uk bing ads travel connect

#BingAdsTravel @BingAds

Bing Ads Travel Connect14th March, 2016

March 14, 2016

Welcome

2#BingAdsTravel • @BingAds • Bing Ads Travel Connect

Agenda


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



Simon CalderSr. Travel Editor

The Independent

@SimonCalder

A Journey into theIndustry

Tom Bailey, RVP Sales, Marin Software


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


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)


UK Search spend for the last 2 years- each vertical with an index of 100 (January 2014)


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


51% of click share on mobile

Travel is behind the curve…


21%

42%

37%

CTR

Desktop Smart phone Tablet

53%

23%

24%

Spend


41%

21%

38%

CPC


Travel is behind the curve…


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


Why?

Don’t’ take my word for it…


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…


Thank you


Panel DiscussionThe voice of the industry



Darryn Almeida

Head of Performance Marketing

Travel Republic

David McDiarmid

Head of Paid Search

DigitasLBi

Caroline Mastoras

Account Director

Bing Ads

Short break


Seasonal travel trends on the Bing Network Sarah Essa, Bing Ads


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%


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%


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


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


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




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%




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


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


Remarketing & UET


Remarketing in Paid Search | Boost your campaign performance by re-engaging with high-

value users who have previously visited your site.


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.


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.


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


List of Ad Extensions

Extension Opportunities


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


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


*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


What’s next?

• Extensions

• Upgraded URLs

Are you as excited as we are?

What does the future look like?


List of Ad Extensions

Extension Opportunities


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


Video Extensions • Send customers to a landing page

tailored to what they enter in the form.

Availability tbc.

Video Extensions


• 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


Wrapping Up


Thank You


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The information herein is for informational purposes only and represents the current

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