Google Confidential and Proprietary Turismo en la Web: Como Llegar a un Publico Global Primer Congreso Internacional Punta del Este David Hyman Gerente,

Google Confidential and Proprietary

Turismo en la Web: Como Llegar a un Publico Global

Primer Congreso Internacional Punta del Este

David HymanGerente, Online SalesGoogle América Latina

Google Confidential and Proprietary 2

Agenda

1 Why Internet?

2 Why Google?

3 AdWords in Action

4 Now What?

5 The Penguin Story


Why Internet?


Critical Mass Worldwide

1.6B - Users Worldwide

230M – Users in the US

132M – Users in Latam


That´s Where Your Customers Are

Source: Google Touchpoints Consumer Survey January 2009. TNS Jan – Nov 2008 Media Spend

13% Radio

25% TV

12% Print

41% Online

9% Mobile

Hotel Consumer Media Consumption


Missed Sales

6

Source: Google Touchpoints Consumer Survey January 2009. TNS Jan – Nov 2008 Media Spend

Gap between ad spend and media consumption

Untapped Audience

13% Radio

25% TV

12% Print

41% Online

9% Mobile

19% TV

10% Outdoor

6% Online

8% Radio

Hotel IndustryAd Spend

Hotel Consumer Media Consumption

(25% Newspaper,25% Magazine)

50% Print


Most Influential Source of Travel Research

• 77% used Internet to research hotel in last six months• 48% say Internet is the most important source, No. 2 is friends

& family

• 84% used Internet to research hotel in last six months• 62% say Internet is the most important source, No. 2 is friends

& family

• 91% used Internet to research hotel in last six months• 51% of research time spent using Online resources


Keys Benefits of Internet Marketing


Why Google?


Why Search?


Early & Often

• 58% used a search engine during the hotel booking process• Avg. of 5.6 searches

• 68% used a search engine during the hotel booking process• Avg. of 8.5 searches

• 80% used a search engine while researching travel• Avg. of 25.3 days researching, number of searches consistent

with other regions.


+70% Growth in travel related searches about Uruguay, from Jan. 2008 to Jan. 2010, in Argentina and Brazil

Travel Related Search Growing...

12/3

1/07

1/27

/08

2/23

/08

3/21

/08

4/17

/08

5/14

/08

6/10

/08

7/7/

08

8/3/

08

8/30

/08

9/26

/08

10/2

3/08

11/1

9/08

12/1

6/08

1/12

/09

2/8/

09

3/7/

09

4/3/

09

4/30

/09

5/27

/09

6/23

/09

7/20

/09

8/16

/09

9/12

/09

10/9

/09

11/5

/09

12/2

/09

0

10000

20000

30000

40000

50000

60000

70000

80000


+ 250.000 Monthly searches related to tourism (December 09) in Uruguay,

from Argentina and Brazil

Demand from Southern Cone Strong


AdWords in Action


Two Parts…

Text Ads Relevant to the Users´Querey

Display, Video, or Text AdsOn Google´s Network of

Partner Sites


Search


Google Display Network


Google Display Network


Your Custom Web

Source: AdRelevance Q1-Q4 2006 “Internet Ad Spend Is Display Only,” comScore Media Matrix, November 2005

Your Custom

Web

Niche ContentLarge Sites


Let´s Check This Out…


Viva Travel Guides...Great Information


Plaza de Toros!


Let´s See What the ´Times Has to Say...


What a Neat Looking City


I Gotta Check Out These Walking Tours


Keys Benefits Internet Marketing

New Markets a Click Away

San Blas or Kobbe Beach?

Searches, Visits,

Conversions, etc.

CPC

Manage Budgets

According to Inventory


Now What?


Create


Plan


Plan


Implement


Measure


Be Careful!!! 3 Tips to Success

1.Operators MUST be standing by.

2.Will your website help close the deal?

3.Don´t give up! Iterate, Measure, and Optimize.


Ready for the Penguins?


Q&ADavid Hyman

[email protected]

Documents

Google Confidential and Proprietary Turismo en la Web: Como Llegar a un Publico Global Primer Congreso Internacional Punta del Este David Hyman Gerente,