Travel: Seasonal Easter Insights
Google's UK travel team have just produced a white paper focusing on Easter Insights 2010. The paper provides insights that will help advertisers take advantage of upcoming seasonal opportunities. Here is an outline of content:
2010: The beginning of the road to recovery?
- Travel query and click growth is much stronger than this time last year.
- CPCs have fallen across travel products year on year.
- Monitor your budgets to allow for increased Search activity this year.
- It is more affordable to increase bids to drive traffic than it was last year.
- Travel queries peak two weeks before Easter.
- Car Hire has the most positive and prolonged query growth over Easter.
- Flight queries peak earliest - indicating primary purchase consideration when booking a holiday.
- Monitor your bids and budgets in the context of rising demand and competition.
- Easter keywords see high query volumes in the run up to the holiday.
- Last year we saw CPCs drop as demand increased on these keywords- an opportunity exists to gain cheaper traffic.
- Recovery of city break destinations YoY suggests a strengthening in the short breaks market.
- Turkey, Spain and Egypt, New York and Paris among the most popular Easter destinations.
- Demand for holidays to US and Eurozone destinations has seen large YoY increases.