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Online Marke+ng in Tourism
The Google Online Marke+ng Challenge How does it work in educa0on?
Dr Philip Alford
Zillertaler Tourismusschulen 24-‐25th October 2014
[email protected] @philipalford
Outline
• Introduc0on to Google Adwords • Introduc0on to GOMC • GOMC – an effec0ve teaching tool • Examples of student campaigns
Introduc+on to Adwords A breakdown of Google’s revenues
Introduc0on: • hRp://www.youtube.com/watch?v=uFzoM59bIQ8 • hRp://www.youtube.com/watch?v=Oz0V1Tqi7Wk • hRp://www.youtube.com/watch?
v=tx2L6EGa9DY&list=TLIN0bqjm6CPoMmd3nUsTDlm7H6WJaRLdy
Case studies: • hRp://www.youtube.com/watch?v=EUTu97-‐BTtA
What is GOMC?
• See website – lots of informa0on!
An effec+ve teaching tool
• Early research suggests it is an effec0ve tool for teaching online marke0ng;
Embedded in Digital Marke+ng unit
The GOMC is embedded in my Digital Marke0ng unit and forms 70% of the assessment;
Resources
Lots and lots of online resources – here’s a small sample: • hRp://www.google.com/edu/teachers/index.html • Marke0ngAndAdver0singUsingGoogle (2nd edi0on) • More Success, Less stress with GOMC: AdWords in a Nutshell
Example of student campaigns
Lulubelles Cakes – semi finalists! • Pre-‐campaign report (p48) • Post-‐campaign report Exbury Gardens • Pre-‐campaign report – p14 USP analysis – p43 Adwords campaign – p45 keyword strategy
• Final presenta0on to business
Market analysis
Sex and the City Girls: “Girls just want to have fun”, these are young professional women
(23-‐35 years old) who regularly meet with their ‘girls’ for nights in and dinner par0es. Tend to bring a git or ‘treat’ for the host, cupcakes
being the favoured choice of cake selec0on. The desired proposi0on is young, fashionable
‘kitsch’ led cupcakes/ gits.
Yummy Mummy’s: “Anything for the liRle ones”, busy Mums who don’t have the 0me to bake yet want a ‘special’ cake (that can’t be brought in Supermarkets) for their child’s
Christening, Birthday Party or for the mother’s tea morning. Cakes tend to be personalised ‘occasion cakes’ and miniature cupcakes that are suitable for children to eat. The desired proposi0on is ‘fuss free’, individualised led occasion cakes and miniature cupcakes.
Romeos: “Hopeless Roman0c”, loving partner or ‘doung’ father. Conten0ous men who like to send partners liRle gits to signify their love and apprecia0on, oten don’t know exactly what
they want but know what they want to say, like recommenda0ons when buying. Cakes tend to
be ‘love’ themed cupcakes. The desired proposi0on is to be a helpful, reliable, ‘straight forward’ service providing thoughvul cupcake
gits.
Old Baking girls: “Aternoon tea ladies”, these are older ladies (55+) that enjoy home baked
cakes yet no longer wish to bake for themselves. Regularly hold aternoon tea with
friends or aternoon ‘play0me’ for the grandchildren. Cakes tend to be quite
tradi0onal, basic cakes, with the occasional order of miniature cupcakes for the
grandchildren.
Placements
Monitoring adgroups Personalised cupcakes were the most successful Ad Group within the Home Delivered Cupcakes campaign. In total it received 76 clicks and 8956 impressions. It was successful with regards to CTR with a rate of 0.85%. The whole ad group cost $59.10 with an Average CPC of $0.78. All but one of the keywords had a quality score of 7. The most successful keyword was Bournemouth Cupcakes, with 660 impressions, 34 clicks and a CTR of 5.15%. Bournemouth Cupcakes was the most expensive key word for the ad group with a total cost of $26.28 however was not the most expensive CPC at $0.77.
Monitoring adgroups • The Sex and the City Ad Group was by far the most successful in terms of impressions with 16,957, however, only geung 60 clicks from that the CTR was 0.35%, which is one of the lowest. The total cost of the campaign was $62.96 with an Average CPC of $1.05, this being the most expensive. The most successful keywords with regards to CTR were the ones more specific to cupcake workshops such as ‘cupcake workshops’ and ‘cupcake making workshops’. However more generic keywords such as ‘Bournemouth nights out’ and ‘hen party ideas’ provided more impressions, with over 200 between them.
Google criteria
To succeed in the Campaign Sta0s0cs your team should do well across the following five areas.
• A) Account Structure • B) Op0miza0on Techniques • C) Account Ac0vity and Repor0ng • D) Performance and Budget • E) Relevance
