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March 2015
UK ONLINE TRAVEL INSIGHTS REPORT
HOTELS & HOLIDAYS
HOTELS: WHO HAS THE LARGEST SHARE OF SEARCH?
Top 10 hotel advertisers in March 2015
Fig. 1 – Share of Search Report
Share of Search Report
The Share of Search results are calculated using an advertiser’s keyword
coverage and the average position of all adverts, weighted by keyword search
volume.
Insights
Advertisers that have a higher share of search will achieve greater
reach with their target audience
HOTELS: HOW DO SEARCH STRATEGIES DIFFER?
Keyword Coverage (%)
Ave
rage
Po
siti
on
Insights
Advertisers in the top right quadrant are highly visible across the
search terms analysed
Search Landscape Matrix
The Search Landscape Matrix report gives an indication of the strategy of each
advertiser relative to their competitors.
Top 25 hotel advertisers in March 2015
HOTELS: WHO HAS THE BEST POSITIONAL STRATEGY?
Nu
mb
er o
f A
pp
eara
nce
s
% of ads in positions 1-3 % of ads in positions 4+Top 10 hotel advertisers in March 2015
Top 3 Position Coverage
The Top 3 Position coverage chart shows the percentage of adverts in positions
1-3 versus positions 4+ across the keyword set analysed
Insights
Advertisers with high top 3 position coverage have greater visibility in
the Search Engine Results Page, generating a higher CTR.
HOTELS: WHO DOES THE MOST AD COPY TESTING?
Top 10 hotel advertisers in March 2015
Usage of Unique Ad Copy
The Unique Ad Copy chart shows the percentage of adverts with unique ad
copy messaging across the keywords analysed.
Insights
Advertisers with a high Unique Ad Ratio are typically seen as
differentiating their ads in order to have high relevancy to the individual
search terms.
% o
f U
niq
ue
Ad
Co
pie
s
HOLIDAYS: WHO HAS THE LARGEST SHARE OF SEARCH?
Top 10 holiday advertisers in March 2015
Fig. 1 – Share of Search Report
Share of Search Report
The Share of Search results are calculated using an advertiser’s keyword
coverage and the average position of all adverts, weighted by keyword search
volume.
Insights
Advertisers that have a higher share of search will achieve greater
reach with their target audience
HOLIDAYS: HOW DO SEARCH STRATEGIES DIFFER?
Keyword Coverage (%)
Ave
rage
Po
siti
on
Top 25 holiday advertisers in March 2015
Search Landscape Matrix
The Search Landscape Matrix report gives an indication of the strategy of each
advertiser relative to their competitors.
Insights
Advertisers in the top right quadrant are highly visible across the
search terms analysed
HOLIDAYS: WHO HAS THE BEST POSITIONAL STRATEGY?
Nu
mb
er o
f A
pp
eara
nce
s
% of ads in positions 1-3 % of ads in positions 4+Top 10 holiday advertisers in March 2015
Top 3 Position Coverage
The Top 3 Position coverage chart shows the percentage of adverts in positions
1-3 versus positions 4+ across the keyword set analysed
Insights
Advertisers with high top 3 position coverage have greater visibility in
the Search Engine Results Page, generating a higher CTR.
HOLIDAYS: WHO DOES THE MOST AD COPY TESTING?
Top 10 advertisers in March 2015
% o
f U
niq
ue
Ad
Co
pie
s
Usage of Unique Ad Copy
The Unique Ad Copy chart shows the percentage of adverts with unique ad
copy messaging across the keywords analysed.
Insights
Advertisers with a high Unique Ad Ratio are typically seen as
differentiating their ads in order to have high relevancy to the individual
search terms.
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WANT TO KNOW MORE?
If you have any questions or
would like to receive a bespoke
Paid Search Insight Report,
please don’t hesitate to contact
us.
Business Development Manager
+44 (0) 20 7186 2111
Digby Mothes
