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Pornthip Kongchun Marketing Manager Thailand Google, Inc. 25 September, 2009 1
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Google Confidential and Proprietary2
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Capture Existing Demand Generate New Demand
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Google Confidential and Proprietary4 Nearly Half of Internet Users Visit Travel Sites
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Google Confidential and Proprietary Search Is a Core Behavior Google Confidential and Proprietary 82% Of traffic to travel sites comes from a Google search 5
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Google Confidential and Proprietary 6 Travel Options Researched and Booked Travelers researched hotels online most often; over half eventually booked a hotel online
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Google Confidential and Proprietary Being Findable is Key 7 Hotels Thailand
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Google Confidential and Proprietary Being Findable is Key 8
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Google Confidential and Proprietary Being Findable is Key 9
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Google Confidential and Proprietary Capture Existing Demand Generate New Demand
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Google Confidential and Proprietary Think About The Long Tail of Travel 11 Web Results Travel SitesSites with Travel Content
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Google Confidential and Proprietary Precision best when targeting “Moments of Relevance” Connect with Consumers When They Go Beyond Sites Connect with Consumers When They Research and Pursue Passions Connect with Consumers When They Search with Google’s Search Solutions with Google’s Content Network with Google’s Web Utilities
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Google Confidential and Proprietary13 Reach Consumers In the Travel Mindset
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Google Confidential and Proprietary Source: JupiterResearch, “Search and Attribution: Maximizing ROI in a Tight Economy,” November 24, 2008. Display and Search Work Together Trip to New Zealand 36% Of consumers turned to search for more information after seeing a display ad 26% Of marketers coordinated display buys with search marketing 14
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Google Confidential and Proprietary Video Ads | Marriot
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Google Confidential and Proprietary Go “Beyond” Basic Price Discounts Source: Source: Travel In Today’s Economy, Google & Compete, January 2009; Survey conducted December 5-11, 2008 66% 43% 42% 40% 32% 16% 15% 12% Three Deals Most Appealing for 2009 Travel Price discounts for advice purchase Complimentary “extras” or add-ons” Reward/travel/ loyalty points Free 1 night stay for multi-night trip Companion incentives Discount for purchasing multi-component package Discount on last minute travel Gift cart to a partner/affiliate Credit to future booking or purchase 23%
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Google Confidential and Proprietary Seasonal Promotions Opportunity to sell new or distressed inventory, having the price in the adtext is proven to be effective Target Landing page specific to the promotion is critical Metrics tracking is particularly important for Seasonal Promotions and Tactical Campaigns. Eg. Google Analytics Rio Carnival 2006 Packages from $599 Hotel, Transfers, Carnival Tkt www.infinity-tours.com Search: Brazil Carnival Vacation
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Google Confidential and Proprietary Avoid using home pages or all-inclusive, multipurpose landing pages. Create specific landing pages for every ad and paid search category. Landing Page: The Product
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Google Confidential and Proprietary คุณมีเวลาเพียง 8 seconds ในการดึงความสนใจลูกค้า 50% ของลูกค้าเพียงหนีออกไปหลังอ่านผ่านๆ ลูกค้าตัดสินใจจาก “ เรามาถูกหน้าหรือไม่ ?” “ มีสิ่งที่เราต้องการหาอยู่หรือไม่ ?” “ เราควรอ่านหรือออกไปหาเว็บไซต์ใหม่ ?” 8 Seconds! First Impressions: Users move fast
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Google Confidential and Proprietary เริ่มโฆษณาด้วยเครดิตมูลค่า 2,500 บาท ติดต่อขอรับเครดิตได้ที่ Google Authorized Reseller 02-540-0330 ต่อ 1301-4 info@readyplanet.com www.readyplanet.com info@readyplanet.com
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