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Search engines are now the primary source of traffic to all online businesses. This is especially true in the travel industry, where Google is perhaps the single most important marketing channel. This presentation was delivered at the IGLTA 2010 Convention in Antwerp to help Gay & LEsbian travel providers to focus on intelligent search engine marketing. The presentation starts with a quick comparison of paid v organic search marketing. Attendees were then shown free tools they can use and were provided helpful tips on creating and managing paid and organic search campaigns. The goals of the session were to help attendees: (1) Learn how to identify the right keyword trends (2) Learn how to target those keywords in Google without spending too much money, and, (3) Learn how to maximise the return on investment in search marketing activities. Case studies of successful search marketing campaigns implemented by Pink! AccuraCast were included to illustrate real-world implementations of the strategies we cover in the session.
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© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
marketing IS sexy...
... If you don't think so, you probably haven't tried it with the right agency!!!
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
+44 800 019 6813pink.accuracast.com
Intelligent Search Marketing
ByFarhad DivechaPink! AccuraCast
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
ASL?
Search, mobile & social media marketing agency
Founders: Jerome & Farhad Divecha
Launched Pink! to target LGBT market
Registered 100% Ethical SEO®
Over 100 clients worldwide
Founded in February 2004
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
The Hook-up Manifesto
What are you looking for?• Identifying the right targets
Will you pay? How much?• Targeting without paying too much
How do we get a “happy ending”?• Maximising search marketing ROI
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
What r u looking for?
Use a wide variety of tools
Don’t rely on preconceived notions
Think outside the box
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
What r u looking for?
Use a wide variety of tools—AdWords Keyword Tool, Wordtracker,
Keyword Discovery—Google Insights for Search—Google Ad Planner
Don’t rely on preconceived notionsThink outside the box
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Research tools
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Research tools
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Research tools
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Research tools
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
What r u looking for?
Use a wide variety of tools
Don’t rely on preconceived notions—Search isn’t the always the best way to
drive traffic—Banner ads can work
Think outside the box
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Case study: Caravan Event
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Case study: Caravan Event
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Case study: Caravan Event
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
What r u looking for?
Use a wide variety of toolsDon’t rely on preconceived notions
Think outside the box—Identify where your target users are—Identify what your target users like
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Case study: Roxio France
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Case study: Roxio France
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Will u pay? How much?
Paid v Organic search
Info
Transactional
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Don’t pay too much
Calculate affordable CPCs—Consider individual keywords —Also consider overall keyword portfolio
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Get a “happy ending”
Expand your marketing campaigns—Use multiple channels to reach market—Don’t exclude paid or organic
Organic Clicks
PaidClicks
Gaydar
Gay.com
Mantrav
Gayclic
Yahoo!
Bing
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Get a “happy ending”
Focus on keywords that convert—Conversion optimiser—Bid management tools
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Get a “happy ending”
Don’t forget to bid on brand terms—Own brand—Competitor brands—Supplier brands
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Get a “happy ending”
Be relevant—Deliver most relevant ad—Specific messaging for specific audience—Use universal search
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Universal search
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Universal search
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Get a “happy ending”
Test, test, test—Google Website Optimizer
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Case study: RFH
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Case study: RFH
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Case study: RFH
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Case study: RFH
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Appendix!
http://www.google.com/insights/search/ https://adwords.google.co.uk/select/KeywordToolExternal http://www.google.com/sktool/ http://www.google.com/adplanner/ http://www.wordtracker.com/ http://www.keyworddiscovery.co.uk/ http://tools.accuracast.com/cost-estimate/ http://www.google.com/adwords/conversionoptimizer/ http://www.google.com/websiteoptimizer
© 2010 AccuraCast Limited http://pink.accuracast.com +44 800 019 6813
Farhad DivechaDirector, AccuraCast
f.divecha@accuracast.com
Phone: +44 800 019 6813
Thank You
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