Microsoft Confidential

Dive straight into your travel campaigns with our summer insights

This year, consumers are spending significantly on digital travel sales

Worldwide Western Europe

$510 Bn

SpainItaly

The Netherlands

UKGermany

France

$4 Bn

$120 Bn$16 Bn

$9.7 Bn

$37 Bn

$9.4 Bn$9 Bn

eMarketer, Dec 2014, Consumer spending and digital sales in 2015. eMarketer’s Estimates and Forecast Report (2013-2018)

UK digital travel sales in 2015 set to increase 12% YoY

²eMarketer, Worldwide digital Travel Sales: Estimates and Forecasts Dec 2014

2014 2015 2016 2017 2018

UK Digital Travel Sales²

$ B

illio

ns

$33bn

$37bn

$41bn

$43bn

$46bn

Microsoft Confidential

Sources: ¹Centtrip Feb 2015 cited in Travelweekly.co.uk²TNS Omnibus Survey Oct 2014 cited in Travelweekly.co.uk3comScore Jan 2014 UK cited in eMarketer Travel Showdown Report 2015

Brits expecting to take a holiday abroad this year intend to spend more than in 2014 2

1 in 3Of online traffic for airline, hotels and online travel agencies come from mobile only sources 3

¼

UK holiday makers are ready and are on the go

£19.6billion

a year on overseas trips to Europe alone1

UK spends around

THE POWER OF

In the Summer time…UK travel searches ramp up as of MaySearch volume peaks over 15% during July and AugustLodging, Car Hire and other travel queries see the strongest uplifts amongst the travel categories with an increase up to 20% in July

Search volume for travel queries trending on the Bing & Yahoo UK Sites onlySearch volume relative to the annual average 2014, UK

Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-150%

20%

40%

60%

80%

100%

120%

140%

Car Hire Cruises Flights HolidaysLodging Others All

on the Yahoo Bing Network (March 2015)Top travel flight destinations by country

New YorkTenerifeMalaga

AmsterdamAlicanteDublin

BarcelonaLanzarote

DubaiThailand

Top European travel flight destination queries on all devices, ranked by search volume on Bing & Yahoo sites only, March 2015

UK Germany France

Italy Spain The Netherlands

MallorcaBarcelona

LondonBangkokIstanbulZurich

AmsterdamUSA

DubaiBerlin

DubaiGuadeloupe

New YorkMoroccoLisbonAlgeria

ThailandTunisiaCroatiaPortugal

BudapestRome

LondonMilan

IstanbulSicily

BarcelonaViennaMalaga

New York

LondonParis

MadridRome

MenorcaTenerife

ColombiaCuba

MallorcaDublin

AustraliaArgentina

ArubaFinland

BarcelonaNorwayJakarta

PortugalCuracaoMorocco

In all of the European countries, around 50% of all travel related search queries on the Yahoo Bing Network come from those aged 35-65 year olds

Which demographic travels the most?

% of travel queries with travel intent performed by age group (sampled) split by country, Feb- March 2015

Tablet PCMobile

42% travel of queries in Italy are made on either a mobile and tablet device, 38% of those being mobile onlyThe Brits also seem to be on the go, but with bigger screens as 17% share of queries are on tablets

Device share for travel queries by each European country on Bing and Yahoo sites (March 2015)

Which device do we use for travel queries?

The Netherlands

Spain

Germany

France

UK

Italy

13%

23%

24%

24%

22%

38%

7%

4%

6%

6%

17%

4%

80%

73%

70%

70%

61%

58%

Which travel category is the most mobile in the UK?

Device share of Travel related queries, Bing & Yahoo sites, based on top queries, March 2015

4 in 10Travel Searches in the UK

come from mobile devices

Lodging, Trains and Cruises in the UK are the most mobile travel categories

Lodging Cruises Holidays Trains Flights Car Hire Others

25% 21% 20% 23% 20% 19% 19%

PC Tablet Mobile

THE POWER OF

Share of travel queries on a mobile device has grown YoY in the UK

36%March 2014

39%March

2015

Travel query share from

smartphones and tablets

+3pts

Cruises Flights

Lodging Holidays

Cruises and Flights see the most smartphone YoY query growth

Lodging and Holidays see the most tablet YoY query growth

15%

21%

2014 2015

+6pts

15%

20%

2014 2015

+5pts

9%16%

2014 2015

+7pts

13%

19%

2014 2015

+6pts

Mobile device share of Travel related queries, Bing & Yahoo sites, based on top UK queries, March 2015 vs 2014

Top Lodging Queries, March 20151

1. Hotels

2. Booking hotels3. Hotels London4. Cheap hotels5. London hotels6. Hotels York7. Cheap hotels London8. Hotels Manchester9. Hotels Bath 10.Hotel Cardiff

What type of holidays do the Brits want?2

1

2 3 4

5

Low Cost

Beach Last Minute

City Break

Sunshine

Sources1Top UK Hotel intent queries on all devices ranked by search volume on Bing & Yahoo sites, March 2015 2 Top UK holiday query themes ranked by search volume, on all devices on Bing & Yahoo sites, March 2015

Top hotel queries, March 2015¹

6

Coach Tours

7

Short Breaks

8

Package Holidays

Flights

Cruise

Hotels

Rental Cars

Holiday Packages

9%

7%

11%

8%

10%

16%

11%

19%

18%

17%

32%

24%

32%

34%

31%

27%

33%

25%

27%

28%

14%

23%

11%

12%

12%

13-1718-2525-34 35-49 50-64 65+

50% of Cruise related searches in the UK are by 50+ year olds

% of travel intent queries split by category performed by age group (sampled) for UK, Feb-March 2015

+40%Growth in mobile

Travel clicks year-over-year

+67%Growth in tablet

Travel clicks year over-year

+18%Growth in overall

Travel clicks year-over-year

Yahoo, Bing & Partner UK sites, comparing top Travel queries in UK March 2014 vs. March 2015

Travel

Growth of UK Travel on Yahoo Bing Network (March 2015)

How do travel KPIs on Yahoo Bing Network compare between devices?

£0.36

£0.41

£0.32

100%

110%

106%

Average Travel CPCs

Average travel CPC by device based on top Travel queries,UK Bing & Yahoo Sites, March 2015

Travel CTRs vs. desktop

CTR for top queries in travel, indexed to desktop, UK Bing & Yahoo Sites, March 2015

Marin Global Advertising Benchmark Q4 2014, customers buying in GBP (UK) & EURs. All devices, partner network excluded

-43%

For Travel, the Yahoo Bing Network continues to be more cost effective than Google AdWords

£0.16

£0.28

UK

€0.14

France Eurozone

CPC

€0.20

€0.15

€0.33-30% -55%

Tom CruiseCruise ClothingCruise Fashion

Grand Budapest HotelHotel Chocolate

Marigold Hotel FilmMotel RocksBates MotelMotel Dress

University AccommodationReservation Manager

CruisesLodgingRelated

Review your negative keywords

Top negative keywords to keep in mind…Based on the top UK queries containing the word ‘cruise’ and the top queries with lodging intent, on the Yahoo Bing Network March-April 2015

Combined Extensions

AVERAGE CTR

For Travel & Transport, typically combining extensions on PC + Tablet results in an increased average CTR

Average mainline CTR for Travel & Transport vertical, UK Bing & Yahoo sites, PC & tablet, Jan-March 2014

6%Text Ads

Drive customer engagement with your ad

New App Extensions

Increase app installs through App Extensions.Now available on Windows, iOS, Android

Coho Winery

Detailed ReportingTrack clicks and app installs as conversions

Smart detectionAutomatic detection of device sends customers to the right app store.

7%Location Extensions

Enhanced Sitelink Extensions (ESL) 13%

ESL + Location Extensions

38%

46%

ESL + Metered Call Extensions

Help your search ads cruisewith best ad copy practices

Include decision drivers

Brand & Endorsements

Delivery Actions

Demonstrate range of products & services

Include decision drivers

Brand & Endorsements

Demonstrate range of products & services

Holidays Flights Lodging

Most impactful ad copy tactics to help you differentiate your ad quality, by sub-category (all devices)

Travel ad copy analysis – high level observations for the UK

We recommend that you build and test different ad copy combinations to find the strongest performing ad for your brand and product.

Delivery Actions

Demonstrate range of products & services

How to read an ad copy heat map

User NeedsUnique Selling

PointCalls to Action

Pricing/Costs

Token Ad Quality Token Ad Quality TokenAd

QualityToken Ad Quality

Female º Reward ºBuy

Online Now

� Great price �

Over 65 � Instant Cover � Buy

today º Affordable �

No claims º No-obligation º Enquire º Low prices �

New driver � Guarantee º Protect � Reductions �

Income protection � Trusted � View º from only £ �

Provisional º Easy º Buy now º From £ �Motorcycl

e � Unbeatable º Switch º Bargain �

Learners � Short term º Visit � As low as £ �Annual � Quick � Check º Offer �

Women º Price º Cover � Extra �

� Strong impact, rarely used

º Strong impact, sometimes used

� Strong impact, but used often

� Fair impact, rarely used

º Fair impact, sometimes used

� Fair impact, but used often

� Limited impact, but rarely used

º Limited impact, but sometimes used

� Limited impact, but used often

Individual Tokens

Ad quality explanations

Top Tip: The greener and fuller the circle, the more likely your ad will stand out

How well tokens impact

your ad quality

How many other

advertisers are actively using

the token

We’ve looked at two dimensions in Bing Ads:

1 2

Token Categories

Holidays ad copy analysis on all devicesBrand &

Endorsements

CTAPreference /

Decision Drivers

DeliveryDemonstrating

ValueDynamic

Pricing Incentives

SelectionSpecial symbols

TokenAd

QualityToken

Ad Qualit

yToken Ad Quality Token

Ad Quality

Token Ad Quality Token Ad Quality TokenAd

QualityToken

Ad Quality

Token Ad Quality

atoll º enquire � luxe � online � unbeatable � {keyword}

� low prices º 5-star � ! �

Brand Term � search � premium º call º value � {param1}

º savings º hand picked �    

trusted � get � private �     price guarantee

º     discount � more than �    

official � compare � Brand Term �     deals �     save � personalised º    

™ � book � package holidays

�     results in seconds

�     sale � 3* º    

abta º view � all inclusive �     guarantee º     off � favourite º        request � beach �             all inclusive � 4* º        plan º b&b �             cheap � 5* º        check º self catering º             low deposits � exclusive �        find � boutique º             bargains � leading �    

    price comparison

� family �             £ º luxury �    

    Try º offer(s) �             affordable º 2015 �    

    Start º bed & breakfast

�             extra º Brand Term �    

    call � pool �             offer(s) � sightseeing �            sc �             free � tailor-made �            premier º             as little as � safaris �            kids go free º             half price � adventure º                            1/2 price � honeymoon º                            reductions � latest �                            % off � everything �                            low cost º over �                                selection �                                golf �                                4-star �                                100s �                                hundreds �                                walking º                                Specialist º                                thousands º                                packages �                                Selected �                                1000s �    

Flights ad copy analysis on all devices

Brand & Endorsements

CTAPreference /

Decision Drivers

DeliveryDemonstrating

ValueDynamic

Pricing Incentives

SelectionSpecial symbols

Token Ad Quality TokenAd

QualityToken

Ad Quality

TokenAd

QualityToken Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

abta � view � one way º online � unbeatable � {param1}

º low cost º 100s º ! �

™ � search � long haul º call º price beat guarantee

� {keyword}

� cheapest flights

º over �    

atoll º get � domestic º     value �     Save � flights �    

Brand Term

� find � economy º     deals �     sale � thousands

�    

award winning

º book � premium �     for every occasion

�     offer(s) � hundreds �    

official � enquire � worldwide �     secure º     off � everything

º    

    try º short haul �     price guarantee º     cheap � latest �    

    check º multi-stop �     guarantee º     % off � more than

�    

    compare

� international

�     affordable º     extra º 1000s �    

    request � direct �     fast �     £ º            plan � business �     Exclusive �     savings º        

    start º kids go free �             discount �        

    call now º student �             1/2 price �                first class �             half price �                upgrade º             Low prices �                family �             reductions �                                free �        

Lodging ad copy analysis on all devicesBrand &

EndorsementsCTA

Preference / Decision Drivers

DeliveryDemonstrating

ValueDynamic

Pricing Incentives

SelectionSpecial symbols

Token Ad Quality TokenAd

QualityToken

Ad Quality

TokenAd

QualityToken Ad Quality Token Ad Quality Token Ad Quality Token

Ad Quality

Token Ad Quality

official � plan � central locations

� online � best rate guaranteed

� {param1}

º half price � more than � ! �

Brand Term

� try º most popular � call º price guarantee

º {keyword}

� % off � hundreds �    

atoll º search º premier º     great rates º     no booking fees

� 3* º    

abta º get � pool º     guarantee �     save � villas º     real reviews

� book � Brand Term �     exclusive �     sale � cottages �    

™ � request � Luxury �     unbeatable �     off � 4* �    

    price comparison

� family �     easy to use �     discount � latest �    

    enquire � self catering �     value �     £ � exclusive �        compare � kids go free �     deals �     1/2 price � 100s �    

    check � b&b º     huge choice �     low deposits

� hand picked �    

    view º budget �     simple º     extra º 5* º    

    start º boutique �     quick º     savings � Brand Term �    

    find � beach �     secure �     cheap � over �        call � all inclusive �             free � Selection �            adult �             reductions � 5-star �    

        bed & breakfast

�             low cost º 4-star �    

        sc �             affordable º thousands º            premium º             low prices º 1000s º            coastal º             offer(s) � Everything º            private �                 selected �    

THE POWER OF

Don’t leave it until June to prepare for your

travel ads

Make sure you have enough budget to last through the summer

Don’t forget to take a look at your bid

modifiers and make the most out of app

extensions

Try testing different ad copy and recommended tokens in May, and run

with the best performing ads during

the summer time

Don’t forget your Bing Ads travel essentials