sponsors - jb media group: digital marketing for positive impact · 2018-11-15 · 8:00am...
TRANSCRIPT
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WELCOMETO THE 2018
NOVEMBER 13 - 14
ASHEVILLE, NC
Google Ads 101 Getting the Most Out of Search
and Display Advertising
Justin Belleme
JB Media Institute
Structure: Campaigns, Ad Groups, and AdsSearch Campaign TargetingConversionsTourism Industry BenchmarksKeyword StrategiesQ and A + Live Support
Google Ads Basics
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• Campaigns - Major site sections, areas of focus (targeting happens here)• Ad Groups - Landing pages, keyword groups (keywords happen here)• Ads - Testing different calls to action and wording
Account Structure
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Example: Blue Ridge Heritage Area
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Example: Blue Ridge Heritage Area
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Example: Blue Ridge Heritage Area
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• Display vs Search• Location Options: Physical Location vs Showing Interest• Exclusions • Location: Local vs National Campaigns• Search Demographics• Audience Tab: Age and Gender
Campaign Targeting
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Targeting
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Targeting
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Targeting
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Demographics
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• What are your end goals of marketing? • What do you need to track? • How to set up tagging
○ Google Tag Assistant ○ Google Tag Manager
• Tracking Options: Analytics Goals and Events
Conversions
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If your business has internal company goals to hit, that’s fine—those could be great benchmarks to meet. If you’re
unsure, or want to get a better sense of what that actually is, then please study your industry’s benchmarks.
● CTR
○ See WordStream’s industry rates
● CPCs
○ See WordStream’s industry rates
● Conversion rates
○ See WordStream’s industry rates
● Cost per conversion
○ See WordStream’s industry rates
Sources: http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks
http://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate
Tourism Industry Benchmarks
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● Different Match Types: Broad, Phrase, and Exact○ How they affect searchability and CPC cost
● Negative Keywords○ What you don’t want to show up for○ Specificity is our friend
● Search Terms○ Combing through them daily○ Add all irrelevant terms to negative list
Keyword Strategies
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● Best for Branding Campaigns● Appears on 3rd party websites as embedded ads in content● Can be static, animated, or video● Less expensive but also less targeted than search ads● Common Sizes
○ Skyscraper: 160 x 600 px○ Inline Rectangle: 300 x 250 px○ Leaderboard: 728 x 90 px
Display aka Banner Advertising
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JB Media Institute
Leaderboard Rectangle Skyscraper
● Non-profits can get $10,000 per month in free Google Ads ● Great for non-profit tourism entities such as:
○ Museums○ Historical Organizations○ Regional Tourism Groups (if they are 501c3s)
● The team at JB Media can help!○ Great Application○ Strategy and Setup○ Account Management and Optimization○ Training
Utilizing the Google Grant
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Q and A + Live Support
JB Media Institute
DAY 1 TUESDAY • NOV 13TH • MORNING
8:00am Registration 8:30 am Networking 9:00am Welcome, Chris Cavanaugh9:15am Trends in Digital Marketing for Tourism and Local Businesses, Justin Belleme and Sarah Benoit 10:15am Break10:30am Conversation is King - Social Media strategies to Engage and Grow your Following, Sarah Benoit Google Adwords 101 – Getting the Most Out of Search and Display Advertising, Justin Belleme11:45 am Lunch Panel Discussion
DAY 1 TUESDAY • NOV 13TH • AFTERNOON
1:15pm Why Blogging? How Blogs Support SEO, Social Media, Email Marketing, and PR Strategies, Sarah Benoit Facebook and Instagram Advertising Strategies for Tourism and Local Business, Justin Belleme Skating to Where the Puck Will Be - Basic Strategic Planning for the Tourism and Hospitality Sector, Justin Belleme2:30pm Break2:45pm Tracking and Reporting – How to Use Google Analytics and Quantify Success, Sarah Benoit Critical Questions to Ask Your Marketing Team or Vendors, Justin Belleme4:00pm Closing Remarks4:15pm Adjourn4:30pm Happy Hour and Networking
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