. Once the click through occurs, you only have one chance to convert, so the website and hotel quality are critical post-click.
- 122. TripConnect TripAdvisor Let’s look very basically at how it works for your hotel
- 123. tripadvisor asking you specifics of your stay - this is NEW - used to just be listings and rank IF you know the hotel name then this is straightforward
- 124. We compete on headline price, and use “official site” label
- 125. Brought DIRECTLY via deep linking to this specific offer in the booking engine of the hotel weskit
- 126. TripConnect TripAdvisor Active Business Listing Subscription Certified Booking Engine Technology like Bookassist Be a registered owner on TripAdvisor What You Need
- 127. TripConnect TripAdvisor Target your markets Make sure listings are optimised in key languages Optimisation allows almost like revenue management per market over 35 languages - almost like mini websites in each language available for you to use
- 128. allows you to brak parity and have specific rates in specific markets
- 129. TripConnect TripAdvisor Search position for TA is important Rank within TA is less critical in metasearch Good service and reputation Advertising opportunity Branding opportunity Conversion opportunity. For Success tripadvisor listing for a hotel usually sits just below the hotels’ own listing in search results on google this is a major route into tripadvisor and therefore into tripadvisor metasearch RANK not as key as used to be, if hotel doesn't have availability (either direct or OTA) they wont show in listings, date checker on all pages has prominence so customers will use this prior to searching.
- 130. Meta search is a new digital marketing opportunitypotential Meta search will be a key distribution channel. But it is only potential in terms of traffic delivery...
- 131. Merci pour votre attention !