marca turismo google adwords
Post on 20-Jun-2015
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SEM CAMPAIGN Using Google Adwords to promote a website of tourism marketing.
Ana Mendes, Dario Furente, Luciano Almeida, Rodolfo Cardoso
MARCA TURISMOWhat is it?
MARCA TURISMO
Marca Turismo is a web site focusing on Marketing related entirely to tourism and leisure.
It is the only website treating this specific field thought in Portuguese language.
www.MarcaTurismo.com
MARCA TURISMO
WHY TO CREAT A GOOGLE CAMPAIGN?
Objectives:
Create Brand awareness
Enlarge the niche target
Generate contacts/leads Promote the website content
2 ADS connected to the “Home page”
Marca Turismo Home page
1 AD connected to the landing page “ Marketing Hotelero”
Marca Turismo Landing Page
1 AD connected to the landing page “ Marketing Digital em Turismo”
Marketing Digital Landing page
Click on the pics to get directly to the related web page.
Campaign’s structure
Structure of the campaignWe created 2 specific landing pages and we also used thehomepage as a landing page
CAMPAIGN’S STRUCTURECopy of the 4 campaignsClick on the AD to go to the related landing page.
Google Insights for search and other toolsLooking for the correct keywords.
ABOUT THE KEYWORDS
We focused on keywords related to the online world-marketing-business-information.
Excluding booking and similar words related to ticketing, online booking of flights, holidays, cheap trips etc. (used as negative keywords)
Used language: Portuguese (the site is mainly thought for portuguese speakers)
PRICE/BUDGET AND TIMING
Being a test campaign budget was limited to € 75
Daily budget: € 10
CPC max: € 1
Time scheduled: Jan 10th 2012 to Jan 27th 2012
Overview
RESULTS
RESULTS
Total clicks: 104
Impr.: 83.907
CTR: 0,12%
Avg. CPC: € 0,64
Tot. Cost: € 66,18
SINGLE CAMPAIGN RESULTS
Marketing Turistico
Linked to home page
Total clicks: 52
Impr.: 3662
CTR: 1,42%
Avg. CPC: € 0,62
Tot. Cost: € 32,12
Marca Turismo
Linked to home page
Total clicks: 9
Impr.: 1350
CTR: 0,67%
Avg. CPC: € 0,64
Tot. Cost: € 5,78
A B
Marketing para TurismoLinked to the spacific landing
page
Total clicks: 20
Impr.: 12.080
CTR: 0,10 %
Avg. CPC: € 0,74
Tot. Cost: € 14,78
C
Mkt Digital no TurismoLinked to the spacific landing
page
Total clicks: 8
Impr.: 12.771
CTR: 0,06 %
Avg. CPC: € 0,59
Tot. Cost: € 4,69
D
RESULTS ANALYSIS
Campaign A :
Got the best CTR (1,42%)
The highest number of clicks
Most reseached keywords are Marketing Turístico and Marketing Turismo (witch are linked to the campaign A)
These keywords, being really specific, are the most used words to look on Google by the niche market interested in Marketing related to tourism
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