GOOGLE PRODUCT

This webpage is our project of Google and Tourism-Online Marketing with Google.

Here is what we have learned in this class.

GOOGLE PRODUCT

Google provide their own products for users. Here are their products :

• Google Search

• Google Adwords (It will be changed as Google Ads at 24.7.2018)

• Google Analytics

• Google Local Guide

• Google Maps

• Google Authorship Markup

• Google Translate

• Google Knowledge Graph

• Google my business

• etc…

These products are often connected each other and make synergies. Some of them have to log in and sign up. In addition, Google Adwords have to be paid. They can be used as online marketing tools. To improve our website, we used Google Search, Google Analytics, Google Maps, Google Translate, etc. Now we recognized our situation. Furthermore, we will evaluate our situation and make better website. These products are also going to help us.

GOOGLE SEARCH

Google Search is the most used search engine in the world. In Search Engine Results Page(SERP), there are paid results which is advertisment and organic results. Depending on whether you use a computer or a moblie phone, the SERP looks different such as number of paid and organic results and order of results. There are three types of Google search, information oriented search, navigation oriented search and transaction oriented search. When you make accounts of Google My Business, Google Adwords, etc., you can use Google Search as marketing tools. Because your marketing will be shown people all around the world. Google Search is really helpful to both, who are like to advertise theirs and search for it.

GOOGLE KEYWORDS

Keywords are used when we search for something Once again, keywords are very crucial because not only for your search but also for your marketing. If you want your website will be found on Google Search, you have yo use keywords in the URL, path of a website, page title, page description and etc. Google Search Console and Google Keywords Planner will help you building up your keywords. Our website is called “koreadvisor” because we want to find it easily. When we search “korea advisor” with a space, because of plenty of results we can not find our website. So we should make our own word.

GOOGLE AD PRODUCTS

You can choose Google Advertising product to reach your marketing goal. There are 5 types of online marketing tools of Google :

• Search Advertising

When you search through Google, you can see the SERP with paid results. You will only be charged if someone clicks your website or call your business.

• Display Advertising

Display Advertising can be reach users through google websites, news sites, blogs, Gmail, Youtube, applications and etc using text, image, rich media. With targeting, keywords, demographic and remarketing, you can help coutomers recognize your brand and take actions based on what products and services are available.

• Mobile Advertising

Mobile Advertising can appear on webpages and apps that appear on devices such as mobile phones and tablets.

• Video Advertising

You have to make a video and upload through Youtube. You will only be charged if your video ad is shown to the users that you want and the user watches your ad.

• Shopping Advertising

Shopping Advertising is not just a copy of ad text, but it also show photo of product, price and so in.

When I searched “hotels kempten”, I found a Search Advertisingas. When I seached “swimsuit”, I found a Search Advertising and a Shopping Advertising with pictures. These are all as paid ads, reaching their goals.

GOOGLE ADVERTISING

Google Advertising can be set through Google Adwords. You can set up advertising campaign. It needs to be charged with several options.

• CPC(cost-per click)

If your main goal is to get people to visit you website, you should use CPC. In CPC bidding, you pay for each click on you ad. In CPC bidding campaign, you set a maximum CPC bid that is most you’re willing to pay for a click in your ad. CPC is appropriate for search and Display Advertising.

• vCPM(cost-per-thousand viewable ompressions)

If your campaign targets the Display Network only, you can pay based on the number of times your ad is shown instead of paying on a click. This option is called vCPM since you pay for ad every thousand times and viewable. This option is best for advertisors who want to expose their name or logo to a large amount of users.

• CPA(cost-per aquisition)

You can set a CPA, which is the amount you’re willing to pay for conversion. Conversions are actions an advertiser expects from your website visitors. Advertisers are charged every time a click occur, your bids will be automatically set to occur more often. It can be used in Search, Video and Shopping Advertising.

You can use it depending on your campaign goal.

GOOGLE ADWORDS ACCOUNT

Google Adwords, Google’s online advertising program, is where you can learn and build advertising. In Adwords, you can set up an Adwords campagin and improving your ROI(return on investment). You can also add informations such as phone number, location, etc. through ad extensions. Furthermore, setting up ad groups and ad campaigns make your ads more effective. On the campaign level, there are ad formats, dailiy budget, options for distribution / users devices, target group according to language and region and time planner. Google Adwords help you to reach your goal and success of your business. When you want attract more people to your website, you should categorize your campaign group. Moreover, If you set up different keywords for each group, it will be more helpful.

GOOGLE ANALYTICS

If you want to check your website is successful, you can use Google Analytics. It is the measurement, collection, analysis and

evaluation of website user data with the aim to understand the usage and optimise the website based on lots of information. These informations come from the HTTP request of the user, browser/system information, first-party cookies of the user.

With the help of the Google Analytics you can see the data about which users visit your website, which paths they use, and what actions they do after enter the website, etc. This data can be analyzed to improve marketing effects and visitor's website experience. And then you can improve your business.

GOOGLE LOCAL GUIDE

Google Local Guide is a person who provide photos or videos, reviews on places in Google Maps. Google has the limitation to collecting local information on its own and creating content. With the help of local people, Google can gather lots of informations and enhance quality of Google Maps. Also local people who offer informations have a benefit.

If you have a business it is good for you to create Google My Business profile. It makes easy for people who want to visit your company and Local Guide can add information in there. By checking and modifying the additional information, your business can be improved.

GOOGLE MAPS & API

Google maps is web-based map that provides geographic informations. These informations come from GPS. Google maps can be used for satellite imagery ,street maps, 360°panoramic views, route planning for car, train, foot, bicycle, aircraft and real-time traffic conditions. Also you can add a map on your web using Google Maps API. It allows the embedding of Google Maps onto web pages of outside developers.

Google maps can show real-world geographic information and it is very important especially if your business is in tourism.

GOOGLE AUTHORSHIP MARKUP

Google Authorship Markup is a way to connect authors with their content on the web. It connects Google+ profile page to author's content page, supporting three methods of verifying trust.

But Google removed this service in 2014. It took lots of efforts to manage the data and disturbed user's clicking on the ad.

GOOGLE TRANSLATE

Google Translate is a free machine translate service that supports over 100 languages at various levels. It can translate words paragraphs, documents, or web pages into your language. Also it can translate text on camera, voice recognition and handwriting text in the mobile apps.

We have also used Google Translate on our web page. We wrote our informations in Korean but for other German students and people in various countries who visit our web page, we used this service. If you have an international business, use this to make it accessible to a wide variety of people.

GOOGLE KNOWLEDGE GRAPH

Knowledge Graph is a knowledge base used by Google to improve search results using semantic search information accumulated from various sources. It provides results based on a database of real world people, places, things, and the connections between them. And these entities form the nodes of the graph. It gives you the answer exactly what you want.

You can use Google Knowledge Graph Optimization in your business. It is the the process of helping Google understand what your web page is about. With this, Google can tell exactly which meaning you’re using, based on your meta description, title, keywords and content. If Google know what is your website or Google My Business, it can make your page more visible.