The Difference between Search Ads Google Ads and
The Difference between Search Ads (Google Ads) and Social Ads (Facebook Ads) Social Could be anywhere in customer journey from unaware on • Not in the frame of mind to buy • On social. Family and friends, entertainment, social. • Need to stop them, get attention, and change their behavior • May require less ‘salesy’ call to action focused copy • Cost less per 1000 impressions (and per click) but lead is less qualified • Greater volume of people Search • Ideas & more how tos https: //www. facebook. com/business/success Further in customer journey • Display intent to buy Less about demographics more about intent • Copy is more call to action focused Cost more per click, as lead is highly qualified Take care not to waste money on the wrong keywords • Less volume of people • •
Your Customer Journey The process your customer goes through to buy and consume your product or service. Brand Awareness Stage 1 Radio Print TV Social Media Public Relations (earned media) • Word of Mouth • • • Consideration Stage 2 • Online Ads • Pay Per Click (e. g. Google Search) • Email Marketing • Social Media • Your Website/Blog • Reviews (e. g. Trip Advisor and Google) Conversions (Purchase) Experience Stage 3 Stage 4 • Online Ads • Pay Per Click (e. g. Google Search) • Email Marketing • Social Media • Ecommerce & 3 rd Party Booking Sites • In Store • Website • • • Product Packaging Website Vehicles Your People / Team Partnerships Sharing / Loyalty Stage 5 BACK TO START: Next people to raise brand awareness good/bad • Word of Mouth • Social Media • Blogs What platforms is your customer using at each stage? How can you reach them there, and influence them to move to the next stage? www. thechartedcourse. com Marketing courses and resources for Tourism businesses.
SOCIAL (Facebook and Instagram) SEARCH (Google Ads) Brand Awareness Stage 1 Consideration Stage 2 Conversions (Purchase) Stage 3 www. thechartedcourse. com Marketing courses and resources for Tourism businesses.
Think of your ads in these layers (Facebook) Campaign Brand Awareness What you want to achieve Consideration Adset Who is your audience? Ad What are you going to say? www. thechartedcourse. com Marketing courses and resources for Tourism businesses.
Think of your ads in these layers (Google) Campaign What you want to achieve Conversion Location & Keywords Where is your audience and what are the searching for? Ad What are you going to say? www. thechartedcourse. com Marketing courses and resources for Tourism businesses.
We want clicks. We want likes and comments. Brand Awareness Consideration Facebook Ads CAPITAL CITY AUDIENCE - VISITORS 30 years + Located withing 30 km of Melb CBD Wine Frequent Traveller - Discover world class wineries just down the road - Pick up from Melbourne or Geelong - Within an hour of the city - Reacquaint yourself with - Celebrate the best food and wine we can find on The Bellarine - You might only make it a short stay, but we guarantee it will be exceptional. - Wander with us. - Food and Wine In destination - Discover world class wineries just down the road - Pick up from anywhere on the Bellarine - Celebrate the best food and wine we can find on The Bellarine - Leave the car at home and experience the best of the Bellarine wineries. www. thechartedcourse. com Marketing courses and resources for Tourism businesses.
We want clicks. Conversion Google Ads MELBOURNE & GEELONG KEYWORD = winery tour, bellarine wine tour, beer tour geelong - Less than 1. 5 hours from Melbourne - Taking bookings now - Book today - Tour like a local - Guided tours to the best wineries on the Bellarine. - Leave the car at home. www. thechartedcourse. com Marketing courses and resources for Tourism businesses.
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