UK Vertical Insights. Summer Travel

Transcription

1 UK Vertical Insights Summer Travel

2 Market Trends

3 The removal of roaming charges in the EU will surely drive smartphone activity for people on vacation Travel-related smartphone activities conducted by smartphone users while on vacation (% of respondents) Use a navigation app Buy train/bus tickets Use a taxi app 18% 8% 5% 15% 4% 4% 11% 3% 3% 23% 8% 8% 14% 8% 7% Denmark Germany Spain Sweden United Kingdom Source: Elisa, "Näin Suomi kommunikoi 2017" conducted by Prior Konsultointi, 21 June 2017.

4 Mobile behaviours on travel websites can vary greatly depending on the country 55% Unique visitor share for travel websites, by device 47% 47% 48% 39% 19% 25% 26% 26% 20% France Germany Italy Spain United Kingdom Source: comscore Media Metrix Multi-Platform as cited in comscore Inc., "2017 State of Travel, 20 September 2017

5 Accommodation-related Sharing Economy services are getting more and more popular across Europe Consumers who have used select Sharing Economy services (% of respondents) Denmark 6% 8% Germany Italy 3% 3% 13% 15% Transportation Accommodation Netherlands 5% 17% Spain 5% 15% Sweden 5% 12% United Kingdom 24% 31% Source: Eurostat, "ICT Usage in Households and by Individuals 2017" as cited in press release, 20 December 2017.

6 Search Performance Analysis

7 Source: Microsoft Internal Data, Click share by advertiser category, Bing & Yahoo websites, 1st January to 31st December On the Bing Network, travel is the second vertical by clicks Click share by advertiser. category in 2017 Other verticals 82% 84% 86% 73% 83% 74% 80% 81% Travel 18% 16% 14% 27% 17% 26% 21% 19% Denmark France Germany Italy Netherlands Spain Sweden United Kingdom

8 Source: Microsoft Internal Data, Travel & Transportation click growth, Bing & Yahoo websites, 1st February to 30th June 2016 and 1st February to 30th June Summer travel on Bing is growing everywhere in Europe Travel click growth between February-June 2016 and February-June % 29% 23% 3% 13% 5% 16% 8% Denmark France Germany Italy Netherlands Spain Sweden United Kingdom

9 Summer travel categories in the UK Click share by advertiser category (travel) between February and June 2017 OTA / Meta-engine (holiday packages included) 41% 3% Activities 10% 2% Flights Cruises 10% Land transportation 34% Source: Microsoft Internal Data, Travel & Transportation click split by advertiser category, Bing & Yahoo websites, United Kingdom, 1st February to 30th June Lodging

10 Adjust your bids to capture the click and searches spikes mid-may and at the end of June Searches Click Click and searches trending for travel queries by week (where 100% is the average number of weekly click and searches over the studied period) 120% 110% 100% 90% 80% Nb : the displayed dates are the days the corresponding week starts Source: Microsoft Internal Data, Travel & transportation click and searches trending, Bing & Yahoo websites, United Kingdom, February to June 2017.

11 Watch out for the fastest-growing travel sub-categories Ecotourism Zoos & aquariums Adventure travel Last-minute flights Couple travel & honeymoons YoY Click Growth YoY Click Growth YoY Click Growth YoY Click Growth YoY Click Growth +119% +41% +21% +17% +10% Source: Microsoft Internal Data, Travel & transportation sub-categories click growth, Bing & Yahoo websites, United Kingdom, 1st February to 30th June 2016 vs 1st February to 30th June 2017.

12 Source: Microsoft Internal Data, Top growing destinations associated with Travel-related keywords in a query, Bing & Yahoo websites, United Kingdom, March 2017 vs March Tunisia is the destination growing the most this year Top destinations by year-over-year search volume growth (March 2018) 1 Tunisia +135% 2 Jordan +123% 3 Oman +78% 4 Greece +43% 5 Egypt +41%

13 Spanish cities make up for half of the top 10 by volume for Travel Top international destinations (cities) by search volume (March 2018) 1 Tenerife 6 Dubai 2 Amsterdam 7 Barcelona 3 Paris 8 Majorca 4 Dublin 9 Malaga 5 New York 10 Alicante Source: Microsoft Internal Data, Top international destinations (cities) associated with Travel-related keywords in a query, Bing & Yahoo websites, United Kingdom, March 2018.

14 Source : Microsoft Internal Data, Top foreign points of interest associated when with Travel-related keywords in a query, Bing & Yahoo websites, United Kingdom, March Most of the top foreign points of interest are long-haul destinations Top foreign points of interest by search volume (March 2018) 1 Disneyland Paris 6 Burj Khalifa 2 Legoland 7 Santiago de Compostela 3 Eiffel Tower 8 Niagara Falls 4 Taj Mahal 9 Empire State Building 5 Disney World 10 Universal Studios

15 Use remarketing to reach travelers throughout their purchase journey Home page visitors Destination page visitors Property listing visitors Searched dates In-destination searchers Highlight top destinations and lastminute deals to prompt users to begin planning Retarget with top reviewed accommodations Feature your property s amenities in callout or structured snippet extensions Promote limited-time deals and price points Feature must-see attractions and popular tours within site link extensions

16 Impact of remarketing in UK travel paid search 214% Remarketing click-through rate 272% Remarketing conversion rate -51% Remarketing cost per acquisition Source: Microsoft Internal Data, average for Travel ads using Remarketing on Bing vs Travel ads without remarketing, Bing & Yahoo websites, United Kingdom, February 2018.

17 Ad Copy Heatmaps

18 A data-driven approach to writing effective ad copy How to read an ad copy heat map Brand Endorsements Token Ad Quality CTA Pricing and value perception drivers Token Ad Quality Token Ad Quality voted best apply today great price trust purchase discount defaqto buy today save up to official site get quotes free compare low prices Individual Tokens trusted enquire save official switch price guarantee recommended get a quote low cost buy now cheap Top Tip: The greener and fuller the circle, the more likely your ad will stand out Ad quality explanations We ve looked at two dimensions in Bing Ads: 1 2 How well tokens impact your ad quality How many other advertisers are actively using the token Strong impact, rarely used Strong impact, sometimes used Strong impact, but used often Fair impact, rarely used Fair impact, sometimes used Fair impact, but used often Limited impact, but rarely used Limited impact, but sometimes used Limited impact, but used often

19 Lodging Ad copy analysis CTA Dynamic Endorsements Pricing/Incentives Selection Value Perception Drivers Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality get {keyword half price favourite unbeatable try {param1 atol from [ ] # villas value book online now official savings selected price guarantee book now number 1 extra # cottages best rate compare abta [ ] selection low cost book brand term - ota over ### bargain find recommended thousands deal online brand term - hotel chain more than ### cheap start 1000s low prices enquire 100s guarantee search # hotels affordable now hand picked book today everything today # apartments plan hundreds request latest call now exclusive call view check Source: Microsoft internal, Ad quality analysis is based on the performance of specific tokens within ad copy that showed for a query category, United Kingdom, Bing & Yahoo websites, March to May 2017.

20 Land transportation Ad copy analysis CTA Dynamic Inclusion & Special Symbols Pricing and value perception drivers Speed User Needs USP Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality rent now {param1: value minutes automatic great customer service call us free & save today insurance included ()+ suppliers call now! free quick comfort no cancellation fees discount in seconds mini simple find? cheap instant locations no hidden costs book now + save % fast unlimited mileage direct book online {param2: cheap rates mins economy easy compare {keyword: up to % off early theft protection best view cheapest compact best prices browse massive savings suv large selection call from [ ] eco no hidden charges search low prices executive great range now affordable estate directly get people carrier exclusive book 7 seater range contact family great deals hire your car luxury best deal purchase top brands visit unbeatable look safe explore special prices award winning wide choice flexible instantly specialists great offers Source: Microsoft internal, Ad quality analysis is based on the performance of specific tokens within ad copy that showed for a query category, United Kingdom, Bing & Yahoo websites, March to May 2017.

21 Flights Ad copy analysis CTA Dynamic Inclusion & Special Symbols Pricing and value perception drivers User Needs Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality book before {param1: huge savings safe no hidden costs browse & affordable premium fly safe book securely! save direct compare ()+ airlines hurry? lowest destinations brilliant call + cheap flight routes award winning compare {keyword: massive savings flexible wide choice from secure onboard book now {param2: low cost class low deposits find up to % off flight schedules baggage allowance look cheapest first easy explore low rates business simple call now save % special prices book online low fares unbeatable book discount range search sale check best deal contact best price purchase best request a quote great offers visit official view great range discover more than () airlines now no cancellation fee top 5 travel deals instantly exclusive service USP Source: Microsoft internal, Ad quality analysis is based on the performance of specific tokens within ad copy that showed for a query category, United Kingdom, Bing & Yahoo websites, March to May 2017.

22 Holiday packages Ad copy analysis CTA Dynamic Inclusion & Special Symbols Pricing and value perception drivers User Needs Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality book securely {param1: massive savings flexible incredible price research? cheapest secure ()kg baggage included call now! affordable atol protected transfers included look {param2: lowest premium fully licensed contact {keyword: cheap abta & atol protected great range call & save % luxury travel deals low cost destinations ideal holiday book now + up to % off secure booking () destinations book online save safe price match guarantee book value for money easy view huge savings late deals check from low deposits browse discount top 5 compare simple get unbeatable discover dream holiday search great offers find exclusive book before selection enquire sale hurry no hidden costs purchase personalised request a quote wide choice now ()+ years experience explore tailor-made best rates best deal award winning USP Source.: Microsoft internal, Ad quality analysis is based on the performance of specific tokens within ad copy that showed for a query category, United Kingdom, Bing & Yahoo websites, March to May 2017.

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