Yesterday we held our first partner event with Google on How to Grow Your Travel Brand Online. It was a huge success and as there were so many takeaways from the event we wanted to share them with you. First up, Erik Henry, Senior Account Manager at Google shared Australian Travel Trends, Sabine Zonderland, Video Specialist at Google shared insights into YouTube for Travel and Paul Hewett, Commercial Director and Ed Jones, Head of Growth here at In Marketing We Trust shared tactics for Creating Winning Campaigns.
3. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
● Paul Hewett
● Partner, In Marketing We Trust
● Organiser of Google Marketing
Platform Sydney
● Google Event specifically for
Travel
CLICKTOCONTINUE
PAUL
PAUL HEWETT
HOST
5. DIGITAL MARKETING & ANALYTICS |SMARTER MARKETING DECISIONS, ACTIONED FASTER |
WE’RE A
LEADING
EXPERT IN
ONLINE
TRAVEL
6. DIGITAL MARKETING & ANALYTICS |SMARTER MARKETING DECISIONS, ACTIONED FASTER |
WE’RE A
LEADING
GOOGLE
PARTNER
7. DIGITAL MARKETING & ANALYTICS |SMARTER MARKETING DECISIONS, ACTIONED FASTER |
WHAT
WE’VE GOT
PLANNED
Arm you with insights, but also help you
action those insights.
● Travel trends in Australia
● Using Youtube to grow your brand
● How to creating winning campaigns
● Travel industry success story
16. Proprietary + Confidential
My Goal Today:
● Australian Market Trends
● The Changing Consumer
Provide a deeper understanding of industry &
consumer trends to help drive your business forward
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Proprietary + Confidential
Australian Market Trends:
Growth is Accelerating
Mobile First
Brand Preference is Shifting
1
2
3
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Proprietary + Confidential
INBOUND
+7%
The Australian Travel Economy is Accelerating
$116 billion | 11% YoY
DOMESTIC
+13%
OUTBOUND
+4%
1
Tourism Australia Annual Report, 2018-19’
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Proprietary + Confidential
Mobile First2
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Query Growth
-6%
-33%
-16%
-8%
-1%
+16%
+10%
+7%
+10%
+22%
-9%
-12%
-16%
-12%
-7%
Mobile Share
45%
51%
50%
46%
44%
-11% ▼12% ▲-20% ▼
Google Internal Data. Last 6 months (Sep/18-Mar/19). Growth is YoY
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Proprietary + Confidential
Brand3
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Query Growth
-1ppt
+4ppt
+1ppt
+1ppt
Change in Brand Share
YoY
0ppt
75%
34%
42%
56%
43%
Q4’18 & Q1’19
Brand Share
Google Internal Data. Last 6 months (Sep/18-Mar/19). Growth is YoY
Generic Brand
28. Proprietary + ConfidentialSource: Google Data, Jan - Jun 2015 vs. Jan - Jun 2017.
+100%
best toothbrushes
+100%
best shower curtains
+150%
best umbrellas
+300%
best travel pillow
+110%
best olive oil
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Understand each
Touchpoint
100Cheap flight deals Flights to Bali
25%
25 conversions
50%
50 conversions
25%
25 conversions
Credits are calculated for hundreds (or thousands) of
conversion paths and will differ per path and per advertiser
MODEL: Data-Driven
100%
100 conversions
Last Click
Jetstar
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Update from P&O
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Update from P&O
abandon a mobile site if it
takes longer than 3
seconds to load
53%
Consumers expect immediacy
Source: Google Global Data, n=3,700
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Update from P&O
Mobile websites in this region score well in all categories
except speed
Source: Master of Mobile research, Accenture Interactive AUNZ Study
2018
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Speed Scorecard Impact Calculator
Where to start?
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DEMANDING
Consumers are
more empowered
than EVER before
39.
40. Proprietary + Confidential
Source: Google internal data, 2017-18’
The rise of personal searches
How much
money do
I need to
retire?
What can I
make with
chicken
breast?
How often
should I
wash my
hair?
How much
is my car
worth?
Where do
I register
my car?
Do I have
school
tomorrow
?
House for
rent near
me
What is
my face
shape?
What is
the
weather
in my
area?
Where can
I get a
loan?
What
time
should I
get up?
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Market growth is accelerating and with it, consumer choice and curiosity.
Be measurable.
Mobile is even more important than ever.
Be Fast.
Choice is increasing complexity and consumers are beginning to lean more on brands.
Be personalised.
1
2
3
54. YOUTUBE IS WHERE 15.7M Aussies
COMES TO WATCH
M25-54 F25-54 PP18-34
84% 91% 93%Reach
Avg. time
per person
per month
28h:13 mins 26h:52 mins 39h:19 mins
Source: Nielsen Digital Content Ratings, August 2018, Australia
55. Reach is no longer a
scarce commodity,
attention is.
56. People pay
more attention
on YouTube
1. Source: Nielsen Consumer Neuroscience: U.S., Video Ad Cross-Platform Research Commissioned by Google
2. Source: Google and DoubleClick advertising platforms data, Global, May 2017; Google Internal Data, Global, August 2016 (when volume is at least 10%)
.
more attention
paid to YouTube
ads than social
media platforms¹
95%
of ads on YouTube
are viewable, and
95% are watched
with sound on³
2×
57. 0:45 / 0:45
Conversions from
YouTube up 150%
70% of campaigns drive
in store sales
...and they are taking action
61. Proprietary + ConfidentialProprietary + Confidential
Source: Google/Magid Advisors, "The Role of Digital
Video in People’s Lives”, Global (US, CA, BR, UK, DE,
FR, JP, IN, KR, AU), August 2018, n=20,000, A18-64
general online population.
PRIOR TO PURCHASE...
+55% of people search on Google, and then go to YouTube to learn more,
before they buy.
[your keywords]
62. How much travel content do Aussies watch on YouTube?
……. years
Year to Date (31/Oct), across UGC and Paid for all travel categories (Air Travel, Tourist Destinations,
Hotels etc)
63. How much travel content do Aussies watch on YouTube?
2,855 Years
Year to Date (31/Oct), across UGC and Paid for all travel categories (Air Travel, Tourist Destinations,
Hotels etc)
64. Proprietary + ConfidentialProprietary + Confidential
Leverage Google tools to
use your own data and
audience insights
Define your audience
using Google’s rich
intent signals
Off-the-shelf audiences
built by Google to reach
your audience
Custom
Audiences
Built by
Google
Bring your
own Data
How do I speak to my audience?
Note: Will not apply to people who’ve chosen not to see personalized ads
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Your Audience
Definitions
Google
Signals
Custom
Audiences
Build broad audiences around
consumer trends and passions by
using signals from across Google
Capture attention during a purchase
decision by reaching people actively
searching for your products
Custom Audiences
Define your audience and drive
+30%higher
conversion rate
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3x more
attention paid to ads that were
“relevant to me” vs. average
Source: Google/Ipsos, Video Mobile Diary, US, 2017, n of 4,381 (saw ads occasions).
74. Increase purchase intent
for contextual creative
+63%
0:45 / 0:45
Creative is key
The Power of Relevance: Content, Context and Emotions; IPG + ZEFR, March 2016
Increase in ROI
for
effective creative
Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
2×
76. Proprietary + ConfidentialProprietary + Confidential
Today’s Goals:
Audience : Who, where, how?
Building great video assets
YouTube Product: Reaching your audience
Measuring success
77. Proprietary + ConfidentialProprietary + Confidential
Trueview :
TrueView
In-stream
Get a Quote
Buy Now
Learn More
TrueView
for Action
Upper Funnel Lower Funnel
78. Proprietary + ConfidentialProprietary + Confidential
What’s a “True View” ?
You only pay if a users watches the complete video or gets to 30 seconds, very cost effective use of
budget
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Trueview In-Stream
Drive views and view rate.
-Skippable ads of any length
- Skip button appears after 5 seconds
Goal: Awareness
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Betterment
betterment.com
Skip ad
LEARN MORE
Purple Mattress
onpurple.com
BUY NOW
Marley Spoon
marleyspoon.com
TRY NOW
Skip ad Skip ad
TrueView for Action
Gives viewers a way to .TAKE ACTION
81. Proprietary + ConfidentialProprietary + Confidential
Today’s Goals:
Audience : Who, where, how?
Building great video assets
YouTube Product: Reaching your audience
Measuring success
83. Proprietary + ConfidentialProprietary + Confidential
Measurement: Brand Lift Surveys
Measure the increase in ad recall, brand awareness, consideration,
purchase intent and favorability directly attributable to your TrueView campaign
84. Proprietary + ConfidentialProprietary + Confidential
Measurement: Brand Lift Surveys
Measure the increase in brand interest on organic search activities directly
attributable to your campaign
85. Incremental
impact
Conversion LiftHow many visits/purchases
happened because users saw my
ads?
Google's Conversion Lift measures
the incremental effect of specific
Google campaigns on conversions
87. Proprietary + ConfidentialProprietary + Confidential
Today’s Goals:
Audience : Who, where, how?
Building great video assets
YouTube Product: Reaching your audience
Measuring success
88. Proprietary + ConfidentialProprietary + Confidential
Why Should I care?
Australians are consuming years of travel
content
What should I do?
Win top of mind by using signals and reach to
bring your message to users
What is the Opportunity?
$200,000 a month
= Reach 2.8M unique users (20%) interested
travelers in Australia on Youtube.
89. Proprietary + ConfidentialProprietary + Confidential
Today’s Goals:
Audience : Who, where, how?
Building great video assets
YouTube Product: Reaching your audience
Measuring success
97. DIGITAL MARKETING & ANALYTICS | 97
PROCESS
CAMPAIGN
PLANNING
1
CAMPAIGN
PLAN
2
CHANNEL
RESEARCH
5
ANALYTICS
3
AD
CREATION
7
MONITOR
PERFORMANCE
4
LANDING PAGE
+ NEXT
ACTIONS
6
LAUNCH
CAMPAIGN
8
CAMPAIGN
OPTIMISATION
Think about the complete
customer journey and the
lifecycle of your campaign.
98. DIGITAL MARKETING & ANALYTICS | 98
GIVE ME SIX HOURS TO CHOP DOWN A
TREE AND I WILL SPEND THE FIRST FOUR
SHARPENING THE AXE.
- ABRAHAM LINCOLN -
100. DIGITAL MARKETING & ANALYTICS |DIGITAL MARKETING & ANALYTICS | 100
QUESTIONS
TO ASK
YOURSELF
1. What is my objective?
2. Who is the target customer?
3. What is the customer journey?
4. Am I offering the right thing?
5. Am I saying the right thing?
6. Is my campaign consistent?
7. What does my funnel look like?
8. What should I measure?
9. Can I actually measure it?
10.How can I improve performance?
101. DIGITAL MARKETING & ANALYTICS | 101
QUESTION 1
WHAT IS THE OBJECTIVE?
S
SPECIFIC
Provide a clear
description of what
needs to be
achieved.
M
MEASURABLE
Include a metric
with a target that
indicates success.
A
ACHIEVABLE
Set a challenging
target, but keep it
realistic.
R
RELEVANT
Keep your goal
consistent with
higher-level goals.
T
TIME-BOUND
Set a date for when
your goal needs to
be achieved.
102. DIGITAL MARKETING & ANALYTICS | 102
7% increase
direct booking
2019
84% capacity
for route
Q4
2019
+800 leads
Asian Cruises
Google Ads
July 19
103. DIGITAL MARKETING & ANALYTICS | 103
QUESTION 2
WHO IS THE TARGET
CUSTOMER?
● Who is the audience?
● What do you know about them?
● How can you access them?
104. DIGITAL MARKETING & ANALYTICS | 104
QUESTION 3
WHAT DOES THE
CUSTOMER JOURNEY
LOOK LIKE?
Travellers are on a purchasing journey
and they are looking for assistance.
● Your funnel: commercial stages
● Customer journey: micro-moments
● Not all moments are equal
● Understand customer intent
1.Dream
2.Plan
3.Book
4.Experience
106. DIGITAL MARKETING & ANALYTICS | 106
QUESTION 4
IS MY OFFER
CORRECT?
Think about the action you want your
customer to take. Why would they do it?
● Perceived as valuable
● Targeted & relevant
Factors
● Pricing or discounting
● Added value
● Limiting time
● Scarcity
107. DIGITAL MARKETING & ANALYTICS | 107
QUESTION 5
IS MY MESSAGE
CORRECT?
The way you communicate will change
for each channel, but the message and
tone should be consistent.
● Is your message concise?
● Is your message clear?
● Is your message understandable?
● Does it clearly communicate the value?
● Is it actionable?
108. DIGITAL MARKETING & ANALYTICS | 108
QUESTION 6
IS MY CAMPAIGN
CONSISTENT?
Consistency is important to ensure
consumers are not confused by your
offer.
● Message match
● Image match
● Tone, language and phraseology
109. DIGITAL MARKETING & ANALYTICS | 109
QUESTION 7
WHAT
DOES
MY
FUNNEL
LOOK
LIKE?
YOURCUSTOMERYOURBUSINESS
110. DIGITAL MARKETING & ANALYTICS | 110
QUESTION 8
WHAT AM I
MEASURING?
“How much can I
spend to acquire a
new customer?”
Assess campaign performance on hard
metrics.
● ROAS (Return On Ad Spend)
● ROMI (Return On Marketing Investment)
● LTV (Lifetime Value)
111. DIGITAL MARKETING & ANALYTICS | 111
QUESTION 9
CAN I ACTUALLY
MEASURE IT?
This is the most frequent gap in
campaign planning.
● Define what data you need to measure
● Define where you can find the data
● Implement tags across all campaign
touch points
112. DIGITAL MARKETING & ANALYTICS | 112
QUESTION 10
CAN I IMPROVE
PERFORMANCE?
Think about what levers you can pull to
improve performance before you need
to pull them!
● Volume lever
● Quality levers
● Performance levers
114. DIGITAL MARKETING & ANALYTICS | 114
I WANT TO GET AWAY
Where will they be looking?
Have a seperate KPI for this activity
● Focus on YouTube & Display
● Build your audience (people you don’t know)
○ Interests & topics; affinity audiences
○ In Market & similar audiences
● Search - wider keywords but often limit
budget
● Aspirational Content & Adcopy
115. DIGITAL MARKETING & ANALYTICS | 115
I WANT TO GET AWAY
South Australia Tourist Board
116. DIGITAL MARKETING & ANALYTICS | 116
TIME TO MAKE A PLAN
Where you need to be!
Keyword search focussed & bidding
strategy
● Focus on destination, location terms
● Apply bid strategy by location campaign
& profit based
● Apply strategy based on pax &
fulfillment
● Dynamic Search Strategy
117. DIGITAL MARKETING & ANALYTICS | 117
TIME TO MAKE A PLAN
Some flight
examples
● ANA focussing on exact
keywords
● Bunnik increasing bids due to
the offer they have
● BA including pricing to drive the
conversion
118. DIGITAL MARKETING & ANALYTICS | 118
LET’S BOOK IT
Facilitate this process
Be there now
● Users are searching for:
○ The brand
○ Location specifics
○ Dates & deals
● Utilise keyword strategy
● Longer tail keywords,
exact & BMM
Flawless journey
● Ad copy includes
destinations, pricing
● Ensure ad extensions are
included to best practice
● Landing pages include
destinations, pricing
119. DIGITAL MARKETING & ANALYTICS | 119
LET’S BOOK IT
Hotels
doing it
right
● Own your brand
○ like Hilton
○ Sofitel need to work on
this
● Agoda Long tail strategy
with good user experience
120. DIGITAL MARKETING & ANALYTICS | 120
CAN’T WAIT TO EXPERIENCE IT
Your customers
Keeping users engaged
● Focus on Search & Display
● Build your audience (people you know)
○ Remarketing specific pages; positive & negative
○ Customer Match
○ Placements
● Google sponsored promotions
● Offers & Opportunity: Cialdini's Principles of Influence,reciprocity, commitment/consistency, social proof,authority, liking and scarcity
121. DIGITAL MARKETING & ANALYTICS | 121
CAN’T WAIT TO EXPERIENCE IT
What will users
do next?
● Offer lead display ads
● Relevancy is key
122. DIGITAL MARKETING & ANALYTICS | 122
REFINING STRATEGY
TARGETING: TEST & LEARN
Build logical tests
● Hypothesis, method, requirements
● Clear measures of success
● Regular clear reporting on test;
milestones
● Planned action for under/over delivery
123. DIGITAL MARKETING & ANALYTICS | 123
BE SMART
Weather Scripts, Hotel ads, relevant betas …
125. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
LOU
LOUISE PERCY
GLOBUS FAMILY OF BRANDS
TRANSFORMING
DIGITAL
PERFORMANCE
126. GET IN
TOUCH
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firm managed from one of the
finest beaches on the planet.
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