2. OMMA Awards 2008

4. Hilton & bigmouthmedia Integrated Online Campaigns: Travel

5. Planning the 2007 Hilton PPC & SEO Campaign

6. 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.

7. The Marketplace

8. 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)

9. The Ideas Behind the Strategy

10. 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.

11. Key Strategy Activity

12. 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

13. Global Provider Support Local Office Support Consistent Brand Messaging Global Sales Tracking Central UK & Team Global Campaign Management

14. What was the outcome for Hilton.com?

15. 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

16. “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.

17. 2007 SEO Strategy & Results

18. 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.

19. 18.7% of the organic traffic is generated from generic keywords. Organic Traffic US Traffic from generic keywords

20. Hilton ranks 4 th in Google ahead of almost 53,000,000 other pages.

21. Optimizing Images & Videos

22. 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