7. This Is The Exception
Some Statistics
1. Tourism Is Still An Enormous Challenge
8. This Is The Exception
Some Statistics
1. Tourism Is Still An Enormous Challenge
• 2009 Euro vacation spending was down
6.6% (ETC)
9. This Is The Exception
Some Statistics
1. Tourism Is Still An Enormous Challenge
• 2009 Euro vacation spending was down
6.6% (ETC)
• Visits abroad by UK residents down 4%
over the last 12 months (Office for
National Statistics)
10. This Is The Exception
Some Statistics
1. Tourism Is Still An Enormous Challenge
• 2009 Euro vacation spending was down
6.6% (ETC)
• Visits abroad by UK residents down 4%
over the last 12 months (Office for
National Statistics)
• Although estimates are increasing for
2011 US travel trends...
11. This Is The Exception
Some Statistics
1. Tourism Is Still An Enormous Challenge
• 2009 Euro vacation spending was down
6.6% (ETC)
• Visits abroad by UK residents down 4%
over the last 12 months (Office for
National Statistics)
• Although estimates are increasing for
2011 US travel trends...
2. US Is The “No-Vacation Nation” (Ctr for
Economic and Policy Research)
15. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
16. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
17. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps
18. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps
• More options for display/content ads
19. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps
• More options for display/content ads
2. Understand Online Behavior
20. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps
• More options for display/content ads
2. Understand Online Behavior
• In social, we’re sharing, “communitzing”
21. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps
• More options for display/content ads
2. Understand Online Behavior
• In social, we’re sharing, “communitzing”
• In reading content, we’re learning
22. Is Féidir Linn
Yes We Can
1. Competition, Innovation Means You Gain
• Traditional search marketing still effective
• Social media presents new opportunities
• Local search, travel sites, apps
• More options for display/content ads
2. Understand Online Behavior
• In social, we’re sharing, “communitzing”
• In reading content, we’re learning
• In search, we seek an answer
26. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
27. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value
28. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value
• Competition, competition, competition
29. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value
• Competition, competition, competition
• Adgroups of 50 to 70 keywords
30. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value
• Competition, competition, competition
• Adgroups of 50 to 70 keywords
2. Ads And Content Should Match
31. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value
• Competition, competition, competition
• Adgroups of 50 to 70 keywords
2. Ads And Content Should Match
• Hardly ever target your homepage
32. Traditional Search Mktg.
Know The Terms
1. Identify Your Audience By Their Words
• Language? (“holiday” vs. “vacation”, “villa”
vs.“vacation home”)
• Ads should be conscious of value
• Competition, competition, competition
• Adgroups of 50 to 70 keywords
2. Ads And Content Should Match
• Hardly ever target your homepage
• Must modify content (specials)
36. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
37. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• FB ads target loyalty and brand awareness
38. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• FB ads target loyalty and brand awareness
• Facebook ads are short lived, but powerful
39. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• FB ads target loyalty and brand awareness
• Facebook ads are short lived, but powerful
• Click-Thru Rate (CTR) very important
for both
40. Ad Campaigns On Facebook
PPC Is Everywhere
1. FB Ads Vs. Google/Bing Ads
• FB ads target loyalty and brand awareness
• Facebook ads are short lived, but powerful
• Click-Thru Rate (CTR) very important
for both
• Be careful mixing networks
46. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
47. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
48. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image
49. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image
• Destination should FB experience
50. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image
• Destination should FB experience
• Use contests, questions (polls), charity not
necessarily sales
51. Ad Campaigns On Facebook
PPC Is Everywhere
2. FB Ad Images, Destination URL And Copy
• Image most important factor in CTR
• Video instead of image
• Destination should FB experience
• Use contests, questions (polls), charity not
necessarily sales
• Try Sponsored Story
55. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans/friends of fans and
non-fans (think of email)
56. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans/friends of fans and
non-fans (think of email)
• Non-fans should primarily be about
converting to fans
57. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans/friends of fans and
non-fans (think of email)
• Non-fans should primarily be about
converting to fans
• Fans can be about sales
58. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans/friends of fans and
non-fans (think of email)
• Non-fans should primarily be about
converting to fans
• Fans can be about sales
• Age, Geography, Education, Gender
59. Ad Campaigns On Facebook
PPC Is Everywhere
3. Segmentation
• Different ads for fans/friends of fans and
non-fans (think of email)
• Non-fans should primarily be about
converting to fans
• Fans can be about sales
• Age, Geography, Education, Gender
• Likes (Irish sports, Riverdance, family
ancestry, St. Patrick’s Day, Guinness, etc.)
72. Niche Searches
Very Important For Travel
1. Where Are Your Tourists Coming From?
• Kayak, Expedia (Beware of these)
• Yahoo Travel and Bing Travel
73. Niche Searches
Very Important For Travel
1. Where Are Your Tourists Coming From?
• Kayak, Expedia (Beware of these)
• Yahoo Travel and Bing Travel
• Maps (Google Places, Mapquest, Bing)
74. Niche Searches
Very Important For Travel
1. Where Are Your Tourists Coming From?
• Kayak, Expedia (Beware of these)
• Yahoo Travel and Bing Travel
• Maps (Google Places, Mapquest, Bing)
• Apps like Urban Spoon, iGuide
83. Display Ads/Content Ads
More Tools, More Reach
1. Text, Display, Mobile and Video
• Google,Yahoo, Bing, AOL
• Many allow you to select publications
84. Display Ads/Content Ads
More Tools, More Reach
1. Text, Display, Mobile and Video
• Google,Yahoo, Bing, AOL
• Many allow you to select publications
• Should be a separate campaign
85. Display Ads/Content Ads
More Tools, More Reach
1. Text, Display, Mobile and Video
• Google,Yahoo, Bing, AOL
• Many allow you to select publications
• Should be a separate campaign
• Demographic, location targeting
86. Display Ads/Content Ads
More Tools, More Reach
1. Text, Display, Mobile and Video
• Google,Yahoo, Bing, AOL
• Many allow you to select publications
• Should be a separate campaign
• Demographic, location targeting
• Think of broad subjects
96. Other Pointers
Key Requirements
1. Tracking Is Essential, Track Phone Calls
(admin.telwise.co.uk, freshegg.com/call-track-
id.htm)
2. Test Multiple Ads
97. Other Pointers
Key Requirements
1. Tracking Is Essential, Track Phone Calls
(admin.telwise.co.uk, freshegg.com/call-track-
id.htm)
2. Test Multiple Ads
3. Bidding Is Like Ebay
98. Other Pointers
Key Requirements
1. Tracking Is Essential, Track Phone Calls
(admin.telwise.co.uk, freshegg.com/call-track-
id.htm)
2. Test Multiple Ads
3. Bidding Is Like Ebay
4. Use Ad Preview Tool For Google Adwords
Ads (search for “Ad Preview Tool”)
99. Other Pointers
Key Requirements
1. Tracking Is Essential, Track Phone Calls
(admin.telwise.co.uk, freshegg.com/call-track-
id.htm)
2. Test Multiple Ads
3. Bidding Is Like Ebay
4. Use Ad Preview Tool For Google Adwords
Ads (search for “Ad Preview Tool”)
5. Look For Your Ads In Test Searches
103. Summary
What To Remember
1. Most Major Purchases Start With Traditional
Search (Compliment SEO Efforts)
2. Social Activity Is A Rapidly Growing
Opportunity
104. Summary
What To Remember
1. Most Major Purchases Start With Traditional
Search (Compliment SEO Efforts)
2. Social Activity Is A Rapidly Growing
Opportunity
3. Research Niche Search Engines
105. Summary
What To Remember
1. Most Major Purchases Start With Traditional
Search (Compliment SEO Efforts)
2. Social Activity Is A Rapidly Growing
Opportunity
3. Research Niche Search Engines
4. Content Is Also Opportunity