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