OMMA Awards 2008

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OMMA Awards 2008. Hilton & big mouth media Online Advertising Creativity: Search. Planning the 2007 Hilton PPC & SEO Campaign. Online Travel in 2007. A huge shift in how consumers book their travel has opened up new online marketing channels for many companies. - PowerPoint PPT Presentation

Transcript of OMMA Awards 2008

Hilton & bigmouthmedia

Online Advertising Creativity: Search

Planning the 2007 Hilton PPC & SEO Campaign

Online Travel in 2007

A huge shift in how consumers book their travel has opened up new online marketing channels for many companies.

People are taking more control of their travel planning online and any online campaign must provide the flexibility for people to do what they want.

Travel companies are seeing the balance of power move away from them as consumers become more powerful, while they are also facing increasingly intense competitive environment within their marketplace.

This means that online travel companies face several emerging challenges and will have to continue to adapt their offer to the changing consumer and marketplace if they are to remain successful.

The Marketplace

Search and Online Travel

Search engines are becoming more used and trusted for information than friends and family.

88% of users rate information provided by search results higher than that of friends and family, according to figures by Internet Advertising Bureau. (Source: TravelMole)

Travel providers represent one of the top four categories of paid advertising for the search engines.(Source: PhoCusWright)

Internet hotel bookings grew 21.9% to 8.8 million during the first three months of 2007. (Source: TravelClick)

The Ideas Behind the Strategy

Hilton and The Online Shift

Bigmouthmedia recognized that, in order to stay ahead of the competition, Hilton needed to broaden its Paid Search and SEO strategy which would not only drive increased sales, but also improve brand awareness in the fickle world of online travel planning.

The broader strategy proposed by bigmouthmedia for 2007 was centered on providing coverage of all the major search networks, and to concentrate on other feed based programs such as Trip Advisor and Yahoo Travel Submit, as well as increasing generic organic rankings and maintaining brand placements.

This change in strategy was seen by bigmouthmedia as not only ROI driven, but also crucial in supporting brand awareness of Hilton as one of the world's leading hoteliers.

Key Strategy Activity

Paid Search Strategy

Bigmouthmedia recommended a broadening of previous Paid Search strategy aimed at provide increased coverage of both branded and non-brand terms.

This included; As well as;

Google Maps

Google Mobile

Yahoo! Search

Yahoo! Travel

Yahoo! Paid Inclusion

Yahoo! Mobile

AOL

Trip Advisor

Global Campaign Management

What was the outcome for Hilton.com?

Hilton US

2007 was an extremely successful year for Hilton, eclipsing 2006 in performance.

Year on Year sales growth of 7,681% from PPC in the US

ROI improved 42% year over year

“Bigmouthmedia’s strategy for Google local business ads

have provided substantial incremental

growth for our online activity.

The excellent visibility and high ROI have meant that they've

become an important part of our SEM

strategy."David Hardy

Director Online Marketing & Retailing,

Hilton Int.

75:1 ROI & massive

incremental growth

Such was the success that the campaign has become Google’s official case study for Local Business Ads.

2007 SEO Strategy & Results

Hilton SEO US

2007 strategy included the shopping cart list of items below.

Ongoing monthly directory submissions

2 Articles per brand distributed each month

Online Press Release Proliferation

Ongoing Meta Development

Implementation of H1 & H2 tags

Optimizations of content and metas on individual hotel level pages

Ongoing inclusion of Hilton brand sites to social bookmarking & social news sites

Universal Search: Submissions of video & images to YouTube, Google Video etc.

18.7% of the organic traffic is generated

from generic

keywords.

Organic Traffic US

Traffic from generic keywords

Hilton ranks 4th in Google

ahead of almost

53,000,000other pages.

Optimizing Images & Videos

But Don’t Take It From Us

“We selected bigmouthmedia because of their market-leading reputation and their adaptability to the broad multilingual

search marketing needs of HHC.

We have been extremely delighted with the results.

Our ROIs continue to increase, as our CPCs continue to go down, all along with great customer service.”

Diana Plazas, Manager of SEM Strategy, HHC