google confidential and proprietary 1 travel trends and keyword advertising lee hunter product...
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Google Confidential and Proprietary 1
Travel Trends and Keyword Advertising
Lee HunterProduct Marketing Manager, Google
Google Confidential and Proprietary 2
Travel Trends
Google Confidential and Proprietary
The European market
400m internet users across 48 countries
409m trips (15% for business)
€50bn online travel market
50% of travelers use the internet for research
74% of all searches are on Google
Google Confidential and Proprietary
Europe is world’s largest regional travel market
European Online Travel Market(Internet Sales, bn EUR)
Offline Travel
Online Travel
Source: Centre for Regional and Tourism Research (DK)
• European travel market is worth €250 bn in 2009 – world‘s largest regional travel market in terms of gross bookings
• Online is the driving force - forecasted to account for €65 bn in sales in 2009 (25% of total) – offline market is shrinking
• UK accounts for 30% of the European online travel market, with Germany in second place at 18%
• The direct sellers accounted for 64% of online sales and intermediaries for 36%
Online travel salesOffline travel sales
Google Confidential and Proprietary
Two digit growth in most marketsEuropean Online Travel Market
(Internet Sales, bn EUR, by country)
1%
14%
14%
15%
16%
8%
Growth (YoY)
Note: IT: Estimate; 2009 growth considered equal to average between FR and ESSource: Forrester Online Retail Forecast, PhoCusWright, Thomson, Nielsen, TNS, InfoAdex, D2 Report
9%
8%
7%
11%
9%
European Online Travel Market(Internet Sales, bn EUR, by segment)
Growth (YoY)
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Travel seasonality calendar
January traffic
Build up to Easter
1st bank Holiday
2nd bank Holiday
+11% WoW
2007
2008
2009
Peak of Summer Holidays
Tra
vel Q
ue
ries
+13% WoW
+8% WoW
Google internal data
End of Summer
(UK data)
Google Confidential and Proprietary
84% Hotel
Reminder: How search is changing for travel
7
92% Car
99% Air
117% Destination
Source: Google Internal Data
Web Search Volume in the Hotels & Accommodations Category on Google.com “Near” + “Close To”January 2004 to September 2009, including forecast
Google Confidential and Proprietary
Reminder: How search is changing for travel
8
Category Overall vs. Geneva vs. Tenerife vs. Istanbul vs. RomeJanuary 2005 to September 2009
Category Overall vs. London vs. Sydney vs. Thailand vs. ParisJanuary 2005 to September 2009
Using Google Insights to stay ahead of changing demand
Google Confidential and Proprietary
Consumer demand for value
9
Source: PriceWaterhouse Coopers :Evolution or Revolution, How to respond to the consumers demand for value.
Google Confidential and Proprietary
Keyword Advertising Trends
10
Google Confidential and Proprietary
Variance of travel metrics 2007 - 2009
11
• CTRs of Travel ads have fallen by an average of 16% YoY
• This compares with a drop of just 5% from 2007 -2008
CT
R (
%)
CP
C (
£)
• The average CPCs inflation for travel ads is around 10% YoY.
• However, CPCs have gradually fallen throughout the year and are now inline with 2008 prices
Google Confidential and Proprietary 12Resource: http://www.google.co.uk/intl/en/adtoolkit/resources/insights/
Google Confidential and Proprietary
1 Bring me to the right page
2 Make your homepage useful
3 Help me navigate
4 Give me the right results when I search
5 Display groups of products clearly
6 Give me the product details I need
7 Make registration optional
8 Make it easy to buy or enquire
9 Reassure me
10 Find this useful? Let me help!
Think about your customer’s online journeyMake it simple for them to find, choose, and buy the product they want
Resources: www.google.co.uk/conversionswww.google.co.uk/GCP
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Tools
Google Confidential and Proprietary
What is the buzz around my brand?
15Resource: www.google.co.uk (‘show options’ in the blue bar)
Google Confidential and Proprietary
Who do my customers say my competitors are?
16Resource: www.google.co.uk (‘show options’ in the blue bar)
Google Confidential and Proprietary
How is my brand being talked about?
17
45m 45m updates per day on Facebook 25m active users on Twitter
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How is my brand being talked about?
Resource: www.twitrratr.com
Google Confidential and Proprietary
Ad Planner
Resource: https://www.google.com/adplanner/ will need to have any google account to sign in
• Does my brand appear on my key brand terms?
• What are people saying about my brand in video, blogs and forums?
• Who do my customers say my competitors are? What can I learn about my competitors?
• What is the perception of my brand outside my customer base?
• Where are my potential customers spending time online?
What can I learn about my brand?
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Thank you