The document contains data on auction metrics and search trends for travel and tourism across different devices (all devices, desktop, mobile, tablet). It shows metrics like query volume year-over-year growth, impressions growth, click growth, average cost-per-click for Q3 2013 and 2012. It also breaks down the percentage of queries by device from Q3 2012 to Q3 2013. Additional facts and statistics are provided on traveler behavior and online activities.

7. Travel & Tourism:
All Devices Auction metrics evolution
$0.80
35%
30%
$0.60
25%
$0.50
20%
$0.40
15%
$0.30
10%
$0.20
5%
$0.10
$0.00
Queries Y/Y
11.71%
$0.70
0%
Queries, Impressions, Clicks and Ad CTR Index
40%
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Impressions Y/Y
1.51%
Clicks Y/Y
1.46%
Ad CTR Y/Y
-0.06%
(4.99%)
CPC Y/Y
13.74%
($0.69)

8. Travel & Tourism:
Desktop Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
60%
$0.90
Queries Y/Y
-12.36%
$0.80
50%
$0.70
40%
$0.60
Impressions Y/Y
-21.20%
$0.50
30%
$0.40
20%
Clicks Y/Y
-16.40%
$0.30
$0.20
10%
$0.10
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Ad CTR Y/Y
6.09%
(5.03%)
CPC Y/Y
12.90%
($0.74)

9. Travel & Tourism:
Mobile Auction metrics evolution
Queries, Impressions, Clicks and Ad CTR Index
40%
$0.50
35%
Queries Y/Y
57.27%
$0.45
$0.40
30%
$0.35
25%
$0.30
20%
$0.25
15%
$0.20
Impressions Y/Y
45.64%
$0.15
10%
$0.10
5%
$0.05
0%
$0.00
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Clicks Y/Y
41.71%
Ad CTR Y/Y
-2.70%
(4.94%)
CPC Y/Y
45.47%
($0.38)

10. Travel & Tourism:
Tablet Auction metrics evolution
$0.80
35%
30%
$0.60
25%
$0.50
20%
$0.40
15%
$0.30
10%
$0.20
5%
$0.10
$0.00
Queries Y/Y
93.45%
$0.70
0%
Queries, Impressions, Clicks and Ad CTR Index
40%
Queries Index
Clicks Index
Ad CTR
Impressions Index
CPC
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
Impressions Y/Y
165.19%
Clicks Y/Y
78.73%
Ad CTR Y/Y
-32.60%
(4.92%)
CPC Y/Y
30.61%
($0.73)

11. Travel & Tourism:
Cross Platform Search Trends
Travel & Tourism:
% of Queries by
Device
18%
26%
11%
19%
71%
56%
Q3 2012
Q3 2013
Desktop
Tablet
Mobile
Source: Google internal search data, based on pre-categorised queries for the Travel & Tourism. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.

12. 70 % of people don’t know where they want to go when first looking into booking a
trip
Source: Google/Ipsos MediaCT
66 % of personal travelers watch travel-related videos, versus 44 % two years ago
Source: Google/OTX
89 % of travelers begin a travel activity on one device and continue it on another
Source: Google/Ipsos MediaCT
70 % of affluent travelers begin researching travel online, without a specific destination
or mode of travel in mind
Source: Google’s annual Traveler’s road to Decision Study
60 % business travelers have watched, commented on or uploaded travel videos online
Source: The Role of Video for the 2013 Traveler
57 % of business travelers use their mobile devices for travel information
Source: The Role of mobile for the 2013 Traveler
89 % of Dutch travelers book air travel online.
Source: Google/Ipsos MediaCT
2 in 3 travelers book hotels online
Source: The Hotel Traveler’s Road to Decision

14. 1. Use your webpage as the back bone for your campaigns
2. Build all groups targeted towards your ads
3. Build smaller groups for each gender
4. Exclude traffic that is not relevant
5. Take actions on words that give a low quality score or low search volume
6. Build relevant underlink to each ad group
7. Always make new ads to get better quality score
8. Implement remarketing

15. •
•
•
•
•

21. We started using Outsearching in march 2013. Since then we have more than
doubled our results and cut our conversion cost by 46%”
Sinisa Preradovic
Head of B2C Sales
Advanzia Bank S.A.

22. •
•
•
•
•

23. •
•
•
•

24. For more information, please contact us
www.outsearching.com
or trond.frost@outsearching.com