reach winter vacationers with bing ads travel insights
Post on 18-May-2015
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Reach new heights this winter travel seasonInsights to get your travelerson their way
“Two roads
diverged in a
wood and I –
I took the
one less
traveled by.”
- Robert Frost
Source: eMarketer, US Digital Travel Sales 2014 Complete Forecast 2014
52%Percentage of internet users projected to book travel via digital channels in 2014
$145BDigital travel sales in 2014
4-5.5% Projected sales growth between 2014 and 2018
2014-2018
2014-2018
37% Mobile’s projected share of digital sales by 2018
$26BTravel mobile digital sales in 2014
60% Sales growth since 2013
Source: eMarketer, US Digital Travel Sales 2014 Complete Forecast 2014
Source: eMarketer. Online resources used to according to
US Holiday and Winter Travelers Nov 2013
PC is currently the main deviceused to research and book winter travel
3%
4%
27%
5%
9%
43%
6%
10%
42%
Tablet
Mobile
Computer
Devices used to plan and book travel
according to US Holiday and Winter
Travelers, by Stage, Nov 2013
Helped me learn more
Provided info to help me decide
Prompted me to book
% of respondents
The percentage of mobile device users who booked travel on their device continues to grow
Note: ages 18+; mobile device users who booked travel via mobile device at least once during the
calendar year. Source: eMarketer. Online resources used to according to US Holiday and Winter
Travelers Nov 2013
15.6
20.9
25.9
31.2
37.2
43.4
49.4
12.1
19.3
24.9
30.7
36.7
42.9
48
2012 2013 2014 2015 2016 2017 2018
US mobile travel bookers, by device,
2012-2018
Smartphone travel bookers Tablet travel bookers
Millions of travel bookers
Source: eMarketer. The US Travel Industry
Digital Ad spend forecast and trends 2014
In 2014, direct response campaigns are projected to make up 74% of digital advertising spend
Direct Response$3.07B (74%)
Branding$1.08B (26%)
Total = $4.15B
Note: includes advertising that appears on desktop and laptop
computers as well as mobile phones and tablets, and includes all the
various formats of advertising on those platforms
Source: Yahoo and IPSOS OTX Media CT, “Holiday & Winter Travel”, Dec 2013. *: % of respondents.
55%* use search engines
44%use online travel agencies
44%use hotel websites
37%use other websites
Source: eMarketer. The US Travel Industry Digital
Ad spend forecast and trends 2014
Travel & leisure industry cost-per-clicks have trended up but engagement is high
Travel click-through-rates remained the highest among US industries.
U.S. paid search click-through-rate, by industry, Q4 2012 – Q4 2013
Cost-per-click trended up due to the competitive nature of the business.
U.S. paid search cost-per-click, by industry, Q4 2012 – Q4 2013
“The travel industry’s heavy investment in
search – and the increasing competition
from other category advertisers such as
metasearch websites like Kayak and hotel and
airline suppliers, is increasing cost-per-click.”
- eMarketer
Source: Mobile Travel Sales in U.S. Forecast to Reach One Third of All Digital Sales by 2017, Skift, May 23, 2014
Travelers tend to embrace or escape winter
Source: HomeAway. January top destinations,
“Winter Embracer” vacationsWhistler, BC, Canada
Bretton Woods, New Hampshire
Aspen, Colorado
Manchester, Vermont
Taos, New Mexico
“Winter Escaper” vacationsBelizeCosta RicoHawaiiNew ZealandTahiti
Source: SOJERN 2014
Thanksgiving and Christmas holidays consistently boast the highest
days of air travel
1. New York 2. Chicago 3. San Francisco 4. Los Angeles 5. Denver
Leisure trumps business travel in the winter season
Men and women made up an
equal percentage of travelers
for the first time at the end of
2013.
More families are traveling
during winter season than any
other time.
Source: SOJERN 2014
75%
25%Leisure
travel
Business
travel
However, groups
and leisure travel
increase during the
holiday season
Source: SOJERN 2014
72%
20%
8%
Solo
traveler
Pair of
travelers
51% of winter travel bookings occurred 30 days in advance and holiday-
goers are staying longer at their destinations than other travel seasons.
Source: SOJERN 2014
Flight booking lead time in days
Most travelers book 30+ days in advance
0 1-2 3-7 8-14 15-21 22-30 31+
Source: SOJERN 2014
29% of hotel bookings
happened the same day
Only 12% of travelers booked their hotel 30 days or more in advance
The Yahoo Bing Network marketplace
16M
Total travel searchers
Total travel searches
of all travel paid clicks
24M
124M
34%
Travel searchers not reached on Google
Source: comScore qSearch (custom), US, March 2014; industry categories based on comScore classifications.
Source: Microsoft internal data
Source: Microsoft internal data
Source: Microsoft internal data
Source: Microsoft internal data
Drive even better performance with Ad Extensions
Sitelink Extensions
Improve click-
through rate (CTR)
and conversions
by providing
direct access to
site content and
purchase pages.
13%
lift in click-through-rates
Location Extensions
Drive more in-
store conversions
with store
locator, click-to-
call, merchant
ratings, and click-
to-direction.
20%
lift in click-through-rates
Call Extensions
Connect
customers
quickly to your
direct sales
teams with tap
to call.
10%
Source: Microsoft internal data
Online travel agents followed total digital travel trends across PC& Tablet
Source: Microsoft internal data
The Yahoo Bing Network audience behaviors
Compared to Google,the Yahoo Bing Network audience is
10% more likely to have
spent $5,000 to $7,499 online on travel in the last 6 months
Our audience has a higher propensity to spend on travel online
Pack your bags
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. November data
was used to reflect the winter season.
Compared to Google,the Yahoo Bing Network audience is
11% more likely to
have bought a cruise online in the last6 months
Our audience has ahigher propensity tobuy a “winter escape”
Sail away
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. November data was used to reflect the winter season.
Compared to Google,the Yahoo Bing Network audience is more likely to have used a browser on their mobile device to access travel.
Our audience has ahigher propensity touse mobile for travel
Let’s go
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication.
November data was used to reflect the winter season.
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. November data was used to
reflect the winter season.
Compared to Google, the Yahoo Bing Network audience is more likely to:
˗ Have bought any travel related product online in the last6 months
˗ Have bought airline tickets/reservationsonline in the last6 months
Buying travel online
Our audience is vacationing around the world Compared to Google, the Yahoo Bing Network audience:
˗ 26% more likely to have
vacationed in Australia/New Zealand in the last 12 months
˗ 15% more likely to have
vacationed in the Caribbean Islands in the last12 months
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. November data was used to
reflect the winter season.
And at a destination near youCompared to Google, the Yahoo Bing Network audience:
˗ 22% more likely to have
vacationed in New England in the last 12 months
˗ 11% more likely to have
vacationed in San Diego in the last 12 months
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. November data was used to
reflect the winter season.
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. November data was used to
reflect the winter season.
(Domestic)
˗ 16% more likely to
have flown American in the last 12 months.
˗ 9% more likely to
have JetBlue in thelast 12 months
Connect to these customers with the airlines they use most
(International)
˗ 36% more likely to
have flown Japan (JAL)in the last 3 years
˗ 24% more likely to
have flown Air France in the last 3 years
Compared to the Google, the Yahoo Bing Network Audience is:
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. November data was used to
reflect the winter season.
Get them moving in a rental carCompared to Google, the Yahoo Bing Network Audience is:
˗ 25% more likely to have
rented from Thrifty in the last 12 months
˗ 20% more likely to have
rented from Value in the last 12 months
Compared to Google, the Yahoo Bing Network Audience is:
˗ 18% more likely to have gone
on a cruise for vacation in thelast 12 months
˗ 16% more likely to have gone skiing
for vacation in the last 12 months
˗ 13% more likely to have gone to a
resort/spa for vacation in the last12 months
Our users enjoy various activities on their vacations
Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. November data was used to
reflect the winter season.
Help your ads cruise with ad copy research
Air
Airfa
res
Airlin
e B
rand
Airlin
es
Bo
ok
Call
to A
ctio
n
City
Deals
Dest
inatio
ns
Dis
count
Fare
s
Find
Flig
hts
Fly
Guara
nte
ed
Hug
e/B
ig
Low
est
No
nst
op
No
w
Off
ers
Off
icia
l Site
Onlin
e
Price
s
Save
Tic
kets
To
day
Tra
dem
ark
Tra
vel
Web
site
Yo
ur
Air
Airfares
Airline Brand
Airlines
Area
Book
Call to Action
City
Deals
Discount
Fares
Find
Flights
Fly
Lowest
Nonstop
Official Site
Online
Save
Tickets
Trademark
Travel
Website
In this example, a travel ad with “airlines” in the title and “deals” in the description has high ad quality.
Great Good Insufficient dataPoor
Ad description
Ad titl
e
Ad description
Ad titl
e
Great Good Insufficient dataPoor
Ad performance heatmap
General travel
Top word combos
PC/Tablet Mobile
Title Description
Rentals Superlative
Vacations Superlative
Rentals Vacations
Vacations
Dynamic Keyword
Insertion (DKI)
Vacations Vacations
Title Description
Vacations
Dynamic Keyword
Insertion (DKI)
Hotels Last minute
Discounts/deals Flights
Discounts/deals Airfares
Rentals Save/savings
Ad performance heatmap
Great Good Insufficient dataPoor
Ad titl
e
Ad description
Airlines and flights
Top word combos
Title Description
Hotels Online
Online Hotels
Online Travel
Price/pricing Tickets
Compare Airlines
Title Description
Travel Travel
Discounts/deals Last minute
Discounts/deals Destination
Airlines Destination
Airfares Business
PC/Tablet Mobile
Ad performance heatmap
Great Good Insufficient dataPoor
Ad titl
e
Ad description
Car rental
Top word combos
PC/Tablet Mobile
Title Description
Superlative Superlative
Last minute Discounts/deals
Superlative Rentals
Last minute Price/pricing
Last minute Save/savings
Title Description
Destination Discounts/deals
Destination Cars
Destination Destination
Destination Rentals
Cars Destination
Ad performance heatmapAd description
Great Good Insufficient dataPoor
Ad titl
e
Hotels
Top word combos
PC/Tablet Mobile
Title Description
Discounts/deals Exclusive
Accommodations Travel
Accommodations Save/savings
Accommodations Compare
Accommodations Cheap/affordable
Title Description
Discounts/deals Exclusive
Official site Guaranteed
Call to action Superlative
Cheap/affordable Exclusive
Quality Discounts/deals
Ad performance heatmapAd description
Great Good Insufficient dataPoor
Ad titl
e
Cruise ships
Top word combos
PC/Tablet Mobile
Title Description
Last minute % off
Last minute Holidays
Save/savings Official site
Cheap/affordable Vacations
Online Discounts/deals
Title Description
Discounts/deals Destination
Discounts/deals Cars
Type Discounts/deals
Cruises Last minute
Discounts/deals % off
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