Greenlight's Hotels Sector Report, May 2013, Issue 16

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A 360˚ analysis of the most important search terms, trends and benchmarking data in the hotels sector. This report provides an exclusive snapshot of the online search and social media market for your …

A 360˚ analysis of the most important search terms, trends and benchmarking data in the hotels sector. This report provides an exclusive snapshot of the online search and social media market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.

Product focus: generic keywords, domestic destinations, short haul destinations and long haul destinations

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  • 1. The greenlight sectorREPORTAn exclusive snapshot of the online Search & Social Media market‘Mobile Advertising -Why haven’t we fullyembraced it yet?’asks Hannah Kimuyu.Exactly what will it takefor brands to embrace thenew reality of search?Adam Bunn discusses.What could Facebook’snew product ‘Home’mean for your brand?Article by Sam Haseltine.PRODUCT FOCUSDomestic destinationsGenericsLong-haul destinationsShort-haul destinationsMAY 2013
  • 2. The Greenlight Sector ReportAdvertisementApply to iwanttowork@greenlightdigital.com
  • 3. ARTICLEContentsWhat will it take forbrands to embrace thenew reality of Search?Interflora’s recent run in with Google getsGreenlight’s SEO Director, Adam Bunn,questioning the ‘state of link building’.3The Impact of Facebook‘Home’How can we get themost from mobileadvertising?IntegratedSearch &Digital Strategies32Article by Paul Byrne29feature articles1The Greenlight Sector ReportForeword7 Natural Search1 Exactly what willit take for brands toembrace the new realityof Search?1 Paid Media2 Article: Mobile advertisingntegrated SearchArticle: Integrated Search& Digital Strategiesocial MediaArticle: The impact ofFacebook Hom
  • 4. forewordAt Greenlight, we pride ourselves on being thought leaderswithin the Search industry. Utilising our unique dataaggregation and visualisation platform, Hydra, we are ableto track, record and analyse consumer search behaviourin any given market vertical, which in turn leads to thecreation of our industry renowned Sector Reports.Each report gives an indication to the size of the potentialonline audience and examines the most visible websitesand advertisers on Google UK. In the past few months,we have worked hard to improve our Sector Reports bygiving them a new look and feel, updating the keywordsets we analyse and adding mobile search data to the mix,thus providing insight into how searches differ on differentdevices.We hope that you enjoy the updated versions of ourSector Reports. If you have any suggestions on howwe can improve our reports, please contact us atmarketing@greenlightdigital.com.Kind regards,Alicia Levyby Alicia Levy, Greenlight CMOGREENLIGHT WELCOMEGet in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
  • 5. Report OverviewExecutive SummaryThis report profiles search behaviour for the online Hotels sector. It analyses which websites, advertisers and brands were most visible inthe Google UK Natural Search and Paid Media listings, when consumers searched for hotel-related terms. This report also assesseswhich brands interacted well on the Social Media networks. In our analysis we established that:booking.com was the most visible advertiser for hotel-related searches on mobile devices, achieving an 88% share of voice.laterooms.com was the most visible website for hotel-related searches on laptops/desktops, achieving a 46% share of voice.Queries for hotels in domestic destinations accounted for 54% of all searches made using laptops/desktops and 59% of allqueries made using mobile devices.In May, 2.5 million queries were made by consumers searching for hotels-related terms on laptops/desktops and mobiledevices (tablets & smartphones).Percentage breakdown of searches made for each subsector (laptops/desktops):Percentage breakdown of searches made for each subsector (mobile devices):Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 6. May OverviewIn May 2013, 2.5 million searches were made for hotels-related terms using laptops/desktops and mobile devices. The graphs belowshow a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the totalnumber of searches made for the online Hotels market in the past 12 months.Retrospective 12 month view of the online hotels marketBreakdown of subsector searches by platform (May 2013)Searches for hotels in domesticdestinations were most popular onlaptops/desktops, accounting for 54%of all searches made for the sector.In May, 522,115 searches were madefor hotels-related keywords on mobiledevices.In May, 2.0 million searches weremade for hotel-related keywords onlaptops and desktops.At a glanceGet in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 7. Natural SearchHotels: OverallLaptops/desktops: 2.0 million searchesIn May 2013, 2.0 million searches were made using laptops and desktops for hotel-related keywords. The league table below showswhich websites were most visible in the Natural Search listings on Google UK for the 4,339 keywords analysed.The 20 most visible websites on laptops/desktops:Top 10 search terms:tripadvisor.co.uk attained a 32% shareof voice through ranking for 951keywords, including the search terms‘Benidorm hotel reviews’ and ‘hotel inCardiff’.laterooms.com was the most visiblewebsite, achieving a 46% share ofvoice through ranking for 659keywords, including the search terms‘hotels Gatwick airport’ and ‘Glasgowhotels’.In May, the keyword ‘hotels’ wasqueried 135,000 times, accounting for7% of all searches made usinglaptops/desktops.LAPTOPS/DESKTOPS:Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 8. Hotels: OverallMobile devices: 522,115 searchesIn May 2013, 522,115 searches were made using mobile devices (tablets & smartphones) for hotel-related keywords. The league tablebelow shows which websites were most visible in the Natural Search listings on Google UK for the 4,339 keywords analysed.The 20 most visible websites on mobile devices:Top 10 search terms:lastminute.com attained a 62% shareof voice through ranking for 496keywords, including the search terms‘Singapore hotels’ and ‘cheap hotels inBarcelona’.laterooms.com was the most visiblewebsite, achieving a 76% share ofvoice through ranking for 450keywords, including the search terms‘boutique hotels Istanbul’ and ‘cheaphotels in Oslo’.In May, the keyword ‘hotels’ wasqueried 33,100 times, accounting for6% of all searches made using mobiledevices.MOBILE DEVICES:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 9. Natural SearchHotels: GenericLaptops/desktops: 480,435 searchesIn May 2013, 480,435 searches were made using laptops and desktops for generic hotel-related keywords. The league table belowshows which websites were most visible in the Natural Search listings on Google UK for the 188 keywords analysed.The 20 most visible websites on laptops/desktops:Top 10 search terms:lastminute.com attained a 55% shareof voice through ranking for 69keywords, including the search terms‘late deals hotels’ and ‘find cheaphotels’.laterooms.com was the most visiblewebsite, achieving a 69% share ofvoice through ranking for 68 keywords,including the search terms ‘discounthotels’ and ‘luxury spa hotels’.In May, the keyword ‘hotels’ wasqueried 135,000 times, accounting for28% of all searches made usinglaptops/desktops.LAPTOPS/DESKTOPS:Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 10. Hotels: GenericMobile devices: 138,547 searchesIn May 2013, 138,547 searches were made using mobile devices (tablets & smartphones) for generic hotel-related keywords. The leaguetable below shows which websites were most visible in the Natural Search listings on Google UK for the 188 keywords analysed.The 20 most visible websites on mobile devices:Top 10 search terms:lastminute.com attained a 68% shareof voice through ranking for 76keywords, including the search terms‘bargain hotel’ and ‘find cheap hotels’.laterooms.com was the most visiblewebsite, achieving a 71% share of voicethrough ranking for 76 keywords,including the search terms ‘discounthotels’ and ‘discount hotel’.In May, the keyword ‘hotels’ wasqueried 33,100 times, accounting for24% of all searches made using mobiledevices.MOBILE DEVICES:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 11. Natural SearchHotels: Domestic destinationsLaptops/desktops: 1.1 million searchesIn May 2013, 1.1 million searches were made using laptops and desktops for hotels in the UK. The league table below shows whichwebsites were most visible in the Natural Search listings on Google UK for the 3,067 keywords analysed.The 20 most visible websites on laptops/desktops:Top 10 search terms:tripadvisor.co.uk attained a 28% shareof voice through ranking for 355keywords, including the search terms‘hotel in Cardiff’ and ‘Birminghamhotel’.laterooms.com was the most visiblewebsite, achieving a 44% share ofvoice through ranking for 304keywords, including the search terms‘hotels Gatwick airport’ and ‘Glasgowhotels’.In May, the keyword ‘hotels in London’was queried 60,500 times, accountingfor 5% of all searches made usinglaptops/desktops.LAPTOPS/DESKTOPS:Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 12. Hotels: Domestic destinationsMobile devices: 307,786 searchesIn May 2013, 307,786 searches were made using mobile devices (tablets & smartphones) for hotels in the UK. The league table belowshows which websites were most visible in the Natural Search listings on Google UK for the 3,067 keywords analysed.The 20 most visible websites on mobile devices:Top 10 search terms:tripadvisor.co.uk attained a 69% shareof voice through ranking for 141keywords, including the search terms‘boutique spa hotels UK’ and ‘cheapLondon hotel’.laterooms.com was the most visiblewebsite, achieving a 81% share of voicethrough ranking for 116 keywords,including the search terms ‘cheaphotels in Glasgow’ and ‘cheap Glasgowhotels’.In May, the keyword ‘hotels in London’was queried 18,100 times, accountingfor 6% of all searches made usingmobile devices.MOBILE DEVICES:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 13. Natural SearchHotels: Short-haul destinationsLaptops/desktops: 279,621 searchesIn May 2013, 279,621 searches were made using laptops and desktops for hotels in short-haul destinations. The league table belowshows which websites were most visible in the Natural Search listings on Google UK for the 684 keywords analysed.The 20 most visible websites on laptops/desktops:Top 10 search terms:laterooms.com attained a 40% shareof voice through ranking for 177keywords, including the search terms‘Warsaw hotels’ and ‘best hotels inIstanbul’.tripadvisor.co.uk was the most visiblewebsite, achieving a 56% share ofvoice through ranking for 260keywords, including the search terms‘Benidorm hotel reviews’ and ‘allinclusive hotels Malaga’.In May, the keyword ‘hotels in Paris’was queried 18,100 times, accountingfor 6% of all searches made usinglaptops/desktops.LAPTOPS/DESKTOPS:Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 14. Hotels: Short-haul destinationsMobile devices: 42,739 searchesIn May 2013, 42,739 searches were made using mobile devices (tablets & smartphones) for hotels in short-haul destinations. The leaguetable below shows which websites were most visible in the Natural Search listings on Google UK for the 684 keywords analysed.The 20 most visible websites on mobile devices:Top 10 search terms:laterooms.com attained an 82% shareof voice through ranking for 143keywords, including the search terms‘boutique hotels Istanbul’ and ‘cheaphotels in Oslo’.tripadvisor.co.uk was the most visiblewebsite, achieving a 83% share ofvoice through ranking for 190keywords, including the search terms‘boutique hotels in Istanbul’ and ‘cheapBarcelona hotels’.In May, the keyword ‘Amsterdamhotels’ was queried 3,600 times,accounting for 8% of all searches madeusing mobile devices.MOBILE DEVICES:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 1
  • 15. Natural SearchHotels: Long-haul destinationsLaptops/desktops: 173,023 searchesIn May 2013, 173,023 searches were made using laptops and desktops for hotels in long-haul destinations. The league table below showswhich websites were most visible in the Natural Search listings on Google UK for the 400 keywords analysed.The 20 most visible websites on laptops/desktops:Top 10 search terms:expedia.co.uk attained a 19% share ofvoice through ranking for 223keywords, including the search terms‘cheap hotels in Dubai’ and ‘cheapDubai hotels’.tripadvisor.co.uk was the most visiblewebsite, achieving a 70% share ofvoice through ranking for 276keywords, including the search terms‘hotels in Perth’ and ‘San Diego hotels’.In May, the keyword ‘Las Vegas hotels’was queried 9,900 times, accountingfor 6% of all searches made usinglaptops/desktops.LAPTOPS/DESKTOPS:Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 1
  • 16. Hotels: Long-haul destinationsMobile devices: 33,043 searchesIn May 2013, 33,043 searches were made using mobile devices (tablets & smartphones) for hotels in long-haul destinations. The leaguetable below shows which websites were most visible in the Natural Search listings on Google UK for the 400 keywords analysed.The 20 most visible websites on mobile devices:Top 10 search terms:expedia.co.uk attained a 66% share ofvoice through ranking for 262keywords, including the search terms‘Cuba hotels’ and ‘Washington DChotel’.tripadvisor.co.uk was the most visiblewebsite, achieving an 87% share ofvoice through ranking for 297keywords, including the search terms‘hotels in Miami’ and ‘Cape Townhotels’.In May, the keyword ‘Dubai hotels’ wasqueried 2,400 times, accounting for7% of all searches made using mobiledevices.MOBILE DEVICES:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 1
  • 17. As I write this it’s been almost amonth since Interflora’s recoveryfrom the landmark Google penaltycaused almost certainly by a largenumber of paid advertorials andpotentially by a number of otherlink building techniques. Interflorahad suffered a milder penalty in2012 from which it had recovered,but then continued to link buildagainst Google’s guidelines thus in-curring a rarely seen level of wrathfrom the web spam team that sawthem lose rankings not only for allof their generic and long tail que-ries but also their brand – an almostunheard of level of severity for alink based penalty. It seems anopportune time to put down someof my thoughts on the “state of linkbuilding”, current and future.Linking without linkingAs social media becomes the defacto way of expressing appreciationfor a piece of content, naturallygiven links are becoming vanishinglyrare. Frankly, why would youbother when you can press a“share” or “like” button and be donewith it?Meanwhile there is a flight of SEO’sto the few remaining link building“techniques” that are collectivelydeemed “safe”, however misin-formed they may be.Various forms of semantic markupthat allow content to reference itssource without an explicit link mayalso prove important in the future.Google’s proprietary authorshipmarkup is widely hyped but is justone example of a burgeoning poolof schema and microformattingoptions for content providers.Make no mistake: search engineswill have to use these “non-link”link signals more in the future.After all, they are companies thathave historically leant on links asa signal, but are now faced with ashrinking pool of those links, a greaterand greater percentage of which aremanipulated (if you think about it forlong enough you almost start to feelsorry for them).Mixed messages from GoogleFor marketers, things are gettingconfused by Google’s apparent mixedmessages on various types of link,caused by their increasingly prominenttelevision advertising for the Chromebrowser and the connected “ecosys-tem” of Google services. In a classiccase of the left hand not talking to theright, paid advertorials, sponsoredposts and product reviews have allreceived apparent endorsements byGoogle on the one hand while variouspenalties, warnings and guidelines tella completely different story.“Google’s hypocrisy is boundto raise ire & confusion inequal measure.”Take product reviews. The basic ap-proach here is to identify a numberof bloggers in your industry with adesirable following and send them freeproducts to review. From there anglesvary, from the obviously unnatural “inreturn for me sending you this I expecta link to this page with this anchor text”to “here’s a product, do what you will”.The former line is explicitly named andshamed in Google’s webmaster guide-lines, and the shades of grey in themiddle have various degrees of risk. Ahighly trumped campaign by Interfloraresulted in many product review styleblog posts, many of which had linksto Interflora that might have beendeemed unnatural (note that nobodyexcept Google, including probablyInterflora themselves, knows exactlywhich links if any contributed to theirpenalty aside from the paid advertori-Feature ArticleExactly what will it takefor brands to embrace thenew reality of search?FEATURE ARTICLEInterflora’s recent run in withGoogle gets Greenlight’s SEODirector, Adam Bunn, questioningthe ‘state of link building’.The Greenlight Sector Report
  • 18. als that are about as open and shut acase as it’s possible to get).Meanwhile, the current GoogleChrome above the line campaignyou may have seen on TV recently(http://youtu.be/E0qDrRJT4zE) fea-tures the story of Cambridge Satch-els, a start up company that sendsproducts to fashion bloggers as partof its online marketing strategy. Inthe ad this results in YouTube videoreviews, but Google certainly runsthe risk of being seen to explicitlysanction sending products to blog-gers in return for promotion, includ-ing by extension links. In reality ofcourse, Chrome’s marketing teamjust aren’t talking to Matt Cutts andhis web spam team, proof of whichcame when a paid advertorial anda number of sponsored blog postsfor Chrome went live on the daythat Interflora was banned includingfollowable links to various Googlepages. At the time of writing, Googleseems to have removed the specificposts that were widely reported onbut others still remain, including itslinks (search for “this blog is part ofa series sponsored by Chromebooks”in quotes to unearth some). Thishypocrisy is bound to raise ire andconfusion in equal measure.Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000In March Matt Cutts told us toexpect a “very large” Penguin updateat some point this year. Penguin isthe closest thing to an algorithmicversion of a member of the webspam team, dishing out ranking“filters” that feel like link penalties,thus far to a very small number ofsites (to date Penguin updates havetypically affected less than 0.5%of search results). It’s difficult tosay what constitutes “very large”but I think it is now quite obvious(despite Chrome’s best efforts) thatin general Google expects market-ers to be going cold turkey on link“building” and doing things properly.At the moment this has resulted ina lot of noise about content market-ing.Unfortunately I am not convincedthat many people really get whatthis means. I recently attended acontent strategy conference full ofpeople whose jobs revolved purelyaround content. The thing thatstruck me most clearly was thatthe concept of assigning value tocontent was seen as weirdly alien.In particular, in a session dedicatedexactly to this topic, the speakerhad to explain what ROI meant andfelt the need to speak to the del-egates like a room of primary schoolpupils. For someone coming from anonline marketing background it w asfaintly condescending and franklybizarre.I have written often in the Greenlightmagazine of the need to blend thevarious strands of on- and off-linemarketing into compelling campaignsand I’m more convinced than evernow that success will come frommashing creativity together with thescience of numbers driven market-ing – call it content marketing if youlike. Perhaps the Interflora case andthe threat of a looming super algo-rithm update will turn out to be thetipping point that convinces brandsto embrace the new reality we findourselves in.The 2013 Google SuperAlgorithm UpdateByAdam Bunn,Director of SEO,Greenlight
  • 19. Paid MediaHotels: OverallLaptops/desktops: 2.0 million searchesIn May 2013, 2.0 million searches were made using laptops and desktops for hotel-related keywords. The league table below displays themost visible advertisers and ad creatives on Google UK for the 4,339 keywords analysed.trivago.co.uk achieved a 75% share ofvoice through bidding on 2,695keywords, at an average ad position of5.In May, booking.com was the mostvisible advertiser, achieving an 88%share of voice through bidding on2,778 keywords, at an average adposition of 2.LAPTOPS/DESKTOPS:The 30 most visible advertisers on laptops/desktops:Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 1
  • 20. Hotels: OverallMobile devices: 522,115 searchesIn May 2013, 522,115 searches were made using mobile devices (tablets & smartphones) for hotel-related keywords. The league tablebelow displays the most visible advertisers and ad creatives on Google UK for the 4,339 keywords analysed.hotels.com achieved a 73% share ofvoice through bidding on 1,365keywords, at an average ad position of3.In May, booking.com was the mostvisible advertiser, achieving a 91%share of voice through bidding on4,073 keywords, at an average adposition of 1.MOBILE DEVICES:The 30 most visible advertisers on mobile devices:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 21. Paid MediaHotels: GenericLaptops/desktops: 480,435 searchesIn May 2013, 480,435 searches were made using laptops and desktops for generic hotel-related keywords. The league table belowdisplays the most visible advertisers and ad creatives on Google UK for the 188 keywords analysed.The 5 most visible ad creatives on laptops/desktops:The 20 most visible advertisers on laptops/desktops:kayak.co.uk displayed the most visibleindividual ad creative, achieving a 48%share of voice.trivago.co.uk achieved an 84% share ofvoice through bidding on 158keywords, at an average ad position of3.In May, booking.com was the mostvisible advertiser, achieving an 87%share of voice through bidding on 135keywords, at an average ad position of4.LAPTOPS/DESKTOPS:Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 22. Hotels: GenericMobile devices: 138,547 searchesIn May 2013, 138,547 searches were made using mobile devices (tablets & smartphones) for generic hotel-related keywords. The leaguetable below displays the most visible advertisers and ad creatives on Google UK for the 188 keywords analysed.The 5 most visible ad creatives on mobile devices:The 20 most visible advertisers on mobile devices:hotels.com displayed the most visibleindividual ad creative, achieving a 36%share of voice.booking.com achieved a 78% share ofvoice through bidding on 136keywords, at an average ad position of2.In May, secretescapes.com was themost visible advertiser, achieving an81% share of voice through bidding on157 keywords, at an average adposition of 2.MOBILE DEVICES:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 23. Paid MediaHotels: Domestic destinationsLaptops/desktops: 1.1 million searchesIn May 2013, 1.1 million searches were made using laptops and desktops for hotels in the UK. The league table below displays the mostvisible advertisers and ad creatives on Google UK for the 3,067 keywords analysed.The 5 most visible ad creatives on laptops/desktops:The 20 most visible advertisers on laptops/desktops:google.co.uk displayed the most visibleindividual ad creative, achieving a 55%share of voice.trivago.co.uk achieved a 70% share ofvoice through bidding on 1,673keywords, at an average ad position of6.In May, booking.com was the mostvisible advertiser, achieving an 85%share of voice through bidding on 1,753keywords, at an average ad position of2.LAPTOPS/DESKTOPS:Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 24. Hotels: Domestic destinationsMobile devices: 307,786 searchesIn May 2013, 307,786 searches were made using mobile devices (tablets & smartphones) for hotels in the UK. The league table belowdisplays the most visible advertisers and ad creatives on Google UK for the 3,067 keywords analysed.The 5 most visible ad creatives on mobile devices:The 20 most visible advertisers on mobile devices:hotels.com displayed the most visibleindividual ad creative, achieving a 26%share of voice.hotels.com achieved an 81% share ofvoice through bidding on 899keywords, at an average ad position of3.In May, booking.com was the mostvisible advertiser, achieving a 99%share of voice through bidding on2,898 keywords, at an average adposition of 1.MOBILE DEVICES:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 25. Paid MediaHotels: Short-haul destinationsLaptops/desktops: 279,621 searchesIn May 2013, 279,621 searches were made using laptops and desktops for hotels in short-haul destinations. The league table belowdisplays the most visible advertisers and ad creatives on Google UK for the 684 keywords analysed.The 5 most visible ad creatives on laptops/desktops:The 20 most visible advertisers on laptops/desktops:google.co.uk displayed the most visibleindividual ad creative, achieving a 62%share of voice.trivago.co.uk achieved a 78% share ofvoice through bidding on 508keywords, at an average ad position of6.In May, booking.com was the mostvisible advertiser, achieving a 94%share of voice through bidding on 520keywords, at an average ad position of2.LAPTOPS/DESKTOPS:Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK
  • 26. Hotels: Short-haul destinationsMobile devices: 42,739 searchesIn May 2013, 42,739 searches were made using mobile devices (tablets & smartphones) for hotels in short-haul destinations. The leaguetable below displays the most visible advertisers and ad creatives on Google UK for the 684 keywords analysed.The 5 most visible ad creatives on mobile devices:The 20 most visible advertisers on mobile devices:hastrk2.com displayed the most visibleindividual ad creative, achieving a 39%share of voice.venere.com achieved an 86% share ofvoice through bidding on 303keywords, at an average ad position of3.In May, booking.com was the mostvisible advertiser, achieving a 100%share of voice through bidding on 653keywords, at an average ad position of1.MOBILE DEVICES:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 27. Paid MediaHotels: Long-haul destinationsLaptops/desktops: 173,023 searchesIn May 2013, 173,023 searches were made using laptops and desktops for hotels in long-haul destinations. The league table belowdisplays the most visible advertisers and ad creatives on Google UK for the 400 keywords analysed.The 5 most visible ad creatives on laptops/desktops:The 20 most visible advertisers on laptops/desktops:google.co.uk displayed the most visibleindividual ad creative, achieving a 52%share of voice.trivago.co.uk achieved a 78% share ofvoice through bidding on 356keywords, at an average ad position of6.In May, booking.com was the mostvisible advertiser, achieving a 97%share of voice through bidding on 370keywords, at an average ad position of2.LAPTOPS/DESKTOPS:Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 2
  • 28. Hotels: Long-haul destinationsMobile devices: 33,043 searchesIn May 2013, 33,043 searches were made using mobile devices (tablets & smartphones) for hotels in long-haul destinations. The leaguetable below displays the most visible advertisers and ad creatives on Google UK for the 400 keywords analysed.The 5 most visible ad creatives on mobile devices:The 20 most visible advertisers on mobile devices:hotels.com displayed the most visibleindividual ad creative, achieving a 17%share of voice.travelsupermarket.com achieved a57% share of voice through bidding on214 keywords, at an average adposition of 3.In May, booking.com was the mostvisible advertiser, achieving a 99%share of voice through bidding on 386keywords, at an average ad position of1.MOBILE DEVICES:Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 2
  • 29. It took mobile advertising almostthree years (‘…2009/10/11 willbe the year of mobile’) to makea serious impression until we hit2011 when we saw mobile trafficrepresent almost 38% of onlinetraffic for retail, and on average18% for other sectors. Mobileadvertising is cheaper, with costper clicks still coming in at halfthe price of desktop and is morecost effective, delivering almosttwice the average basket valueand double the conversion rate.This is also illustrated in our mostrecent Sector Reports where wenow report the different trends inmobile versus desktop growth; theevidence clearly shows the num-ber of mobile searches is catchingup with desktop queries. So what’sthe problem, why are most adver-tisers still only dipping their toesinto mobile advertising?12 to 18 months ago site experi-ence was definitely an issue, withmany advertisers not even bother-ing to develop a mobile friendlysite, never mind considering thevarious different device sizes.However with responsive websitedesign, advertisers don’t need toworry about whether it’s worthinvesting in a separate mobilefriendly site. Even Google statesthat responsive web design is itsrecommended mobile configura-tion, and even goes so far as torefer to responsive web designas the industry best practice. Toexplain why, responsive designsites have one URL and the sameHTML, regardless of device,which makes it easier and moreefficient for Google to crawl, de-mand, and organise content.Google prefers responsive webdesign because content that liveson one website and one URL isFeature ArticleMOBILEADVERTISINGWhy haven’t we fullyembraced it yet?by Hannah KimuyuWith just two months until launch, Greenlight’s Director of Paid Media HannahKimuyu explores the benefits that Enhanced Campaigns will offer for mobile.The Greenlight Sector Report
  • 30. Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000much easier for users to share,interact with and link to, thancontent that lives on a separatemobile site.So that’s the site taken care of,however does size really matterbecause let’s not forget mobileadvertising isn’t just about the typ-ical mobile handset, we also haveto consider tablet devices into thismix as well. A recent study byYuMe revealed “…that consumermedia consumption on mobile de-vices is influenced by environmentand context, not just screen size”.The study revealed that consumersare increasingly screen agnosticwhen it comes to consuming con-tent. By device, 38% of respon-dents accessed entertainmentcontent on their smartphone; 34%on their laptop, and 28% on theirtablets. The study proceeded toadvise advertisers to throw awaytheir “…screen-by-screen mediaplanning rule books” and to focuson a multi-screen strategy.This advice is also echoed byGoogle, who has gone as far asoverhauling its whole advertis-ing channel (the first time sinceits inception), putting mobile firstand announcing the ‘re-launch’ ofits Enhanced Campaigns in June2013.Enhanced Campaigns is allabout ‘…making ads simplerin the contextual world welive in today, yet providing theright reporting and platformto work with’.[Kesh Patel, Strategic Partnershiplead for Google’s local channelsales division]For mobile specifically the threereal benefits include -1. Ad Placement Focusing yourbudget on the context that mat-ters, including time of day, proxim-ity, and type of device.2. Ad Copy Refocusing your bid-ding strategy and messaging toreflect the different contextualsituations, allowing the adver-tiser to be more consistent andautomated.3. Reporting Being able to measurethe joint impact of where an adshows up and what it says e.g. mea-suring app downloads, offers, andclick-to-call etc. (Also Google’s firstattempt at joining the dots betweendifferent devices).However the developments ofEnhanced Campaigns also bring afew challenges, mainly the forcedinclusion and impending higher costper clicks. The higher cost per clickswill of course be a real issue to thoseadvertisers who have enjoyed thecheap, cost effective world of mobileadvertising to date. With brandcost per clicks on the rise and theincrease in CPC’s from free shoppingbecoming a paid format, some mayfind it all a bit overwhelming to takein.That said mobile advertising is hereto stay and with Google laying outa more sophisticated approach totargeting the user, increased CPC’saside, mobile advertising is anavenue we at Greenlight are excitedabout.by Hannah Kimuyu, Director ofPaid Media, GreenlightSo with two monthsto go before EnhancedCampaigns are fullylaunched, let’s all embracemobile advertising once &for all.Given the trend so far itcan only get better!
  • 31. Integrated SearchWhich websites/advertisers were most visible overall for laptop/desktop searches?The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites NaturalSearch and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.Strong PaidMedia visibilityPoor IntegratedSearch visibilityStrong IntegratedSearch visibilityStrong NaturalSearch visibility4 websites achieved strongvisibility in the Paid Mediaspace.No website achieved strongvisibility in the Natural Searchlistings.No website achieved strongIntegrated Search Visibility.Hotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 31
  • 32. The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according totheir total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share ofIntegrated Search visibility on Google UK.laterooms.com was most visible forsearches on mobile devices as overall itachieved the highest share ofIntegrated Search visibility.booking.com was most visible forsearches on laptops/desktops asoverall it achieved the highest share ofIntegrated Search visibility.At a glanceThe 15 most visible websites in Integrated Search (mobile devices):The 15 most visible websites in Integrated Search (laptops/desktops):Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 32
  • 33. A fully Integrated digital searchstrategy is a difficult thing toachieve but is a must for alldigital marketers in a com-petitive multi-channel andmulti-device marketplace.The search space has continued toevolve at a rapid pace over the lasttwo to three years with the paidand organic spaces constantlyblurring. This can be clearly seenwith the likes of Google Shop-ping becoming part of the paidspace and aspects such as mega/enhanced sitelinks appearing inPaid Search ads. The addition ofGoogle Plus and so many search-ers now being signed into Googlehas also fundamentally changedthe Google SERPs. These recentchanges along with the introduc-tion of universal search, a numberof years ago, has highlighted theneed for truly integrated searchstrategies.Marketers need to start using thelarge amounts of data they haveat hand, to see where there iscrossover between their organicterms and their paid presence.Clear testing plans need to bedeveloped, incorporating metricssuch as traffic, rank, position,conversion data and the volumearound keywords. A huge amountof advertisers’ budgets are poten-Feature ArticleThe Greenlight Sector Report
  • 34. 34Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000tially wasted on keywords they donot need to bid on.However an Integrated Searchbased strategy is not simply aboutwhether you should bid for certainkeywords or not, it needs to bebroader than that and pull in areassuch as PR, Social Media andcontent creation. When plan-ning an Integrated campaign, youshould ask: what are our plans forvideo content, blogger outreach,alignment with above the linemarketing plans etc? And how canthese elements affect our searchpresence?This should then lead you to con-sider how to step away from con-sidering just search and constructnot just an Integrated Searchstrategy but the elements involvedin developing an Integrated digitalstrategy. This can lead to answer-ing harder questions, rather thanwhether you should be bidding oncertain keywords or not.A truly integrated strategy movesaway from looking at keywordsand asks what the business’s goalsare and how they can be achievedin the digital sphere. It suggeststhat to be fully integrated, a com-pany’s marketing team needs tobe wholly aligned. Having siloedindividual specialists manag-ing PPC and SEO separately (allfighting for different budget anddifferent channel targets) is notthe most efficient or integratedway to manage your strategy.This siloed approach needs tochange and needs to be drivenfrom the top, businesses need tobecome ‘Digital First’ companies.C-level employees need to realisethat to deliver an integratedstrategy, all departments need tobe aligned to work towards thebusiness’s goals.This may require a numberof changes• How does reporting change ifthe basis for that reporting is lastclick?• How will integration fundamen-tally affect the business’s fore-casts?• How will attribution affect thecompanies channel/ marketingplan?• How to remunerate our agencyif we are no longer looking at asingle channel?• How will this affect contracts,targets and business planningmoving forward?Over the past few months wehave worked with one of ourfinancial clients to integratetheir strategy, makingseveral changes:• Contract was reviewed so it nolonger focused on a single channel• Targets were changed to becometarget focused• All forecasting changed to suitone integrated model• Billing changed to be based ontime rather than percentage ofmedia spendThe above changes can be a dif-ficult one for clients to stomach asit can go to the heart of how theirbusiness might be run, how thebusiness has reported its perfor-mance in the past, even as granu-lar as someone’s job specification.Whatever your view, integrationis a necessary change requiredin today’s digital world. To reallyembrace it, a business needs to beambitious and courageous.Businesses must be able torecognise the changes that needto be made and have the vision tosee the benefits a truly integratedstrategy and company can deliver.by Paul Byrne,DiGITALAccount Director,Greenlight.
  • 35. Social MediaSocial Media MarketingThe league table below analyses the 15 most visible website in Integrated Search (laptops/desktops) and lists the number of followers eachbrand had on several of the main Social Media channels in May 2013. Brands in this league table are ranked according to a Klout score, whichbases its calculation on brands influence and ability to drive actions on social networks.google.co.uk had more than 20,000people subscribed to its Facebook page.expedia.co.uk had the largest number oflikes on its Facebook page (more than1.8 million).tripadvisor.com was the most visiblebrand on our Social Media analysis, asit attained a Klout score of 85.0887N/A518,070389,17037,789hotels.com1540144N/A01,400,560864trivago.co.uk144520,573N/A469,303025,856google.co.uk134877N/A1,529,88292,1423,354travelrepublic.co.uk125218N/A1,2177,1353,386travelsupermarket.com1152235N/A1,602,9781,808,1873,144expedia.co.uk105325N/A61211,90510,856travelodge.co.uk9591,487N/A1,225,8991,025,36228,440booking.com86073N/A45,162235,46355,591secretescapes.com7700N/A049,41662,269marriott.co.uk67255N/A91,184225,42412,579accorhotels.com57280N/A847,65880,77618,103laterooms.com480966N/A572,6121,028,03887,287hilton.com38125N/A1,525151,87930,899lastminute.com2851,859N/A1,494,960313,185830,679tripadvisor.com1KloutScoreYouTubeSubscribersYouTubeViewsGoogle+FollowersFacebookFansTwitterFollowersBrandNoHotels Sector Report | May 2013 | The most visible websites and advertisers on Google UK 35
  • 36. Greenlight’s Sam Haseltineanalyses the impact thatFacebook’s new product willhave for brands .Despite Mark Zuckerberg describ-ing his company as a “mobile firstsocial network”, up until now Face-book’s mobile offering has beenlargely fragmented and unreliable;a main Facebook application, withseparate apps to improve featuressuch as messaging, managingbrand pages, photographing andeven poking. Although Zuckerberghas regularly assured consumersthat “it’s not the right strategy forus...to build a phone”, anticipationhad built prior to its most recentsummoning of press to its Cuper-tino base, around what its latestmobile release would involve. Theyannounced Facebook ‘Home’.‘Home’ is not a standalone ap-plication, rather it’s a launcher forAndroid which adds a completeintegration layer on top of theAndroid OS. Users will witness acomplete overhaul of their phone’sUI (user interface) and Facebook ispromising three standout features:Cover Feed, Chat Heads and AppLauncher to place people, ratherthan applications, at the centre ofits mobile experience.Although its intention is to placepeople at the forefront of mobiledevices rather than applications, itappears that with ‘Home’, Face-book is placing additional empha-sis on quality of relationships andcontent (not too dissimilar to theway Google rolled out Panda andPenguin updates to add additionalweight to the quality of a link backFeature ArticleThe Impact of Facebook ‘Home’What couldFacebook’s newproduct mean foryour brand?The Greenlight Sector Report
  • 37. 3Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 70002. Focus on building a better relationshipwith your customersBy investing in the relationship with thepeople who use your Facebook page, you’llbe building a foundation of trust that willbring your fans to a place where they’remore receptive to your content; a placeyou’ll need to be in if you don’t want yourfans to grow tired of seeing your content ontheir phone ‘Home’ screen.3. Promoted ContentHow Facebook intends to use Home forpromoted content is yet to be announced,although Adam Mosseri, Facebook ProductDirector, says “We’re designing a lot of reallyhigh-quality ad units for Cover Feed.” At thisstage I would anticipate it to involve the op-portunity for brands to pay a premium rate,above that for promoted posts, to reach theirexisting fan base through Home. Unless thishappens, we can confidently say that Homewill become nothing more than opt-in spam.to your site when organisingSERPs). Facebook’s mechanismfor doing so is fronted by adynamic home and lock screen(Cover Feed), populated byimagery and content from usersfriends and the pages they haveliked. Without the quality of thiscontent being to a high standard,users of the Android launchermay quickly be turned off. Unlesstheir network is populated exclu-sively by professional photogra-phers, it’s highly likely their homescreens will become inundatedwith pixelated images of theirfriends’ babies and food.Equally, users of ‘Home’ may findthemselves scrutinising the qual-ity of relationships they maintainwithin Facebook (between friendsand brands). Once the relation-ships become the focal pointof a device you use as often asyour phone, it may soon becomeapparent that there are manyconnections that just don’t war-rant the exposure ‘Home’ couldgive them.What could Homemean for brands?Zuckerberg has already expressed hisintention to use Home as an opportunityfor brands to purchase premium advertis-ing real estate. The potential for thisassumes the success of Home and uptakeby Android users. However, what impactdoes it have for brands?1. Focus on quality contentYour brand’s latest update could find itselffront and centre, in the palm of your cus-tomers hands when they glance at yourphone. With this in mind, the quality (res-olution, visual appeal, lighting etc) needsto be better than it’s ever been if you’re tostand out and grab your customers atten-tion. On the contrary, if the quality is poor,you will not only be losing an opportunitybut also may find yourself losing fans andengagement levels dropping.What other opportunitiescould Home introduce?Inadvertently it’s possible thatFacebook has heralded in a newdawn of opportunity for brands.And it doesn’t involve Facebook‘Home’.Currently the Android ‘launcher’marketplace is relatively small;instead consumers opting to trustand use the built in UI. With thisin mind and, again, assuming thesuccess of ‘Home’, it could raiseawareness and drive adoption ofthe launcher marketplace. Withmore consumers realising thepotential of a Launcher, this couldopen the door for brands to takea leaf out of Facebook’s book andbuild their own. I know, for one,that if a brand, company, band orsports team were to build an appthat afforded me the opportunity tohave a mobile experience centredon them, I’d be keen to take itup, especially if it was West HamUnited F.C.Facebook ‘Home’ is new, andthere’s more to it than just theCover Feed. Chat Heads, forexample, allows messaging to takeplace in an overlay on top of otherapplications so you never haveto stop what you’re doing to chat.Equally, the Cover Feed can beturned off. However, once you takethat away and reduce the launcherto just Chat Heads and AppLauncher (which is just a menu),what’s really left for users to getexcited about?Regardless of whether Facebook‘Home’ is popular, brands shouldstill be improving the quality oftheir content and investing in fanrelationships. By getting this right,companies’ Facebook pages andcontent will become a far richerexperience for users. And if Homeproves popular, they’ll be in agreat place to leverage what itpotentially has to offer.by Sam Haseltine, Social MediaStrategist, Greenlight
  • 38. About this reportHow this report was created Disclaimer:Greenlight’s Research & Insights team collected 4,339Hotels-related terms queried by online consumers. Thekeyword set was then uploaded to Greenlight’s Hydraplatform, which collected volumes for the associatedkeywords. Hydra then analysed which websites andadvertisers appeared for the keywords analysed andfrom there, ranked websites and advertisers based ontheir share of visibility in the Natural Search listings andPaid Media space on Google UK.All data displayed in this report is based on a wide rangeof keywords, and therefore aims to provide readers witha generic overview of the online Hotels sector in May2013.The information provided in this report is for informationonly and should not be relied upon to enter into anybusiness transaction or to make any commercialdecision. Whilst Greenlight has made every effort toensure the accuracy of this report, Greenlight cannotaccept any liability for any error or inaccuracy foundwithin this document and no warranty is providedregarding its completeness or its suitability for anypurpose. The content of the report is the copyright ofGreenlight Marketing Limited. The reader may use andcirculate the report within its own business organisation.However, it is not permitted to exploit, distribute, sell orotherwise make use of the report for commercial gain. Itis permitted to reproduce extracts of the report forpublic interest, provided that the publisher creditsGreenlight as the source of the work.Bespoke Sector ReportsIf you can’t find a report which analyses the online industry you areinterested in or if you want to analyse a specific keyword set, get intouch and find out more about Greenlight’s bespoke reports.Greenlight currently creates bespoke reports for a wide range ofonline brands, providing Marketing teams with the insights they needto make informed decisions about their online strategies in the UKand abroad.Download free reportsGreenlight’s Research & Insights team produce Sector Reports analysing morethan 20 different online industries. To view and download all FREE reports, visitwww.gossip.greenlightdigital.comGet in touchContactIan HucklesbyBusiness Development DirectorT: +44 (0) 20 3326 6237Email: ian.hucklesby@greenlightdigital.comGet in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 3
  • 39. The greenlight sectorREPORTPRODUCT FOCUSShoes & Accessories,Dresses,Womenswear,Menswear.An exclusive snapshot of the online Search & Social Media market MARCH 2013‘Mobile Advertising -Why haven’t we fullyembraced it yet?’asks Hannah Kimuyu.Exactly what will it takefor brands to embrace thenew reality we find?Adam Bunn discusses.What could Facebook’snew product Home meanfor your brand? Articleby Sam Haseltine.Introducing theGreenlightSector ReportsGREENLIGHT’S INDUSTRY RENOWNEDSECTOR REPORTS HAVE HAD A MAKEOVER!The redesigned reports now cater for 21 differentverticals and include mobile search results. WHY?Mobile traffic represents almost 38% of online trafficfor retail and on average 18% for other sectors.If you are interested in downloadingour FREE Sector Reports go to:www.greenlightdigital.com/gossip/COMING SOON_CRUISES_HOME & GARDEN_ENERGY_LIFE INSURANCE_HEALTH & WELLBEING_MOBILE_ONLINE DATING_CONSUMER ELECTRONICS The greenlight sectorREPORTAn exclusive snapshot of the online Search & Social Media market MARCH 2013‘Mobile Advertising -Why haven’t we fullyembraced it yet?’asks Hannah Kimuyu.Exactly what will it takefor brands to embrace thenew reality we find?Adam Bunn discusses.What could Facebook’snew product Home meanfor your brand? Articleby Sam Haseltine.PRODUCT FOCUSGenericJob title - specificLocation title - specificDID YOUKNOW?Greenlight produces BESPOKE SectorReports for a wide range of online brands,providing companies with the insightsneeded to make informed decisions abouttheir online strategies in the UK and abroad.Keen to find out more? CONTACT US NOW.
  • 40. www.greenlightdigital.comLevel 14, The Broadgate Tower,Primrose Street, London, EC2A 2EW.NATURAL SEARCH PAID MEDIA SOCIAL MEDIA WEB DEV TRAINING TECHNOLOGY