google confidential and proprietary turismo en la web: como llegar a un publico global primer...
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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
Google Confidential and Proprietary 4
Critical Mass Worldwide
1.6B - Users Worldwide
230M – Users in the US
132M – Users in Latam
Google Confidential and Proprietary
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
Google Confidential and Proprietary
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
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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
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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.
Google Confidential and Proprietary
+70% Growth in travel related searches about Uruguay, from Jan. 2008 to Jan. 2010, in Argentina and Brazil
Travel Related Search Growing...
12/3
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Google Confidential and Proprietary
+ 250.000 Monthly searches related to tourism (December 09) in Uruguay,
from Argentina and Brazil
Demand from Southern Cone Strong
Google Confidential and Proprietary
Two Parts…
Text Ads Relevant to the Users´Querey
Display, Video, or Text AdsOn Google´s Network of
Partner Sites
Google Confidential and Proprietary 19
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
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Keys Benefits Internet Marketing
New Markets a Click Away
San Blas or Kobbe Beach?
Searches, Visits,
Conversions, etc.
CPC
Manage Budgets
According to Inventory
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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.