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Outsearching SEM & Travel
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 shows the shifting share of queries by device from 2012 to 2013. Additional facts on traveler behavior and online activities are provided at the end.
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- 7. Travel & Tourism: AllDevices 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: DesktopAuction 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: MobileAuction 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: TabletAuction 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: CrossPlatform 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 % ofpeople 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 yourwebpage 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
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- 21. We started usingOutsearching 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.
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- 24. For more information,please contact us www.outsearching.com or trond.frost@outsearching.com