tb workshop presentation paris june2014 pdf version ciaran isabelle3
TRANSCRIPT
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Digital MarketingWorkshop
Ciaran Rowesenior search strategist
Isabelle Vuongonline marketing specialist
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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
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✓ 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 experienceMultilingual teamGoogle PartnerGoogle close relationship - beta testers, regular meetingsOne office - ideas shared between all markets
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2. Campagnes PPC sur le réseau de Recherche de Google
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payant
naturel
knowledge
graph
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{
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{
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Basic sitelinks
Exemples de liens annexes (sitelinks)
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Exemples de liens annexes (sitelinks)
Multiple sitelinks
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Exemples de liens annexes (sitelinks)
Enhanced sitelinks (2)
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Exemples de liens annexes (sitelinks)
Enhanced sitelinks (4)
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Contenus des liens annexes
Offres Spéciales
USP
localisationEquipements
Avis
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Exemples d’extensions d’images
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Protection de la marque
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Trademark Protection
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Questio
ns?
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3. Autres options de marketing payant
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Publicité sur le Réseau Display de Google
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Display advertising on Google
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Publicité sur le Réseau Display de Google
• Mot-clé (contextuel)• Emplacements• Sujets• Intérêts• Genre/Age
Options de ciblage
Targeting options:Keyword (contextual)PlacementsTopicsInterestsGender/Age
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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
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Remarketing sur Google
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Re-marketing on Google
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Remarketing sur Google
Conditions requises
Build an audienceDedicated BudgetCreate a unique offerUpdate privacy policy
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Remarketing sur Google
Conditions requises
• Construire une audience• Budget dédié• Créer une offre unique• Mettre à jour la politique de confidentialité
Build an audienceDedicated BudgetCreate a unique offerUpdate privacy policy
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PPC sur Bing & Yahoo
www.bing.com
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PPC sur Bing & Yahoo
www.google.fr/analytics/
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Annonces Video pour les hôtels
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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)
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Arguments de vente YouTube
Vidéo
YouTube Sales Pitch
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Format 1 - InStream
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Format 2 - InDisplay
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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 possibleClick can take to external web page or Youtube Channel
Can target “Travel Buffs”Frequency capping availableScheduling available
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Format 1 - In-Stream
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Format 1 - In-Stream
Exemple de video In Stream
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• 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.
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Format 2 - InDisplay
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Format 2 - InDisplay
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Format 3 - Réseau Google Display
• Annonce vidéos sur le Réseau Display (y compris les vidéos YouTube)
• Modèle Cost per View
• Remarketing également possible
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Format 3 - Google Display Network
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YouTube Channel
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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 channelUse custom URL’s to link to websites - Link to YouTube channel from website & use as part of social media strategyEnsure connection with Google Plus exists - Google Analytics & Youtube linking allows extra reporting info and additional features.Google Plus - comments visible on Google Plus & Youtube.
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YouTube & Google+
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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 AnalyticsExtensive data available from YouTube AnalyticsViews & Engagement available from YouTube report
- Demographics, playback locations, traffic sources, devices, audience retention
Engagement report - Subscribers, likes/dislikes, favourites, comments, sharing, annotations.
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Reporting YouTube
Views report - Demographics, playback locations, traffic sources, devices, audience retention
Engagement report - Subscribers, likes/dislikes, favourites, comments, sharing, annotations.
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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
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Video Marketing efficace
• Augmentation de l’image de marque
• Génère du Buzz
• Booste les réservations
Increase AwarenessGenerate BuzzBoost Bookings
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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?
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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, playfulFor Business - serious, professionalFor Family - lighthearted, fun background musicVoiceover?
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Video Marketing efficace
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Video Marketing efficaceSi votre budget est illimité ...
Exemple Vidéo
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Video Marketing efficaceUn objectif plus réalisable ...
Exemple Vidéo
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Video Marketing efficaceExemple d’événements spécifiques / budgets limités
Exemple Vidéo
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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 contentDecide on a budget (within AdWords)Setup campaign with relevant targeting options
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Commencez à utiliser Google Plus
Social Layer
4. SEO pour les hôtels
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Using Google Plus
plus.google.com
SEO for hotels
google.com/mybusiness
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Using Google Plus
SEO for hotels
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• 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 hôtelsCommencez à utiliser
Google Plus
Make sure you receive notificationsCheck your business information regularlyManage your reviews on GoogleExtend your networkMake regular posts/uploads
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S’assurer de la cohérence des informations
4. SEO pour les hôtels
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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
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Établir des liens naturels vers votre site
4. SEO pour les hôtels
Build natural links to your site
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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
PartnersSuppliersLocal businessesLocal attractionsLocal events
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Créer du contenu plus pertinent
4. SEO pour les hôtels
Create more relevant content
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Créer du contenu plus pertinent
Equipementsex. : Hôtel avec Spa
Localisationex. : près de la Tour Eiffel
Evénements locaux ex. : salons, expositions
Formulesex. : Séjour Romantique
Servicesex. : Lit Supplémentaire
4. SEO pour les hôtels
PackagesFacilitiesLocationLocal events
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<H1>
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• 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
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• 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
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Questio
ns?
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5.Google Tools
Google Trends
http://translate.google.com/globalmarketfinder/g/index.htmlGlobal market finder
http://www.consumerbarometer.com/Consumer Barometer
http://think.withgoogle.com/mobileplanet/enOur Mobile Planet
http://www.thinkwithgoogle.com/Think with Google
http://www.google.ie/trends/exploreGoogle Alerts
http://www.google.ie/alerts
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6. Meta-search marketing
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1 Metasearch is Needed!
2 Driven by Consumerswho want a one-stop shop
3 Your Opportunityto 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.
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hotel finder
meta search
Here are the current leaders we are integrating with.
Expedia owns 2/3 of Trivago (mid 2013)
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How It WorksMeta Search
So what’s the process for your hotel?
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Generally pay-per-click modelNo click, no charge
Advertising opportunityBranding opportunity
Conversion opportunity.
Meta Search
The models look like this so far.
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Needs careful management!Bids AND Prices AND AvailabilitiesRobust 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.
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Hotel FinderGoogle
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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.
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integration with Bookassisthotel finder
Bookassist Booking Engine’sbest rate and availability for double
stays of 1, and 2, and 3...14 nightsarrival today, tomorrow, +2...+180 days
apply restrictions
14 x 180= 2520
calculate any dynamic discountsseparate 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 staysWe 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.
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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 finderintegration with Bookassist
This is a major piece of data management that Bookassist carries out on behalf of hotels we partner with.
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Hotel FinderGoogle
Interface
We can first look at the GHF interface itself.
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google.com/hotelfinder
This is easy, although not very appealing.Just choose destination and dates.
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GHF has a good interface for looking around, good filters. Again its functional rather than appealing.
Options for price, grade, brand rating, amenitiesClear 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
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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.
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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.
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Map ResultsGoogle
The data is fully integrated with the map results also.
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maps/google.com
If you search for hotels in google maps, say hamburg hotels, you get the usual kind of map listing.
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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.
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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.
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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.
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Universal SearchGoogle
Pricing is now also appearing in regular search results, the universal search.
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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.
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Google+ Local
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Text
Google+ Local has the hotel finder data also, and this page is the cornerstone of your presence on Google for the future.
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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.
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Text
Management of Google+ is critical
Update old Google Local and move to Google+
Manage online reputation careful, reviews on Google+
Delete duplicate listings.
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Google Hotel FinderMaps and Price Ads
Universal Search and Price AdsGoogle+ Local
MobileOther places?
Once you send your info to Google, then
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Hotel FinderGoogle
Effectiveness
Let’s look at effectiveness, though it is still early days.
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HotelFinderGoogle
Expect to invest ~€500 per month
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Some showing exceptional ROI of 10With highly optimised Google+ listings
With good use of dynamic pricingWith good use of web optimisation.
Latest ResultsHotelFinderGoogle
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.
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TripConnectTripAdvisor
Let’s look very basically at how it works for your hotel
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tripadvisor asking you specifics of your stay - this is NEW - used to just be listings and rankIF you know the hotel name then this is straightforward
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We compete on headline price, and use “official site” label
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Brought DIRECTLY via deep linking to this specific offer in the booking engine of the hotel weskit
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TripConnectTripAdvisor
Active Business Listing SubscriptionCertified Booking Engine Technology like Bookassist
Be a registered owner on TripAdvisor
What You Need
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TripConnectTripAdvisor
Target your marketsMake sure listings are optimised in key languages
Optimisation
allows almost like revenue management per marketover 35 languages - almost like mini websites in each language available for you to use
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allows you to brak parity and have specific rates in specific markets
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TripConnectTripAdvisor
Search position for TA is importantRank within TA is less critical in metasearch
Good service and reputationAdvertising opportunityBranding opportunity
Conversion opportunity.
For Success
tripadvisor listing for a hotel usually sits just below the hotels’ own listing in search results on googlethis 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.
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Meta search is a newdigital marketing opportunity pot
ential
Meta search will be a key distribution channel.But it is only potential in terms of traffic delivery...
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Merci pour votre attention !