Download - Intelligent Search Marketing for LGBT Travel Providers

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Intelligent Search Marketing

ByFarhad DivechaPink! AccuraCast


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


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


What r u looking for?

Use a wide variety of tools

Don’t rely on preconceived notions

Think outside the box



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


Research tools



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


Case study: Caravan Event



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


Case study: Roxio France


Will u pay? How much?

Paid v Organic search

Info

Transactional


Don’t pay too much

Calculate affordable CPCs—Consider individual keywords —Also consider overall keyword portfolio


Get a “happy ending”

Expand your marketing campaigns—Use multiple channels to reach market—Don’t exclude paid or organic

Organic Clicks

PaidClicks

Facebook

Gaydar

Gay.com

Mantrav

Gayclic

Yahoo!

Bing



Focus on keywords that convert—Conversion optimiser—Bid management tools



Don’t forget to bid on brand terms—Own brand—Competitor brands—Supplier brands



Be relevant—Deliver most relevant ad—Specific messaging for specific audience—Use universal search


Universal search



Test, test, test—Google Website Optimizer


Case study: RFH


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


Farhad DivechaDirector, AccuraCast

[email protected]

Phone: +44 800 019 6813

Thank You