Sector report Issue 5

Transcription

Sector report
March 2010
A 360˚ analysis of the most important search terms, trends and benchmarking
data for flight providers. This report provides an exclusive snapshot of the
search 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 searches, domestic destinations, short haul
destinations and long haul destinations.
Issue 5
Flights
The most visible websites and
advertisers in Google search
Flights sector report, Issue 5, March 2010
Co ntents
2
Introduction
3
Total audience size
4
Keyword breakdown
5
Natural search: which websites were most visible in March?
7
Natural search: generic flight keywords
8
Natural search: domestic flight keywords
9
Natural search: short haul flight keywords
10
Natural search: long haul flight keywords
11
Paid search: which advertisers were most visible in March?
13
Paid search: ad copy analysis
14
Paid search: generic flight keywords
15
Paid search: domestic flight keywords
16
Paid search: short haul flight keywords
17
Paid search: long haul flight keywords
18
Paid search bidding strategies
20
Integrated search: which websites/advertisers performed well?
22
Improving your website’s position and audience
24
About Greenlight
Introduction
Research shows that when people are looking to book a flight they go to a search
engine. And more often than not they go to Google, the search engine used for
90% of all UK searches. So when people searched on Google in March, what did
they type — and who were they most likely to see in their searches and hence book
with or through?
This report answers those questions by profiling search behaviour in the flight
sector. We’ve assessed which airlines, flight operators and aggregators were the
most visible in both natural and paid search results (and hence had the greatest
share of consideration) when UK-based searchers went to Google in March to look
for and book flights around the world.
This sector report is based on search volumes for March 2010.
How the report was created
We have used industry data to classify 356 of the most popular global destinations that people book flights to,
profiled which search terms they use to find flights to each location, and totalled the number of times each one
was used in March. We also took a set of generic keywords, which are not destination specific but are also used
when searching for flights. This gives an indication of the size of audience and a profile of how Google users
went about researching, finding and booking flights in March.
For natural search we then 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 their having that keyword-specific visibility.
For paid search we monitored the advertisers appearing in the sponsored links for the top 120 of the 3,200 terms
analysed. Data was retrieved from Google regularly on a daily basis during March to ensure a fair assessment of
the paid search space, and to take into account the ad rotation system employed by Google.
This data was then collated, and league tables of the most visible websites in both natural and paid search were
created for the flight sector.
On the following pages you will find market view data for the flights industry as a whole, as well as by segment:
generic searches and domestic, short haul and long haul destinations.
Total audience size (38 million searches – March 2010)
Approximately how many searches were performed in March using
flight-related terms, including both generic and destination-based keywords?
We have considered every search term and aggregated the number of times
each one was used in March to give an indication of the number of searches.
There were just under 38 million
flight-related searches performed
in March 2010. This was a
decrease since February, when
34 million searches were made.
Total number of flight-related searches
Google predicted that there
would be a marked increase in
50,000,000
January
40,000,000
February
30,000,000
March
travel-related searches during
January 2010 (compared to
December 2009) based on the
similar pattern they saw between
December 2008 and January
20,000,000
2009. Indeed, searches rose from
10,000,000
28 million in December to 38
million in January.
0
Source: Google Insights
10,0
10
000
00,0
000
1000000
Consumer search behaviour in
1500000
March was a reversal of the search
behaviour seen in December 2009.
2000000
Number of searches by type (March 2010)
2500000
Short haul keywords accounted for
Generic keywords
2,092,461 | 6%
64% of flight-related searches in
March (which accounted for 19%
Long haul keywords
4,300,444 | 11%
of searches in December), while
generic keywords accounted for only
6% of searches (having formerly
accounted for 63% in December).
Domestic keywords
7,207,239 | 19%
This weighting towards short haul
keywords was also seen last year
Short haul keywords
24,392,075 | 64%
as consumers searched in March,
April and May for last minute
European getaways for the Easter
and summer holidays.
3
www.greenlightsearch.com
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The most visible websites and advertisers in Google search
Keyword breakdown
Which were the most queried terms across all flight-related search terms?
We analysed 3,200 keywords for this exercise, which cumulatively delivered
38 million searches in March 2010. Here we look at which individual terms
were most searched for and the trends for the top six search terms over the
previous 12 months.
The terms ‘Barcelona flight’ and
‘Alicante flight’ were searched
for 2.7 million times each in
March 2010, which cumulatively
accounted for 14% of all flight-
Keyword breakdown (March 2010)
related searches.
Barcelona flight
2,740,000 | 7%
Alicante flight
2,740,000 | 7%
In March, search volume was
relatively evenly spread across
London flight
2,240,000 | 6%
the keywords, contrasting with
previous reports when one
Other keywords
15,714,219 | 41%
Malaga flight
1,830,000 | 5%
Dublin flight
1,830,000 | 5%
Palma flight
1,220,000 | 3%
Cheap flights
1,220,000 | 3%
Faro flight
1,220,000 | 3%
Malta flight
673,000 | 2%
Lanzarote flight
673,000 | 2%
Riga flight
673,000 | 2%
Rome flight
823,000 | 2%
Ibiza flight
823,000 | 2%
Pisa flight
673,000 | 2%
Search trends for the top six terms over the previous 12 months
specific term dominated
the market, for example,
‘Flight’ accounted for 59% of
flight-related searches in
December 2009.
Google’s figures show that the
term ‘Flight’ (which was searched
for 16 million times in December)
dropped considerably over Q1 of
2010 (and was searched for just
33,100 times in March), which
25,000,000
largely accounts for the decline in
use of generic terms.
20,000,000
15,000,000
Flight
10,000,000
London flight
Alicante flight
5,000,000
Cheap flights
Dublin flight
Palma flight
0
Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10
Get in touch to discuss your site’s specific performance.
4
Flights sectorSearch
report, Issue 5, March 2010
Natural
Which sites were most visible in March?
Given that UK web users conducted 38 million searches for
flight-related terms in March 2010, which brands were best positioned on
page one of Google natural search and were therefore most likely to gain the
searchers’ consideration?
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 websites on page one of Google. These websites have been scored
in the league table below, which represents visibility to a total of 38 million
searches in March.
We have seen a massive shift
in search behaviour over the
course of Q1; therefore, we can
also expect to see a difference
in our league tables because the
allocation of percentage share
of voice is directly linked to
the search volume attained
for keywords.
The top 60 most visible flight websites in natural search
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
cheapflights.co.uk
36,601,914
1,691,653
96%
2
skyscanner.net
29,186,663
9,106,904
76%
3
travelsupermarket.com
24,159,432
14,134,135
63%
4
lastminute.com
16,018,942
22,274,625
42%
5
jet2.com
13,382,995
24,910,572
35%
March. This was achieved through
6
dealchecker.co.uk
11,996,421
26,297,146
31%
ranking at position one for an
7
monarch.co.uk
8,620,352
29,673,215
23%
astounding 1,830 of the 3,200
8
tripadvisor.co.uk
7,389,856
30,903,711
19%
keywords analysed, including the
9
britishairways.com
7,160,976
31,132,591
19%
two main terms ‘Alicante flight’
10
opodo.co.uk
6,885,853
31,407,714
18%
and ‘Barcelona flight’.
11
flightline.co.uk
5,687,626
32,605,941
15%
12
tripadvisor.com
5,281,621
33,011,946
14%
By comparison, SkyScanner
13
flybmi.com
4,961,218
33,332,349
13%
achieved 76% share of voice in
14
ryanair.com
4,558,123
33,735,444
12%
March 2010, a drop of 13% since
15
easyjet.com
4,556,247
33,737,320
12%
16
kelkoo.co.uk
4,485,632
33,807,935
12%
17
skyscanner.com
4,441,946
33,851,621
12%
18
flythomascook.com
3,903,230
34,390,337
10%
19
flybe.com
3,853,178
34,440,389
10%
20
justtheflight.co.uk
3,848,640
34,444,927
10%
21
flightmapping.com
2,973,193
35,320,374
8%
22
alicante-spain.com
2,692,177
35,601,390
7%
23
expedia.co.uk
2,631,688
35,661,879
7%
24
barcelona-tourist-guide.com
2,579,196
35,714,371
7%
25
aerlingus.com
1,916,223
36,377,344
5%
5
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Thus, we can see that
CheapFlights has moved from
8th place, attaining 43% share of
voice in December, to first place,
attaining 96% share of voice in
December 2009. It ranked at
position one for 698 of the 3,200
keywords analysed.
The top 60 most visible flight websites in natural search (contd.)
No. Domain
Reached
volume
Missed
volume
Percentage
reached
26
ebookers.com
1,361,866
36,931,701
4%
sites, six were aggregators,
27
dialaflight.com
1,327,321
36,966,246
3%
three were direct providers
28
airfaresflights.co.uk
1,317,777
36,975,790
3%
and one was an information
29
virgin-atlantic.com
1,317,134
36,976,433
3%
site: TripAdvisor (.co.uk).
30
flightcentre.co.uk
1,298,360
36,995,206
3%
31
southalltravel.co.uk
1,257,439
37,036,128
3%
CheapFlights increased its
32
flightcomparison.co.uk
1,206,698
37,086,869
3%
visibility most since December
33
heathrowairport.com
1,122,895
37,170,672
3%
(by 53%). However, Jet2 and
34
aerarann.com
922,327
37,371,240
2%
DealChecker also increased
35
malagaflight.com
915,658
37,377,909
2%
their visibility by 26% and 10%
36
farecompare.com
873,440
37,420,127
2%
37
airmalta.com
708,968
37,584,599
2%
38
ibiza-spotlight.com
693,892
37,599,675
2%
39
airbaltic.com
648,979
37,644,588
2%
40
netflights.com
641,387
37,652,180
2%
41
myriga.co.uk
629,662
37,663,905
2%
42
yourmalta.com
628,611
37,664,956
2%
43
edreams.com
609,395
37,684,172
2%
44
dublinairport.com
549,080
37,744,487
1%
45
cracow-life.com
538,077
37,755,490
1%
46
charterflights.co.uk
531,683
37,761,884
1%
47
statravel.co.uk
445,733
37,847,834
1%
48
flybelfast.co.uk
441,439
37,852,128
1%
49
glasgowairport.com
439,668
37,853,899
1%
50
lanzaroteguidebook.com
439,204
37,854,363
1%
51
wordtravels.com
437,325
37,856,242
1%
52
iberia.com
436,959
37,856,608
1%
53
yahoo.com
403,928
37,889,639
1%
54
belfastairport.com
396,808
37,896,759
1%
55
lowfareflights.co.uk
352,641
37,940,926
1%
56
bravofly.com
347,136
37,946,431
1%
57
cheapflights.com
323,249
37,970,318
1%
58
edinburghairport.com
313,434
37,980,133
1%
59
airfaresflights.com.au
309,221
37,984,346
1%
60
holidayhypermarket.co.uk
308,816
37,984,751
1%
Of the top 10 most visible
respectively. MonarchAirlines
also made a notable move,
from position 23 to position
seven as it increased its share of
voice by 19%.
By comparison, SkyScanner was
not the only website to lose share
of voice, TravelSupermarket and
LastMinute also lost visibility; 9%
and 6% respectively.
6
Natural search: generic flight keywords
Searches for generic flight keywords only (which are not destination-specific)
accounted for more than 2 million searches in March 2010. How did those
searches break down?
Cheapest flights
27,100 | 1%
2 million times in March 2010,
having accounted for 17.8 million
Charter flights
12,100 | 1%
Airline
14,800 | 1%
Generic terms were searched for
searches in December. Conversely,
Cheap flights to
14,800 | 1%
Other keywords
130,861 | 6%
short haul searches increased
considerably, which saw an overall
Cheap flight
33,100 | 2%
Flight
33,100 | 2%
Airlines
33,100 | 2%
rise in flight-related searches.
The term ‘Cheap flights’ was
Last minute flights
49,500 | 2%
the most searched for term,
Flight tickets
74,000 | 4%
Cheap flights
1,220,000 | 58%
accounting for 1.2 million
searches in March 2010 (673,000
searches in December), which
Flights
450,000 | 22%
was 58% of all generic searches.
This was a massive departure
from December when the term
‘Flight’ dominated the generic
Which websites were most visible for generic flight keywords?
keyword segment, accounting for
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
cheapflights.co.uk
1,932,664
159,797
92%
2
skyscanner.net
1,751,496
340,965
84%
CheapFlights was the most visible
3
1,631,659
460,802
78%
website, attaining 92% share of
4
expedia.co.uk
1,441,431
651,030
69%
5
jet2.com
1,050,152
1,042,309
50%
6
985,507
1,106,954
47%
7
easyjet.com
965,007
1,127,454
46%
8
opodo.co.uk
865,392
1,227,069
41%
9
netflights.com
639,428
1,453,033
31%
10
flybe.com
617,704
1,474,757
30%
11
ebookers.com
393,542
1,698,919
19%
12
britishairways.com
356,282
1,736,179
17%
had previously achieved first
13
flightsdirect.com
163,935
1,928,526
8%
position with 98% visibility.
14
lastminute.com
120,068
1,972,393
6%
However, the change in
15
moneysavingexpert.com
98,190
1,994,270
5%
16
dealchecker.co.uk
87,757
2,004,704
4%
17
cheepflights.com
80,364
2,012,097
4%
18
ticketstoworld.co.uk
73,770
2,018,691
4%
19
telme.com
73,340
2,019,121
4%
20
virgin-atlantic.com
71,272
2,021,189
3%
7
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16 million searches.
voice. This was a move up from
eleventh place in December and
was achieved through ranking at
position one for 18 of the generic
keywords analysed.
consumer search behaviour saw
it drop to second place, attaining
84% visibility.
Natural search: domestic flight keywords
Searches specifically for destinations within the UK and Ireland accounted
for more than 7.2 million searches in March 2010. How did those searches
break down?
Domestic flight searches rose
over the course of Q1, from just
1.9 million searches in December
Fly London
110,000 | 2%
Other keywords
782,239 | 11%
to 2.2 million searches in March.
Flights to Manchester
110,000 | 2%
The term ‘London flight’ was
London flight
2,240,000 | 31%
Flights to Edinburgh
110,000 | 2%
queried 2.2 million times in March
Flights to Dublin
165,000 | 2%
2010, accounting for 31% of all
Cork flight
246,000 | 3%
searches for domestic flights.
Edinburgh flight
246,000 | 3%
Glasgow flight
368,000 | 5%
website, attaining 93% share of
Belfast flight
450,000 | 6%
voice through ranking at position
one for 62 keywords, including
Flights to London
550,000 | 8%
the most searched for term
Dublin flight
1,830,000 | 25%
‘London flight’.
Which websites were most visible for domestic flight keywords?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
cheapflights.co.uk
6,955,482
503,203
93%
through ranking at position one
2
skyscanner.net
6,492,548
966,137
87%
for 26 keywords and position
3
4,869,366
2,589,319
65%
three for the term ‘London fight’.
4
flybmi.com
4,042,934
3,415,751
54%
5
lastminute.com
2,360,781
5,097,904
32%
6
skyscanner.com
2,319,361
5,139,324
31%
7
britishairways.com
2,239,411
5,219,274
30%
8
tripadvisor.co.uk
2,097,672
5,361,013
28%
9
dealchecker.co.uk
2,027,899
5,430,786
27%
10
tripadvisor.com
1,969,433
5,489,252
26%
11
aerlingus.com
1,901,079
5,557,606
25%
12
flightmapping.com
1,763,046
5,695,639
24%
13
flybe.com
1,283,615
6,175,070
17%
14
heathrowairport.com
1,120,832
6,337,853
15%
15
aerarann.com
922,075
6,536,610
12%
16
flightcentre.co.uk
898,175
6,560,510
12%
17
easyjet.com
743,539
6,715,146
10%
18
yahoo.com
709,358
6,749,327
10%
19
jet2.com
707,366
6,751,319
9%
20
ryanair.com
668,245
6,790,440
9%
achieved 87% share of voice
TravelSupermarket and FlyBMI
increased share of voice
most since December, by 13%
and 22% respectively. Conversely,
BritishAirways lost 8% share of
voice over the course of Q1 2010.
8
Natural search: short haul flight keywords
Searches for short haul destinations (largely within Europe) accounted
for almost 24.4 million searches in March 2010. How did those searches
break down?
Alicante flight
2,740,000 | 11%
Short haul search terms
accounted for 24.4 million
searches in March 2010, which
is a massive increase since
Barcelona flight
2,740,000 | 11%
Other keywords
10,304,075 | 42%
December 2009, when they were
searched for 5.3 million times.
Malaga flight
1,830,000 | 8%
The two most searched for
terms ‘Alicante flight’ and
‘Barcelona flight’ were searched
Faro flight
1,220,000 | 5%
Palma flight
1,220,000 | 5%
Rome flight
823,000 | 3%
Malta flight
673,000 | 3%
Riga flight
673,000 | 3%
for almost 5.5 million times
in March, cumulatively
accounting for 22% of short haul
flight searches. It is interesting
Ibiza flight
823,000 | 3%
to note the shift from Palma and
Lanzarote flight
673,000 | 3%
Pisa flight
673,000 | 3%
Rome as the most searched for
destinations (in December) to
Which websites were most visible for short haul flight keywords?
Alicante and Barcelona.
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
cheapflights.co.uk
23,629,649
762,126
97%
2
skyscanner.net
18,358,566
6,033,209
75%
website, achieving 97% visibility.
3
15,816,040
8,575,735
65%
This was attained through ranking
4
lastminute.com
12,379,249
12,012,526
51%
5
jet2.com
11,570,725
12,821,050
47%
6
monarch.co.uk
8,620,352
15,771,423
35%
7
dealchecker.co.uk
8,065,351
16,326,424
33%
8
flightline.co.uk
5,486,090
18,905,685
22%
9
opodo.co.uk
4,537,792
19,853,983
19%
10
tripadvisor.co.uk
4,429,796
19,961,979
18%
11
skyscanner.com
4,086,570
20,305,205
17%
ranked at position one for
12
ryanair.com
3,716,946
20,674,829
15%
297 keywords analysed, and
13
flythomascook.com
3,704,874
20,686,901
15%
it attained lower visibility for
14
britishairways.com
3,521,542
20,870,233
14%
high volume keywords, which
15
kelkoo.co.uk
3,319,925
21,071,850
14%
16
easyjet.com
2,987,722
21,404,053
12%
17
alicante-spain.com
2,692,160
21,699,615
11%
18
justtheflight.co.uk
2,597,114
21,794,661
11%
19
barcelona-tourist-guide.com
2,579,196
21,812,579
11%
20
tripadvisor.com
2,462,749
21,929,026
10%
9
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at position one for 504 keywords,
including high volume driving
terms, such as ‘Alicante flight’ and
‘Barcelona flight’.
accounted for its lesser share of
voice of 75%.
Natural search: long haul flight keywords
Searches for flights to long haul destinations accounted for almost 4.3 million
searches in March 2010. How did those searches break down?
Since December, search volume
for long haul flights increased
from 2.9 million to 4.3 million
Flights to Bangkok
Flights to New York Agadir flight 135,000 | 3%
201,000 | 5%
201,000 | 5%
Flights to Dubai
90,500 | 2%
Flights to Australia
74,000 | 2%
searches. Consistent with our
December report, ‘Flights to New
Flights to Sharm El Sheikh
74,000 | 2%
York’ was the most searched
Fez flight
74,000 | 2%
for long haul term in March,
Santiago flight
60,500 | 1%
accounting for 201,000 queries.
Flights to Las Vegas
60,500 | 1%
Flights to Sydney
60,500 | 1%
CheapFlights was the most
New York flights
60,500 | 1%
visible website for long haul flight
Flights to Hong Kong
60,500 | 1%
keywords, achieving 95% share
of voice through ranking at
Other keywords
3,148,444 | 73%
position one for 347 terms and
position two for the biggest term
‘Flights to New York’.
Which websites were most visible for long haul flight keywords?
SkyScanner attained 61% share
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
cheapflights.co.uk
4,141,091
209,555
95%
since December, through
2
skyscanner.net
2,646,202
1,704,444
61%
ranking at position one for 45
3
1,844,723
2,505,923
42%
keywords analysed.
4
dealchecker.co.uk
1,795,863
2,554,783
41%
5
lastminute.com
1,500,178
2,850,468
34%
6
opodo.co.uk
1,464,544
2,886,102
34%
7
dialaflight.com
1,200,202
3,150,444
28%
8
virgin-atlantic.com
1,199,552
3,151,094
28%
9
britishairways.com
1,148,599
3,202,047
26%
10
justtheflight.co.uk
1,121,694
3,228,952
26%
11
kelkoo.co.uk
916,315
3,434,331
21%
12
tripadvisor.co.uk
813,586
3,537,060
19%
13
tripadvisor.com
761,207
3,589,439
17%
14
flightcentre.co.uk
566,227
3,784,419
13%
15
ebookers.com
558,515
3,792,131
13%
16
statravel.co.uk
439,283
3,911,363
10%
17
farecompare.com
369,881
3,980,765
9%
18
flightcomparison.co.uk
336,852
4,013,794
8%
19
flightmapping.com
313,366
4,037,280
7%
20
271,880
4,078,766
6%
of voice, an increase of 9%
TravelSupermarket and
DealChecker both lost share of
voice since December, by 4% and
2% respectively.
10
Flights sector
report, Issue 5, March 2010
Paid
Search
Paid search: Which advertisers were most visible in March?
We have conducted a detailed level of monitoring and analysis to determine
which advertisers appeared in the paid search space. An advertiser’s share of
voice is based on: how often they were present in Google, which ad position
they bid for, and the associated search volume for the keywords they bid on.
These advertisers have been scored in the league table below, which represents
visibility across the top 120 keywords in March 2010.
Across the top 120 keywords,
EasyJet attained 55% visibility,
which was a considerable
increase of 50% since December.
This was achieved through
bidding on 63 keywords, at an
The top 60 most visible flight advertisers in paid search
average ad position of three.
No.
Advertiser
Share of voice
1
easyjet.com
55%
2
ebookers.com
54%
3
dealchecker.co.uk
42%
4
expedia.co.uk
35%
5
opodo.co.uk
32%
6
uk.travelzoo.com
32%
7
bmibaby.com
29%
8
cheapflights.co.uk
29%
9
easyvoyage.co.uk
24%
10
21%
11
travelrepublic.co.uk
21%
10 in March, indicating the fierce
12
aerlingus.com
16%
competition in the paid search
13
flybmi.com
14%
space for flight-related keywords.
14
cityjet.com
14%
15
skyscanner.net
11%
16
edreams.co.uk
11%
17
britishairways.com
11%
18
thomson.co.uk
11%
19
klm.com
10%
20
lufthansa.com
8%
21
bookingbuddy.co.uk
8%
22
airflights.co.uk
7%
23
lastminute.com
7%
24
airfrance.co.uk
7%
25
thomascook.com
7%
26
alicante.travel-betterdeals.com
6%
27
alicante.flights.excite.co.uk
6%
28
finnair.com
5%
By comparison, although
11
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T: +44 (0)20 7253 7000
eBookers bid on more keywords
(115), it bid at a lower average
ad position of seven, achieving
slightly lower visibility of 54%.
Interestingly, just four of the top 10
advertisers in our December report
(eBookers, Opodo, Travelzoo and
CheapFlights) featured in the top
The top 60 most visible flight advertisers in paid search (contd.)
No.
Advertiser
Share of voice
29
flights.bookmarks.excite.co.uk
5%
30
ibiza-flight.onthebeach.co.uk
5%
31
statravel.co.uk
5%
32
dublinflight.travel-betterdeals.com
5%
33
fly.com
5%
34
booking.com
5%
35
lowfares.com
4%
visibility since December,
36
malaga.travel-betterdeals.com
4%
dropping from position one to five
37
4%
in our paid search league table.
38
flightcentre.co.uk
3%
39
travel.aol.co.uk
3%
Of the top 10 advertisers in paid
40
dialaflight.com
3%
search, eight were aggregators
41
alitalia.com
2%
and two direct providers: EasyJet
42
tvl4u.com
2%
and BMIBaby. This is consistent
43
alicante-flight.onthebeach.co.uk
2%
with our findings in natural
44
directline-citybreaks.co.uk
2%
search, where aggregators were
45
flybe.com
2%
46
latedeals.co.uk
2%
47
dublin.bookmarks.excite.co.uk
2%
48
jet2.com
2%
49
americanairlines.co.uk
2%
50
etihadairways.com
2%
51
beachsunholidays.com
2%
52
air.kayak.co.uk
2%
53
virgintrains.co.uk
2%
54
virgin-atlantic.com
2%
55
continental.com
2%
56
edreams.net
2%
57
lowcostplanet.com
2%
58
aircanada.com
1%
59
cheapflightsgalore.co.uk
1%
60
uknetguide.co.uk
1%
DealChecker’s paid search
visibility increased by 39% since
December, which saw it ascend
our league table from position 31
to three.
By contrast, Opodo lost 56%
more aggressive in their online
marketing strategies for the
flights industry.
12
Paid search: ad copy analysis
The table below shows which ad creatives featured most
frequently across the top 120 flights keywords in the Google
paid search space during March 2010. 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
Alicante flight
Book Air Tickets to Alicante.
Save on Flights with Expedia today!
www.expedia.co.uk
126
£65 Flights to Alicante
Return flights fr £65 for Alicante
Compare all leading airlines now!
www.dealchecker.co.uk/alicante
153
Malaga Flights Return £56
Compare leading airlines w/ prices return fr £56.
We search, you save
www.dealchecker.co.uk/malaga
153
Flights To Dublin
We Guarantee No Hidden Fees,
No Credit Card Fees & No Bag Fees!
cityjet.com/dublin
39
UK to Dublin
Fly to Dublin from the UK with AerLingus.
Book online today!
www.aerlingus.com
28
Book Cheap Flights
Search 200 airlines to find the best priced
flights - guaranteed!
www.ebookers.com
259
Cheap flight to Dublin
Get lower flight prices for Dublin
Comparing all major airlines.
www.easyvoyage.co.uk/dublin
87
Flight Deals to Alicante
Travelzoo makes it easy to find great deals
on flights to Alicante.
uk.travelzoo.com/alicante
217
Cheap Flight Deals.
2 million user ratings help you to find
very cheap deals onflights.
uk.travelzoo.com
217
alicante.travel-betterdeals.
com
*Alicante Flight Deals*
Alicante Is Amazing This Time Of Year.
Book Your Flights 4 Less NOW!
3
11
ebookers.com
Cheap Flights to Alicante
Be a smartbooker. Don’t book until you’ve seen
our great flight deals!
www.ebookers.com
259
6%
in March.
12
easyvoyage.co.uk
Cheap flight to Malaga
Get lower flight prices for Malaga
www.easyvoyage.co.uk/malaga
87
6%
Interestingly, TravelSupermarket
Low Cost Flight
Low cost flights across 500 airlines.
Search, compare & save
www.opodo.co.uk/low_cost
251
Cheap Flights To Alicante
Want To Enjoy The SUN In Alicante?
Find Cheap Flight Tickets Here NOW!
2
Alicante Flights
Book your flights now with easyJet and travel
from £27.99 inc. taxes!
easyjet.com
208
2
3
4
5
6
7
8
9
10
13
14
15
expedia.co.uk
dealchecker.co.uk
dealchecker.co.uk
cityjet.com
aerlingus.com
ebookers.com
easyvoyage.co.uk
uk.travelzoo.com
uk.travelzoo.com
opodo.co.uk
easyjet.com
13
|
14%
Expedia featured the most visible
individual ad creative across all
11%
flights keywords, achieving 14%
share of voice. The ad creative
11%
was destination-specific, focusing
on ‘Alicante Flight’.
10%
Of the top 15 ad creatives, 12 were
10%
destination-specific and three
stated savings-related terms
9%
terms such as ‘Cheap’, and ‘Low
cost’ in the ad copy to attract
8%
the consumer’s attention and
incentivise them to click.
7%
eBookers and Opodo featured
7%
diverse ad campaigns, displaying
259 and 251 unique ad creatives
6%
respectively, whilst Excite.co.uk
featured only two ad creatives
featured 298 unique creatives,
6%
yet none ranked in our individual
ad creative league table because,
6%
it is likely, overall visibility
was dispersed.
T: +44 (0)20 7253 7000
6%
Paid search: generic flight keywords
Searches for generic flight terms only (which are not destination-specific)
accounted for more than 2 million searches in March. Here we assess which
advertisers were most visible for those keywords.
Opodo was the most visible
advertiser for generic flight terms,
attaining 83% visibility through
No.
Advertiser
Share of voice
1
opodo.co.uk
83%
2
uk.travelzoo.com
64%
3
ebookers.com
64%
4
cheapflights.co.uk
58%
5
easyvoyage.co.uk
52%
6
lastminute.com
32%
7
lowfares.com
30%
8
26%
9
24%
which saw it achieve 64% share
10
expedia.co.uk
20%
of voice.
11
fly.com
19%
12
thomson.co.uk
15%
EasyVoyage attained 52% share
13
statravel.co.uk
15%
of voice and ranked at position
14
latedeals.co.uk
14%
five in our league table, having not
15
bmibaby.com
14%
featured in our top 20 advertisers
16
edreams.co.uk
13%
17
alitalia.com
10%
18
britishairways.com
10%
19
cheapflightsgalore.co.uk
7%
20
7%
bidding on 29 of the 30 keywords
analysed, at an average ad
position of five.
By comparison, although
Travelzoo bid at the same average
ad position of five, it bid less often
and on fewer keywords (28),
in December.
By contrast, SwissAirlines did not
rank in the top 20 advertisers in
March, having previously featured
at position two in December,
Which ad creatives were most visible for generic flight keywords?
when it achieved 61% visibility.
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Book Cheap Flights
www.ebookers.com
41
Cheap Flight Deals.
2 million user ratings help you to find
very cheap deals on flights.
uk.travelzoo.com
44
Low Cost Flight
Low cost flights across 500 airlines.
Search, compare & save
www.opodo.co.uk/low_cost
74
2
3
ebookers.com
uk.travelzoo.com
opodo.co.uk
57%
Achieving 57% visibility, eBookers
featured the most visible
53%
individual ad creative, which
promoted the number of airlines
45%
available for the consumer to
compare on its website.
4
lowfares.com
Find Super Cheap Flights
Save up to 40% on Airfare.
Airfare Rates Just Dropped!
lowfares.com/cheap-flights
73
29%
5
easyvoyage.co.uk
Find The Cheapest Flight
100’s of Airlines to Compare!
Book your Flight at the Best Rate
www.easyvoyage.co.uk
35
29%
14
Paid search: domestic flight keywords
Searches for destinations within the UK and Ireland accounted for 7.2 million
searches in March. Here we assess which advertisers were most visible for
those keywords.
FlyBMI achieved 58% visibility
for domestic flight terms in paid
search through bidding on 24
No.
Advertiser
Share of voice
1
flybmi.com
58%
2
aerlingus.com
55%
3
cityjet.com
53%
4
ebookers.com
42%
5
opodo.co.uk
39%
6
easyvoyage.co.uk
37%
7
easyjet.com
30%
8
cheapflights.co.uk
28%
9
dealchecker.co.uk
22%
However, its visibility increased
10
airfrance.co.uk
21%
by 32% since December and it
11
uk.travelzoo.com
20%
moved from position 11 to second
12
dublinflight.travel-betterdeals.com
20%
in our league table.
13
thomascook.com
19%
14
britishairways.com
18%
By contrast, BritishAirways lost
15
bmibaby.com
18%
39% visibility since December,
16
16%
17
booking.com
14%
18
expedia.co.uk
12%
19
skyscanner.net
11%
20
edreams.co.uk
10%
keywords analysed, at an average
ad position of three.
Although AirLingus bid at a
higher average ad position of
two, it bid less often and on fewer
keywords (11), which accounts for
its slightly lower visibility of 55%.
which saw it fall from position
three to position 14.
CityJet displayed the most visible
individual ad creative, which
attained 41% visibility. Its ad
Which ad creatives were most visible for domestic flight keywords?
creative was destination-specific,
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Flights To Dublin
We Guarantee No Hidden Fees,
No Credit Card Fees & No Bag Fees!
cityjet.com/dublin
35
cityjet.com
41%
aerlingus.com
UK to Dublin
Fly to Dublin from the UK with AerLingus.
Book online today!
www.aerlingus.com
19
40%
3
easyvoyage.co.uk
Cheap flight to Dublin
Get lower flight prices for Dublin
www.easyvoyage.co.uk/dublin
23
35%
4
flybmi.com
bmi Flights To Dublin
Great deals from bmi Flights from
£40 - book now
www.flybmi.com/dublin
55
21%
5
cheapflights.co.uk
Flights to Dublin
Compare deals to Dublin
The flight deals comparison site
cheapflights.co.uk/dublin
13
21%
|
‘No Hidden Fees, No Credit Card
Fees & No Bag Fees’.
2
15
which promoted its guarantee:
T: +44 (0)20 7253 7000
Paid search: short haul flights keywords
Searches for short haul destinations (largely within Europe) accounted for
almost 24.4 million searches in March. Here we assess which advertisers
were most visible for those keywords.
EasyJet attained 84% visibility
for short haul flights through
No.
Advertiser
Share of voice
1
easyjet.com
84%
2
dealchecker.co.uk
60%
3
ebookers.com
59%
4
expedia.co.uk
48%
5
bmibaby.com
42%
6
uk.travelzoo.com
33%
7
29%
8
28%
9
cheapflights.co.uk
24%
visibility increased by 30%, which
10
opodo.co.uk
18%
saw it ascend our league table
11
klm.com
17%
from position seven to two.
12
skyscanner.net
15%
13
easyvoyage.co.uk
14%
Expedia increased its paid
14
lufthansa.com
14%
search visibility the most since
15
thomson.co.uk
13%
December, improving its share of
16
edreams.co.uk
13%
17
airflights.co.uk
12%
18
bookingbuddy.co.uk
11%
19
11%
20
11%
position of two.
By contrast, DealChecker bid on
fewer keywords (22) and at a
lower average ad position of five,
attaining 60% share of voice.
Since December, however, its
voice by 31%, which saw it ascend
our league table from position 14
to position four.
BritishAirways did not rank in
our league table in March,
Which ad creatives were most visible for short haul flight keywords?
having featured at position three
No. Domain
Ad creative
Unique
Share of
creatives voice
1
expedia.co.uk
Alicante flight
Book Air Tickets to Alicante.
Save on Flights with Expedia today!
www.expedia.co.uk
41
25%
2
dealchecker.co.uk
£65 Flights to Alicante
Return flights fr £65 for Alicante
Compare all leading airlines now!
www.dealchecker.co.uk/alicante
45
20%
Malaga Flights Return £56
Compare leading airlines w/ prices return fr £56.
We search, you save
www.dealchecker.co.uk/malaga
45
Flight Deals to Alicante
Travelzoo makes it easy to find great deals on
flights to Alicante.
uk.travelzoo.com/alicante
84
*Alicante Flight Deals*
Alicante Is Amazing This Time Of Year.
Book Your Flights 4 Less NOW!
3
3
4
5
dealchecker.co.uk
uk.travelzoo.com
alicante.travel-betterdeals.
com
in December, when it achieved
43% visibility.
Expedia displayed the most
visible individual ad creative,
20%
attaining 25% visibility. Its ad
creative focused on the term
12%
‘Alicante flight’, which accounted
for 2.7 million searches in March.
11%
16
Paid search: long haul flights keywords
Searches for flights to long haul destinations accounted for almost 4.3 million
searches in March. Here we assess which advertisers were most visible for
those keywords.
DealChecker attained 48%
visibility for long haul flight terms
in the paid search space through
No.
Advertiser
Share of voice
1
dealchecker.co.uk
48%
2
flightcentre.co.uk
41%
3
statravel.co.uk
35%
4
ebookers.com
35%
5
dialaflight.com
34%
6
expedia.co.uk
30%
7
opodo.co.uk
27%
8
etihadairways.com
23%
9
britishairways.com
22%
which accounts for it achieving
10
22%
41% share of voice. Since
11
virgin-atlantic.com
20%
December, its visibility decreased
12
cheapflights.co.uk
20%
by 9% and it was replaced by
13
aircanada.com
16%
DealChecker at position one in
14
thomascook.com
14%
our league table.
15
qatarairways.com
13%
16
continental.com
13%
17
cheapticket.co.uk
13%
18
emirates.com
12%
19
uk.travelzoo.com
12%
20
lastminute.com
11%
position of six.
By contrast, although FlightCentre
bid at a higher average ad
position of four, it bid on fewer
keywords (27) and less often,
STATravel attained 35% visibility
in March and ranked at position
three in our league table, having
not featured in the top 20
advertisers in December.
Which ad creatives were most visible for long haul flight keywords?
By comparison, NetFlights did
No. Domain
Ad creative
Unique
Share of
creatives voice
1
Economy to First Class
Get a First Class Upgrade cheaply!
Discounted First Class Upgrade
flightcentre.co.uk/flight-upgrade
41
flightcentre.co.uk
18%
ebookers.com
Bangkok Flights
www.ebookers.com
112
12%
3
dealchecker.co.uk
£268 New York Flights
Compare leading airlines w/ prices return fr
£268. We search, you save
www.dealchecker.co.uk/new_york
72
12%
Flights To New York
Get great value flight deals to New York with
Expedia. Book online!
www.expedia.co.uk
43
Flights to New York
Daily flights from Heathrow.
No online booking fee!
www.americanairlines.co.uk
33
5
expedia.co.uk
17
|
in March, having featured at
position four in December, when
2
4
not rank in our top advertisers
it achieved 37% share of voice.
Attaining 18% visibility,
FlightCentre displayed the most
11%
visible individual ad creative,
which advertised ‘Economy to
T: +44 (0)20 7253 7000
11%
First Class’ flight ticket upgrades.
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. 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 into search trends by Google shows that most travel-related queries
are performed on Tuesdays, with slightly fewer on other weekdays. The
fewest travel-related searches are made over the weekend, with Saturday
seeing the least number of queries. Did advertisers reflect this day parting in
their bidding strategies? (Source: Google Insights.)
Ad count by day, over a 1-week period (chosen at random; week commencing 22nd March)
Consumer search behaviour
LastMinute
20%
BritishAirways
Percentage of visibility
Thomson
DealChecker
CheapFlights
15%
EasyJet
TravelSupermarket
Expedia
Opodo
eBookers
10%
Mon 22nd
Tue 23rd
Wed 24th
Thur 25th
Fri 26th
Sat 27th
Sun 28th
Advertisers appeared to bid at a
LastMinute seemed to best reflect
Thomson and TravelSupermarket
constant rate throughout the week,
consumer search behaviour, as it bid
appeared to bid least on Tuesday and
and therefore, underestimated the
most on Monday and Tuesday and
bid most on Saturday, which directly
consumer search behaviour on
bid least over the weekend.
opposed consumer search activity.
Monday and Tuesday.
18
Hourly parting strategy
Our research has 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. But,
did advertisers consider these trends in their bidding strategies?
Ad count by hour, over a 1-day period (day chosen at random; Tuesday 23rd March)
Consumer search behaviour
BMIBaby
30%
BritishAirways
Percentage of visibility
25%
EasyVoyage
TravelSupermarket
20%
DealChecker
15%
CheapFlights
EasyJet
10%
Expedia
5%
0%
Opodo
eBookers
Midnight - 4am
4am - 8am
8am - 12pm
12pm - 4pm
8pm - Midnight
Many advertisers bid most between
CheapFlights’ strategy best reflected
BritishAirways appeared to bid
midnight and 8am then bid at a
the consumer search trend as it bid
most between 8am and 12pm, yet
constant rate for the rest of the day,
least overnight and most during the
decreased bidding during the key
underestimating search activity at
key period between 12pm and 8pm.
lunchtime and evening period, which
lunchtime and in the evening.
19
4pm - 8pm
opposed consumer search behaviour.
|
T: +44 (0)20 7253 7000
Integrated 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 most share of
voice overall? Here we have taken the top websites/advertisers
across both mediums to give an indication of their integrated
search performance.
100%
cheapflights.co.uk
90%
Strong integrated
search visibility
Strong natural
search visibility
80%
skyscanner.net
70%
Natural search visibility
60%
50%
lastminute.com
40%
Poor integrated
search visibility
Strong paid
search visibility
jet2.com
dealchecker.co.uk
30%
monarch.co.uk
britishairways.com
20%
opodo.co.uk
tripadvisor.co.uk
flightline.co.uk
easyjet.com
flybmi.com
10%
expedia.co.uk
aerlingus.com
easyvoyage.co.uk
0%
0%
10%
20%
bmibaby.com
ebookers.com
uk.travelzoo.com
30%
40%
50%
60%
70%
80%
90%
100%
Paid search visibility
No site or advertiser achieved strong
CheapFlights, SkyScanner and
EasyJet and eBookers both
visibility across both natural and paid
TravelSupermarket achieved strong
achieved strong visibility in the
search. DealChecker was the brand
visibility in natural search. However,
paid search space, but at the
which came closest.
all three lacked visibility in the paid
expense of natural search.
search space.
20
The most visible flight websites in both natural and paid search
No.
Website / advertiser
Natural search
Paid search
CheapFlights achieved position
1
cheapflights.co.uk
96%
29%
one in our integrated search
2
skyscanner.net
76%
11%
league table due to its high
3
63%
21%
exposure in natural search in
4
dealchecker.co.uk
31%
42%
5
easyjet.com
12%
55%
6
ebookers.com
4%
54%
7
opodo.co.uk
18%
32%
8
lastminute.com
42%
7%
particular. Since December 2009,
its share of voice in natural search
increased by 53%, but its paid
search visibility decreased by 22%.
9
expedia.co.uk
7%
35%
10
jet2.com
35%
2%
By comparison, Opodo, the
11
uk.travelzoo.com
0%
32%
most visible website across both
12
britishairways.com
19%
11%
mediums in our previous sector
13
bmibaby.com
0%
29%
14
flybmi.com
13%
14%
15
easyvoyage.co.uk
0%
24%
16
monarch.co.uk
23%
0%
17
0%
21%
18
aerlingus.com
5%
16%
position one to seven in our
19
tripadvisor.co.uk
19%
0%
integrated league table.
report, lost 15% visibility in
natural search and 56% share
of voice in paid search since
December, which saw it fall from
20
flightline.co.uk
15%
0%
21
tripadvisor.com
14%
0%
DealChecker’s natural search
22
cityjet.com
0%
14%
visibility increased by 21% and its
23
flybe.com
10%
2%
24
ryanair.com
12%
0%
25
kelkoo.co.uk
12%
0%
26
skyscanner.com
12%
0%
27
edreams.co.uk
0%
11%
28
thomson.co.uk
0%
11%
paid search visibility increased by
39%. It ranked at position four in
our league table, having featured
at position 20 in December.
29
flythomascook.com
10%
0%
Despite the considerable shift in
30
klm.com
0%
10%
consumer search behaviour in Q1,
31
justtheflight.co.uk
10%
0%
eight websites that featured in the
32
lufthansa.com
0%
8%
33
flightmapping.com
8%
0%
34
bookingbuddy.co.uk
0%
8%
35
airflights.co.uk
0%
7%
36
airfrance.co.uk
0%
7%
37
alicante-spain.com
7%
0%
at position eight and nine in
December respectively.
38
3%
4%
39
flightcentre.co.uk
3%
3%
40
thomascook.com
0%
7%
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top 10 in December remained in
this group in March. SwissAirlines
and AOLTravel ranked outside of
our league table, having featured
Natural search: improve your website's position
The travel sector is notoriously competitive with competition up, down and
across the supply chain, which is partly aided by the ease with which data and
systems can be scraped, integrated, white-labelled and syndicated. This has
resulted in a market where brands are competing with their direct competitors
and agents, as well as having all their affiliates in tow. Consequently, rankings
are difficult to achieve.
Comprehensive ranking is based
on search engines being able to
access relevant content across
your website.
Characteristics of the leading sites
Links play a significant role in
The leading sites excel in two key areas: content and link equity. That is, they
contain a depth and breadth of content and they build good, ethical links.
helping sites break through the
clutter and ascend rankings.
Content
Many of the leading sites contain rich content on all the topics that
surround the popular keywords and have made this content accessible
to search engine spiders — enabling them to index and include it in their
searchable systems. But while quality travel-related content is a foundation
to build on, it can only be part of the equation since it is readily available
and therefore used by a large number of sites. As such, the search engines
need a further differentiator to help them sort through the sheer volume of
travel-related sites available. That differentiator is link equity.
The best-performing sites have
all invested heavily in their
linking efforts.
Link equity
Search engines use links as the primary way to determine the credibility
of websites because links from third-party websites are considered
similar to votes. And in the eyes of search engines these links encode a
considerable amount of latent and unbiased human judgement about the
quality of the linked-to website. This popularity-based indicator is exactly
what search engines need in order to cut through the noise of brand
websites’ self-optimised content, and ascertain the true worth of a site.
The top ranking sites pursue these kinds of strategies aggressively and
comprehensively at a keyword level, hence their considerable success.
Your site
In order for your site to perform better, considerable investment should
be made into improving the quality, depth and breadth of content around
the keyword topics appraised here. You should ensure your site is accessible
to search engines. In addition, you should focus on developing linking
strategies around each product to rapidly and dramatically improve the
quantity and quality of links from third-party websites, and point to the
relevant pages within your own website.
22
Paid search: improve your visibility and efficiency
Certain factors can affect your position in paid search. Attaining a low
cost-per-click and an affordable cost-per-sale has become a key challenge in
today’s marketplace.
Consider seasonal trends and
mini campaigns, along with your
everyday keywords. Short spurts of
Characteristics of the leading advertisers
From the data recorded, leading advertisers excel in two key areas: breadth
and depth of keywords and unique ad copy. Although we cannot draw exact
conclusions on bidding strategy, it is possible that these leading advertisers
are also using a bid management tool of some type to assist in the budget and
ROI management of their campaign activity.
activity can help to drive up
your ROI.
Ad copy should be treated as
a sales opportunity — take
Keyword landscape
advantage by incorporating and
Your keyword landscape should mirror the products and services provided,
but also consider the customer search funnel (generic, branded and long
tail keywords), thus allowing you to be visible at all stages of the cycle.
Consumers are changing their search habits, with more utilising the long tail
and searching via product-specific terms.
testing as many ad copy versions
Before jumping straight into a paid search campaign, our advice is to plan
out your keyword strategy. Consider it almost as a mind map of a customer’s
search journey, allowing you to consider every keyword permutation available
to you as a brand.
Ad copy
Ad copy is seen as the ‘shop window’ opportunity in paid search and therefore
aligning the message with the keyword and differentiating yourself from your
competitors is imperative. As well as being seen as a sales opportunity, ad
copy is also a branding opportunity and therefore projecting an accurate and
positive message about your brand and products is essential.
Relevancy and quality/index score
Behind every score ‘relevancy’ is the key driver — your keywords, campaigns,
ad groups, ad copy and landing pages must all reflect your products and
services. When building a search strategy, ensure you create a campaign that
focuses on relevancy throughout; this will lead to a high score, thus assisting
in lowering your overall and individual cost-per-click.
Bid and campaign management
PPC needs to be managed effectively and to an optimal level. As campaigns
become larger and more complex they become difficult to manage. Bid and
campaign management technologies have become the only option in the face
of an increasingly competitive marketplace. Exploiting the long tail without
sacrificing quality for quantity is also a challenge, especially when managing
copy with pricing and specific products.
23
|
T: +44 (0)20 7253 7000
as possible.
Google’s quality score is now
illustrated in the AdWords system,
allowing you to see exactly what
score you have.
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
Natalie Gyte | Research Manager
+44 (0)20 3326 6238 | E: [email protected]
Disclaimer:
The information provided in this report is for information only and should
not be relied upon to enter into any business transaction or to make any
commercial decision. Whilst Greenlight has made every effort to ensure
the accuracy of this report, Greenlight cannot 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 otherwise make use of the
report for commercial gain. It is permitted to reproduce extracts of the
report for public interest, provided that the publisher credits Greenlight as
the source of the work.
24
Adapt™
Improve ROI by optimising your paid search campaigns around what
you actually sell!
Adapt is our inventory management platform for paid search, designed
specifically for large e-commerce websites. Working with your live database,
Adapt manages and optimises your paid search campaigns around constantly
changing sales priorities.
The inventory management platform
for paid search
Adapt builds and launches real-time campaigns that reflect your current pricing,
timing, margins, stock levels and budget requirements. So when you need your
paid search strategy to adapt to new sales goals, Adapt does this quickly and
automatically — allowing you to sell more of what matters, more efficiently
and profitably.
SearchSentry™
Monitor who’s bidding on your brand name, when and where
SearchSentry, the world’s first real-time brand monitoring platform, provides
the ultimate in brand defence by working out how and when your brand
is being compromised within the paid search channels of major search
engines.
Paid search brand defence without
compromise
SearchSentry alerts you each time your brand is targeted by a competitor. It
informs you who is bidding against your brand name, when, how frequently
and what they are saying in their ads — enabling you to measure your brand
control and take action.
Quant™
Achieve maximum ROI from your paid search budget
Quant is our intelligent automation platform for managing paid search.
Developed by our in-house PhDs and search specialists, Quant works out
how to increase ROI without increasing budget, and models and predicts how
changes in ad spend will impact on overall profits.
The intelligent automation platform
for paid search
Quant does this by analysing historical performance data, to understand
the relationships between keyword bid prices, visibility, audience capture and
conversion and revenue. Even the most accomplished PPC marketer couldn’t
possibly undertake analysis of the scale and depth Quant achieves on a
daily basis.
To find out more about Greenlight technologies contact Ian Hucklesby | Business Development Manager
T: +44 (0)20 3326 6237 | E: [email protected]
25
|
T: +44 (0)20 7253 7000
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
Watch free webinars
We also run a programme of webinars dissecting, explaining and taking
questions on our industry research. Learn more about these FREE and
exclusive events at:
www.greenlightsearch.com/events/webinars
26
London
New York
Level 14
11 Penn Plaza
The Broadgate Tower
New York
London
NY 10001
EC2A 2EW
T: +44 (0)20 7253 7000
T: (1) 212-835-1551
E: [email protected]
E: [email protected]
Greenlight is an award-winning full service search marketing agency that is focused
on delivering tailored and results-based programmes of organic SEO and paid search
optimisation Our paid search programmes have helped clients achieve as much as
200% more return from their existing paid search spend, and our SEO campaigns
have created brand new revenue streams worth millions of pounds.
If you think your search engine marketing efforts could use some improvement or you
have any questions on this report, why not get in touch?

Sector report Issue 5

Transcription

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