microsoft advertising insights travel microsoft audience ......linkedin profile targeting¹ ......
TRANSCRIPT
Localized Travel trends (U.S.)
Microsoft Audience Network opportunities
Microsoft Advertising. Intelligent connections.
Travelers are shifting to small towns and more remote areas
Source: Skift Research sentiment survey, May 2020, N=~1000
Low population cities have rapidly growing demand recently‘accommodations’ queries + destinations with smaller populations (e.g. Myrtle Beach, Destin, Scottsdale)
Source: Microsoft Advertising Internal Data, populations under 1 million
Searches for nearby lodging on the rise for two months
Source: Microsoft Advertising Internal Data; Bing O&O, PC, US
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Microsoft Audience Network activation – local Travel trends
Bid on your audience with our full targeting suiteIn addition to targeting keywords, select one or more targeting dimensions to reach your ideal audience.
User and intent targeting
User profile targeting Location and device
Remarketing CustomAudiences
In-marketAudiences
Device targeting
Location targeting
Product Audiences
Similar Audiences
Customer Match
Custom Combinations
LinkedIn Profile Targeting¹
Age and gender targeting
₁ Three LinkedIn profile dimensions available at pilot kickoff: company, industry and job function, with more to follow.
Three ways to leverage the Microsoft Audience Network today
Highlight products with increased
demand
Maintaining brand awareness and future-proofing
Microsoft Advertising; 2020
Corporate responsibility messaging for
wide reach
Respond to COVID-19 trends in Native
Search query insights are clear in highlighting user interest in
traveling to smaller, less populated destinations
Attract similar users who are not proactively searching those queries using the Microsoft
Audience Network
Highlight travel to smaller, less populated destinations
Microsoft Advertising; Ad Mock Up For Presentation Only, Does Not Represent Live Advertisement
Respond to COVID-19 trends in Native
Search query insights also indicate increased interest for travel & accommodations with
“near me” modifiers
Use location targeting to target users in populated areas looking
for nearby getaways
Target population centers with “near me” travel getaways
Microsoft Advertising; Ad Mock Up For Presentation Only, Does Not Represent Live Advertisement
Respond to COVID-19 trends in Native
Search query insights also indicate increased interest for travel & accommodations with
“near me” modifiers
Use In-Market audience targeting (ex. /Travel/Car Rental) to find users who need support in taking their nearby vacation
Think across lines of business, like Car Rental or Activities
Microsoft Advertising; Ad Mock Up For Presentation Only, Does Not Represent Live Advertisement
Respond to COVID-19 trends in Native
Remarketing to “cancellation”, “booking window” or “last-minute
booking” audiences can help reach consumers across all parts
of the journey
Use Remarketing audiences on Native to remain visible when consumers are browsing other
Microsoft properties
Target “cancellation” and other Remarketing audiences
Microsoft Advertising; Ad Mock Up For Presentation Only, Does Not Represent Live Advertisement
During peak demand prior to COVID-19, the Microsoft Audience Network was generating a large volume of Native Clicks for Travel advertisers
Prior to COVID-19 impact, Travel clicks on the Microsoft Audience
Network were near an all-time high
Recent weeks indicate the decline has plateaued, and there are very early signs of recovery
COVID-19 impact reduced travel cost-per click on the Microsoft Audience Network by >50%
Recent Travel CPC has leveled off, creating an opportunity for
efficient volume
Travel Industry click-through rate (CTR) on the Microsoft Audience Network has grown significantly in the last year
COVID has caused some CTR volatility, though still a >2x increase YoY
*Microsoft internal data, 2019 – 4/25/2020, Microsoft Audience Network – Travel Industry Advertisers
Apply bid modifiers to individual segments to maintain efficiency Activate across targeting features to maximize reach and click volume
LinkedIn targeting (Company, Industry) offers a below average CPC for Travel, along with Location
& Device targeting
Company & Industry targeting also generate the highest CTR for Travel, followed by Remarketing &
Location targeting
15% CTR*Ads shown to LinkedIn Profile Targeting audiences saw up to a 15% greater click-through rate (CTR) than the same ads shown to non-audience targeted users
42% CVR*Ads shown to LinkedIn Profile Targeting audiences saw up to a 42% greater conversion rate (CVR) than the same ads shown to non-audience targeted users
*Microsoft internal data, U.S. pilot performance data using “bid only” targeting, January-March 2019.
Industry, Company, and Job Function Targeting can help target niche segmentsKnow more about your consumers by using LinkedIn Profile Targeting
Strategies and recommendations
Learn immediate and recovery-phase strategies, and how to approach new opportunities and optimize account health in the Digital Advertiser’s Guide to COVID-19
Appendix
By contrast, denser destinations are seeing slower demand growth‘accommodations’ queries + destinations with large populations (e.g. Nashville, Seattle, Chicago, LA)
Source: Microsoft Advertising Internal Data , populations over 1 million
Advertisers are identifying the value of less populated destinations‘accommodations’ queries + destinations with smaller populations
Source: Microsoft Advertising Internal Data , populations under 1 million
Opportunity alert: rate of Impression growth has not kept pace with the previously illustrated Search growth
Key drivers: low population destinations with high query interest
Source: Microsoft Advertising Internal Data
% of Apr 5-11 Search VolumeCity State Week of May 10 Week of May 17Port Aransas Texas 270% 434%Orange Beach Alabama 309% 393%Hilton Head Island South Carolina 285% 388%Carolina Beach North Carolina 175% 276%Galveston Texas 168% 272%Destin Florida 187% 265%Panama City Beach Florida 189% 225%Corpus Christi Texas 106% 221%Gulf Shores Alabama 153% 213%Nags Head North Carolina 178% 207%South Padre Island Texas 126% 195%Traverse City Michigan 40% 189%Ocean City Maryland 68% 179%Gatlinburg Tennessee 113% 175%Lake George New York 63% 170%Biloxi Mississippi 69% 151%Rehoboth Beach Delaware 63% 148%Branson Missouri 58% 137%Pismo Beach California 78% 135%Tybee Island Georgia 77% 125%Flagstaff Arizona 80% 119%Cape May New Jersey 103% 113%North Myrtle Beach South Carolina 76% 112%Pigeon Forge Tennessee 65% 111%West Yellowstone Montana 70% 111%
• Cities along the Gulf of Mexico are very trendy now
• Coastal towns in the southern Atlantic coast are also popular lately
Expected travel preferences greatly swayed by COVID-19
Source: Skift Research sentiment survey, May 2020, N=~1000
Similar trends surface when weighted by population
Source:
City State Index
Mackinac Island Michigan 3385.5
Put-in-Bay Ohio 1551.2
Tybee Island Georgia 1321.9
South Padre Island Texas 866.8
Pawleys Island South Carolina 829.1
Lake George New York 614.1
Orange Beach Alabama 599.5
Gatlinburg Tennessee 563.7
Pigeon Forge Tennessee 441.5
Gulf Shores Alabama 432.4
West Yellowstone Montana 423.3
Nags Head North Carolina 415.9
Port Aransas Texas 388.6
Panama City Beach Florida 356.3
Folly Beach South Carolina 276.4
Car is the vastly preferred mode of transportation right now
Source: Skift Research sentiment survey, N=~1000
A domestic trip by car presumed to be the next travel experience
Source: Skift Research sentiment survey, N=~1000
Destination trends
Source: Skift Research sentiment survey, May 2020 N=~1000
Personal trips involving flights reached single digits
Source: Skift Research sentiment survey, May 2020 N=~1000
Searches for more populated destinations are triggering fewer ads‘accommodations’ queries + destinations with large populations
Source: Microsoft Advertising Internal Data , populations over 1 million
Most still anticipate near-term travel, but far off trips growing
Source: Skift Research sentiment survey, May 2020, N=~1000
Source: Destination Analysts, Independent Weekly Survey May 15-17, 2020; N=1200, US Travelers