Discoverability in Paid Search: 4 Underutilized Tactics · Discoverability in Paid Search: ... EVP,...
Transcript of Discoverability in Paid Search: 4 Underutilized Tactics · Discoverability in Paid Search: ... EVP,...
Discoverability in Paid Search:
4 Underutilized Tactics
Ryan Gibson
EVP, Marketing Strategy
Merkle | RKG
@RyanDGibson
2 souce: thinkwithgoogle.com
Many Travelers Start Travel
Planning Undecided on a Brand
New Customers: More Than Brand
Underutilized Paid Search Tactic One:
Target How Customers Search
Duluth airport hotel
Hotel shuttle Duluth airport
Duluth hotel airport free breakfast
DLH hotel
DLH airport shuttle
Hotel near Miller Hill Mall
Hotel near UMD campus
DLH park and go hotel
DLH park and fly hotel
Target How Customers Search
NYC Hotel
Times Square Hotel
Hotel on Times Square
Best NYC NYE Hotel
Business Hotel Times Square
HSMAI Hotel
Marquis Theater Hotel
Target How Customers Search
Target Where Customers Search
6
[VALUE]
27%
Non-Brand Revenue
Google Bing
7
One Hour
Direct Flight
Two Hour
Direct Flight
Three Hour
Direct Flight
Target Your Customers’ Locations
Underutilized Paid Search Tactic Two:
8
“Bahamas Vacation
from IAD”
“Bahamas Vacation
from IAD”
Prioritize Geo + Non Brand Search
10
+240%
Revenue
Year 1 Year 2
Paid Search Revenue
Prioritize Geo + Non Brand Search
11 11
85% of
bookings come from
Unique
Keywords
Research & Booking: Across Devices
12 souce: thinkwithgoogle.com
Target the Mobile Context
Underutilized Paid Search Tactic Three:
Be Present When Needed:
Example: Airport Locations
“Hotels Near Me”
- On Mobile
- Near Airport w/
Shuttle
- FAA / Weather
Delays
16
Growing Revenue + Mobile PPC
Helps Capture Consumers
Throughout the Conversion Funnel
Targeting Audiences
Underutilized Paid Search Tactic Four:
Adult Caribbean Vacations cheapcaribbean.com/Adult-Only
Kid-Free Caribbean Vacations.
Book With The Beach Vacation Experts!
Adult Jamaica Vacations cheapcaribbean.com/Adult-Only
Kid-Free Jamaica Vacations.
Book With The Beach Vacation Experts!
First Time Visitor
Visited Jamaica Destinations Page
Established Brand PPC Growth
+64% YoY Revenue
One of World’s Largest
Hotel & Resort Groups
• Developed robust non-brand
keyword list
• Aligned with how their
customers search
• Focused Geo-Targeting
• Advanced Audience Targeting
• Different messaging and
landing pages for known
searchers
Thank You!
Ryan Gibson
EVP, Marketing Strategy
Merkle | RKG
@RyanDGibson