Marca turismo Google Adwords
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This document describes a Google Adwords campaign to promote the website Marca Turismo, which focuses on tourism marketing in Portuguese. The campaign had four ads linking to different landing pages on the site. The goals were to create brand awareness, expand the target niche, generate contacts and leads, and promote website content. Over two weeks the campaign received 104 clicks with a 0.12% click-through rate and total cost of €66.18. The most successful ad was linked to the homepage and focused on keywords related to tourism marketing.
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Marca turismo Google Adwords
- 1. SEM CAMPAIGN Using Google Adwords to promote a website of tourism marketing. Ana Mendes, Dario Furente, Luciano Almeida, Rodolfo Cardoso
- 2. MARCA TURISMO What is it?
- 3. MARCA TURISMO Marca Turismo is a web site focusing on Marketing related entirely to tourism and leisure. It is the only website treating this specific field thought in Portuguese language.
- 5. WHY TO CREAT A GOOGLE CAMPAIGN? Objectives: Create Brand awareness Enlarge the niche target Generate contacts/leads Promote the website content
- 6. Structure of the campaign We created 2 specific landing pages and we also used the homepage as a landing page Marca Turismo Home page Marca Turismo Landing Page Marketing Digital Landing page 2 ADS 1 AD connected 1 AD connected connected to to the landing to the landing the “Home page page “ page” Marketing Campaign’s structure “ Marketing Hotelero” Digital em Click on the pics to get directly Turismo” to the related web page.
- 7. CAMPAIGN’S STRUCTURE Copy of the 4 campaigns Click on the AD to go to the related landing page.
- 8. Google Insights for search and other tools Looking for the correct keywords.
- 9. ABOUT THE KEYWORDS We focused on keywords related to the online world-marketing-business-information. Excluding booking and similar words related to ticketing, online booking of flights, holidays, cheap trips etc. (used as negative keywords) Used language: Portuguese (the site is mainly thought for portuguese speakers)
- 10. PRICE/BUDGET AND TIMING Being a test campaign budget was limited to € 75 Daily budget: € 10 CPC max: € 1 Time scheduled: Jan 10th 2012 to Jan 27th 2012
- 12. RESULTS Total clicks: 104 Impr.: 83.907 CTR: 0,12% Avg. CPC: € 0,64 Tot. Cost: € 66,18
- 13. SINGLE CAMPAIGN RESULTS A Marketing Turistico Linked to home page B Marca Turismo Linked to home page Total clicks: 52 Total clicks: 9 Impr.: 3662 Impr.: 1350 CTR: 1,42% CTR: 0,67% Avg. CPC: € 0,62 Avg. CPC: € 0,64 Tot. Cost: € 32,12 Tot. Cost: € 5,78
- 14. Marketing para Turismo Linked to the spacific landing page Total clicks: 20 Impr.: 12.080 C CTR: 0,10 % Avg. CPC: € 0,74 Tot. Cost: € 14,78
- 15. Mkt Digital no Turismo Linked to the spacific landing page Total clicks: 8 Impr.: 12.771 D CTR: 0,06 % Avg. CPC: € 0,59 Tot. Cost: € 4,69
- 16. RESULTS ANALYSIS Campaign A : Got the best CTR (1,42%) The highest number of clicks Most reseached keywords are Marketing Turístico and Marketing Turismo (witch are linked to the campaign A) These keywords, being really specific, are the most used words to look on Google by the niche market interested in Marketing related to tourism