1. Over the next hour!.
+ 415 K
Travel related searches will happen in Latam
Are you up to the opportunity ?
Do you feel social, please use #GoogleLatam +
#TBF2011
Source Internal Data
Google Confidential and Proprietary

3. Copa America is coming!
Are you ready for LATAM???

4. Over the next hour, we´ll be training, shooting
free kicks, taking penalties shots, juking, jiving and
whatever it takes to win a market of $65B

5. !"#$%&'()*$
•! Travel is a 5 step business: Dream, Search, Reserve,
experiment and Share
•! Online travel in Latam, is getting bigger, but there´s a lack of
big players pushing hard in the region
•! People in Latam have different travel research and purchase
pattern than in the US & Europe. To succeed, you need to
understand the habits of the local consumer.

7. +,"$-&./0$'*$1&(("1)"0$
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million
132 million
in LATAM
Source: Internet World Stats 7

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Google Confidential and Proprietary

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Indexed
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Hawaii Jamaica Orlando Las vegas Aruba Paris Miami Cuba Disney New York Madrid Londres Barcelona
Google Confidential and Proprietary

20. What do people search for in Travel ?
16%
Air Travel Queries
1% 22%
Attractions & Activities Queries
Hotels & Accommodations
3% Queries
Vacation Destinations Queries
Other
58%
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Google Confidential and Proprietary 20

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search availability
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comparisson deals user’s comments
Display
27
Google Confidential and Proprietary

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Google Confidential and Proprietary

29. 82)24$'*$@"1&4'(6$K&@'/"$
+2.8 MM
SmartPhones in México
Google Confidential and Proprietary

30. Search Targeting
Capture people who are looking for your products and services
Not For Tourists
Need A Local City Guide? View Our
SF Map Guides. Sign Up Today!
www.NotForTourists.com
Google Confidential and Proprietary

31. Display Network Targeting
Spread awareness about your brand and services
Google Confidential and Proprietary

32. Google Display Network:
High relevance and various targeting capabilities
By Where Users Are By Where Users Have Been
(current actions) (previous actions)
Interest-Category
Contextual Targeting
Matching
Deliver your ad at the ‘moment of Serve ads to consumers based on the types
relevance’ based on the content your of websites they visit across the GDN
audience is reading on sites you may Not For
not have known existed
Tourists
Message
Placement Targeting Re-Marketing*
Serve ads to consumers on a specific
site(s) in the Google Content Network Serve ads to consumers who
previously took a specific action on or
visited Not For Tourists’ website
Google Confidential and Proprietary
*remarketing currently not available for all markets

33. Google Confidential and Proprietary

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locations with
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41. V,#$X&:+:@"B$
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engaged with YoTube
than TV
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have
comments,
questions,
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shares
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Youtube54%
users Mujeres
are more active and pay more attention.
More interactions means more engagement
46%
source: YouTube and TV, OTX study, 10

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http://www.youtube.com/DisneyMemories

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Sharing your tweets, you can
reach
•! +80% ofusers on the Internet.
•! Tens of thousands of websites
•! 95% of a users time is spent
consuming content

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47. Google Conversion Tracking
Track ROI and make smarter online advertising decisions.
How does it work?
•!Conversion Tracking is a free
tool that tracks conversions
from your AdWords ads.
Benefits for Marketers
•!Correlate ad clicks to custom
conversion metrics
•!Easily set up tracking for sales,
sign-ups, leads, page-view,
demo plays, and more
•!Measure conversion value of
campaigns, ad groups, and/or
keywords and optimize bids
accordingly
Google Confidential and Proprietary

48. 8';"$2l".$),"$1/'15$
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49. A(2/#=1*$'*$),"$42'($02*,@&2.0$
Search Marketing
Banner Advertising
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Know which strategies
are performing well,
which are not
referrals
Membership programs
Offline Marketing

50. A)$),"$"(0?$')f*$2//$2@&:)$),"$;:(("/$
More
1 visitors
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of conversion and
4
where they go
Purchase
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My
customers

51. T&$,&-$-"$12($/"3".26"$&(/'("$
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Exit
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IZ$ Achieved

52. Copa America might be a tough tournament for
your brand.
You need all the team, giving 110%
But is always easier if you can partner with a
Messi along the way

53. One tool, one team, a complete strategy
Answering direct questions coming Display, Video, or text generating
from users desire and interest in Orlando in the
Google display network
Google Confidential and Proprietary

54. Google Confidential and Proprietary

55. Google Confidential and Proprietary 55

56. Google Confidential and Proprietary 56

57. Q&A
Ezequiel Singer
esinger@google.com
Twitter: @ezesinger
Google Confidential and Proprietary
57