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Pornthip Kongchun Marketing Manager Thailand Google, Inc. 25 September, 2009. 2. Capture Existing Demand. Generate New Demand. Nearly Half of Internet Users Visit Travel Sites. 4. Search Is a Core Behavior. 82%. Of traffic to travel sites comes from a Google search.

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pornthip kongchun marketing manager thailand google inc 25 september 2009
Pornthip Kongchun

Marketing Manager Thailand

Google, Inc.

25 September, 2009

slide3

Capture Existing Demand

Generate New Demand

search is a core behavior
Search Is a Core Behavior

82%

Of traffic to travel sites comes from a Google search

Google Confidential and Proprietary

5

slide6

Travel Options Researched and Booked

Travelers researched hotels online most often; over half eventually booked a hotel online

6

being findable is key
Being Findable is Key

Hotels Thailand

slide10

Capture Existing Demand

Generate New Demand

think about the long tail of travel
Think About The Long Tail of Travel

Web Results

Travel Sites

Sites with Travel Content

11

precision best when targeting moments of relevance
Precision best when targeting “Moments of Relevance”

Connect with Consumers

When They Search

Connect with Consumers

When They Research and Pursue Passions

Connect with Consumers

When They Go Beyond Sites

with Google’s

Search Solutions

with Google’s

Content Network

with Google’s

Web Utilities

display and search work together
Display and Search Work Together

Trip to New Zealand

36%

26%

Of consumers turned to search for more information after seeing a display ad

Of marketers coordinated display buys with search marketing

Source: JupiterResearch, “Search and Attribution: Maximizing ROI in a Tight Economy,” November 24, 2008.

14

go beyond basic price discounts
Go “Beyond” Basic Price Discounts

Three Deals Most Appealing for 2009 Travel

Price discounts for advice purchase

66%

Complimentary “extras” or add-ons”

43%

Reward/travel/loyalty points

42%

Free 1 night stay for multi-night trip

40%

Companion incentives

32%

Discount for purchasing multi-component package

23%

Discount on last minute travel

16%

Gift cart to a partner/affiliate

15%

Credit to future booking or purchase

12%

Source: Source: Travel In Today’s Economy, Google & Compete, January 2009; Survey conducted December 5-11, 2008

seasonal promotions
Seasonal Promotions

Search: Brazil Carnival Vacation

Rio Carnival 2006Packages from $599Hotel, Transfers, Carnival Tktwww.infinity-tours.com

  • Opportunity to sell new or distressed inventory, having the price in the adtext is proven to be effective
  • Target Landing page specific to the promotion is critical
  • Metrics tracking is particularly important for Seasonal Promotions and Tactical Campaigns.Eg. Google Analytics
slide18

Landing Page: The Product

Avoid using home pages or all-inclusive, multipurpose landing pages.

Create specific landing pages for every ad and paid search category.

slide19

First Impressions: Users move fast

  • คุณมีเวลาเพียง 8 seconds ในการดึงความสนใจลูกค้า
  • 50%ของลูกค้าเพียงหนีออกไปหลังอ่านผ่านๆ
  • ลูกค้าตัดสินใจจาก
  • “เรามาถูกหน้าหรือไม่?”
  • “มีสิ่งที่เราต้องการหาอยู่หรือไม่?”
  • “เราควรอ่านหรือออกไปหาเว็บไซต์ใหม่?”

8 Seconds!

2 500
เริ่มโฆษณาด้วยเครดิตมูลค่า 2,500 บาท

ติดต่อขอรับเครดิตได้ที่ Google Authorized Reseller02-540-0330 ต่อ [email protected]

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