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Travel | UK Insights from Bing Ads 2015
2015 eMarketer estimations Source: UK Digital Travel Researchers & Bookers, eMarketer 2014 -2019 UK Travel Snapshot Digital Travel Sales (Billion) 2014 ?20.50 UK digital Travel Researchers Million 2015 ?22.33 2016 ?24.16 Sales growth YoY 8.8% 8.9% 8.2% 27.5 28.5 29.3 UK digital Travel Bookers Million 25.0 25.9 26.7 Source: Worldwide Digital Travel Sales: The eMarketer Forecast for 2015
Source: eMarketer, Consumer Holiday Trends Report 2014, Conducted by ABTA, Arkenford Sep 2014, Internet users that have booked travel online at least once in the last 12 months. Digital bookings still mostly on a PC, but millennials lead in mobile activity 93% Devices used for online travel reservations in the UK 18% 17%
Internal Source: Volume of searches with travel intent in Sep 2015 relative to Sep 2014 across devices on Bing and Yahoo sites in the UK Increasing number of travel searches powered by Bing in the UK Travel related search queries have increased 15% year-over-year Car hire & flight related searches see the highest year-over-year growth. Travel search volume has increased year-over-year on Bing & Yahoo sites in the UK September 2015 vs September 2014
Search volume with travel intent jumped nearly 60% from December 2014 to January 2015. Internal Source: Volume of searches with travel intent relative to average monthly volume across devices on Bing and Yahoo sites in the UK, Sep 2014 – Sep 2015 January ranks as strongest travel month, after the summer season Key search volume peaks between Jan 2015 – Sep 2015 + 15% YoY Sep 2015 +57% MoM over Dec-14 Summer travel 2015: 25%
Monthly search volume trend for key travel subcategories in the UK Internal Source: Volume of searches with travel intent relative to the average monthly volume across devices on Bing and Yahoo sites in the UK, Sep 2014 – Sep 2015 Searches related to holidays, cruises & skiing increase in January Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25%
Top 10 days in January with the most travel queries powered by Bing in the UK Internal Source: Top days in January 2015 according to travel intent search volume, relative to average daily search volume during period of Sept 2014 to Sept 2015, all devices, across Bing & Yahoo sites. Top 10 travel days in January Bing Ads travel searches pick up at the start of the New Year. Mobile devices are heavily used at the beginning of the month and during the weekends, whereas activity on PC picks up towards mid-Jan. Mobile Devices PC All up Travel Mobile travel searches much higher on weekends. Search volume also up 31% during top 10 days. PC travel searches up 21% during top 10 days. Travel intent searches up +32% during top 10 days. Ensure you optimise your campaigns and establish budget for expected increases in January. Tip:
Internal Source: Search query device split & day of the week trends for travel sub-categories, across devices, Bing and Yahoo sites, UK, Sep 2014-Sep 2015. Which travel categories lead in mobile searches? Device split for travel related queries Which days of the week dominate travel searches? Key days of the week for Travel related queries 4 out of 10 travel searches made on mobile devices Travel searches in January are particularly strong on Thursday and Fridays, when compared to annual average
Searches for key travel categories, split by age and gender, all devices, Bing & Yahoo sites, Sep 2014 – Sep 15 Bing Ads Travel Audience More than 60% of travel related searches are from those aged 35-64. Cruises are more popular with 50+ years old. Except for car hire, women dominate all travel related searches across categories. Age Group Gender Internal Source: Search query device split & day of the week trends for travel sub-categories, across devices, Bing and Yahoo sites, UK, Sep 2014-Sep 2015.
September 2015 Travel KPIs on Bing Ads 100% 128% 148% ?0.33 ?0.33 ?0.27 Average Travel CPCs UK Average Travel CPC by device, on Yahoo & Bing sites in the UK Average CTR for top queries in Travel, indexed to desktop, on Yahoo and Bing sites, in the UK Travel CTRs vs. desktop (indexed)
For Travel, combining ad extensions on PC + Tablet results in an increased average CTR Increase engagement with ad extensions Comparison of average mainline CTR for Travel, UK Bing & Yahoo sites, PC & Tablet (Q2-2015) CTR Enhanced Sitelinks Enhanced Sitelinks Enhanced Sitelinks Enhanced Sitelinks Internal Source: Comparison of average mainline CTR for Travel, UK Bing & Yahoo sites, PC & Tablet (Q2-2015)
Marin Software EMEA Global Advertising Benchmark, UK & Eurozone data Q2 2015All devices, partner network excluded. Lower Average Travel CPCs on Bing Ads Google ?0.17 UK Bing ?0.32 -48%