Sector Report Issue 16
Transcription
Sector Report Issue 16
Sector Report February 2013 A 360˚ analysis of the most important search terms, trends and benchmarking data in the Holidays sector. 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 terms, Long-haul destinations and Short-haul destinations Issue 16 Holidays The most visible websites, advertisers and brands on Google UK. Flights sector report, Issue 9, March 2011 Introduction Flights sector report, Issue 9, March 2011 Introduction Flights sector report, Issue 9, March 2011 Introduction Flights sector report, Issue 9, March 2011 Introduction Greenlight’s industry renowned Sector Reports provide you with a comprehensive insight into the Searchrenowned industry. Sector Our reports analyse theyou most visible websites and Greenlight’s industry Reports provide with a comprehensive advertisers on Google UK in the natural search listings and paid media space as insight into the Search industry. Our reports analyse the most visible websites and well as which visible insearch the social media Natural Search listings andsphere. Paidmedia Mediaspace space,asas advertisers onbrands Googlewere UK inmost the natural listings and paid Social Media sphere. well most visible in the social sphere. With as thewhich Naturalbrands Search,were Paid Media and Social Media datamedia provided by Hydra, we are able to track, record and analyse consumer search behaviour in any market vertical on a monthly With by Hydra, Hydra, we we are are able to With the the Natural Natural Search, Search, Paid Paid Media Media and and Social Social Media Media data data provided powered by basis. track, record and analyse consumer search behaviour in any market vertical on a monthly able to track record and analyse consumer search behaviour in any market vertical on a basis. Each report examines the total search engine audience size; the most visible websites and monthly basis. advertisers in Google’s natural search and paid media results; paid media ad copy analysis and Each report examines the total audience size; theaudience most visible websites and budget allocation strategies on search how toengine improve your website’s reach. Additionally, Each report in examines the total search search and engine audience size; the most visible websites advertisers Google’s natural paid media results; paid media ad copy analysis and our reports feature a social media section which looks at the visibility of the top 15 integrated and advertisers in strategies Google’s Natural Search and Paid Media results; Paid Media ad copy budget allocation on how to improve your website’s audience reach. Additionally, websites in the social media space. analysis andfeature budgetaallocation strategies howlooks to improve website’s reach. our reports social media sectionon which at the your visibility of theaudience top 15 integrated Additionally, our reports feature a Social Media section which looks at the visibility of the top websites in the social media space. We are also proud to present the latest edition of Greenlight’s Magazine. This quarter’s edition 15 integrated websites in the Social Media space. focuses on the results of Greenlight’s Search and Social Media Survey 2011/2012. In this We are also proud toexperts presentdiscuss the latest of of Greenlight’s This quarter’s edition, our in house theedition findings the surveyMagazine. which asked 500 internetedition users focuses on the results of Greenlight’s Search and Social Media Survey 2011/2012. In please this Wetheir hopethoughts you enjoy theviews lateston version of Facebook our SectorAdvertising, Report. If you any questions, for and Mobile, Fanhave Acquisition and searching edition, in house experts the findings feel free to contact our Sales discuss and Marketing teamof at:the survey which asked 500 internet users online inour multiple languages. for their thoughts and views on Mobile, Facebook Advertising, Fan Acquisition and searching [email protected]. online in multiple languages. We hope you enjoy the latest version of our sector report and magazine. If you have any questions, please feel free to contact our Sales and Marketing team at: We hope you enjoy the latest version of our sector report and magazine. If you have any [email protected] questions, please feel free to contact our Sales and Marketing team at: [email protected] Kind regards, Kind regards, Alicia Levy Alicia Levy Chief Marketing Officer Chief Marketing Officer 3 1 3 1 www.greenlightsearch.com www.greenlightsearch.com www.greenlightsearch.com www.greenlightsearch.com www.greenlightdigital.com | | | | T: +44 (0)20 7253 7000 T: +44 (0)20 7253 7000 T: +44 (0)20 7253 7000 T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK Contents 3 Executive Summary 4 Total audience size 5 Natural Search: Which websites were most visible in February? 6 Natural Search: Generic terms 7 Natural Search: Long-haul destinations 8 Natural Search: Short-haul destinations 12 Paid Media: Which advertisers were most visible in February? 13 Paid Media: Generic terms 14 Paid Media: Long-haul destinations 15 Paid Media: Short-haul destinations 18 Paid Media bidding strategies 19 Integrated Search: which websites/advertisers performed well? 21 Social Media: which brands interacted well? 22 Disclaimer: learn more about our research Get in touch to discuss your site’s specific performance. 2 Holidays Sector Summary Report, Issue 16, February 2013 Executive This latest report profiles search behaviour in the holidays sector. It analyses which brands, retailers and review sites were the most visible in both the Natural Search and Paid Media results (and thus had the greatest share of consideration) when UK consumers searched for holidays on Google UK. The report also assesses which brands interacted well on Social Media networks. In our analysis we established that: In February, more than 1.2 million searches were made for holiday-related keywords. ‘Cheap holidays’ was the most popular search term, accounting for 13% of all searches made for the sector. Thomas Cook was the most visible website in the Natural Search listings, achieving a 60% share of voice. On The Beach was the most visible advertiser in the Paid Media space, achieving a 77% share of visibility. First Choice ranked at the top of our Integrated Search league table, as it achieved a sizable share of voice in the Natural Search and Paid Media space. Thomson ranked at the top of our Social Media league table, as it achieved a Klout score of 83. 3 www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK Total audience size (1.2 million searches – February 2013) Approximately how many searches were performed in February using terms relating to generic terms, short-haul & long-haul departures? Searches for generic holiday terms proved most popular, accounting for 55% of all Number of searches by type (February 2013) searches made for the sector. Short-haul destinations 187,358 | 15% As can be seen in the line graph below, since July the number of searches made for holiday-related terms dropped significantly. Generic Holiday Terms 695,512 | 55% Long-haul destinations 372,872 | 30% Search trends for the most searched for terms over the previous 12 months 1,000,000 800,000 600,000 400,000 200,000 Cheap holidays Dubai holidays 0 Turkey holidays Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Get in touch to discuss your site’s specific performance. 4 Holidays Sector Report, Issue 16, February 2013 Natural Search Which sites were most visible in February? Given that UK web users conducted 1.2 million searches for Holidays products in February 2013, which individual terms were most searched for and which websites were most visible in the Natural Search listings on Google UK? In February, ‘cheap holidays’ was the most popular search term, accounting for 13% of all searches Keyword breakdown (February 2013) made for the sector. Cheap holidays 165,000 | 13% Thomas Cook was the most Holidays 135,000 | 11% visible website, achieving a 60% share of voice through ranking at position one for 88 keywords, Direct holidays 60,500 | 5% Other keywords 677,342 | 54% Ski holidays 60,500 | 5% Last minute holidays 49,500 | 4% All inclusive holidays 33,100 | 3% Holiday 27,100 | 2% Cuba Holidays 14,800 | 1% Skiing holidays 14,800 | 1% Dubai Holidays 18,100 | 1% No. Domain Reached volume Missed volume Percentage reached 1 thomascook.com 750,685 505,056 60% 2 travelsupermarket.com 690,544 565,197 55% 3 firstchoice.co.uk 587,099 668,642 47% 4 thomson.co.uk 562,928 692,813 45% 5 lastminute.com 390,619 865,122 31% 6 teletextholidays.co.uk 390,108 865,633 31% 7 directholidays.co.uk 288,880 966,861 23% 8 co-operativetravel.co.uk 270,704 985,037 22% 9 icelolly.com 270,451 985,290 22% 10 virginholidays.co.uk 232,448 1,023,293 19% 11 monarch.co.uk 228,427 1,027,314 18% 12 britishairways.com 153,537 1,102,204 12% 13 kuoni.co.uk 147,332 1,108,409 12% 14 lowcostholidays.com 144,121 1,111,620 11% 15 expedia.co.uk 140,084 1,115,657 11% 16 holidayhypermarket.co.uk 131,277 1,124,464 10% 17 travelrepublic.co.uk 129,619 1,126,122 10% 18 easyjet.com 119,179 1,136,562 9% 19 onthebeach.co.uk 101,582 1,154,159 8% 20 beatthebrochure.com 99,637 1,156,104 8% www.greenlightdigital.com | TravelSupermarket attained a 55% share of visibility through ranking at position one for 59 keywords, including ‘New York holidays’. The top 20 most visible holiday websites in Natural Search 5 including ‘Cuba holidays’. T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK Natural Search: Generic holiday search terms Searches for generic holiday keywords (including ‘cheap holiday’s’ and ‘last minute holidays’) accounted for 695,000 searches in February 2013. How did these searches break down? In February, the keyword ‘cheap holidays’ was queried for 165,000 times, accounting for 24% of all Other keywords 125,312 | 18% Cheap holidays 165,000 | 24% searches made for the subsector. Thomas Cook was the most Cheap all inclusive holidays 9,900 | 1% visible website, achieving a Skiing holidays 14,800 | 2% Package holidays 14,800 | 2% 70% share of voice through Holiday 27,100 | 4% ranking at position one for six keywords, including ‘last minute All inclusive holidays 33,100 | 5% holiday deals’. Holidays 135,000 | 19% Last minute holidays 49,500 | 7% First Choice attained a 60% share of visibility and ranked at position Ski holidays 60,500 | 9% three for the high volume search Direct holidays 60,500 | 9% term ‘cheap holidays’. Which websites were most visible for generic holiday search terms? No. Domain Reached volume Missed volume Percentage reached 1 thomascook.com 484,408 211,103 70% 2 firstchoice.co.uk 414,719 280,792 60% 3 travelsupermarket.com 409,362 286,149 59% 4 teletextholidays.co.uk 383,727 311,784 55% 5 thomson.co.uk 323,044 372,467 46% 6 directholidays.co.uk 282,133 413,378 41% 7 icelolly.com 268,284 427,228 39% 8 lastminute.com 225,761 469,750 32% 9 monarch.co.uk 160,201 535,310 23% 10 co-operativetravel.co.uk 147,565 547,946 21% 11 holidayhypermarket.co.uk 98,691 596,820 14% 12 travelrepublic.co.uk 90,260 605,252 13% 13 onthebeach.co.uk 85,038 610,474 12% 14 expedia.co.uk 80,552 614,960 12% 15 beatthebrochure.com 75,064 620,447 11% 16 easyjet.com 71,808 623,703 10% 17 thomsonski.co.uk 69,250 626,262 10% 18 virginholidays.co.uk 69,009 626,503 10% 19 neilson.co.uk 67,773 627,738 10% 20 snowfinders.co.uk 60,500 635,012 9% Get in touch to discuss your site’s specific performance. 6 Holidays Sector Report, Issue 16, February 2013 Natural Search:Long-haul destinations Searches for long-haul destinations accounted over 372,000 searches in February 2013. How did these searches break down? In February, the search term ‘Dubai holidays’ was queried 18,100 times, accounting for Dubai Holidays 18,100 | 5% New York Holidays 14,800 | 4% Cuba Holidays 14,800 | 4% 5% of all searches made for the subsector. Thailand Holidays 14,800 | 4% TravelSupermarket was the most Egypt Holidays 12,100 | 3% Mexico Holidays 12,100 | 3% Las Vegas Holidays 12,100 | 3% Holidays to New York 8,100 | 2% Holidays to Thailand 8,100 | 2% Holidays to dubai 8,100 | 2% Other keywords 249,772 | 67% share of voice through ranking at position one for 41 keywords. Virgin Holidays attained a 44% share of voice through ranking at position one for 33 keywords. Which websites were most visible for long-haul destination search terms? No. Domain Reached volume Missed volume Percentage reached 1 travelsupermarket.com 179,507 193,364 48% 2 virginholidays.co.uk 163,439 209,432 44% 3 thomascook.com 140,963 231,908 38% 4 kuoni.co.uk 132,480 240,391 36% 5 thomson.co.uk 122,182 250,689 33% 6 britishairways.com 101,738 271,133 27% 7 lastminute.com 99,534 273,337 27% 8 letsgo2.com 83,151 289,720 22% 9 firstchoice.co.uk 82,176 290,695 22% 10 thomsonworldwide.com 71,359 301,512 19% 11 co-operativetravel.co.uk 68,065 304,806 18% 12 lowcostholidays.com 60,406 312,465 16% 13 expedia.co.uk 47,766 325,105 13% 14 tripadvisor.co.uk 32,384 340,487 9% 15 hayesandjarvis.co.uk 31,134 341,737 8% 16 monarch.co.uk 24,798 348,073 7% 17 holidayhypermarket.co.uk 22,770 350,101 6% 18 dealchecker.co.uk 17,509 355,362 5% 19 easyjet.com 13,815 359,056 4% 20 responsibletravel.com 13,577 359,294 4% 7 visible website, achieving a 48% www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK Natural Search: Short-haul destinations Searches for short-haul destinations accounted for over 187,000 searches in February 2013. How did these searches break down? In February, the keyword ‘Turkey holidays’ was queried 9,900 times, accounting for 5% of all Turkey holidays 9,900 | 5% Malta holidays 8,100 | 4% Cyprus Holidays 8,100 | 4% searches made for the subsector. Spain holidays 5,400 | 3% Thomas Cook was the most Lanzarote Holidays 5,400 | 3% Italy holidays 5,400 | 3% visible website, achieving a 67% share of voice through ranking Greece holidays 4,400 | 2% Holidays to turkey 3,600 | 2% Portugal Holidays 3,600 | 2% Ibiza Holidays 2,900 | 2% Other keywords 130,558 | 70% at position one for 59 keywords, including ‘Cyprus holidays’. Thomson attained a 63% share of visibility through ranking at position one for 47 search terms, including ‘Turkey holidays’. Which websites were most visible for short-haul destination search terms? No. Domain Reached volume Missed volume Percentage reached 1 thomascook.com 125,313 62,044 67% 2 thomson.co.uk 117,701 69,656 63% 3 travelsupermarket.com 101,674 85,683 54% 4 firstchoice.co.uk 90,202 97,155 48% 5 lastminute.com 65,323 122,034 35% 6 co-operativetravel.co.uk 55,074 132,283 29% 7 monarch.co.uk 43,427 143,930 23% 8 lowcostholidays.com 42,914 144,443 23% 9 easyjet.com 33,556 153,801 18% 10 travelrepublic.co.uk 29,174 158,183 16% 11 sovereign.com 24,310 163,047 13% 12 britishairways.com 21,604 165,753 12% 13 citalia.com 16,444 170,913 9% 14 tripadvisor.co.uk 16,344 171,013 9% 15 jet2holidays.com 16,171 171,186 9% 16 ownersdirect.co.uk 13,443 173,914 7% 17 expedia.co.uk 11,765 175,592 6% 18 beatthebrochure.com 11,635 175,722 6% 19 maltadirect.com 10,606 176,752 6% 20 holidayhypermarket.co.uk 9,814 177,543 5% Get in touch to discuss your site’s specific performance. 8 Holidays Sector Report, Issue 16, February 2013 The SEO/PPC trade-off audit HOW TO INTEGRATE YOUR NATURAL & PAID SEARCH TOGETHER, TO ELIMINATE OVERLAP, OPTIMISE BUDGETS AND GAIN MORE CLICKS & SALES 19% of Search budget is wasted where you rank naturally and this effects almost all Search advertisers. Eliminate the overlap now with Greenlight's SEO/PPC Trade Off. For more information, download the brochure from www.greenlightdigital.com or contact us at [email protected]. 9 www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK Paid Media 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 Media space. An advertiser’s share of voice is based on: how often they were present on Google UK, 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 90 keywords in February 2013. In February, On The Beach was the most visible website, achieving a 77% share of voice through bidding on 67 keywords, at an average ad position of two. First Choice attained a 70% share of visibility through bidding on 73 keywords, at an average ad position of six. Of the advertisers featured, Olympic Holidays bid on the least number of keywords (21), however The top 20 most visible holiday advertisers in Paid Media it achieved a 36% share of voice. No. Advertiser Share of voice Keywords appearing for Avg. Position 1 onthebeach.co.uk 77% 67 2 2 firstchoice.co.uk 70% 73 6 3 sunmaster.co.uk 61% 58 5 4 travelrepublic.co.uk 54% 65 6 5 sunsave.com 48% 46 8 6 holidaygems.co.uk 48% 55 6 7 thomson.co.uk 44% 70 6 8 lastminute.com 43% 42 5 9 teletextholidays.co.uk 42% 41 8 10 icelolly.com 40% 62 8 11 trivago.co.uk 39% 30 7 12 dealchecker.co.uk 38% 46 8 13 lowcostholidays.com 36% 46 4 14 olympicholidays.com 36% 21 5 15 ebookers.com 35% 41 8 16 travelsupermarket.com 31% 35 8 17 thomascook.com 28% 34 4 18 holidaydiscountcentre.co.uk 28% 45 7 19 holidayshed.com 28% 23 6 20 destinology.co.uk 27% 33 7 Get in touch to discuss your site’s specific performance. 10 Holidays Sector Report, Issue 16, February 2013 Paid Media: Generic Holiday Terms Searches for generic holiday terms accounted for more than 695,000 searches in February 2013. Here we assess which advertisers were most visible for these keywords. On The Beach was the most visible advertiser, achieving an 89% share of voice through No. Advertiser Share of voice Keywords appearing for Avg. Ad Position 1 onthebeach.co.uk 89% 28 2 2 firstchoice.co.uk 77% 28 6 3 sunmaster.co.uk 71% 25 5 4 sunsave.com 62% 22 7 5 travelrepublic.co.uk 60% 24 6 28 keywords, at an average ad 6 teletextholidays.co.uk 57% 26 7 position of six. 7 holidaygems.co.uk 57% 25 6 8 trivago.co.uk 52% 20 7 On The Beach displayed four 9 dealchecker.co.uk 48% 23 7 of the five most visible ad 10 icelolly.com 46% 23 8 creatives, advertising very very 11 olympicholidays.com 46% 6 5 cheap holidays. 12 lastminute.com 42% 12 4 13 thomson.co.uk 39% 23 5 14 travelsupermarket.com 38% 11 8 15 ebookers.com 37% 19 8 16 holidayshed.com 37% 16 6 17 lowcostholidays.com 36% 17 3 18 travel24.co.uk 35% 11 7 19 holidaydiscountcentre.co.uk 33% 20 6 20 directline-holidays.co.uk 31% 21 7 average ad position of two. First Choice attained a 77% share of visibility through bidding Which ad creatives were most visible for generic holiday terms? No. Domain Ad creative Unique Share of creatives voice 1 onthebeach.co.uk Very Very Cheap Holidays - OnTheBeach.co.uk £55 Deposit for Summer 2013 Breaks. ATOL Protected. Price Match Promise www.onthebeach.co.uk/Cheap-Holidays 127 46% 2 onthebeach.co.uk Very Very Cheap Holidays - OnTheBeach.co.uk January Sale Now On Up To 65% Off! All Inclusive From £195. Book Now. www.onthebeach.co.uk/high-street 127 46% 3 onthebeach.co.uk Very Very Cheap Holidays - OnTheBeach.co.uk Sale Extended Hurry Up To 50% Off! All Inclusive From £195. Book Now. www.onthebeach.co.uk/high-street 127 46% 4 onthebeach.co.uk Very Very Cheap Holidays - OnTheBeach.co.uk Save £1000s On High Street Prices! Don't Miss Out, Book Online Today. www.onthebeach.co.uk/high-street 127 46% 5 teletextholidays.co.uk Teletext Holidays Tenerife 7 Nights from £160ppTurkey from £166 Browse More Now! www.teletextholidays.co.uk/Holiday 64 46% 11 www.greenlightdigital.com | T: +44 (0)20 7253 7000 bidding on 28 keywords, at an The most visible websites, advertisers and brands on Google UK Paid Media: Long-haul destinations Searches for long-haul destinations, accounted for more than 372,000 searches in February 2013. Here we assess which advertisers were most visible for these keywords. Virgin Holidays was the most visible advertiser, achieving a 68% share of voice through No. Advertiser Share of voice Keywords appearing for Avg. Ad Position 1 virginholidays.co.uk 68% 18 4 2 travelbag.co.uk 64% 18 5 3 kenwoodtravel.co.uk 52% 20 5 Travel Bag attained a 64% share 4 lastminute.com 51% 18 5 of visibility through bidding on 5 bestattravel.co.uk 49% 14 2 18 keywords, at an average ad 6 kuoni.co.uk 47% 13 5 position of five. 7 firstchoice.co.uk 45% 19 7 8 britishairways.com 43% 16 6 Achieving a 14% share of 9 thomson.co.uk 42% 20 6 voice, On The Beach displayed 10 lowcostholidays.com 42% 18 4 11 letsgo2.com 38% 11 6 12 holidayplace.co.uk 37% 13 4 13 onthebeach.co.uk 36% 16 4 14 expedia.co.uk 35% 9 5 15 ebookers.com 33% 15 8 16 destinology.co.uk 30% 10 7 17 travelrepublic.co.uk 29% 14 8 18 netflights.com 25% 7 7 19 sunmaster.co.uk 24% 11 5 20 saga.co.uk 24% 12 4 bidding on 18 keywords, at an average ad position of four. the most visible individual ad creative, advertising a sale on all inclusive holidays. Which ad creatives were most visible for long-haul destination terms? No. Domain Ad creative Unique Share of creatives voice 1 all-inclusive.onthebeach. co.uk Holidays All Inclusive Sale Extended Hurry Up To 50% Off! Hotel Deposits From £1. Book Now. www.all-inclusive.onthebeach.co.uk/ 86 14% 2 kenwoodtravel.co.uk Luxury Holidays Luxury Holidays at Discount Prices! Book Online or Call 0207 749 9245 www.kenwoodtravel.co.uk/ 34 12% 3 letsgo2.com Dubai Holiday Special Hurry now for the February Special Luxury holidays at the right price. www.letsgo2.com/Dubai 14 12% 4 virginholidays.co.uk Virgin Holidays Dubai It's your Lucky Day Sale Extended - Book By 11th Feb www.virginholidays.co.uk/Dubai 130 12% 5 virginholidays.co.uk Virgin Holidays Dubai - VirginHolidays.co.uk Prices From £519 With Virgin Holidays™ Save Up To 10% When You Book Online www.virginholidays.co.uk/Dubai 130 12% Get in touch to discuss your site’s specific performance. 12 Holidays Sector Report, Issue 16, February 2013 Paid Media: Short-haul destinations Searches for short-haul destinations accounted for more than 187,000 searches in February 2013. Here we assess which advertisers were most visible for these keywords. In February, On The Beach was the most visible advertiser, achieving an 80% share of voice No. Advertiser Share of voice Keywords appearing for Avg. Ad Position 1 onthebeach.co.uk 80% 23 2 2 thomson.co.uk 79% 27 6 3 firstchoice.co.uk 75% 26 6 Thomson attained a 79% share 4 sunmaster.co.uk 70% 22 6 of visibility through bidding on 5 jet2holidays.com 65% 20 2 27 keywords, at an average ad 6 saga.co.uk 64% 21 3 position of six. 7 travelrepublic.co.uk 60% 27 6 8 holidaygems.co.uk 60% 24 7 Achieving a 30% share of voice, 9 jamesvillas.co.uk 58% 23 6 Holiday Gems displayed the most 10 sovereign.com 58% 24 7 11 costacruises.co.uk 56% 19 4 12 icelolly.com 52% 26 8 13 thomascook.com 47% 16 3 14 sunsave.com 39% 18 9 15 holidaydiscountcentre.co.uk 30% 16 6 16 discovery-collection.com 28% 8 5 17 olympicholidays.com 27% 10 5 18 kuoni.co.uk 27% 8 7 19 lowcostholidays.com 27% 11 4 20 monarch.co.uk 27% 7 6 at an average ad position of two. visible individual ad creative, advertising all inclusive holidays from £189 pp. Which ad creatives were most visible for short-haul destination terms? No. Domain Ad creative Unique Share of creatives voice 1 holidaygems.co.uk All inclusive from £189pp All inclusive holidays from £189pp Book ATOL bonded holidays here. www.holidaygems.co.uk/holidays 22 30% 2 holidaygems.co.uk All inclusive from £189pp Book cheapest all inclusive hols on the web! ATOL protected holidays www.holidaygems.co.uk/holidays 22 25% 3 jet2holidays.com Turkey Holidays - 3-5 Star Turkey Hotels Jet2holidays.com Spread The Cost With Part Payments! www.jet2holidays.com/TurkeyHolidays 30 17% 4 sunmaster.co.uk Turkey Holiday Packages No1 for Twenty Years on Pricing Save Up To £368 On Your Holiday now www.sunmaster.co.uk/Sale 65 16% 5 thomascook.com Turkey Family Holidays - ThomasCook.Com Choose From One of Our Great Deals Book Early To Avoid Disappointment www.thomascook.com/TurkeyHolidays 18 16% 13 www.greenlightdigital.com | T: +44 (0)20 7253 7000 though bidding on 23 keywords, The most visible websites, advertisers and brands on Google UK Paid media bidding strategies We have monitored Google closely to identify who was advertising in the paid media 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 into search trends by Google established that most travel-related queries are performed on Mondays, with slightly fewer on other weekdays. The fewest travel-related searches are made over the weekend, with Saturday seeing the least number of queries. But, did advertisers reflect this day parting in their bidding strategies? (Source: Google Insights) Consumer search behaviour Ad count by day, over a 1-week period (chosen at random; week commencing 11th February) Sunsave 25% Lastminute.com Travel Republic 20% Dealchecker First Choice 15% Sunmaster Thomson 10% Teletext Holidays 5% On The Beach Mon 11th Tue 12th Wed 13th Thu 14th Fri 15th Sat 16th Sun 17th Icelolly The majority of advertisers Travel Republic and Sunsave both The majority of advertisers appeared to have similar underestimated consumer search appeared to overestimate search bidding strategies. behaviour on Monday. behaviour over the weekend. Get in touch to discuss your site’s specific performance. 14 Holidays Sector Report, Issue 16, February 2013 Integrated Search Which websites/advertisers performed well? voice overall? Here we have taken the top websites/advertisers across both mediums to give an indication of their Integrated Search performance. 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 Media space, who obtained the greatest share of 60% thomascook.com travelsupermarket.com 50% firstchoice.co.uk thomson.co.uk Natural Search Visibility 40% Strong Natural Search Visibility Strong Integrated Search Visibility lastminute.com teletextholidays.co.uk 30% Poor Integrated Search Visibility 20% Strong Paid Media Visibility icelolly.com virginholidays.co.uk monarch.co.uk lowcostholidays.com holidayhypermarket.co.uk 10% travelrepublic.co.uk onthebeach.co.uk dealchecker.co.uk ebookers.com 0% 10% 20% olympicholidays.com trivago.co.uk 30% 40% holidaygems.co.uk sunsave.com 50% sunmaster.co.uk 60% 70% 80% Paid Media Visibility 15 First Choice was the only website Thomas Cook, TravelSupermarket, Travel Republic, On The Beach, to attain strong Integrated Thomson, Lastminute.com and Holiday Gems, Sunsave and Search visibility. Teletext Holidays all achieved Sunmaster all achieved strong Paid strong Natural Search visibility. Media visibility. www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands in Google search The most visible holidays websites in Natural Search and Paid Media No. Website / advertiser Natural Search Paid Media First Choice featured at the top 1 firstchoice.co.uk 47% 70% of our Integrated Search league 2 thomson.co.uk 45% 44% table as it achieved a high share 3 thomascook.com 60% 28% of visibility in both the Natural 4 travelsupermarket.com 55% 31% 5 onthebeach.co.uk 8% 77% 6 lastminute.com 31% 43% 7 teletextholidays.co.uk 31% 42% 8 travelrepublic.co.uk 10% 54% 9 icelolly.com 22% 40% visibility in the Natural Search and 10 sunmaster.co.uk 0% 61% Paid Media listings. 11 sunsave.com 0% 48% 12 lowcostholidays.com 11% 36% Since our previous report 13 holidaygems.co.uk 0% 48% (November 2012), On The Beach 14 dealchecker.co.uk 4% 38% 15 monarch.co.uk 18% 22% 16 trivago.co.uk 0% 39% 17 olympicholidays.com 0% 36% 18 ebookers.com 0% 35% 19 virginholidays.co.uk 19% 14% 20 holidayhypermarket.co.uk 10% 18% 21 directline-holidays.co.uk 4% 24% 22 holidaydiscountcentre.co.uk 0% 28% 23 holidayshed.com 0% 28% 24 destinology.co.uk 0% 27% 25 travel24.co.uk 0% 27% 26 britishairways.com 12% 13% 27 kuoni.co.uk 12% 13% 28 travelzoo.com 3% 22% 29 jet2holidays.com 0% 23% 30 directholidays.co.uk 23% 0% 31 cosmos.co.uk 3% 19% 32 secretescapes.com 0% 22% 33 co-operativetravel.co.uk 22% 0% 34 butlins.com 0% 18% 35 saga.co.uk 0% 17% 36 bargaintravel4u.co.uk 0% 16% 37 visitmadeira.pt 0% 15% 38 bookableholidays.com 0% 15% 39 alpharooms.com 0% 15% 40 creamfields.com 0% 14% Search and Paid Media listings. Thomson ranked second in our league table as it achieved sizable saw its visibility in the Natural Search space increase by 8%. Get in touch to discuss your site’s specific performance. 16 Holidays Sector Report, Issue 16, February 2013 Social Media Marketing Which brands interacted well? Social Media provides consumers with a dynamic platform upon which to talk about and engage with brands. Smart brands recognise the importance of effectively employing this medium in order to inspire positive conversation around their products. The most influential brands engage on a daily basis with consumers, driving traffic to their online and offline properties. To gauge their influence, we’ve had a look at the top 15 brands and measured their engagement by monitoring their fans and followers across various Social Media platforms, shown in the table below. Facebook, Twitter, LinkedIn and YouTube presences were all measured, whilst Klout scores have been obtained, quantifying the influence of that brand across the social networks analysed. No. Brand Twitter Followers Facebook Fans Google+ Followers YouTube Views YouTube Suscribers 1 Thomson 22,708 307,802 151,898 8,276,120 1,349 83 2 Thomas Cook 39,292 194,274 145,620 679,139 624 82 3 Lastminute.com 27,224 148,406 1,231 28,807 15 81 4 First Choice 6,359 152,744 151,969 2,456,999 375 78 5 Monarch 14,525 42,228 300 221,838 110 66 6 Low Cost Holidays 7,273 118,189 90,306 8,397,362 410 61 7 Deal Checker 3,614 9,592 138,256 1,712 1 57 8 Icelolly 11,845 86,330 571 7,700,931 254 51 9 TravelSupermarket 3,210 6,934 949 301,230 13 50 10 Teletext Holidays 3,878 73,503 480 818,854 221 48 11 Travel Republic 2,822 86,404 1,032,911 106,889 16 48 12 On The Beach 3,114 107,946 666 784,989 74 47 13 Sunmaster 993 13,763 295 0 0 42 14 Sunsave 0 0 54 0 0 0 15 Holiday Gems 0 0 0 0 0 0 Thomson ranked at the top of our Thomas Cook had more than Travel Republic had the largest Social Media league table, as it 39,000 people following its number of people following its achieved a Klout score of 83. Twitter account. Google+ account (more than 1 million). 17 Klout Score www.greenlightdigital.com | T: +44 (0)20 7253 7000 The most visible websites, advertisers and brands on Google UK Learn more about our research Get in touch Download free reports 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 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: Our sector reports are a great way to benchmark your company’s search performance. They provide a solid foundation from which to plan future search activity and help realign your search strategy. www.gossip.greenlightdigital.com Contact Ian Hucklesby | Business Development Director +44 (0) 20 3326 6237 | E: [email protected] How the report was created Disclaimer: We used industry data to classify a selection of the most popular search The information provided in this report is for information terms that customer use within that sector. We also take a set of generic, only and should not be relied upon to enter into any general sector specific keywords that are used when searching. This gave us business transaction or to make any commercial an indication as to the size of the audience that used Google UK. decision. Whilst Greenlight has made every effort to For Natural Search, we analyse the Natural Search rankings on Google to see which websites and brands are 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 are reaching as a result of having that keyword-specific visibility. 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. For Paid Media, we monitor the advertisers appearing in the sponsored However, it is not permitted to exploit, distribute, sell or links for the top 90 terms analysed. Data was retrieved from the Google otherwise make use of the report for commercial gain. It UK regularly on a daily basis during the period to ensure a fair assessment is permitted to reproduce extracts of the report for public of the Paid Media space and to take into account the ad rotation system interest, provided that the publisher credits Greenlight employed by the Google UK. as the source of the work. For Social Media, we assessed the top 15 most visible brands in our Integrated league table and assessed them based on their Klout score. This data is then collated and league tables of the most visible websites in both Natural and Paid Media were created for the sector. In our reports you will find market view data for the industry as a whole, as well as by segment: generic keywords, and specific product/service types. Get in touch to discuss your site’s specific performance. 18 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 E: [email protected] E: [email protected] 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?