Travel SEM Takes Flight with the Yahoo Bing Network
Digital Plays a Key Role in the Travel Industry
Travelers continue turning to the internet for both information and booking of travel. Unique visitors to travel related websites were up 8% year over year from January 2011 – January 2012 as savvy travelers hunted for reviews, tips and deals1. And search is key driver of travel purchases, with 40% of US online travel consumers entering the purchase funnel via search engines2.
Additionally, nearly half of all airline check-ins for North America are done via online or mobile, and hotel searchers conduct up to four searches and visit more than 17 sites before booking their rooms3. Travel advertisers that do not fully exploit online advertising as a key component of their marketing plans do so at their own peril.
Devices, Devices, Devices
The meteoric rise of mobile search has been in the news a lot lately, and the travel vertical has not been immune from the shift of search from computers to tablets and smartphones. Mobile traffic share of clicks has consistently increased over the trailing year, but the vast majority of travel click volume still originates from computers, with mobile devices making up a fraction of the overall click volume:
It should be noted that tablets represent the largest growth by device type. With the release of new tablet offerings on both the Android and Windows 8 platforms as well as continues strong sales of iPad variants this trend will likely continue, with Smartphones having the a lesser share of clicks.
Why Should You Advertise with Bing Ads on the Yahoo Bing Network (YBN)?
YBN has significant reach with 29% search share and 6.3 billion searches in March of 20134. Over the last year, leading search experts have optimistically reported improvements in clicks, spend, and most importantly, return on ad spend (ROAS) for the Yahoo Bing Network.
YBN enables travel advertisers’ access to a large search audience, with 15 million exclusive travel searchers who didn’t do travel queries on Google. These unique searchers are highly desirable as they spend 28% more than Google searchers4. And the click share in travel categories is strong:
With an audience that actively seeks travel-related information and services and travel-related average cost-per-clicks that are 23% lower than Google7, it’s better for your bottom line when you connect to our significant, distinct, and high-value audience.
Check out our latest published presentation with more insights on the travel vertical by clicking here.
2 iPerceptions Q2 2012 Survey
3 2012 Automotive Advertising Outlook. BorrellAssociates.com. Source: BIA/Kelsey Media Ad View report, June 2012
4 Audience data represents U.S. Bing and Yahoo Web Search from comScore qSearch (custom), March 2013. Industry categories based on comScore classifications.
5 comScore Search Categories Report (custom), comparison of Dec 2012 to March 2013
6 comScore Search Categories Report (custom), March 2013
7 AdGooroo, Yahoo Bing PPC Performance Metrics, What Search Marketers Need to Know About “The Other Search Engine,” March 2013