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Get onboard for summer travel

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Get onboard for summer travel Capture the UK traveller through search advertising


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Travel allows us to recharge from our everyday busy lives. For some of us it’s also an opportunity to test our own understandings and be wonderfully curious.


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Online travel planning is a global trend Source: visual.ly, September 2013. 8 in 10 Travellers plan their trips online Online travel sales by region:


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Digital travel sales is a growing trend Mintel1 forecasts steady year-on-year growth for UK holiday sales over the next 5 years 1. Source: Mintel Annual UK Holiday Review 2014, as reported by Travel Weekly: http://bit.ly/1f8fkFG


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Trend towards spending more on holidays eMarketer forecasts digital travel sales to grow 12.3% in 20141 Sources: 1 http://www.emarketer.com/Article/Digital-Travel-Sales-Mature-Worldwide/10105771 2 Mintel Annual UK Holiday Review 2014, as reported by Travel Weekly: http://bit.ly/1f8fkFG


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It’s about that time. Summer travel clicks ramp up strongly from May Source: Internal analysis based on performance of paid clicks on top Travel queries across the Yahoo Bing Network in the UK Clicks volume peak by up to 50% during July and August Click volume for travel trending on the Yahoo Bing Network Click volume relative to March 2013, UK


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Interest in city break destinations is on the rise 5 out of the top 10* flight searches on Yahoo Bing Network are city break destinations. (February 2014, UK) * Source: Internal analysis based on search volume and destination of top 50 flight queries with a specified destination on Yahoo and Bing UK sites. Note: Domestic mainland flights excluded 2 of 3 new entries in 2014 are city break destinations


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Bing Ads mobile Almost 9 in 10 research and plan their holidays on their mobile Source: http://news.weve.com/news/resources/infographic-the-growing-role-of-mobile-in-booking-holidays/. Weve survey of 1,550 UK smartphone owners, Nov 2013.


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44% compare prices and holiday packages 45% search flights and hotels on their mobile phone 28% book flights 33% book hotels Source: http://news.weve.com/news/resources/infographic-the-growing-role-of-mobile-in-booking-holidays/. Weve survey of 1,550 UK smartphone owners, Nov 2013. Almost 9 in 10 people now research and plan holidays on their mobile Mobile search optimisation is key 62% use search engines to inspire their holiday plans


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3 out of 10 travel searches come from mobile Source: Internal analysis based on performance of top Travel queries across the Yahoo Bing Network in the UK Share of searches by device in Travel on the Yahoo Bing Network February 2014, UK


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Engagement with travel ads on mobile ads equals or exceeds desktop Source: Internal analysis based on performance of top Travel queries across the Yahoo Bing Network in the UK


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Source: 1. xAd/Telemetrics Mobile Path to Purchase Study (Apr 2013) – UK edition Most important mobile features for travel (top rank) Optimised mobile sites a key priority for Travel searchers


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Ad extensions connect you to your travel customers, with strong performance Location Extensions Sitelink Extensions Call Extensions Merchant Ratings Ad extensions can also be combined to drive further engagement


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Increase click-through rate (CTR) and conversions. Provide direct access to relevant site content and a richer experiences Shorten the conversion funnel and improve profitability. Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle. Sitelink Extensions are driving significant click-through rate uplift Immediate actions in real-time and on-the-go… 22% Higher click-through rates for UK travel advertisers 60% of clicks from UK travel queries come from ads with Sitelink Extensions


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Combining extensions can results in improved click-through rates Source: Internal Microsoft Analysis. 1 Oct - 20-Nov, 2013 Bing and Yahoo O&O, UK PC and tablet only. Data represents the average mainline CTR performance for all advertisers adopting the ad extension(s). Average CTR of a text ad with Ad Extensions is higher than that of a standard text ad without extensions. Average CTR is higher when advertisers leverage a combination of Ad extensions. 14%


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Help your search ads take flight with ad copy best practices


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Airlines and flights: Top word combos PC Mobile Tablet Key insights The word “find” in the ad description ranks high when used with almost any travel-related words in the ad title, from “airfares” to “[city name]” to “deals”. PC users are much more interested in ads that include “official site” than either mobile or tablet users, which is indicative of the different intent depending on device. PC users have a bigger screen and are more willing to navigate a large, official site. Mobile users go directly to action, clicking on ads that include “book” and “flights”. Source: Internal analysis based on quality of ads that served on top travel queries between Jun-Jul 2013 in the UK


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Here’s how to read a heat map Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality. Ad description Ad title Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality.


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Flights: Ad performance heat map Ad description Ad title Source: Internal analysis based on quality of ads that served on top travel queries between Jun-Jul 2013 in the UK


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Lodging: Ad performance heat map Ad description Ad title Source: Internal analysis based on quality of ads that served on top travel queries between Jun-Jul 2013 in the UK


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Holidays: Ad performance heat map Ad description Ad title Source: Internal analysis based on quality of ads that served on top travel queries between Jun-Jul 2013 in the UK


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