dive straight into your uk ppc campaign with our bing ads travel insights for summer 2015

Download Dive straight into your UK PPC campaign with our Bing Ads Travel Insights for Summer 2015

Post on 26-Jul-2015

2.207 views

Category:

Marketing

0 download

Embed Size (px)

TRANSCRIPT

1. Microsoft Confidential Dive straight into your travel campaigns with our summer insights 2. This year, consumers are spending significantly on digital travel sales Worldwide Western Europe $510 Bn Spain Italy The Netherlands UK Germany 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. eMarketers Estimates and Forecast Report (2013-2018) 3. UK digital travel sales in 2015 set to increase 12% YoY eMarketer, Worldwide digital Travel Sales: Estimates and Forecasts Dec 2014 2014 2015 2016 2017 2018 $Billions UK Digital Travel Sales $33bn $37bn $41bn $43bn $46bn 4. Microsoft Confidential Travelweekly.co.uk Travelweekly.co.uk 3 2 3 UK holiday makers are ready and are on the go a year on overseas trips to Europe alone1 UK spends around 5. Search volume peaks over 15% during July and August Lodging, 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 only Search volume relative to the annual average 2014, UK 0% 20% 40% 60% 80% 100% 120% 140% 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-15 Car Hire Cruises Flights Holidays Lodging Others All 6. on the Yahoo Bing Network (March 2015) Top travel flight destinations by country New York Tenerife Malaga Amsterdam Alicante Dublin Barcelona Lanzarote Dubai Thailand Top European travel flight destination queries on all devices, ranked by search volume on Bing & Yahoo sites only, March 2015 Mallorca Barcelona London Bangkok Istanbul Zurich Amsterdam USA Dubai Berlin Dubai Guadeloupe New York Morocco Lisbon Algeria Thailand Tunisia Croatia Portugal Budapest Rome London Milan Istanbul Sicily Barcelona Vienna Malaga New York London Paris Madrid Rome Menorca Tenerife Colombia Cuba Mallorca Dublin Australia Argentina Aruba Finland Barcelona Norway Jakarta Portugal Curacao Morocco 7. 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 8. Tablet PCMobile 42% travel of queries in Italy are made on either a mobile and tablet device, 38% of those being mobile only The 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? 13% 23% 24% 24% 22% 38% 7% 4% 6% 6% 17% 4% 80% 73% 70% 70% 61% 58% The Netherlands Spain Germany France UK Italy 9. 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 10 Travel Searches in the UK come from mobile devices Lodging, Trains and Cruises in the UK are the most mobile travel categories 59% 59% 61% 64% 64% 65% 64% 16% 20% 19% 12% 16% 16% 16% 25% 21% 20% 23% 20% 19% 19% Lodging Cruises Holidays Trains Flights Car Hire Others PC Tablet Mobile 10. Share of travel queries on a mobile device has grown YoY in the UK March 2014 March 2015 Travel query share from smartphones and tablets Cruises Flights Lodging Holidays Cruises and Flights see the most smartphone YoY query growth Lodging and Holidays see the most tablet YoY query growth +6pts +5pts +7pts +6pts Mobile device share of Travel related queries, Bing & Yahoo sites, based on top UK queries, March 2015 vs 2014 11. Top Lodging Queries, March 20151 1. Hotels 2. Booking hotels 3. Hotels London 4. Cheap hotels 5. London hotels 6. Hotels York 7. Cheap hotels London 8. Hotels Manchester 9. Hotels Bath 10. Hotel Cardiff What type of holidays do the Brits want?2 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 2015 Coach Tours Short Breaks Package Holidays 12. 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% Flights Cruise Hotels Rental Cars Holiday Packages 13-1718-25 25-34 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 13. +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) 14. 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 15. 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 0.20 0.15 0.33 -30% -55% 16. Tom Cruise Cruise Clothing Cruise Fashion Grand Budapest Hotel Hotel Chocolate Marigold Hotel Film Motel Rocks Bates Motel Motel Dress University Accommodation Reservation Manager Cruises Lodging Related 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 17. 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 Increase app installs through App Extensions. Now available on Windows, iOS, Android Coho Winery Detailed Reporting Track clicks and app installs as conversions Smart detection Automatic 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 18. Help your search ads cruise with best ad copy practices 19. 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 20. How to read an ad copy heat map User Needs Unique Selling Point Calls to Action Pricing/Costs Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Female Reward Buy Online Now Great price Over 65 Instant Cover Buy today Affordable No claims No- obligation Enquire Low prices New driver Guarantee Protect Reductions Income protection Trusted View from only Provisional Easy Buy now From Motorcycle Unbeatable Switch Bargain Learners Short term Visit As low as Annual Quick Check Offer Women Price Cover Extra Strong impact, rarely used Strong impact, sometimes used Strong impact, but used often Fair impact, rarely used Fair impact, sometimes used Fair impact, but used often Limited impact, but rarely used 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 Weve looked at two dimensions in Bing Ads:Token Categories 21. Holidays ad copy analysis on all devices Brand & Endorsements CTA Preference / Decision Drivers Delivery Demonstrating Value Dynamic Pricing Incentives Selection Special symbols Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality atoll enquire luxe online unbeatable {keyword} low prices 5-star ! Brand Term search premium call value {param1} savings hand picked trusted get private price guarantee discount more than official compare Brand Term deals save personalised book package holidays results in seconds sale 3* abta view all inclusive guarantee off favourite request beach all inclusive 4* plan b&b cheap 5* check self catering low deposits exclusive find boutique bargains leading price comparison family luxury Try offer(s) affordable 2015 Start bed & breakfast extra Brand Term call pool offer(s) sightseeing sc free tailor-made premier as little as safaris kids go free half price adventure 1/2 price honeymoon reductions latest % off everything low cost over selection golf 4-star 100s hundreds walking Specialist thousands packages Selected 1000s 22. Flights ad copy analysis on all devices Brand & Endorsements CTA Preference / Decision Drivers Delivery Demonstrating Value Dynamic Pricing Incentives Selection Special symbols Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality abta