Sector Report Issue 9

Transcription

Sector Report
February 2011
A 360˚ analysis of the most important search terms, trends and benchmarking
data for holiday providers. This report provides an exclusive snapshot of the
online search and social media market for your sector right now. From the
size of your potential audience to the top performing companies, it’s all here.
Product focus: generic keywords, short haul and long haul destinations.
Issue 9
Holidays
The most visible websites and
advertisers in Google search
Holidays Sector Report, Issue 9, February 2011
Conten ts
2
Executive Summary
3
Total audience size
4
Keyword breakdown
5
Natural search: which websites were most visible in February?
7
Natural search: generic keywords
8
Natural search: short haul holidays
9
Natural search: long haul holidays
10 Paid search: which advertisers were most visible in February?
12
Paid search: ad copy analysis
13
Paid search: generic keywords
14
Paid search: short haul holidays
15
Paid search: long haul holidays
16
Paid search bidding strategies
18
Integrated search: which websites/advertisers performed well?
20
Social media: which brands interacted well?
Executive Summary
This latest report profiles search behaviour in the holidays sector. It analyses
which brands, retailers and review sites were the most visible in both natural
and paid search results (and thus had the greatest share of consideration)
when UK consumers searched for holidays on Google. The report also assesses
which brands interacted well on social media networks. In our analysis we
established that:
In February, both the search terms ‘cheap holidays’ and ‘holidays’ were collectively
searched for 900,000 times, which cumulatively accounted for 28% of all searches
made for holidays.
As a subsector, generic keywords accounted for 61% of all searches made for
holidays online.
Thomson remained the most visible website in the natural search listings,
increasing its visibility by 9% since November.
By contrast, LastMinute dropped in the natural search rankings for both the generic
and long haul holiday subsectors and, overall, its share of voice decreased by 13%.
IceLolly was the most visible advertiser in the paid search space, achieving
51% visibility.
DirectHolidays saw its share of voice decrease by 25% and hence it dropped from
second to ninth place in Greenlight’s paid search league table.
TravelRepublic cumulatively had the highest number of followers in our social
media table (51,000), the majority of which were fans of its Facebook account.
Of all the brands analysed in our social media table, DirectHolidays was the only
brand which did not have a Twitter account and therefore missed out on being able
to communicate with the massive pool of consumers using Twitter.
Total audience size (3.1 million searches — February 2011)
Approximately how many searches were performed in February using
holiday‑related terms?
In February, there were 3.1 million
searches made for holiday‑related
JulyWe
have considered every search term and aggregated the number of times
each one was used in December, January and February to give an indication of
the number of searches.
keywords, which was a
considerable increase in queries
since our November sector
report, when 1.2 million searches
were performed.
Total number of holiday-related searches
As was predicted in our
5,000,000
December
4,000,000
January
3,000,000
February
November report, searches
increased in Q1 2011 as
consumers looked to book their
holidays well in advance of the
summer holidays.
2,000,000
Generic search terms remained
1,000,000
the most popular subsector
0
for holiday keywords. Searches
increased in February by 192%,
1 00
1,
000,
0 00
000
0
compared with November when
667,000 searches were made.
Number
of searches by type (February 2011)
1500000
Although the number of searches
2000000
for long haul destination keywords
Short haul destinations
514,648 | 16%
increased, the subsector saw an
2500000
11% decrease in the overall share
of the search market since our
November report.
In the 12-month period prior to
February 2011, the number of
Generic keywords
1,947,051 | 61%
Long haul destinations
733,715 | 23%
visits abroad by UK residents
fell by 5%.
Source: Office for National
Statistics (April 2011)
3
www.greenlightsearch.com
|
T: +44 (0)20 7253 7000
Share:
The most visible websites and advertisers in Google search
Keyword breakdown
Which were the most queried holiday-related search terms?
The keywords ‘cheap holidays’
We initially analysed 3,200 keywords for this exercise, which cumulatively
totalled 3.1 million searches in February 2011. Here we looked at which individual
terms and geographic regions were searched for the most.
and ‘holidays’ increased in search
volume by 233% apiece, compared
with November, when each keyword
was searched for 135,000 times.
Keyword breakdown (February 2011)
Cheap holidays
450,000 | 14%
Interestingly, there were a number
of the top keywords which related
to package holidays, suggesting
that many UK consumers were
Holidays
450,000 | 14%
looking to purchase these types of
trips in February.
Other keywords
1,558,392 | 49%
Direct holidays
201,000 | 6%
Last minute holidays
201,000 | 6%
All inclusive holidays
90,500 | 3%
Holiday
Sun holidays
49,500 | 2%
40,500 | 1%
Portland holidays
Package holidays
49,500 | 2%
40,500 | 1%
Ski holidays
49,500 | 2%
The search market for holidays
in Europe increased by 10%, with
searches totalling over 514,000,
in comparison to November when
there were only 191,000 queries.
Number of searches by geographic region (February 2011)
600,000
500,000
400,000
300,000
200,000
Europe | 514,648 | 41%
North America | 223,782 | 18%
Africa | 161,281 | 13%
100,000
Caribbean & South America | 146,990 | 12%
Far East & Australasia | 127,633 | 10%
0
100,000
Share:
Middle East & South Asia | 74,029 | 6%
Get in touch to discuss your site’s specific performance.
4
Holidays Sector
Report, Issue 9, February 2011
Natural
Search
Which sites were most visible in February?
Given that UK web users conducted 3.1 million searches for worldwide holidays
in February 2011, which brands were best positioned on page one of Google
natural search and therefore most likely to gain the searcher’s consideration?
Thomson was the most visible
website in natural search as it
achieved a 64% share of voice.
We have determined the best positioned and hence most visible websites in
this sector based on the volumes for each keyword and their respective ranking
for those terms on page one of Google. These websites have been scored in the
league table below, which represents visibility to a total of 3.1 million searches
in February.
Although its visibility increased
by 9% in February, it ranked for
16 fewer keywords (200 overall)
compared with our previous
sector report.
The top 60 most visible holiday websites in natural search
TravelSupermarket remained in
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
thomson.co.uk
2,037,179
1,158,235
64%
2
travelsupermarket.com
1,834,788
1,360,626
57%
3
thomascook.com
1,371,723
2,138,691
43%
4
holidayhypermarket.co.uk
1,324,310
1,871,104
41%
5
firstchoice.co.uk
1,276,637
1,918,777
40%
6
teletextholidays.co.uk
1,197,221
1,998,193
37%
Co-operativeTravel was the
7
directline-holidays.co.uk
1,151,772
2,043,642
36%
only new entrant into the top 10
8
cooptravel.co.uk
1,126,458
2,068,956
35%
(ranking at position nine), having
9
co-operativetravel.co.uk
707,084
2,488,330
22%
previously featured at position 17.
10
virginholidays.co.uk
674,656
2,520,758
21%
11
icelolly.com
514,960
2,680,454
16%
Since November, IceLolly saw
12
expedia.co.uk
449,035
2,746,379
14%
its visibility increase by 8% and
13
mytravel.com
411,514
2,783,900
13%
therefore it ascended our league
14
cheapholidays.com
410,985
2,784,429
13%
table to position 11 from 19th.
15
lastminute.com
379,890
2,815,524
12%
16
monarch.co.uk
379,312
2,816,102
12%
17
kuoni.co.uk
374,725
2,820,689
12%
18
directholidays.co.uk
305,778
2,889,636
10%
19
britishairways.com
290,992
2,904,422
9%
20
sunshine.co.uk
252,451
2,942,963
8%
21
lowcostholidays.com
235,927
2,959,487
7%
22
letsgo2.com
225,086
2,970,328
7%
23
latedeals.co.uk
208,365
2,987,049
7%
24
beatthebrochure.com
190,486
3,004,928
6%
25
holidays-direct.co.uk
179,298
3,016,116
6%
5
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second place in our league table,
yet its visibility increased by 14%,
which it achieved through ranking
at position one for 56 keywords,
such as ‘cheap holidays’.
Share:
The top 60 most visible holiday websites in natural search (contd.)
No. Domain
Reached
volume
Missed
volume
Percentage
reached
26
tripadvisor.co.uk
176,001
3,019,413
6%
by 9%, thus it ascended our
27
dealchecker.co.uk
158,778
3,036,636
5%
league table to position 12, having
28
onthebeach.co.uk
134,524
3,060,890
4%
formerly ranked at position 33.
29
ownersdirect.co.uk
132,847
3,062,567
4%
30
allinclusive.co.uk
112,792
3,082,622
4%
By comparison, LastMinute lost
31
holidayholiday.co.uk
106,541
3,088,873
3%
13% visibility and dropped in our
32
hayesandjarvis.co.uk
97,239
3,098,175
3%
rankings from eighth place to
33
crystalski.co.uk
85,219
3,110,195
3%
position 15.
34
thomsonski.co.uk
81,425
3,113,989
3%
35
igluski.com
80,232
3,115,182
3%
Of the top 10 websites in our
36
hoteltraveldeals.co.uk
79,075
3,116,339
2%
natural search league table, not
37
inghams.co.uk
78,593
3,116,821
2%
38
neilson.co.uk
73,722
3,121,692
2%
39
travelsoon.com
72,497
3,122,917
2%
40
holiday-rentals.co.uk
71,665
3,123,749
2%
41
letsstay.co.uk
70,685
3,124,729
2%
42
packyourbags.com
70,046
3,125,368
2%
43
barrheadtravel.co.uk
69,005
3,126,409
2%
44
ulookubook.com
68,938
3,126,476
2%
45
firstchoice-ski.co.uk
66,407
3,129,007
2%
46
olympicholidays.com
65,758
3,129,656
2%
47
wikipedia.org
64,390
3,131,024
2%
48
arnosmanorhotel.co.uk
63,325
3,132,089
2%
49
itcclassics.co.uk
62,525
3,132,889
2%
50
bestatthailandholidays.co.uk
62,467
3,132,947
2%
51
thesun.co.uk
62,308
3,133,106
2%
52
tropicalsky.co.uk
61,199
3,134,215
2%
53
sovereign.com
60,103
3,135,311
2%
54
travelarcade.co.uk
58,724
3,136,690
2%
55
emberinns.co.uk
58,375
3,137,039
2%
56
holidaydiscountcentre.co.uk
57,373
3,138,041
2%
57
citalia.com
56,304
3,139,110
2%
58
quest2cuba.co.uk
54,259
3,141,155
2%
59
ukholidaysinthesun.co.uk
54,075
3,141,339
2%
60
worldheritagecoast.net
53,811
3,141,603
2%
Share:
Expedia increased its visibility
one achieved lower than a 21%
share of voice, indicating the
competitive nature of the online
holiday industry.
There were two new entrants to
the top 30, OwnersDirect and
AllInclusive, which both achieved
a 4% share of voice and ranked at
positions 29 and 30, respectively.
6
Natural search: generic holiday keywords
Here we looked at generic keywords only (therefore excluding keywords
that are destination-specific). Generic keywords accounted for more than
1.9 million searches in February 2011. How did those searches break down?
The keywords ‘cheap holidays’
and ‘holidays’ were both searched
for 450,000 times in February,
Cheap holidays
450,000 | 23%
Other keywords
341,451 | 18%
which was a notable increase
since our November report, when
Cheap all inclusive holidays
33,100 | 2%
only 135,000 searches were
Sun holidays
40,500 | 2%
performed for each term.
Package holidays
40,500 | 2%
Ski holidays
49,500 | 3%
TravelSupermarket was the most
Holiday
49,500 | 3%
visible website, attaining a 66%
share of voice through ranking at
All inclusive holidays
90,500 | 5%
Holidays
450,000 | 23%
position one for six terms, such as
‘cheap holidays’.
Last minute holidays
201,000 | 10%
By comparison, Thomson ranked
Direct holidays
201,000 | 10%
at position one for the term
Which websites were most visible for generic holiday keywords?
‘holidays’, hence it also achieved
a high share of voice (62%).
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
1,277,276
669,775
66%
2
thomson.co.uk
1,193,176
753,875
62%
3
1,192,080
754,970
62%
4
cooptravel.co.uk
1,111,730
835,320
58%
5
thomascook.com
877,821
1,384,230
46%
6
firstchoice.co.uk
814,803
1,132,248
42%
7
736,593
1,210,458
38%
8
561,765
1,385,286
29%
its share of voice by 17% and
9
icelolly.com
513,761
1,433,290
27%
therefore it entered the top 10, at
10
487,312
1,459,739
25%
position eight, having previously
11
mytravel.com
410,829
1,536,222
21%
ranked at position 16.
12
cheapholidays.com
386,876
1,560,175
20%
13
expedia.co.uk
357,588
1,589,463
19%
14
lastminute.com
299,573
1,647,478
16%
15
298,490
1,648,561
15%
16
monarch.co.uk
277,371
1,669,680
14%
17
sunshine.co.uk
244,456
1,702,595
13%
18
207,637
1,739,414
11%
19
177,654
1,769,396
9%
20
latedeals.co.uk
170,244
1,776,807
9%
7
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However, it attained lower visibility
than TravelSupermarket as it only
ranked at position one for three
additional keywords.
Since November,
Co‑operativeTravel increased
By contrast, since November,
MyTravel fell from sixth place to
position 11 in our league table as it
lost a 15% share of voice.
Share:
Natural search: short haul holiday keywords
Searches for short haul destinations (largely within Europe) accounted for more
than 514,000 searches in February 2011. How did those searches break down?
The terms ‘Cyprus holidays’
and ‘Turkey holidays’ were
Cyprus holidays
27,100 | 5%
Turkey holidays
27,100 | 5%
searched for 27,100 times apiece,
cumulatively accounting for 10%
Malta holidays
22,200 | 4%
of the total search volume.
Greece holidays
18,100 | 4%
Thomson achieved a dominant
Holidays in France
14,800 | 3%
84% visibility through
Italy holidays
14,800 | 3%
ranking at position one and
Spain holidays
14,800 | 3%
two for the popular search
Ibiza holidays
12,100 | 2%
terms, ‘Turkey holidays’ and
Lanzarote holidays
12,100 | 2%
‘Cyprus holidays’, respectively.
Holidays to Turkey
12,100 | 2%
Other keywords
339,448 | 66%
Directline-Holidays saw an 11%
increase in visibility, compared
with our November report. It
Which websites were most visible for short haul holiday keywords?
ranked at position one for the
high volume search terms ‘Spain
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
thomson.co.uk
434,662
79,986
84%
2
351,030
163,618
68%
3
294,875
219,773
57%
4
266,661
247,987
52%
5
firstchoice.co.uk
259,271
255,377
50%
6
thomascook.com
248,509
266,139
48%
7
100,847
413,801
20%
8
lowcostholidays.com
71,288
443,360
14%
league table from third place to
9
beatthebrochure.com
63,610
451,038
12%
position five, indicating the fierce
10
tripadvisor.co.uk
61,571
453,077
12%
competition for the top short haul
11
expedia.co.uk
49,432
465,216
10%
holiday keywords in natural search.
12
britishairways.com
47,630
467,018
9%
13
monarch.co.uk
47,267
467,381
9%
14
olympicholidays.com
46,397
468,251
9%
15
onthebeach.co.uk
44,832
469,816
9%
16
dealchecker.co.uk
41,660
472,988
8%
17
citalia.com
37,899
476,749
7%
18
holiday-rentals.co.uk
34,879
479,769
7%
19
maltadirect.com
34,818
479,830
7%
20
ownersdirect.co.uk
30,616
484,032
6%
Share:
holidays’ and ‘Lanzarote holidays’,
which were searched 14,800 and
12,100 times each in February.
By comparison, although
FirstChoice increased its
visibility by 4%, it descended our
There were several new entrants
to our league table, such as
Expedia and BritishAirways,
which ranked at positions 11 and
12, respectively.
8
Natural search: long haul holiday keywords
Searches for long haul destinations accounted for more than 733,000 searches
in February 2011. How did those searches break down?
The keyword ‘Thailand holidays’
attained the highest number of
Thailand holidays
33,100 | 5%
searches (33,100) in the subsector.
Cuba holidays
22,200 | 3%
Dubai holidays
22,200 | 3%
VirginHolidays remained the
Egypt holidays
22,200 | 3%
Holidays to Egypt
22,200 | 3%
most visible website for long haul
Las Vegas holidays
22,200 | 3%
Mexico holidays
18,100 | 2%
New York holidays
18,100 | 2%
Barbados holidays
14,800 | 2%
Holidays to New York
12,100 | 2%
Holidays to Thailand
12,100 | 2%
destination keywords. It achieved
64% visibility through ranking at
position one for 259 keywords,
such as the most searched for
term: ‘Thailand holidays’.
Thomson ranked at position one
for far fewer keywords (79), yet
Other keywords
514,415 | 70%
it ranked at position three for
popular search terms, such as
‘Egypt holidays’ and ‘Holidays
Which websites were most visible for long haul holiday keywords?
to Egypt’, which explains why it
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
468,520
265,195
64%
2
thomson.co.uk
410,952
322,763
56%
3
315,221
418,494
43%
HolidayHypermarket saw its
4
kuoni.co.uk
310,334
423,381
42%
visibility increase by 19% and it
5
293,865
439,850
40%
6
291,028
442,687
40%
7
thomascook.com
246,918
486,797
34%
8
britishairways.com
215,326
518,389
29%
9
firstchoice.co.uk
204,276
529,439
28%
10
letsgo2.com
179,922
553,793
25%
11
tripadvisor.co.uk
96,194
637,521
13%
12
dealchecker.co.uk
92,409
641,306
13%
13
beatthebrochure.com
66,484
667,231
9%
14
hayesandjarvis.co.uk
65,909
667,806
9%
15
monarch.co.uk
54,676
679,039
7%
16
lastminute.com
52,895
680,820
7%
17
44,548
689,167
6%
18
bestatthailandholidays.co.uk
43,995
689,720
6%
19
expedia.co.uk
42,015
691,700
6%
20
travelarcade.co.uk
40,254
693,461
5%
9
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attained slightly lower visibility
than VirginHolidays.
ascended our league table from
position 12 to fifth place.
Share:
The most
visible websites and advertisers in Google search
Paid
Search
Which advertisers were most visible in February?
We have conducted a detailed level of monitoring and analysis to determine
which advertisers appeared most prominently in the paid search space. An
advertiser’s share of voice is based on: how often it was present in Google, which
ad position it bid for and the associated search volume for the keywords it bid on.
These advertisers have been scored in the league table below, which represents
visibility across the top 90 keywords in February 2011.
IceLolly remained the most visible
advertiser through achieving a 51%
share of voice. Interestingly, it bid
at a higher average ad position of
six, yet it bid on 84 keywords which
was two fewer than it bid on in our
The top 60 most visible holiday advertisers in paid search
November report and thus it saw its
No.
Advertiser
Share of voice
1
icelolly.com
51%
2
thomson.co.uk
39%
3
onthebeach.co.uk
31%
4
29%
5
lowcostholidays.com
27%
6
sunmaster.co.uk
26%
7
travelrepublic.co.uk
26%
8
firstchoice.co.uk
26%
9
26%
10
bargainholidaysonline.com
22%
11
travel.saga.co.uk
20%
TeletextHolidays increased its paid
12
alpharooms.com
19%
search visibility by 15%, which
13
thomascook.com
18%
saw it move into the top 10. Of the
14
15%
top 10 advertisers, it bid on the
15
haystravel.co.uk
13%
highest number of keywords (85),
16
expedia.co.uk
11%
at an average ad position of five;
17
holidaygems.co.uk
10%
however, it appeared less often for
18
holidays.bookingbuddy.co.uk
10%
the high volume terms, hence it
19
olympicholidays.com
8%
attained a 29% share of voice.
20
7%
21
7%
22
travelzoo.com
6%
23
6%
24
dealchecker.co.uk
5%
25
holidaydeals2go.com
5%
26
sunshine4u.co.uk
5%
27
ulookubook.com
4%
28
neilson.co.uk
4%
Share:
share of voice decrease by 5%.
Although Thomson bid at a higher
average ad position of five, it
appeared for fewer keywords (71)
and therefore it achieved a 39%
share of voice in the paid search
space. Since November, its visibility
increased by 21% and it ascended
our league table from position 12.
10
The top 60 most visible holiday advertisers in paid search (contd.)
No.
Advertiser
Share of voice
29
siblu.com
4%
30
a1travel.com
4%
31
sheffield.directline-holidays.co.uk
4%
32
inspiredluxuryescapes.com
3%
33
kenwoodtravel.com
3%
34
sunsave.com
3%
35
britishairways.com
3%
36
monarch.co.uk
3%
37
booking.com
3%
featuring at position 10. It bid on
38
exclusiveescapes.co.uk
3%
13 keywords, at an average ad
39
holiday.easyjet.com
3%
position of five.
40
portlandholidays.co.uk
3%
41
last-minute.lowcostholidays.com
3%
DirectHolidays lost a 25% share of
42
ebookers.com
2%
voice as it only bid on 16 keywords,
43
jet2holidays.com
2%
at an average ad position of
44
2%
three, whereas in November it
45
thomascookstyle.com
2%
bid on 48 keywords, at the same
46
bargaintravel4u.co.uk
2%
average ad position. Similarly,
47
travelsphere.co.uk
2%
48
co-opholidays.co.uk
2%
49
destinology.co.uk
2%
50
crystalski.co.uk
2%
51
lastminute.com
2%
52
clubmed.co.uk
2%
53
butlins.com
2%
54
tenerifediscountholidays.com
2%
55
thomsonski.co.uk
2%
56
shearings.com
2%
57
longwoodholidays.co.uk
2%
58
kuoni.co.uk
2%
59
brittany-ferries.co.uk
2%
60
escapetravel.co.uk
2%
AlphaRooms ranked at position
12 and achieved a 19% share of
11
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voice, yet it bid on the fewest
number of keywords in the top
20 (seven), at an average ad
position of three.
BargainHolidaysOnline was a
new entrant to our league table,
HolidayHypermarket fell from
third position to position 14 as its
visibility decreased by 17%.
Share:
Paid search: ad copy analysis
The table below shows which ad creatives featured most frequently
across the top 90 holiday keywords in the Google paid search space
during February 2011. Share of voice is based on the number of
times Google displayed the individual ad creative, also taking into
account ad position, search term volume and Google’s ad rotation. In
addition, we have analysed how many unique creatives were present
for each advertiser.
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Cheap holiday deals
1000's of cheap holidays worldwide.
Lowest price guaranteed. ABTA/ATOL
alpharooms.com/cheap-holidays
15
Cheap Holidays
Book Cheap Holiday Deals Now!
Holiday Deals & Deposits From £5
lowcostholidays.com/holiday-deals
133
Thomson Holidays
Thomson Holidays have Exclusive Savings Only when You Book Online
thomson.co.uk
174
Bargain Holiday Offers
Get late holidays, cancellations & bargain
holidays view now
www.icelolly.com
101
Thomson Cheap Holidays
Browse Our Online offers, Flights, Hotels and
All Inclusive Holidays
thomson.co.uk
174
Bargain Holidays
Get bargain holidays, cancellations late deal
holidays view now
www.icelolly.com
101
Fantastic Holidays
Summer 11 Holiday Sale! £100 Off Per Booking.
Offer Must End Monday.
directholidays.co.uk/Holidays
41
2
3
4
5
6
7
alpharooms.com
lowcostholidays.com
thomson.co.uk
icelolly.com
thomson.co.uk
icelolly.com
17%
AlphaRooms displayed the most
visible ad creative, which achieved
12%
a 17% share of voice. It advertised
thousands of cheap holiday deals
10%
worldwide, which were protected
by ABTA and ATOL.
9%
Thomson displayed the
8%
most diverse ad campaign,
featuring 174 unique creatives
8%
in February. By contrast,
BargainHolidaysOnline displayed
8%
just 10 individual ads, with its
most visible advert achieving a
8
icelolly.com
Cheap All Inclusive Holidays
Bargain Holiday Specialists, Top Offers Online,
Book Today!
www.icelolly.com
101
8%
6% share of voice.
9
Late Holiday Deals
Bag yourself a cheap late deal.
Big Discounts On All Destinations
www.travelrepublic.co.uk
112
7%
The top 10 most visible adverts
Cheap Inclusive Holidays
Cheap Holidays, Late Deals & Cancellations
At Bargain Prices!
www.sunmaster.co.uk/Cheap
73
Directline-Holidays.co.uk
12 Million Holidays - 1 easy Search
Up to £100 Off Today - Book Online
11
10
11
sunmaster.co.uk
targeted the budget‑conscious
7%
contained either of the following
7%
terms: ‘cheap’, ‘saving’,
‘bargain’ or ‘sale’.
12
sunmaster.co.uk
Cancellation Holidays
Cancellations late deals and cheap holidays
view now
www.sunmaster.co.uk/Cancellations
73
7%
13
Cheap Holidays
100% ATOL Protected Holidays
With Low £75pp Deposits - Book Now!
directholidays.co.uk/Cheap-Holidays
41
7%
14
2011 Holidays sale
Over 20 million Holidays online now
Massive savings, ABTA 0800 0914071
bargainholidaysonline.com/Holidays
10
6%
15
holidaygems.co.uk
All inclusive from £189pp
Book cheapest holidays on the web!
All inclusive holidays from £189pp
www.holidaygems.co.uk/cheapholidays
16
6%
Share:
consumer as all of the ads
12
Paid search: generic holiday keywords
Monthly searches specifically for generic holiday keywords accounted
for more than 1.9 million searches in February. Here we assessed which
advertisers were most visible for those keywords.
Consistent with our previous
report, IceLolly remained the
most visible advertiser for generic
No.
Advertiser
Share of voice
1
icelolly.com
61%
2
onthebeach.co.uk
42%
3
thomson.co.uk
38%
4
36%
5
sunmaster.co.uk
35%
6
lowcostholidays.com
33%
7
33%
8
31%
9
28%
OntheBeach’s visibility remained
10
firstchoice.co.uk
27%
at 42%, yet interestingly it
11
alpharooms.com
27%
ascended from third position to
12
20%
second place in February.
13
thomascook.com
19%
14
travel.saga.co.uk
15%
TeletextHolidays increased its
15
12%
share of voice by 17% through
16
11%
17
holidaygems.co.uk
10%
18
expedia.co.uk
8%
19
travelzoo.com
8%
20
7%
keywords. However, although
it remained at the top of our
league table, its visibility in this
subsector decreased by 11% as,
overall, it bid on one less keyword,
at a lower average ad position
of five.
bidding on 28 keywords, at an
average ad position of four and
hence it ascended our league table
from position 14 to eighth place.
By contrast, DirectHolidays lost
Which ad creatives were most visible for generic holiday keywords?
16% visibility and descended from
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Cheap holiday deals
1000's of cheap holidays worldwide.
Lowest price guaranteed. ABTA/ATOL
alpharooms.com/cheap-holidays
2
Cheap Holidays
Book Cheap Holiday Deals Now!
Holiday Deals & Deposits From £5
lowcostholidays.com/holiday-deals
37
Thomson Holidays
Thomson Holidays have Exclusive Savings Only when You Book Online
thomson.co.uk
40
2
3
alpharooms.com
lowcostholidays.com
thomson.co.uk
26%
Achieving a 26% share of voice,
18%
14%
Thomson Cheap Holidays
Browse Our Online offers, Flights, Hotels and
All Inclusive Holidays
thomson.co.uk
40
12%
5
Fantastic Holidays
Summer 11 Holiday Sale! £100 Off Per Booking.
Offer Must End Monday.
directholidays.co.uk/Holidays
27
12%
|
guaranteed potential customers
the ‘lowest price’.
thomson.co.uk
AlphaRooms featured the
most visible ad creative, which
4
13
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Share:
Paid search: short haul holiday keywords
Monthly searches specifically for short haul holiday keywords accounted for
more than 514,000 searches in February. Here we assessed which advertisers
were most visible for those keywords.
Thomson was the most visible
advertiser for short haul
keywords as it achieved a 45%
No.
Advertiser
Share of voice
1
thomson.co.uk
45%
2
firstchoice.co.uk
41%
3
haystravel.co.uk
40%
4
travel.saga.co.uk
39%
5
36%
6
icelolly.com
31%
7
thomascook.com
28%
8
25%
9
onthebeach.co.uk
22%
FirstChoice ranked at second
10
lowcostholidays.com
20%
position through bidding on
11
dealchecker.co.uk
20%
28 keywords, at an average ad
12
olympicholidays.com
20%
position of five. Comparatively,
13
neilson.co.uk
15%
in November it bid on the same
14
exclusiveescapes.co.uk
15%
number of keywords, yet at a
15
15%
lower ad position of six and hence
16
jet2holidays.com
14%
17
travelsphere.co.uk
13%
18
13%
19
booking.com
12%
20
expedia.co.uk
10%
share of voice through bidding
on 25 keywords, at an average
ad position of five. Of all the
advertisers, its share of voice
increased the most (by 32%),
thus it ascended our league table
from position 17 to first place.
ranked in third position in our
league table.
SagaTravel, which was the
previous forerunner in our league
table, descended to position four
Which ad creatives were most visible for short haul holiday keywords?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
5 star Holidays to Turkey
5 Star Holidays for 3 star prices
Holidays with Teletext Holidays
teletextholidays.co.uk/Turkey
32
11%
2
thomascook.com
Holidays To Turkey
Save up to 40% off Summer Holidays.
Don’t Just Book it, Thomas Cook it!
thomascook.com/Turkey
26
10%
Bargain Holiday Offers
Get late holidays, cancellations & bargain
holidays view now
www.icelolly.com
35
3
icelolly.com
often in the paid search space for
the high volume driving terms.
TeletextHolidays displayed the
most visible ad creative which
9%
advertised ‘5 star holidays to
Turkey for 3 star prices’.
4
jewelholidays.com
Turkey Package Holidays
Discount Holidays In Turkey
Book Online for Seasonal Specials
www.jewelholidays.com
3
8%
5
5 star Holidays to Greece
5 Star Holidays for 3 star prices
Holidays with Teletext Holidays.
teletextholidays.co.uk/Greece
32
7%
Share:
in February as it appeared less
14
Paid search: long haul holiday keywords
Monthly searches specifically for long haul holiday keywords accounted for
more than 733,000 searches in February. Here we assess which advertisers
were most visible for those keywords.
Thomson attained the largest
share of voice (38%) through
bidding on 24 keywords, at an
No.
Advertiser
Share of voice
1
thomson.co.uk
38%
2
34%
3
icelolly.com
31%
4
travel.saga.co.uk
27%
5
23%
6
haystravel.co.uk
21%
7
expedia.co.uk
21%
8
kenwoodtravel.com
17%
9
15%
of four, VirginHolidays appeared
10
holidaygems.co.uk
15%
for only 12 keywords. These were
11
14%
high volume terms and hence it
12
monarch.co.uk
13%
achieved slightly lower visibility
13
firstchoice.co.uk
13%
than Thomson.
14
lowcostholidays.com
12%
15
britishairways.com
11%
16
10%
17
longwoodholidays.co.uk
9%
18
destinology.co.uk
9%
19
sunmaster.co.uk
9%
20
escapetravel.co.uk
8%
average ad position of five. Since
November, it also saw the largest
increase in visibility of 24% and
therefore it ascended our league
table from tenth position to first.
By comparison, despite bidding
at a higher average ad position
FirstChoice, which ranked in first
place in our November report,
lost 18% visibility and therefore
it descended to position 13
in February.
Thomson and IceLolly both
Which ad creatives were most visible for long haul holiday keywords?
displayed ad creatives which
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Egypt Holidays
Book Hotels, Flights & Full Package Holidays to
Egypt with Thomson Now
thomson.co.uk/Egypt
64
Egypt Holidays
Cancellations, Special Offers,
Late Deals to Egypt-Book Now!
www.icelolly.com/Egypt
50
Portland Holidays
Great deals on Portland holidays
Low deposits and ATOL protection
virginholidays.co.uk/Rockstar
24
2
3
thomson.co.uk
icelolly.com
10%
10%
9%
offers and late deal holidays
to Egypt.
Portland Holidays
Huge savings on all summer holidays only when
you book online!
www.portlandholidays.co.uk
2
9%
5
Luxury Holidays in Egypt
Tailormade Luxury holidays in Egypt
Call free now on 0800 011 4358
www.inspiredluxuryescapes.com
4
8%
|
holidays to Egypt, whilst IceLolly
advertised cancellations, special
Interestingly, Thomson advertised
flights, hotels and full package
4
15
achieved a 10% share of voice.
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Share:
Paid search bidding strategies
We have monitored Google closely to identify who was advertising in the
paid search space, and when they chose to advertise. Our analysis tracks
visibility of advertisers, in terms of bidding frequency, average ad position
and keywords bid on, rather than assessing other performance indicators,
such as sales and cost per acquisition. The data has then been broken down
further to reveal advertising behaviour by individual days of the week and
times of the day.
Day parting strategy
Research by Google established that most travel searches are performed on
Mondays, with slightly fewer on other weekdays. Searches for travel are made
over the weekend, particularly on Saturday (Source: Google Insights). But did
advertisers reflect this day parting in their bidding strategies?
Ad count by day, over a 1-week period (chosen at random; week commencing 21st February)
Consumer search behaviour
OlympicDirect
20%
SunMaster
Percentage of visibility
TeletextHolidays
OlympicHolidays
SagaTravel
15%
Expedia
FirstChoice
Thomson
TravelRepublic
10%
Mon 21st
Share:
Tue 22nd
Wed 23rd
Thu 24th
Fri 25th
Sat 26th
Sun 27th
IceLolly
It appeared that many advertisers,
Overall, SunMaster recognised
By comparison, OlympicHolidays
such as Thomson, achieved a
consumer search behaviour the best
achieved low visibility on Monday
constant share of voice, thus not
as it attained high visibility at the
which gradually peaked on
reflecting the height of search
beginning of the week when search
Wednesday when consumer search
activity at the beginning of the week.
activity was at its height.
behaviour started to decline.
16
Hourly parting strategy
Our own research found that there are two peaks in the day when travel
consumers search most. The first is a ‘lunchtime slot’ from approximately
12 midday to 2pm, the second is the ‘after work slot’, from 6pm to 8pm. Did
advertisers consider these trends in their bidding strategies?
Ad count by hour, over a 1-day period (day chosen at random; Tuesday 22nd February)
Consumer search behaviour
30%
OlympicDirect
OlympicHolidays
25%
Percentage of visibility
SunMaster
20%
TeletextHolidays
ThomasCook
15%
Expedia
10%
SagaTravel
5%
TravelRepublic
Thomson
0%
Midnight - 4am
17
4am - 8am
8am - 12pm
12pm - 4pm
4pm - 8pm
8pm - Midnight
IceLolly
Advertisers, such as IceLolly and
ThomasCook reflected consumer
By comparison, TeletextHolidays
Expedia, achieved a low share of
search behaviour in the early hours
attained a high rate of visibility
voice during the lunch time period
of the morning and recognised the
between 8pm and 12pm when
when consumer search behaviour
peak in search activity during the
search behaviour was relatively low.
was high.
lunchtime period.
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Share:
TheIntegrated
most visible websites
and advertisers in Google search
Search
Which websites/advertisers performed well?
If we look at the visibility achieved by websites in natural search
and the impression share gained by those websites as advertisers
in the paid search space, who obtained the greatest share of
voice overall? Here we have taken the top websites/advertisers
across both mediums to give an indication of their integrated
search performance.
80%
70%
thomson.co.uk
60%
Natural search visibility
Strong natural
search visibility
50%
Strong integrated
search visibility
thomascook.com
firstchoice.co.uk
40%
cooptravel.co.uk
Poor integrated
search visibility
30%
Strong paid
search visibility
20%
icelolly.com
expedia.co.uk
10%
lowcostholidays.com
travel.saga.co.uk
alpharooms.com
sunmaster.co.uk
onthebeach.co.uk
0%
0%
10%
20%
30%
40%
50%
60%
Paid search visibility
Share:
Thomson achieved strong
TravelSupermarket achieved the
By comparison, IceLolly achieved
integrated search visibility
highest percentage of visibility in
the highest percentage of visibility
in February, as it acquired a
natural search (57%). However, it
in the paid search space as it
considerable share of voice across
lacked visibility in paid search as it
acquired a 51% share of voice.
both natural and paid search.
only attained a 6% share of voice.
18
The most visible holiday websites in both natural and paid search
No.
Website / advertiser
Natural search
Paid search
Thomson remained the most
1
thomson.co.uk
64%
39%
visible website in integrated
2
icelolly.com
16%
51%
search, attaining 64% and 39%
3
firstchoice.co.uk
40%
26%
visibility in natural and paid
4
37%
29%
5
57%
6%
6
thomascook.com
43%
18%
7
41%
15%
8
36%
7%
9
cooptravel.co.uk
35%
2%
search (16%), it was the most
10
10%
26%
visible paid search advertiser and
11
onthebeach.co.uk
4%
31%
therefore ranked second in our
12
lowcostholidays.com
7%
27%
integrated league table.
13
1%
26%
14
21%
7%
15
sunmaster.co.uk
0%
26%
16
expedia.co.uk
14%
11%
17
22%
2%
18
0%
22%
it ascended our league table from
19
travel.saga.co.uk
0%
20%
ninth position to fourth place.
20
alpharooms.com
0%
19%
21
monarch.co.uk
12%
3%
Interestingly, even though
22
lastminute.com
12%
2%
HolidayHypermarket saw a 12%
23
kuoni.co.uk
12%
2%
24
haystravel.co.uk
0%
13%
25
mytravel.com
13%
0%
26
cheapholidays.com
13%
0%
27
britishairways.com
9%
3%
28
olympicholidays.com
2%
8%
29
holidaygems.co.uk
0%
10%
30
dealchecker.co.uk
5%
5%
TravelRepublic and SunMaster
31
0%
10%
attained low visibility in natural
32
sunshine.co.uk
8%
0%
search; however, both acquired a
33
letsgo2.com
7%
0%
34
latedeals.co.uk
7%
0%
35
ulookubook.com
2%
4%
36
neilson.co.uk
2%
4%
37
travelzoo.com
0%
6%
38
beatthebrochure.com
6%
0%
39
6%
0%
40
tripadvisor.co.uk
6%
0%
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search, respectively.
Although IceLolly achieved a
notable share of voice in natural
TeletextHolidays increased its
visibility in paid search and natural
search by 15% apiece; therefore,
increase in its natural search
visibility, it lost a 17% share of voice
in paid search; thus, it descended
from third position to seventh in our
league table.
26% share of voice in paid search,
hence the two brands featured in
the top 15 in our league table.
Share:
Social Media Marketing
Which brands interacted most in February?
People constantly engage in conversation about brands and products,
whether it is at home, at work or socializing with friends. The internet has
changed the role, pace and place of conversations and Facebook and Twitter
have become two of the most powerful outlets. These sites have become the
perfect medium for consumers and commentators to elevate discussions,
amplify views and give brands both positive and negative visibility.
To gauge social media user interaction with brands, we have monitored the
Facebook and Twitter accounts of the top 15 brands in our integrated league
table (see page 19) in order to assess how many fans and followers each
has. The table below ranks brands based on the cumulative value of their
fans and followers, a score which we have termed Social Media Popularity
Index (SMPI). It further analyses the proactivity of brands by considering the
number of posts and tweets brands produced for consumers to interact with
in February.
TravelRepublic remained the
most popular brand in our social
media league table, attracting
a combined following of over
51,000 Facebook fans and
Twitter followers. It continued
to encourage people to join its
Facebook group by advertising
that people who pressed the ‘like’
button could win ‘free flights and
hotel stays’.
Interestingly, 40% of respondents
clicked the ‘like’ button, or ‘liked’
No.
Brand
SMPI
Posts
Tweets
per month per month
a company, brand or association
1
51,596
51,181
+
415
20
9
on Facebook to receive discounts
2
onthebeach.co.uk
45,896
43,660
+
2,236
19
2
3
thomascook.com
16,957
10,154
+
6,803
11
100
4
7,938
7,201
+
737
22
15
5
7,885
6,960
+
925
40
117
6
lowcostholidays.com
7,331
5,469
+
1,862
27
187
7
4,850
3,815
+
1,035
8
8
November it gained a significant
8
icelolly.com
4,699
4,339
+
360
41
30
number of Facebook fans as it
9
thomson.co.uk
4,494
0
+
4,494
N/A
30
only had three followers in our
10
3,842
3,842
+
0
13
N/A
11
cooptravel.co.uk
2,543
2,398
+
145
2
1
12
firstchoice.co.uk
2,329
1,585
+
744
4
10
13
sunmaster.co.uk
1,935
1,343
+
592
308
926
14
1,666
0
+
1,666
N/A
N/A
few followers. Moreover, it did
15
15
8
+
7
N/A
N/A
not produce any posts or tweets
and promotions.
Source: ExactTarget,
September 2010
SunMaster displayed 1,234 posts
and tweets collectively. Since
previous report.
DirectlineHolidays recently
initiated both its Twitter and
Facebook accounts and hence had
in February and thus it did not
engage with its followers.
Share:
20
Natural search: improve your website's position
Content
The leading sites contain rich content on topics that surround the popular
keywords and have made this content accessible to search engine spiders to
index; however, good content is readily available and thus used by a large number
of sites. As such, the search engines need a further differentiator: link equity.
Comprehensive ranking is based
on search engines being able to
access relevant content across
your website.
Link equity
Search engines assess links to determine the credibility of websites because
links from third-party sites are considered similar to votes. These links encode
a considerable amount of latent and unbiased human judgement about the
quality of the linked-to website; therefore, search engines cut through the noise
of websites’ self-optimised content and ascertain the true worth of a site.
Links play a significant role in
helping sites break through the
clutter and ascend rankings.
The best-performing sites have
Your site
all invested heavily in their
To increase performance, invest into improving the quality, depth and breadth
of content around your targeted keywords. Ensure your site is accessible to
search engines, pointing to relevant pages within your own site, whilst also
focus on developing linking strategies around each product to improve the
quantity and quality of links from third-party websites.
linking strategies.
Paid search: improve your visibility and efficiency
Keyword landscape
Your keyword landscape should mirror the products and services provided, but
also consider the customer search funnel so that you are visible at all stages.
Consumer search behaviour is constantly changing, with an increasing number
utilising long tail and product-specific terms.
Consider seasonal trends and
mini campaigns, along with your
everyday keywords. Short spurts
of activity can help to drive up
Ad copy
your ROI.
Ad copy is the ‘shop window’ opportunity to differentiate your brand from
competitors. It acts as a sales and a branding opportunity, hence projecting
an accurate and positive message about your brand and products is essential.
Ad copy should be treated as
a sales opportunity — take
advantage by incorporating and
Relevancy and quality/index score
Every quality score relies on ‘relevancy’. Your keywords, campaigns, ad groups,
ad copy and landing pages must all reflect your products and services. Ensure
you create a campaign that focuses on relevancy throughout. This will lead to a
high score and thus assist in lowering your overall and individual cost-per-click.
testing as many ad copy versions
Bid and campaign management
illustrated in the AdWords
As paid search campaigns become larger and more complex they become
difficult to manage. Exploiting the long tail without sacrificing quality for
quantity is also a challenge, especially when managing copy with pricing and
specific products. Bid and campaign management technologies are vital tools
in an increasingly competitive marketplace.
system, allowing you to see
21
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as possible.
Google’s quality score is now
exactly what score you have.
Share:
Social media: keep tabs on your fans, friends and followers
In a world where the community holds the power, how do you as a brand
owner take part in a way that is beneficial to your brand awareness,
customer loyalty, reputation and general brand wellbeing? Greenlight’s
objective-orientated approach to Social Media Optimisation (SMO) does
just that, providing a flexible framework to deliver social media success
regardless of the brand or its aspirations — everything from understanding
consumer sentiment, to driving brand awareness, brand loyalty and
even acquisitions.
Specific targeting is extremely
important in the success and
cost effectiveness of your social
media campaign.
The best performing social
media campaigns utilise a variety
Research your audience
Not all social networking sites are the same — if you are trying to get into
conversations about your bridal shower gift site, then a site where the
dominant stories are about technology and gadgets is not for you. It is rare to
find a social media site specifying its main demographic, so this can be more
difficult than it looks.
of formats and platforms and
their content is available to
share, to engage and interest
their audience.
URLs and bookmarking
Engagement is key to building
Simple, user-friendly URLs are not only more memorable, but they are
more likely to be used in status updates and conversations. Make it easy
to ‘save’ your pages — use links, icons with call to action terms i.e. ‘follow us
on Twitter’.
social media optimisation, so
make sure that you connect and
build a relationship with those
speaking to you.
Content mobility
Ensure that your content is available in multiple formats. As well as PDFs,
videos and audio clips, remember to create something in PowerPoint, so that
your content can reach a destination such as SlideShare (which is also used
within LinkedIn).
Speak when you are spoken to
Participate in the conversations which affect you and your brand. If you are
seen to be engaging with your community, you are likely to build credibility
and have more people ‘listening’ to what you have to say. Your involvement
also means you will be better placed to know who your brand guardians and
assassins are and react accordingly.
Provide related information
If you have the scope for creating content, then do so. Some content is more
likely to become viral and spread through social networking sites than others,
but almost every industry has information that will be passed on.
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22
Learn more about our research
Download free reports
Our research division produces market sector reports on an ongoing basis,
covering a broad range of industries including: banking, brown & white goods,
car hire, flights, fashion retail, gaming, holidays, hotels, insurance and many
more. To download our FREE reports go to:
www.greenlightsearch.com/sectorreports
How the report was created
Disclaimer:
We used industry data to classify 356 of the most popular global
The information provided in this report is for information
destinations that consumers booked holidays to, profiling which search
only and should not be relied upon to enter into any
terms they used to find holidays for each location and how popular each
business transaction or to make any commercial
search term was. We also took a set of generic, non-destination specific
decision. Whilst Greenlight has made every effort to
keywords that are used when searching for holidays.
ensure the accuracy of this report, Greenlight cannot
For natural search, we analysed the natural search rankings on Google
to see which websites and brands were positioned on page one for each
term. That way, we were able to build up an aggregate view of the most
commonly appearing and prominent websites, as well as the respective
size of the audience they were reaching as a result of having that keywordspecific visibility.
accept any liability for any error or inaccuracy found
within this document and no warranty is provided
regarding its completeness or its suitability for any
purpose. The content of the report is the copyright of
Greenlight Marketing Limited. The reader may use and
circulate the report within its own business organisation.
However, it is not permitted to exploit, distribute, sell or
For paid search, we monitored the advertisers appearing in the sponsored
otherwise make use of the report for commercial gain. It
links for the top 90 of the 3,200 terms analysed. Data was retrieved from
is permitted to reproduce extracts of the report for public
Google regularly on a daily basis during February to ensure a fair assessment
interest, provided that the publisher credits Greenlight
of the paid search space and to take into account the ad rotation system
as the source of the work.
employed by Google.
For social media, we assessed the top 15 brands in natural and paid search,
based on the number of followers and the level of interaction on their official
Facebook and Twitter accounts.
23
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Request a bespoke report
If you would like to know exactly what share of search traffic your company
is currently attracting, why not get in touch? We can show you the exact
size of your market based on the keywords that matter to you most and we
can measure how well you are capturing this market through your current
search activity.
Our sector reports are a great way to benchmark your company’s search
performance. They provide a solid foundation on which to plan future search
activity and help realign your search strategy.
Contact
Ian Hucklesby | Head of Business Development
+44 (0) 20 3326 6237 | E: [email protected]
For the good of the planet we will be publishing our Sector Reports
exclusively in digital format from July 2011.
You may already receive our email alerts inviting you to download our free Sector Report PDFs.
If you’re not on our emailing list, be sure to update us with your current email address to continue
receiving our quarterly reports.
Contact us today to join our emailing list:
E: [email protected]
T: 020 3326 6238
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SEO, PPC & SOCIAL MEDIA
MEdIA
training
TRAINING
The Greenlight Academy delivers innovative, timely and
relevant courses, empowering online professionals to exploit
all the advantages that search and social media marketing can
offer
off
er a business.
• Wide selection of courses for online and marketing
professionals
certified
• Expert speakers – courses delivered by certifi
ed digital
specialists
• A range of levels available from beginner to advanced
COURSES FROM £99
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t: 020 7253 7000
e: [email protected]
www.greenlightsearch.com/SEMtraining
| T: +44 (0)20 7253 7000
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Course DATES
dates
COURSE
Learn more about our research
18thJune
May 2011
2011
Wednesday
Download
free reports29
th
Introduction
to SEO
& PPC (Manchester)
Search
Marketing
Analytics
Link Building Masterclass
Our research division produces market sector reports on an ongoing basis,
– half
seminar
– half day seminar
(9.15day
– 13:00)
covering a broad range of industries including: banking, brown & white goods,
car hire, flights, fashion retail, gaming, holidays, hotels,–insurance
andseminar
many
half day
(13.45 – 17:30)
15th
June
more. ToWednesday
download our FREE
reports
go to:2011
(13:45 – 18:00)
www.greenlightsearch.com/sectorreports
Search Marketing
Analytics – half day seminar (9.15 – 13:00)
Wednesday
13th July 2011
Link Building
Masterclass
– half day
seminar
(13.45 – 17:30)
Social
Media 101
– half day seminar
(9.15
– 13:00)
Writing for the Web – half day seminar (13.45 – 17:30)
Wednesday 13th July 2011
Social Media
– half day
seminar (9.15 – 13:00)
Wednesday
21st 101
September
2011
Writing for the
(13.45– –13:00)
17:30)
Introduction
to Web
SEO – half day seminar (9:15
Introduction to PPC – half day seminar (13:45 – 17:30)
Wednesday 21st September 2011
Introduction to SEO – half day seminar (9:15 – 13:00)
BOOK
AT
IntroductionNOW
to PPC – half
day seminar (13:45 – 17:30)
Book now at
We’re proud to have trained a range of professionals from...
We’re proud to have trained a range of professionals from...
Santander, Harrods, Bauer Media, Thomas Cook, Yorkshire Building Society,
Santander,
Harrods,
Bauer Media,
Thomas
Cook, Yorkshire
Building Society,
Sky,
Visit Britain,
Ticketmaster,
RBS,
AA, Net-a-porter,
Waitrose,
Sky, Visit Britain,
Ticketmaster,
AA, Net-a-porter,
Waitrose,
Direct.gov.uk,
Chartis
Insurance,RBS,
Laterooms.com,
Swatch
Group,
Direct.gov.uk,
Chartis
Insurance, Laterooms.com, Swatch Group,
Zurich
Financial
Services
Zurich Financial Services
...and many more leading businesses.
...and many more leading businesses.
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26
London
New York
Level 14
11 Penn Plaza
The Broadgate Tower
New York
Primrose St, London
NY 10001
EC2A 2EW
T: +44 (0)20 7253 7000
T: (1) 212-946-4959
Greenlight is a leading independent search and social media marketing agency, the largest of its
kind in Europe and the fastest growing. With over 100 blue-chip clients, Greenlight is recognised
worldwide for its commitment to delivering record ROI for clients and investing in the future of
digital marketing.
Greenlight is considered the premier thought leader, publishing widely read industry reports,
original research, speaking at trade events and delivering a highly respected digital marketing
training programme via the Greenlight Academy.
If your online marketing efforts need improvement or you have any questions on this report, why
not get in touch?

Sector Report Issue 9

Transcription

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