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Travel ad copy heatmap
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Travel ad copy heatmap

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  • The heatmap uses a color spectrum from GREEN to RED to highlight the performance of the variable combinations.  The GREEN side of the spectrum indicates strong ad quality while the RED side of the spectrum indicates lower ad quality.
  • Head/torso/tail keywords within this analysis are defined by high/medium/low search volume respectively, and are specific to queries in the Travel vertical.
  • Transcript

    • 1. STUDY: What phrases in ad copy drive better performance for Travel advertisers?
    • 2. Clickability. The likelihood of an ad being clicked, agnostic of position
    • 3. Ad Copy Word Choice: Travel • Analyzed all ads with at least 5 impressions serving on non-brand keywords in the travel vertical for a 30 day period. • Identified 23 primary phrases within the ad titles and ad descriptions and measured the ad quality of these phrases when used in combination. 5.6 Billion searches /month 250k Ads 300M Impressions
    • 4. Identified 23 Common Phrases {Keyword} Rates Fares Book now Compare Price Points Offers Discounts % Off Coupon Cheap Affordable Low Price Guarantee No variable Satisfaction Guarantee Destination Reservation Save Now Savings {Param} TM symbols ™ ®
    • 5. - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000 Satisfaction Guarantee Low Price Guarantee Low cost Save now Coupon Reservation Destination Saving Discounts Affordable Offers % Off Official Site Fares Price Points Book now TM Symbols Compare Cheap Rates param Keyword Ad Count with Phrases in Ad Title and Ad Description Ad Title Ad Description # of Occurrences
    • 6. Ad Quality: Ads with Phrases in Ad Title or Ad Description have higher quality on average
    • 7. KW Rates Fares Book now Compare Price Points Offers Discount % Off Coupon Cheap Low cost Affordable Low Price Guar. Satis Guar. Official Site Dest. Reserv. Save Now Saving param TM s No Variable Keyword Rates Fares Book now Compare Price Points Offers Discounts % Off Coupon Cheap Low cost Affordable Official Site Destination Reservation Save Now Saving param TM symbols No Variable Ad Titles AdDescription Great Bad No DataGood Performance Heatmap by Ad Combination
    • 8. Top Combos by Travel Sub-vertical Air Price Points Cheap Price Points % Off Coupon Fares DisplayURL.com DisplayURL.com DisplayURL.com Car Price Points Price Points {Keyword} Cheap Book now {Param} DisplayURL.com DisplayURL.com DisplayURL.com Cruises {Param} {Param} % Off Cheap Discounts {Param} DisplayURL.com DisplayURL.com DisplayURL.com General Travel Reservations Savings Coupon Discounts Coupon {Param} DisplayURL.com DisplayURL.com DisplayURL.com Lodging Price Points Book now Official site Coupon Book now Compare DisplayURL.com DisplayURL.com DisplayURL.com Top Performing Ad Combinations
    • 9. Top Combinations by Head/Torso/Tail Head Price Points Price Points Book now Coupon % Off Book now DisplayURL DisplayURL DisplayURL Torso Fares Param Reservation % Off % Off Cheap DisplayURL DisplayURL DisplayURL Tail Fares Cheap Fares Price Points Book now Book now DisplayURL DisplayURL DisplayURL Top Performing Ad Combinations
    • 10. • Ads that included at least one of the ad copy variables in either the ad title or the ad description scored 110% higher in ad quality vs. ads that did not include these variables. • The combination of the price points with % off variables had the strongest ad quality. • On average, the ad quality of ads with Sitelinks measured significantly higher than the ad quality of ads without Sitelinks. We’re doing this for more verticals 3 Takeaways

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