TBF 2011- Ezequiel Singer: "Google Workshop"

Google Confidential and Proprietary

+ 415 K

Over the next hour!.

Source Internal Data

Travel related searches will happen in Latam

Are you up to the opportunity ?

Do you feel social, please use #GoogleLatam + #TBF2011

Are you ready for LATAM???

Copa America is coming!

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.

7

1.6 billion Worldwide

+,"$-&./0$'*$1&(("1)"0$

230 million in the US

Source: Internet World Stats

132 million in LATAM

+.23"/$42.5")$'*$4&3'(6$7(/'("$

82)24$42.5")$*,2."$'*$'(1."2*'(6$

9()".(")$'*$!"$*&:.1"$&;$'(*<'.2=&($;&.$

).23"//".*$#$%&

&

'()*+,&-./0.(&

1(23*(&4)50.6&

)&*('(*7)83.&&

!"

#!"

$!"

%!"

&!"

'!"

(!"

)!"

*!"

+!"

#!!"

,#!)

,$!)

,%!)

,&!)

,#!*

,$!*

,%!*

,&!*

,#!+

,$!+

,%!+

,&!+

,##!

,$#!

Travel

+.23"/$>:".'"*$'($82)24?$:<$2(0$)&$),"$.'6,)$

Source: Google Internal Data, search queries on Google.com properties

+81% +82% +276%

+148% +95% +181%

!"

#!"

$!"

%!"

&!"

'!"

(!"

)!"

*!"

+!"

#!!"

,#!)

,$!)

,%!)

,&!)

,#!*

,$!*

,%!*

,&!*

,#!+

,$!+

,%!+

,&!+

,##!

,$#!

Travel

!"

#!"

$!"

%!"

&!"

'!"

(!"

)!"

*!"

+!"

#!!"

,#!)

,$!)

,%!)

,&!)

,#!*

,$!*

,%!*

,&!*

,#!+

,$!+

,%!+

,&!+

,##!

,$#!

Travel

!"

#!"

$!"

%!"

&!"

'!"

(!"

)!"

*!"

+!"

#!!"

,#!)

,$!)

,%!)

,&!)

,#!*

,$!*

,%!*

,&!*

,#!+

,$!+

,%!+

,&!+

,##!

,$#!

Travel

!"

#!"

$!"

%!"

&!"

'!"

(!"

)!"

*!"

+!"

#!!"

,#!)

,$!)

,%!)

,&!)

,#!*

,$!*

,%!*

,&!*

,#!+

,$!+

,%!+

,&!+

,##!

,$#!

Travel

•! 9*$#&:[email protected](0$6"(".2=(6$),"$0"*'."$'($),"$

,"2.)*$2(0$4'(0*$&;$).23"//".*$'($82=($

A4".'12B$

$

$

+,"$C:"*=&($'*D$

E"."$'*$-,"($),"$0"*'."$'*$;:"/"0$$

7(/'("$F'0"&$6"(".2)"$0"*'."$2(0$0"42(0$

24&(6$82=($A4".'12($1&(*:4".*$

#9%&&

:;'0.(''&

<*)7(//(*'&

#=%&&

>(0';*(&

<*)7(//(*'&


?3;@;1(A&B.3*43;'&C37(*)6(&D&B.6)6(E&F'(*'&

16 Source: comScore VideoMetrix; Internal Logs

52%

35%

of viewers have taken

action after watching

video online

Of YouTube viewers

have purchased

something they saw

advertised on YouTube

#1 Entertainment Site On

The Web

#2 Search Engine Behind

Google

#3 Most Visited Website


G0'.(H&0'&!"&'()*+,&E('8.H&/33'0.6&73/;4(&In

dexed

Hawaii Jamaica Orlando Las vegas Aruba Paris Miami Cuba Disney New York Madrid Londres Barcelona

2007 2008 2009 2010


What do people search for in Travel ?

20

22%

3%

58%

1%

16% Air Travel Queries

Attractions & Activities Queries

Hotels & Accommodations Queries Vacation Destinations Queries

Other

G$HIJK$).23"/$*"2.1,"*$'($82)24$<".$4&(),$

LIM$N*"$9()".(")$)&$"'),".$$

*"2.1,$&.$@&&5$).23"/$

$$&$

$&

I()*+,&

!"&23*&J/)..0.6&)&

<*0J&

&&&&&&&&&&&'0<('&70'0<(E&

0.&9KL&'(''03.'&

1(23*(&4)50.6&

*('(*7)83.K&

!"!#$%&'(&) *"+&',-& !"!#*"+&',-& .&/01 !"!#.&/01 !"!#23/'&))("4) !"!#*5(67) *8* !"!#*8*

9',+&5 :;< =>?@########## A>=< :>?@######### @>B< A;>A< A;>?< =>C@D####### :E>@<

!"!#()#C=;=#,+&',-&#+)#

C==@#,+&',-&

#DF####

#D=>=?##

#D=>;=##

#D=>;?##

#D=>C=##

#D=>C?##

#D=>B=##

#D=>B?##

#D=>:=##

=>=#

=>?#

;>=#

;>?#

C>=#

C>?#

G,4F=@#

H&IF=@#

J,'F=@#

K/'F=@#

J,LF=@#

G%4F=@#

G%5F=@#

K%-F=@#

M&/F=@#

N60F=@#

O"+F=@#

.&6F=@#

G,4F;=#

H&IF;=#

J,'F;=#

K/'F;=#

J,LF;=#

G%4F;=#

G%5F;=#

K%-F;=#

M&/F;=#

N60F;=#

O"+F;=#

.&6F;=#

!"!#$%&'('&#)*'+,'-#.#

$%&'('&#!/%0'+-,/%-#

$%&'(&)# *"4+&')("4)# *8*#

O&(3".P'&(P$2."$9(1."2P'(6$

$L%&&M0*&8+5(<'&)*(&

J;*+,)'(E&3./0.(&

Q"*".32=&($;:(("/*$

HR$ 26

It’s about a team of

ads, not just the last ad

clicked

The click that

drives home the

reservation gets

all the credit

But those

who set up

the play do

most of the

work


?3;&.((E&)//&<,(&<()4&J/)H0.6&23*&H3;*&1*).E&D

isp

lay

Searc

h

reviews and user’s comments

Last offers and deals

Prices comparisson

Checking hotel availability

Vacation search

27

ADestiny.com


:3N34&>0.(O&&F'(&P336/(Q'&;.4)<+,(E&3./0.(&*()+,&<3&E*07(&70'0<'&<3&H3;*&R(1'0<(S&1335&')/('S&

.(R'/(N(*&'06.;J'S&)JJ&E3R./3)E'S&1*).E&)R)*(.(''&D&6(<&<,(&6*()<('<&J3''01/(&

*(<;*.T3.T0.7('<4(.<K&

Google Display Network

Google

Search Network


+2.8 MM SmartPhones in México

82)24$'*$@"1&4'(6$K&@'/"$


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


Display Network Targeting Spread awareness about your brand and services


Google Display Network: High relevance and various targeting capabilities

*remarketing currently not available for all markets

Re-Marketing*

Interest-Category Matching

By Where Users Have Been (previous actions)

By Where Users Are (current actions)

Not For Tourists Message

Serve ads to consumers who previously took a specific action on or

visited Not For Tourists’ website

Serve ads to consumers based on the types of websites they visit across the GDN

Serve ads to consumers on a specific site(s) in the Google Content Network

Placement Targeting

Contextual Targeting

Deliver your ad at the ‘moment of relevance’ based on the content your audience is reading on sites you may

not have known existed

A(0$),"$;:(("/$1&(=(:"*$-,'/"$).23"//'(6$

&

$U%& -2&P336/(&'()*+,&,)'&

/3+)/&0.<(.83.&

Be in Maps

Manage your locations with

Google Places

Drive sales to your office

Ad extensions

SL$

T,2.'(6$'(;&.42=&($425"*$&),".*$*)2.)$0."24'(6$

V"%&W()E&3<,(*&<*)7(//(*'&

+344(.<'&).E&

*(70(R'&

',)*(&

2)73*0<(&

SU$

$

V,2)$12($#&:$0&$)&$/"3".26"$),"$1&(3".*2=&($

W:'/0$#&:.$&-($1&44:(')#$-'),$

X&:+:@"$

Mujeres 46%

Hombres

54%

Fuente: YouTube and TV, OTX study, 08

LVK=%$ VLKX%&

N*".*$2."$&($X&:+:@"?$

."62.0/"**$&;$26"$$

R$Y$Z[$$#"2.*$\$YKL%&

ZI$Y$H[$#"2.*$\$V#%&

HI$Y$S[$#"2.*$\$$UK"%&

SI$Y$[[$#"2.*$\$"VK"&%&

[I$Y$I[$#"2.*$A&XKV%&

II$G$#"2.*$\$=K9%&

&&

!"&(.<(*<)0.4(.<&'0<($

!L&'0<(&43*(&70'0<(E&0.&)//&>)<)4$

BZJ3.(.8)/&6*3R<,&?3?$

$$

XU[&N('>:"$3'*')&.*]4&(),$

'($K^$G$WQ$

$

_21"@&&5$à$RH$K$

b/$N('3".*2/$à$IcH$K$

7$d/&@&$à$ZcI$K$

$

$

$

V,#$X&:+:@"B$

Mujeres 46%

Hombres

54%

50% videos have

comments,

questions,

answers and

shares

source: YouTube and TV, OTX study, 10

Users are 1.5x more engaged with YoTube

than TV

Análisis Biométrico

Youtube users are more active and pay more attention.

More interactions means more engagement

\.<(*)+87(&

X&:+:@"$6"(".2)"*$0"*'."$

http://www.youtube.com/DisneyMemories

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

[[$

V,#$+-'g".B$

_&//&-".*$&;[email protected](0$&($+-'g".$2."$4&."$/'5"/#$)&$425"$7(/'("]7h'("$<:.1,2*"*$$),2($;2(*$-,&$i8'5"j$&($_21"@&&5?$&.$("-*/"g".$*:@*1.'@".*$

W:)$-,&$0&"*(f)$-2()$4&."$

;2(*BkBk$

T&1'2/$0&"*(f)$4"2($/&*'(6$),"$

2@'/')#$)&$4"2*:."$


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

8';"$2l".$),"$1/'15$

&

@*)]+&

)^;0'083.& &

@*)]+&

M.)/H'0'&

&

P3)/'&

).)/H'0'&

&&

@*).')+83.'&

).)/H'0'&

A(2/#=1*$'*$),"$42'($02*,@&2.0$

Know which strategies are performing well, which are not

Banner Advertising

Search Marketing

Email Marketing

referrals

Membership programs

Offline Marketing

A)$),"$"(0?$')f*$2//$2@&:)$),"$;:(("/$

Eliminate bottlenecks in the conversion process and checkout

Category page

More visitors 1

Product page

2

Cart page

3

Purchase page

My customers

4

Find where they are abandoning the path of conversion and where they go

IZ$

T&$,&-$-"$12($/"3".26"$&(/'("$

<:.1,2*"$1#1/"$'($82)24$Exit

Entering

Achieved Goal

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


One tool, one team, a complete strategy

Answering direct questions coming from users

Display, Video, or text generating desire and interest in Orlando in the

Google display network

Google Confidential and Proprietary 55

Google Confidential and Proprietary 56


57

Q&A Ezequiel Singer

[email protected]

Twitter: @ezesinger

TBF 2011- Ezequiel Singer: "Google Workshop"

Technology

Transcript of TBF 2011- Ezequiel Singer: "Google Workshop"