Home  › Search › Paid Search
Travel

Booking.com, TripAdvisor, Priceline.com Dominate Paid Search in Travel

  |  May 28, 2014   |  Comments

AdGooroo reports that about 12,700 advertisers spent more than $750 million on more than 50,000 travel-related keywords in Google AdWords in 2013.

Search marketing intelligence company AdGooroo has released its annual report providing insight into U.S. travel advertising, which was the seventh highest spending paid search category last year.

About 12,700 advertisers spent more than $750 million on more than 50,000 travel-related keywords in Google AdWords in 2013. Those keywords averaged a 4.18 percent click-through rate at an average cost per click of $0.86, AdGooroo reported.

Here are some highlights from the report:

Top 10 Paid Search Advertisers in Travel

AdGooroo collected Google AdWords data for desktop and tablet users for 2012 and 2013. Because the competition is getting stiff, many sites saw a dramatic change in their ranking from one year to the next.

Booking.com led the way in 2013 with 793 million impressions, followed by TripAdvisor (781 million impressions) and Priceline.com (724 million impressions). Here are the full rankings for the top 10 advertisers for both years:

Top Travel Advertisers in Paid Search

The most notable differences from 2012 to 2013 were Booking.com's increase from seventh to first place and Kayak.com's drop from first place to fifth.

Booking.com upped its game in 2013 by televising a series of commercials in an attempt to take over control of the U.S. travel market. Interestingly, in 2013 Booking.com was the second highest spending company on paid search among all advertisers (not just travel) in the United Kingdom and France.

Top 20 Most-Clicked Travel Keywords for 2014

As a means of determining buying behaviors of Americans, AdGooroo also provided the top 20 most-clicked keywords from January to April 2014. These keywords are:

  • Expedia
  • Cheap Flights
  • Travelocity
  • Southwest
  • Jetblue
  • Priceline
  • Orbitz
  • US Airways
  • Amtrak
  • Southwest Airlines
  • Delta Airlines
  • Enterprise
  • Carnival Cruise
  • Hotwire
  • Alaska Airlines
  • Vrbo
  • Malaysia Airlines
  • Cheap Tickets
  • Airbnb
  • Royal Caribbean

As you'll notice, the most-clicked keyword list is largely dominated by travel sites and airlines, not destinations.

Top 10 Destination Keywords for 2014

Even though none of the destinations below made the list of top travel keywords, they do provide insight into where people plan to travel this year. Here are the travel destination keywords that received the most clicks from January to April 2014:

  • Disney World
  • Universal Studios
  • Disneyland
  • Disney
  • Walt Disney World
  • Las Vegas
  • Florida
  • Puerto Rico
  • Hawaii
  • Dominican Republic

Disney is clearly dominating the first half of the destination list, as Disney properties remain some of the top summer destinations for families.

This article was originally published on Search Engine Watch.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Ashley Zeckman

Ashley Zeckman is the Director of Marketing for Benovate, a Minneapolis based health management company. She is responsible for the digital marketing strategy for the organization which includes search engine optimization, social media, and content marketing. She also provides guidance on communications best practices and on the communications support available for each client's unique business needs and budget.

Prior to joining Benovate, Ashley was a Communications Manager for RedBrick Health. Ashley also held the position of Marketing Manager for TopRank Online Marketing, a digital marketing agency. Her areas of expertise include communications, client relations, integrated marketing, online marketing, marketing strategy, content marketing, SEO, digital PR, blogging, B2B and B2C marketing, customer segmentation, and social media strategy.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Search newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs