Summer 2010 Whitepaper: "A Paper Of Two Halves"
We're pleased to announce the release of our latest whitepaper, "A Paper Of Two Halves". Throughout the paper, we've highlighted insights on last year's query behaviour and have provided data which will hopefully help Travel advertisers plan for the summer ahead.
Key findings include:
Query and click growth accelerates in 2010:
- Travel queries have grown by 20% YoY in 2010 (YTD)
- Air related queries have increased by 24% YoY
- Clicks on Travel ads have risen by 13% YoY in 2010 (YTD)
CPCs have fallen:
- CPCS on travel ads have fallen by an average of 4% YoY (YTD)
- Hotel and car related CPCs have fallen by an average of 7% YoY YTD
Impact of the World Cup:
- Historical data shows that the World Cup has a direct impact on travel query volumes.
- In 2006, queries dropped by 6% during the World Cup, before strong growth the following month to compensate.
Changes in 2010 search seasonality:
- So far in 2010, travel queries have peaked earlier before public holidays, than observed in 2009.
- In 2010, travel queries peaked 11 days before the May bank holiday. In 2009, they were at their highest 4 days before.
To learn more, please download the full report here.