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Von Google ist soeben ein Whitepaper zum Thema Travel veröffentlicht worden, das interessantes Zahlenmaterial aufzeigt. Die Zielsetzung des Google Travel Teams/UK, von dem das Whitepaper stammt, ist klar - man möchte Werbetreibenden rechtzeitig zum Sommer Google als Werbemedium schmackhaft machen - dennoch spannend! Einige Kernaussagen hat Kevin May von Tnooz hier zusammengefasst:
Key points revealed in the White Paper include click analysis, CPC rates, impact of the FIFA World Cup, seasonality and destination trends.
Click analysis:
- Travel queries grown by 20% in the first six months of 2010 compared to the same period in 2009.
- Air-related queries increased by almost a quarter.
- Clicks on travel ads up 13% YTD on same period in 2009.
CPCs:
- Cost-per-click rates fallen by average of 4% year-on-year YTD.
- Hotel and car rates dropped by 7%.
World Cup:
- Query volumes historically fall during the tournament, picking up as countries are eliminated from the competition.
- In 2006 the number of queries dropped by 6% before bouncing back strongly after the event in August.
Seasonality:
- Travel queries have peaked earlier before public holidays than they did in 2009.
- This year queries reached a high 11 days before the May Bank Holiday weekend – four days before in 2009.
- No spike in queries before the 2009 August public holiday, but period expected to behave more like 2007/8 this year with definite spikes.
Top destinations:
- City breaks in Paris.
- Short haul to Turkey and Spain.
- Long haul to Australia, New York and Las Vegas.
Hier geht´s zum Download
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