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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
Copa America is coming!




   Are you ready for LATAM???
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 $65B
!"#$%&'()*$
•! 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.
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1.6 billion
  Worldwide

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                     million
                                132 million
                                    in LATAM
Source: Internet World Stats                             7
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                                                                                                      16
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                                                                Google Confidential and Proprietary
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                                                                                                           Google Confidential and Proprietary
What do people search for in Travel ?


          16%
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   1%                 22%
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                                   Other




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                                               Google Confidential and Proprietary   20
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                                                                                                 27
                                                           Google Confidential and Proprietary
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                                                                  Google Confidential and Proprietary
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                            +2.8 MM
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                                    Google Confidential and Proprietary
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
Display Network Targeting
Spread awareness about your brand and services




                                                 Google Confidential and Proprietary
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
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                    not have known existed
                                                        Tourists
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            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
Google Confidential and Proprietary
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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
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Copa America might be a tough tournament for
                 your brand.
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 But is always easier if you can partner with a
             Messi along the way
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
Google Confidential and Proprietary
Google Confidential and Proprietary   55
Google Confidential and Proprietary   56
Q&A
   Ezequiel Singer
esinger@google.com
 Twitter: @ezesinger
                 Google Confidential and Proprietary
                                                       57

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TBF 2011- Ezequiel Singer: "Google Workshop"

  • 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
  • 2.
  • 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.
  • 6.
  • 7. +,"$-&./0$'*$1&(("1)"0$ 1.6 billion Worldwide 230 in the US million 132 million in LATAM Source: Internet World Stats 7
  • 10. 9()".(")$'*$!"$*&:.1"$&;$'(*<'.2=&($;&.$ ).23"//".*$ #$%& & '()*+,&-./0.(& 1(23*(&4)50.6& )&*('(*7)83.&&
  • 11. +.23"/$>:".'"*$'($82)24?$:<$2(0$)&$),"$.'6,)$ Travel Travel Travel #!!" #!!" #!!" +!" +!" +!" *!" *!" *!" )!" )!" )!" (!" (!" (!" '!" '!" '!" &!" &!" &!" %!" %!" %!" $!" $!" $!" #!" #!" #!" !" !" !" ,$!) ,%!) ,&!) ,#!* ,$!* ,%!* ,&!* ,$!+ ,%!+ ,&!+ ,##! ,$#! ,#!) ,#!+ ,$!) ,%!) ,&!) ,#!* ,$!* ,%!* ,&!* ,$!+ ,%!+ ,&!+ ,##! ,$#! ,#!) ,#!+ ,$!) ,%!) ,&!) ,#!* ,$!* ,%!* ,&!* ,$!+ ,%!+ ,&!+ ,##! ,$#! ,#!) ,#!+ +81% +82% +276% Travel Travel #!!" #!!" +!" +!" *!" *!" )!" )!" (!" (!" '!" '!" &!" &!" %!" %!" $!" $!" #!" #!" !" !" ,#!) ,$!) ,&!) ,#!* ,%!* ,&!* ,#!+ ,$!+ ,%!+ ,&!+ ,$#! ,%!) ,$!* ,##! ,#!) ,$!) ,&!) ,#!* ,%!* ,&!* ,#!+ ,$!+ ,%!+ ,&!+ ,$#! ,%!) ,$!* ,##! +148% +95% +181% Source: Google Internal Data, search queries on Google.com properties
  • 12. +,"$C:"*=&($'*D$ •! 9*$#&:.$@.2(0$6"(".2=(6$),"$0"*'."$'($),"$ ,"2.)*$2(0$4'(0*$&;$).23"//".*$'($82=($ A4".'12B$ $ $
  • 15. 7(/'("$F'0"&$6"(".2)"$0"*'."$2(0$0"42(0$ 24&(6$82=($A4".'12($1&(*:4".*$ #=%&& >(0';*(& <*)7(//(*'& #9%& & :;'0.(''& <*)7(//(*'&
  • 16. ?3;@;1(A&B.3*43;'&C37(*)6(&D&B.6)6(E&F'(*'& of viewers have taken #1 Entertainment Site On 52% action after watching video online The Web Of YouTube viewers #2 Search Engine Behind Google 35% have purchased something they saw advertised on YouTube #3 Most Visited Website 16 Source: comScore VideoMetrix; Internal Logs Google Confidential and Proprietary
  • 17.
  • 18.
  • 19. G0'.(H&0'&!"&'()*+,&E('8.H&/33'0.6&73/;4(& Indexed 2007 2008 2009 2010 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% G$HIJK$).23"/$*"2.1,"*$'($82)24$<".$4&(),$ Google Confidential and Proprietary 20
  • 21.
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  • 26. It’s about a team of ads, not just the last ad clicked The click that drives home the But those reservation gets who set up all the credit the play do most of the work HR$ 26
  • 27. ?3;&.((E&)//&<,(&<()4&J/)H0.6&23*&H3;*&1*).E& Vacation Checking hotel Search search availability Prices Last offers and reviews and ADestiny.com comparisson deals user’s comments Display 27 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
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  • 42. X&:+:@"$6"(".2)"*$0"*'."$ http://www.youtube.com/DisneyMemories
  • 43. e&-?$')f*$=4"$)&$/'*)"($)&$),"$ 1&(*:4". $ 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
  • 44. V,#$+-'g".B$ _&//&-".*$&;$2$@.2(0$&($+-'g".$2."$ 4&."$/'5"/#$)&$425"$7(/'("]7h'("$ <:.1,2*"*$$),2($;2(*$-,&$i8'5"j$&($ _21"@&&5?$&.$("-*/"g".$*:@*1.'@".*$ [[$
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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';"$2l".$),"$1/'15$ & @*)]+& )^;0'083.& & @*)]+& M.)/H'0'& & P3)/'& ).)/H'0'& & & @*).')+83.'& ).)/H'0'&
  • 49. A(2/#=1*$'*$),"$42'($02*,@&2.0$ Search Marketing Banner Advertising Email Marketing Know which strategies are performing well, which are not referrals Membership programs Offline Marketing
  • 50. A)$),"$"(0?$')f*$2//$2@&:)$),"$;:(("/$ More 1 visitors Category page Eliminate bottlenecks in the 2 conversion process Product and checkout page 3 Find where they are Cart page abandoning the path of conversion and 4 where they go Purchase page My customers
  • 51. T&$,&-$-"$12($/"3".26"$&(/'("$ <:.1,2*"$1#1/"$'($82)24$ Exit Entering 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