What many people do not realize is that Google’s sales and marketing departments are structured by industries and sub-niches within the industry. Among the 11 experts who will be presenting at E Tourism Summit in Las Vegas (www.etourismsummit.com) is Kallista Stephenson, marketing analyst who works specifically with destinations. Here she answers some questions about Google’s marketing offerings.
Q: Can you tell us something about Google’s travel division that few people know about?
Kallista Stephenson: Google’s Travel Division, also known as Google Travel, works with some of our most high potential clients in the space. We develop strategic partnerships with our customers to help them grow their businesses and online marketing strategy with Google’s suite of media solutions, from Search, to Display, to YouTube advertising. On the industry front, we examine Google search trends, and other data sources to gain and publish insight on travel consumer and technology trends.
Q: What does the Google Display Network consist of…video, adwords, banner ads?
KS: Great question! All I have to say is “Watch this Space”- www.google.com/adwords/watchthisspace. Our recently launched video illustrates the Google Display Network, our publisher network with over one million sites that host Google Adwords, Ads in a variety of ad formats including text ads, banner ads, click-to-play video ads, in-stream video ads. Pretty cool! Imagine advertising next to content related your destination. The interesting thing is that we see advertisers getting on average 20% of their conversions from the Display Network, at a similar cost per conversion (CPA) as on the Search Network. If you would like a preview of the websites in the Google Display Network, check out our free media planning tool, Google Ad Planner- www.google.com/adplanner
Q: What type of support does Google offer those that do not understand the campaign building tools?
KS: Google AdWords has a extensive library of resources in the Google Adwords Help Center. Ranging from articles to Youtube videos, this comprehensive resource is aimed at educating the novice to the professional about setting up and managing your online advertising with AdWords start to finish — including a plethora of nifty tools in what we call the “Opportunity Center” to streamline the process. We also have our Inside AdWords Blog that provides helpful pointers as well as latest product updates. Feel free to explore the links below.
Google Adwords Help Center http://adwords.google.com/support/aw/?hl=en
Google AdWords Youtube Channel http://www.youtube.com/user/GoogleBusiness
Google Inside AdWords Blog http://adwords.blogspot.com/
While in general Google employs a self-service model, we also have a team who helps customers who are new to Google’s advertising solutions. Hayley Lambert is the best point of contact for Travel industry clients.
Q: What are the main factors affecting a Google quality score and is there anyone you can think of that is exemplary?
KS: The main factors affecting quality score are landing page quality, relevance of the keywords to the query or website and click through rate (the ad’s historical performance on the query or website). There are many advertisers that have strong quality scores through optimizing for these factors.
For Google Search Network http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=49174
For Google Display Network http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=48863
Q: With your PPC programs are their branding benefits tied to those that do not click through?
KS: There are several ways an advertiser can see this on our Display Network. One of the easiest ways is to look at their view-through conversions, conversions that are attributable to someone who has seen your ad but who has not clicked upon it. There is also a study called Campaign Insights Tool that we can run that allows advertisers to see the lift they are getting off of their Search campaigns by running Display campaigns concurrently.
View-through Conversion Tracking http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=160784
Google Campaign Insights Tool http://www.google.com/ads/innovations/campaigninsights.html
Q: What will you be presenting at E-Tourism Las Vegas?
KS: I will be presenting an overview of recent Travel marketing trends including key travel consumer online behavior. In addition, I’ll be highlighting approaches for DMOs to include in their marketing strategy — underscoring the movement of media consumption from traditional channels to the online space, particularly in online video and mobile. Go to www.etourismsummit.com to view the program.