Introduction to Paid Search Advertising

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1 AV

Introduction to

Paid Search Advertising

NOVEMBER 11, 2014

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4 Billion YouTube Video Views Per Day

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• What is Paid Search?

• Why Invest in Paid Search

• Search Platforms to Consider

• Campaign Best Practices

• Targeting Travelers

• Travel Trends & Mobile

• How to Get Started

Hola! Hello :) Our Agenda Today

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Anatomy of a Search Results Page

Top

Ranking

Paid Ads

Organic

Search Results

Lower

Ranking

Paid Ads

Search Query

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There Are A Variety of Search Ad Types

Images &

Site Link

Ads

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Videos

There Are A Variety of Search Ad Types

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:15 to :90 second video ads

Display companion banners

YouTube Pre-Roll Video and Display Ads

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Pay-

Per

-

Click

. Only Pay for Clicks!

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83% of leisure travelers plan online

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83% of leisure travelers plan online

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INSTANT TRAFFIC

Paid search can start generating traffic immediately

TRACKABLE

Effectiveness can be measured with great accuracy

VERY TARGETED

Keyword phrases can be extremely relevant to your offering

LOW BARRIER TO ENTRY

Allows anyone to compete for the same travelers

COST EFFECTIVE

Clicks costs can be as as low at $0.10

The Benefits of Paid Search

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Easily make changes

to your listings. Especially true if a

new service or website isn't indexed organically yet.

Better control of the landing page

experience. Take a

traveler directly to the page most relevant to their search.

Paid + organic together

are greater than the sum of the

individual parts.

1

2

3 Why Include Paid + Organic Search?

56% of

the

Google

results

page is

paid ads

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Even with a

#1 Organic

Ranking

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Which Search Engines?

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67.6%

18.8%

10%

*Source: ComScore. Does not include mobile searches.

106,692,000+ Visitors Month

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Additional Second Tier Search Partners

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1. Choosing Your Keywords

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Be Specific and Descriptive with Keyword Phrases

Waterfall

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Be Specific and Descriptive with Keyword Phrases

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2. Writing Your Ad Copy

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2. Writing Your Ad Copy

Costa Rica's Finest Hotel

Luxury Hot Springs Resort

with On-Site Adventure Center.

www.TheSpringsCostaRica.com

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Costa Rica's Finest Hotel

Luxury Hot Springs Resort

with On-Site Adventure Center.

www.TheSpringsCostaRica.com

2. Writing Your Ad Copy

NO :(

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2. Writing Your Ad Copy

Looking for a Beach Resort?

Consider our Luxury Hot Springs

Resort with Daily Shuttle to Beach.

www.TheSpringsCostaRica.com

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= more reasons for travelers to click

Adding additional business

info such as: address, phone

number, website links, special

o

ﬀ

ers, or a third-party review

Paid Search

Ad Extensions

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Enhance Your Ads with Additional Info

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Reviews Extensions

Enhance Your Ads with Additional Info

Paid Search Ad Extensions

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Reviews Extensions

Enhance Your Ads with Additional Info

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Reviews Extensions

Social Extensions

Enhance Your Ads with Additional Info

Paid Search Ad Extensions

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Reviews Extensions

Social Extensions

Enhance Your Ads with Additional Info

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Reviews Extensions

Social Extensions

O

ﬀ

er Extensions

Enhance Your Ads with Additional Info

Paid Search Ad Extensions

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Reviews Extensions

O

ﬀ

er Extensions

Enhance Your Ads with Additional Info

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Reviews Extensions

Social Extensions

O

ff

er Extensions

Location Extensions

Enhance Your Ads with Additional Info

Paid Search Ad Extensions

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Reviews Extensions

Social Extensions

O

ff

er Extensions

Location Extensions

Enhance Your Ads with Additional Info

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Reviews Extensions

Social Extensions

O

ff

er Extensions

Location Extensions

App Extensions

Enhance Your Ads with Additional Info

Paid Search Ad Extensions

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Reviews Extensions

Social Extensions

O

ff

er Extensions

Location Extensions

App Extensions

Enhance Your Ads with Additional Info

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Reviews Extensions

Social Extensions

O

ff

er Extensions

Location Extensions

Click to Call Extensions

App Extensions

Enhance Your Ads with Additional Info

Paid Search Ad Extensions

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Reviews Extensions

Social Extensions

O

ff

er Extensions

Click to Call Extensions

Enhance Your Ads with Additional Info

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3. The Landing Page

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What Makes a Good Landing Page?

Have a Clear “Call To Action”

Answer the Searcher’s Question

Keep Everything Above the Fold

Earn Trust: Testimonials, Reviews etc.

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2

3

4

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3. Search & Video Targeting

Be present for all three devices: Desktop, Tablet, Mobile

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Costa Rica

Search Terms

Geo-Targeting

3. Search

Targeting

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Search Terms

Geo-Targeting

3. Search

Targeting

Content Contextual

Interests

Demographics

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Search Terms

Geo-Targeting

3. Video

Targeting

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Search Terms

Geo-Targeting

Content Contextual

Interests

Demographics

Hiking

3. Video

Targeting

Beach

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Search Terms

Geo-Targeting

Content Contextual

Interests

Demographics

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What are the Latest Trends?

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Digital Travel Trends

1 Destinations

More than 50% of leisure travelers and 70% of a

ffl

uent travelers begin researching

travel online without a specific destination or mode of travel in mind.

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Digital Travel Trends

1

2 Mobile

_{Travelers increasingly turn to mobile devices to plan and book travel}

Destinations

More than 50% of leisure travelers and 70% of a

ffl

uent travelers begin researching

travel online without a specific destination or mode of travel in mind.

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One In Every 5 People Own A Smartphone

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TIP:

Create Mobile Friendly Landing Pages

Consumer Reasons for Not Booking Travel on a Mobile Device

Poor Mobile Website is the #1 Deterrent to Booking Travel on a Phone

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1

2

3 Internet and Search

Leisure travelers turn to search engines to plan travel online; business travelers rely

more heavily on supplier sites.

Mobile

Travelers increasingly turn to mobile devices to plan and book travel.

Online Video

Travelers watch a mix of user generated videos and professionally made videos at all

stages of travel planning.

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... say they decided to

book travel as a result of

watching online video

while planning travel

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TIP:

Promote Your Video Content

TrueView In-Stream

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Your Paid Search Strategy

Right Target

Targeted Keywords

Include Negatives

Right Time

Device Targeting

Day Parting

Right Content

Specific Ad Creative

Relevant Landing Pages

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Weather

Ad Group

Costa Rica Tourism

Tourism

Ad Group

Beaches

Ad Group

Flora & Fauna

Ad Group

Campaign

Keywords &

Ad Copy

Campaign

Keywords &

Ad Copy

Keywords &

Ad Copy

Keywords &

Ad Copy

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Weather

Ad Group

Costa Rica Tourism

Tourism

Ad Group

Beaches

Ad Group

Flora & Fauna

Ad Group

Campaign

Keywords &

Ad Copy

Campaign

Keywords &

Ad Copy

Keywords &

Ad Copy

Keywords &

Ad Copy

“

Weather in Costa Rica

”

ICT Paid Search Campaign Structure

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ICT Paid Search Campaign Structure

Weather

Ad Group

Costa Rica Tourism

Tourism

Ad Group

Beaches

Ad Group

Flora & Fauna

Ad Group

Campaign

Keywords &

Ad Copy

Campaign

Keywords &

Ad Copy

Keywords &

Ad Copy

Keywords &

Ad Copy

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Weather

Ad Group

Costa Rica Tourism

Tourism

Ad Group

Beaches

Ad Group

Flora & Fauna

Ad Group

Campaign

Keywords &

Ad Copy

Campaign

Keywords &

Ad Copy

Keywords &

Ad Copy

Keywords &

Ad Copy

“

Top Costa Rica Beaches

”

ICT Paid Search Campaign Structure

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Example: Hotel Campaign Structure

Costa Rica Hotel

San José Hotel

Ad Group

Wyndham Hotel

Ad Group

Hotel Near SJO

Ad Group

Luxury Hotel

Ad Group

Campaign

Keywords &

Ad Copy

Keywords &

Ad Copy

Keywords &

Ad Copy

Keywords &

Ad Copy

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“

San José CR Hotel

”

Costa Rica Hotel

San José Hotel

Ad Group

Wyndham Hotel

Ad Group

Hotel Near SJO

Ad Group

Luxury Hotel

Ad Group

Campaign

Keywords &

Ad Copy

Campaign

Keywords &

Ad Copy

Keywords &

Ad Copy

Keywords &

Ad Copy

Example: Hotel Campaign Structure

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Costa Rica Hotel

San José Hotel

Ad Group

Wyndham Hotel

Ad Group

Hotel Near SJO

Ad Group

Luxury Hotel

Ad Group

Campaign

Keywords &

Ad Copy

Campaign

Keywords &

Ad Copy

Keywords &

Ad Copy

Keywords &

Ad Copy

Example: Hotel Campaign Structure

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Costa Rica Hotel

San José Hotel

Ad Group

Wyndham Hotel

Ad Group

Hotel Near SJO

Ad Group

Luxury Hotel

Ad Group

Campaign

Keywords &

Ad Copy

Campaign

Keywords &

Ad Copy

Keywords &

Ad Copy

Keywords &

Ad Copy

Example: Hotel Campaign Structure

“

Top Hotel Near SJO

”

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Search Success Metrics

Standard Search

PreRoll & Video Search

Optimize to the highest number of

clicks for the lowest cost-per-click

Optimize to the highest number of

views for the lowest cost-per-view

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You can be a helpful travel partner and improve

the lives of travelers by being present in the

moments they need you the most. These

moments are happening every day via search

engines, social media and on smartphones.

“Eighty percent of success is showing up”

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