1. Google Confidential and Proprietary Turismo en la Web: Como Llegar a un Publico Global Primer Congreso Internacional Punta del Este David Hyman Gerente, Online Sales Google América Latina

2. Google Confidential and Proprietary 2 Agenda 1 Why Internet? 2 Why Google? 3 AdWords in Action 4 Now What? 5 The Penguin Story

3. Google Confidential and Proprietary 3 Why Internet?

4. Google Confidential and Proprietary 4 Critical Mass Worldwide 1.6B - Users Worldwide 230M – Users in the US 132M – Users in Latam

5. Google Confidential and Proprietary That´s Where Your Customers Are Source: Google Touchpoints Consumer Survey January 2009. TNS Jan – Nov 2008 Media Spend 13% Radio 25% TV 12% Print 41% Online 9% Mobile Hotel Consumer Media Consumption

6. Google Confidential and Proprietary Missed Sales 6 Source: Google Touchpoints Consumer Survey January 2009. TNS Jan – Nov 2008 Media Spend Gap between ad spend and media consumption Untapped Audience 13% Radio 25% TV 12% Print 41% Online 9% Mobile 19% TV 10% Outdoor 6% Online 8% Radio Hotel Industry Ad Spend Hotel Consumer Media Consumption (25% Newspaper, 25% Magazine) 50% Print

7. Google Confidential and Proprietary 7 Most Influential Source of Travel Research 77% used Internet to research hotel in last six months 48% say Internet is the most important source, No. 2 is friends & family 84% used Internet to research hotel in last six months 62% say Internet is the most important source, No. 2 is friends & family 91% used Internet to research hotel in last six months 51% of research time spent using Online resources

8. Google Confidential and Proprietary 8 Keys Benefits of Internet Marketing Scalability & Global Reach Segment with Precision Results Oriented Measure Everything Flexibility

9. Google Confidential and Proprietary 9 Why Google?

10. Google Confidential and Proprietary 10 Why Search?

11. Google Confidential and Proprietary 11 Early & Often 58% used a search engine during the hotel booking process Avg. of 5.6 searches 68% used a search engine during the hotel booking process Avg. of 8.5 searches 80% used a search engine while researching travel Avg. of 25.3 days researching, number of searches consistent with other regions.

12. Google Confidential and Proprietary +70% Growth in travel related searches about Uruguay, from Jan. 2008 to Jan. 2010, in Argentina and Brazil Travel Related Search Growing...

13. Google Confidential and Proprietary + 250.000 Monthly searches related to tourism (December 09) in Uruguay, from Argentina and Brazil Demand from Southern Cone Strong

14. Google Confidential and Proprietary 14 AdWords in Action

15. Google Confidential and Proprietary Two Parts… Text Ads Relevant to the Users´Querey Display, Video, or Text Ads On Google´s Network of Partner Sites

16. Google Confidential and Proprietary Search

17. Google Confidential and Proprietary Google Display Network

18. Google Confidential and Proprietary Google Display Network

19. Google Confidential and Proprietary 19 Your Custom Web Source: AdRelevance Q1-Q4 2006 “Internet Ad Spend Is Display Only,” comScore Media Matrix, November 2005 Your Custom Web Niche Content Large Sites

20. Google Confidential and Proprietary Let´s Check This Out…

21. Google Confidential and Proprietary Viva Travel Guides...Great Information

22. Google Confidential and Proprietary Plaza de Toros!

23. Google Confidential and Proprietary Let´s See What the ´Times Has to Say...

24. Google Confidential and Proprietary What a Neat Looking City

25. Google Confidential and Proprietary I Gotta Check Out These Walking Tours

26. Google Confidential and Proprietary 26 Keys Benefits Internet Marketing Scalability & Global Reach Segment with Precision Results Oriented Measure Everything Flexibility New Markets a Click Away San Blas or Kobbe Beach ? Searches, Visits, Conversions, etc. CPC Manage Budgets According to Inventory

27. Google Confidential and Proprietary 27 Now What?

28. Google Confidential and Proprietary 28 Create

29. Google Confidential and Proprietary 29 Plan

30. Google Confidential and Proprietary 30 Plan

31. Google Confidential and Proprietary 31 Implement

32. Google Confidential and Proprietary 32 Measure

33. Google Confidential and Proprietary 33 Be Careful!!! 3 Tips to Success 1.Operators MUST be standing by. 1.Will your website help close the deal? 1.Don´t give up! Iterate, Measure, and Optimize.

34. Google Confidential and Proprietary 34 Ready for the Penguins?

35. Google Confidential and Proprietary 35 Q&A David Hyman dhyman@google.com