Get onboard for summer travel презентация

of us it’s also an opportunity to test our own understandings and be wonderfully curious.

10
Travellers plan their trips online

Online travel sales by region:

for UK holiday sales over the next 5 years

1. Source: Mintel Annual UK Holiday Review 2014, as reported by Travel Weekly: http://bit.ly/1f8fkFG

grow 12.3% in 20141

Sources:
1 http://www.emarketer.com/Article/Digital-Travel-Sales-Mature-Worldwide/10105771
2 Mintel Annual UK Holiday Review 2014, as reported by Travel Weekly: http://bit.ly/1f8fkFG

May

Source: Internal analysis based on performance of paid clicks on top Travel queries across the Yahoo Bing Network in the UK

Clicks volume peak by up to 50% during July and August

Click volume for travel trending on the Yahoo Bing Network
Click volume relative to March 2013, UK

the top 10* flight searches on Yahoo Bing Network are city break destinations. (February 2014, UK)

* Source: Internal analysis based on search volume and destination of top 50 flight queries with a specified destination on Yahoo and Bing UK sites. Note: Domestic mainland flights excluded

#1 New York

#4 Malaga

#5 Amsterdam

#7 Dublin

#9 Barcelona

2 of 3 new entries in 2014 are city break destinations

on their mobile

Source: http://news.weve.com/news/resources/infographic-the-growing-role-of-mobile-in-booking-holidays/. Weve survey of 1,550 UK smartphone owners, Nov 2013.

their mobile phone

28%
book flights

33%
book hotels

Source: http://news.weve.com/news/resources/infographic-the-growing-role-of-mobile-in-booking-holidays/. Weve survey of 1,550 UK smartphone owners, Nov 2013.

Almost 9 in 10 people now research and plan holidays on their mobile

Mobile search optimisation is key

62%
use search engines to inspire their holiday plans

based on performance of top Travel queries across the Yahoo Bing Network in the UK

Share of searches by device in Travel on the Yahoo Bing Network
February 2014, UK

Internal analysis based on performance of top Travel queries across the Yahoo Bing Network in the UK

edition

Most important mobile features for travel (top rank)

Optimised mobile sites a key priority for Travel searchers

Location Extensions

Sitelink Extensions

Call Extensions

Merchant Ratings

Ad extensions can also be combined to drive further engagement

content and a richer experiences
Shorten the conversion funnel and improve profitability.

Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle.

Sitelink Extensions are driving significant click-through rate uplift

Immediate actions in real-time and on-the-go…

22% Higher click-through rates for UK travel advertisers

60% of clicks from UK travel queries come from ads with Sitelink Extensions

1 Oct - 20-Nov, 2013 Bing and Yahoo O&O, UK PC and tablet only. Data represents the average mainline CTR performance for all advertisers adopting the ad extension(s).

Average CTR of a text ad with Ad Extensions is higher than that of a standard text ad without extensions.
Average CTR is higher when advertisers leverage a combination of Ad extensions.

14%

description ranks high when used with almost any travel-related words in the ad title, from “airfares” to “[city name]” to “deals”.
PC users are much more interested in ads that include “official site” than either mobile or tablet users, which is indicative of the different intent depending on device. PC users have a bigger screen and are more willing to navigate a large, official site. Mobile users go directly to action, clicking on ads that include “book” and “flights”.

Source: Internal analysis based on quality of ads that served on top travel queries between Jun-Jul 2013 in the UK

a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality.

Ad description

Ad title

Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality.

of ads that served on top travel queries between Jun-Jul 2013 in the UK

of ads that served on top travel queries between Jun-Jul 2013 in the UK

of ads that served on top travel queries between Jun-Jul 2013 in the UK