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#BingAdsTravel @BingAds
Bing Ads Travel Connect14th March, 2016
March 14, 2016
Welcome
2#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Agenda
3#BingAdsTravel • @BingAds • Bing Ads Travel Connect
2:00pm Welcome coffee
2:30pm State of the industry - Simon Calder
3:15pm
A journey in the Industry -
Tom Bailey, Regional Vice-President,
Marin Software
3:45pm Panel discussion
3:55pm Short break
4:05pmSeasonal trends on the Bing Networks -
Sarah Essa, Bing Ads
4:45pmHero features and innovation for travel -
Louise James, Bing Ads
5:00pm Wrapping up
State of the Industry Simon Calder, The Independent
4#BingAdsTravel • @BingAds • Bing Ads Travel Connect
5#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Simon CalderSr. Travel Editor
The Independent
@SimonCalder
A Journey into theIndustry
Tom Bailey, RVP Sales, Marin Software
116#BingAdsTravel • @BingAds • Bing Ads Travel Connect
We sampled the Marin Global Online Advertising Index…
• Over $7.5 billion of spend on the Marin
platform.
• Enterprise-class advertisers and agencies
• Average spend $1 Million annually on paid-
search, display, social, and mobile.
Methodology
117#BingAdsTravel • @BingAds • Bing Ads Travel Connect
0%
50%
100%
150%
200%
250%
300%
350%
Jan '14 Feb '14 Mar '14 Apr '14 May '14 Jun '14 Jul '14 Aug '14 Sep '14 Oct '14 Nov '14 Dec '14 Jan '15 Feb '15 Mar '15 Apr '15 May '15 Jun '15 Jul '15 Aug '15 Sep '15 Oct '15 Nov '15 Dec '15
Auto
Finance
Retail
Travel
Global Search spend for the last 2 years- each vertical with an index of 100 (January 2014)
118#BingAdsTravel • @BingAds • Bing Ads Travel Connect
UK Search spend for the last 2 years- each vertical with an index of 100 (January 2014)
119#BingAdsTravel • @BingAds • Bing Ads Travel Connect
0%
50%
100%
150%
200%
250%
300%
Jan '14 Feb '14 Mar '14 Apr '14 May '14 Jun '14 Jul '14 Aug '14 Sep '14 Oct '14 Nov '14 Dec '14 Jan '15 Feb '15 Mar '15 Apr '15 May '15 Jun '15 Jul '15 Aug '15 Sep '15 Oct '15 Nov '15 Dec '15
Auto
Finance
Retail
Travel
120#BingAdsTravel • @BingAds • Bing Ads Travel Connect
121#BingAdsTravel • @BingAds • Bing Ads Travel Connect
122#BingAdsTravel • @BingAds • Bing Ads Travel Connect
51% of click share on mobile
Travel is behind the curve…
123#BingAdsTravel • @BingAds • Bing Ads Travel Connect
21%
42%
37%
CTR
Desktop Smart phone Tablet
53%
23%
24%
Spend
Desktop Smart phone Tablet
41%
21%
38%
CPC
Desktop Smart phone Tablet
Travel is behind the curve…
124#BingAdsTravel • @BingAds • Bing Ads Travel Connect
39.43% 39.33%
21.24%
53.19%
22.47%24.34%
0
0.1
0.2
0.3
0.4
0.5
0.6
Desktop Smart Tablet
Auto Travel
c.17% higher spend on
smart phones than travel
125#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Why?
126#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Don’t’ take my word for it…
127#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Most open and honestMost multiplatform
• 2016 IS the year of the mobile
• There are real opportunities
• But travel needs to catch up
• As conversions will increase on mobile
Summary…
128#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Thank you
129#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Panel DiscussionThe voice of the industry
130#BingAdsTravel • @BingAds • Bing Ads Travel Connect
131#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Darryn Almeida
Head of Performance Marketing
Travel Republic
David McDiarmid
Head of Paid Search
DigitasLBi
Caroline Mastoras
Account Director
Bing Ads
Short break
132#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Seasonal travel trends on the Bing Network Sarah Essa, Bing Ads
133#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Agenda
134
Summer Travel
Winter Impact
Emerging Trends
Summary
#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Summer travel on the Bing Network
Internal Source: Volume share of searches with travel intent relative to the average monthly volume across devices on Bing and Yahoo sites in the UK, Oct 14 – Oct 2015
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
Travel seasonality on the Bing Network
- January is a key period on the Bing network for travel traffic (+22% vs. index for this period)
- June – September also attract strong travel search volume (+19% vs. index for this period)
Internal Source: Share of search volume with travel intent , split by travel sub-categories, across devices, Bing and Yahoo sites, UK Jun-Sep 2015.
Summer travel - Volume deep dive
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
Lodgings dominated overall travel search volume throughout Jun – Sep 2015 whilst Holidays, Flights and Trains also maintained a notable
share of overall travel search volume during Summer
Internal Source: Search query device split & day of the week trends for travel sub-categories, across devices, Bing and Yahoo sites, UK Jun-Sep 2015.
38% of travel searches last summer were made on mobile and tablet devices
Travel searches last summer were particularly strong on Mondays and Tuesdays (+14% and +10% vs. index for this period)
Which summer travel categories led in mobile searches?
Which days of the week dominated summer travel searches?
Internal Source: travel search volume device split & day of the week trends for travel sub-categories, across devices, Bing and Yahoo sites, UK Jun-Sep 2015.
Bing Ads Summer Travel Audience
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
Winter impact
on the Bing Network
Internal Source: Volume share of searches with travel intent, categorized by travel sub category during January 2016, across devices on Bing and Yahoo sites in the UK
January Travel Trends
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
Lodgings, Holidays & Flights proved popular this January whilst Car Hire & Cruises saw the strongest growth in
volume YoY
Flights Car HireHotels
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
Internal Source: Volume share of flights, hotels and car hire searches related to a city, country or airport outside of the UK, categorized by travel sub category during January 2016, across devices on Bing and Yahoo sites in the UK
Flights To… YoY % Change
New York 13%
Australia 11%
Amsterdam 32%
Dublin 45%
Canada 93%
Alicante 23%
Dubai 1%
Barcelona 46%
Malaga 31%
Tenerife 33%
Hotels In… YoY % Change
Dublin 48%
New York 40%
Tenerife 43%
Amsterdam 44%
Dubai 38%
Paris -5%
Barcelona 41%
Rome 50%
Lanzarote 38%
Ireland 55%
Car Hire In… YoY % Change
Spain 26%
USA 41%
Dublin 120%
Malaga 28%
Orlando 40%
Alicante 30%
Faro 35%
Lanzarote 39%
France 38%
Geneva 35%
January Travel Trends
Top Trending International Destinations
Flights Car HireHotels
Internal Source: Volume share of flights, hotels and car hire searches related to a city, country or airport within the UK, categorized by travel sub category during January 2016, across devices on Bing and Yahoo sites in the UK
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
Flights To… YoY % Change
London 38%
Manchester 43%
Birmingham 29%
Glasgow 31%
Gatwick 14%
Edinburgh 35%
Belfast 19%
Heathrow 13%
Bristol 32%
Aberdeen 16%
Hotels In… YoY % Change
London 12%
Manchester 41%
Edinburgh 35%
Liverpool 34%
Blackpool 14%
Glasgow 24%
Birmingham 31%
Bournemouth 27%
Cardiff 25%
Bristol 44%
Car Hire In… YoY % Change
London 14%
Belfast 51%
Manchester 12%
Birmingham 66%
Edinburgh 33%
Glasgow 16%
Bristol 34%
Inverness 20%
Liverpool 16%
Heathrow -13%
January Travel Trends
Top Trending Domestic Destinations
Emerging travel trends
on the Bing Network
Impact Of The Sharing Economy In
Travelpact Research published by PwC estimated the UK
sharing economy to be worth £0.5 billion in
2014. It is predicted to grow to £9 billion by 2025
Nesta research estimate 25% of the UK
population participate in the sharing economy
online. Within this – 5% are engaged in sharing
economy services related to holidays
Within Travel, the sharing economy is forecasted
to reach 50% market share in key sectors such as
holiday accommodation and car-sharing/car
rental by 2025
* PwC published research on September 2014 measuring and forecasting the size of the sharing economy in the UK* Nesta published research on September 2014 defining and measuring the size of the sharing economy in the UK, ‘making sense of the UK collaborative economy’ * Sharing economy is defined as an economic system in which assets or services are shared between private individuals, either for free or for a fee, typically by means of the Internet
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
Internal Source: Volume share of lodgings searches, categorized by lodgings sub category during January 2016 & Jan 2015, across devices on Bing and Yahoo sites in the UK
Measuring the sharing economy – Lodgings search volume
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
- Hotel queries dominate lodgings searches (78%) with sharing economy queries accounting for 7% of lodgings searches
- Sharing economy search volume has soared YoY (+70%) and is growing faster than search volume for other lodgings subcategories
Internal Source: Volume share of lodgings searches, categorized by lodgings sub category during January 2016 & Jan 2015, across devices on Bing and Yahoo sites in the UK
Measuring The Sharing Economy – Lodgings Click Share
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
- Hotel queries dominate lodgings click share (75%) with sharing economy queries accounting for 7% of lodgings click share
- Sharing economy click volume has soared YoY (+138%) and is growing faster than click volume for other lodgings subcategories
Internal Source: Volume share of lodgings searches, categorized by lodgings sub category during January 2016 & Jan 2015, across devices on Bing and Yahoo sites in the UK
Measuring The Sharing Economy – Lodgings Engagement
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
- Ads generated from sharing economy searches saw an impressive growth in average CTR YoY from 11% in Jan 2015 to 24% in Jan 2016
- At a 24% average CTR in Jan 2016, sharing economy search engagement is far ahead of other lodgings subcategories
The Olympics Effect – Traffic Overview
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
- September & October were key months - flights to Rio De Janeiro saw a strong search volume peak in October (+51% vs. index for this period) whilst
lodgings in Rio De Janeiro saw a strong search volume peak in September (+26% vs. index for this period)
- Both flights & lodgings saw a further uplift in January (Flights +4% and Lodgings +27% vs. index for this period)
Olympics searches relate to queries focused on the 2016 Olympic games
Rio Flights searches relate to queries focused on flights to Rio De Janeiro
Rio Lodgings searches relate to queries focused on lodgings in Rio De Janeiro
Internal Source: Volume share of Olympics, Rio flights & lodgings searches, during July 2015 - Jan 2016, across devices on Bing and Yahoo sites in the UK
Unmasking The Olympics Audience on Bing Ads
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%
- Rio Flights & Lodgings searches were most prominent amongst the 50-64 age group and were led by women
- Olympics searches were popular with a younger age group (46% of volume deriving from consumers aged 25-49) and were led by women
Olympics searches relate to queries focused on the 2016 Olympic games
Rio Flights searches relate to queries focused on flights to Rio De Janeiro
Rio Lodgings searches relate to queries focused on lodgings in Rio De Janeiro
Internal Source: Volume share of Olympics, Rio flights & lodgings searches, split by age and gender during July 2015 - Jan 2016, across devices on Bing and Yahoo sites in the UK
The Olympics Effect – Device Breakdown
Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%
Olympics searches relate to queries focused on the 2016 Olympic games
Rio Flights searches relate to queries focused on flights to Rio De Janeiro
Rio Lodgings searches relate to queries focused on lodgings in Rio De Janeiro
Internal Source: Volume share of Olympics, Rio flights & lodgings searches, split by device, during July 2015 - Jan 2016, on Bing and Yahoo sites in the UK
- PC maintained the lead in all three query categories, with the strongest volume share for Rio Lodgings (71%)
- Mobile maintained a notable volume share on Rio Flights & Olympics searches (21% and 26%)
Summer Travel – Learnings From 2015
• June – September (particularly August & September) is a key traffic period for travel search
volume
• 38% of summer travel searches came from mobile and tablet devices
• 59% of summer travel searches came from those aged 35-65
Winter Impact – Learnings From January 2016
• Lodgings, Holidays & Flights proved popular in Jan
• Cruises & Car Hire saw the strongest volume growth YoY
Impact Of The Sharing Economy
• Estimated to reach 50% market share in travel sectors such as accommodation and car rental
• In Jan 2016 – lodging sharing economy service queries accounted for 7% of overall lodgings
search volume
• Rate of volume, click share and engagement growth is faster than other lodgings subcategories
Olympics Effect
• September and October were key traffic periods for Rio De Janeiro lodgings and flights searches
• Rio De Janeiro lodgings and flight searches were prominent amongst the 50-65 age group and
were led by women
Summary
Hero Features & Innovationfor TravelLouise James, Bing Ads
153#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Today’s Agenda…
2016 Travel Feature List Remarketing in
Paid Search
Target specific
audiences that are
already interested in
your travel services
& packages
UET
Track your
campaign’s
performance with
new and enhanced
capabilities
What’s up next!
Let’s take a look at
the future
Questions
We’re all ears!
Quick Wins
Homework &
Prizes!
Ad Extensions
Deep dive into Ad
Extensions that
travel advertisers
should be utilizing
154#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Remarketing & UET
155#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Remarketing in Paid Search | Boost your campaign performance by re-engaging with high-
value users who have previously visited your site.
156#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Easy to get started
Universal Event Tracking (UET) tags are
enabled for remarketing. Your
campaigns are ready for remarketing if
you have UET tags implemented.
Target and segment audiences
Optimise your campaigns by segmenting users
based on their activity on your website — like
visiting your home page or abandoning a
shopping cart.
Improve your ROI
Customise ad copy, landing pages
and bids, and broaden your reach
by adding new keywords or
expanding your match types to your
segmented audiences.
Re-engage with audiences that have previously visited your website.
#BingAdsTravel • @BingAds • Bing Ads Travel Connect
User added in remarketing listYour website
User searches on Yahoo or
BingYour ad is
servedUser leavesUser
USER RETURNS TO YOUR SITE
157
Place Universal Event Tracking (UET) tags across your website.
Create Remarketing Lists to segment users based on their activity or pages they have visited.
Associate remarketing lists to ad groups and engage with audiences by customising bids, ads and keywords
Track Segment Target
Universal Event Tracking | Track your campaign’s performance with
new and enhanced capabilities of our Conversion Tracking solution.
158#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Workflow and reporting
enhancementsMore intuitive experience and in-line alerts.
Get tag and goal tracking status in the UI and
get conversion metrics on the goals page. UET
also now supports the “contains” function for
custom events.
Support for unique conversionsCount only unique conversions that happen after an
ad click.
Account-level goalsAbility to associate conversion goals
at the account level and not only the
customer level.
Ad Extensions
159#BingAdsTravel • @BingAds • Bing Ads Travel Connect
List of Ad Extensions
Extension Opportunities
160#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Image Extensions
Attract attention to
your ads by including
engaging imagery
Location Extensions
Showcase addresses &
phone, whilst creating
additional real estate
Enhanced Sitelinks
Add customizable,
descriptive copy to
your sitelinks
App Extensions
Promote app installs
as a clear CTA to drive
installs and customer
engagement
AVAILABLE NOW
Action Extensions
Increase CTR by
driving users to high
value pages where
they can take action
Review Extension
Increase clicks by
promoting your
services with 3rd party
reviews
Callout Extensions
Increase CTR by
highlighting unique
offers and deals
Video Extension
Feature engaging
video content right on
your search ad
COMING SOON
P
P
P
C
P Pilot Launched Coming SoonC
Image Extensions • Increase clicks and grab attention by adding 1 or 3 images to
your ads
• Take up more real estate on the search results page and push
competitors lower down the page
• Get greater control with the option to include a unique URL
for each image
We have released the following Ad Extensions:
New Ad Extensions
161#BingAdsTravel • @BingAds • Bing Ads Travel Connect
App Extensions • Promote and track installs of your apps. Available on Bing
Mobile and Bing tablet traffic in all markets
Enhanced Sitelinks • Research shows that users are more likely to click on your
ad and stay longer on your landing page (27% CTR*)
Location Extensions • Shows addresses & phone numbers for properties within
50 miles of users map integration (with Enh. Sitelinks
43% CTR*)
We have released the following Ad Extensions:
New Ad Extensions
162#BingAdsTravel • @BingAds • Bing Ads Travel Connect
*Average Mainline CTR (all UK verticals) Bing + Yahoo sites for all devices (Aug. 2015)
Feature Roadmap
What does the future look like…2016 Feature List
163#BingAdsTravel • @BingAds • Bing Ads Travel Connect
What’s next?
• Extensions
• Upgraded URLs
Are you as excited as we are?
What does the future look like?
164#BingAdsTravel • @BingAds • Bing Ads Travel Connect
List of Ad Extensions
Extension Opportunities
165#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Image Extensions
Attract attention to
your ads by including
engaging imagery
Location Extensions
Showcase addresses &
phone, whilst creating
additional real estate
Enhanced Sitelinks
Add customizable,
descriptive copy to
your sitelinks
App Extensions
Promote app installs
as a clear CTA to drive
installs and customer
engagement
AVAILABLE NOW
Action Extensions
Increase CTR by
driving users to high
value pages where
they can take action
Review Extension
Increase clicks by
promoting your
services with 3rd party
reviews
Callout Extensions
Increase CTR by
highlighting unique
offers and deals
Video Extension
Feature engaging
video content right on
your search ad
COMING SOON
P
P
P
C
P Pilot Launched Coming SoonC
Callout Extensions • Add up to four callouts in your ads to emphasize
your selling points. GA is scheduled for March
2016.
ActionLink Extensions • Highlight a call to action in your search ads.
Availability tbc.
Offer Extension • Interest users in exclusive time-sensitive deals and
offers. Availability tbc.
We are piloting the following ad extensions:
New Ad Extensions
166#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Video Extensions • Send customers to a landing page
tailored to what they enter in the form.
Availability tbc.
Video Extensions
167#BingAdsTravel • @BingAds • Bing Ads Travel Connect
• Improve efficiency by managing and updating multiple URL
tracking codes with a single shared URL tracking code at the
account, campaign or ad group level
• Quickly update the shared URL tracking code at the account,
campaign and ad group levels with no ad review or reset of the
ad stat history
• Learn more about the source of your ad clicks by tracking
additional insights with new custom parameters and dynamic
text substitutions
We have released the following ad extensions:
Upgraded URLs
168#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Wrapping Up
#BingAdsTravel • @BingAds • Bing Ads Travel Connect
Thank You
#BingAdsTravel • @BingAds • Bing Ads Travel Connect
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THEI NFORMATION IN THIS PRESENTATION.