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