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