1. Choose your words carefully: Leisure Travel Insights for digital marketers

2. Let’s take a quick look at the leisure travel market Domestic and international trips by U.S. residents are expected to grow through 2021. Source: IBISWorld, IBISWorld Business Environment Profiles Domestic Trips by U.S. Residents, and International Trips by U.S. Residents, February 2016.

3. U.S. digital travel sales will top $180 billion in 2016 – up 7.5% from 2015 Source: eMarketer, Worldwide Digital Travel Sales: eMarketer’s Updated Estimates and Forecast through 2019, December 2015

4. With mobile travel sales of $65 billion – that’s a third of digital travel sales Source: eMarketer, US Mobile Travel Sales Slowly Gain on Desktop Sales, November 20, 2015. Note: Mobile includes both smartphones and tablets.

5. Travel digital ad spending is on the rise through 2019 Half of that spending is expected to be in paid search in 2016. Source: eMarketer, The U.S. Travel Industry 2015: Digital Ad Spending Forecast and Trends, May 2015. TIP Take the time to optimize your ads and campaigns before the peak search seasons to make the most of your search advertising investment.

6. Now let’s look at some words that work

7. A quick primer on ad copy analysis We start by looking at travel ads and creating buckets of related or similar phrases used in ad copy. Bucket examplesSample phrases Cheap/Affordable“cheap caribbean”, “cheap”, “cheap cruise”, “find cheap”, “affordable” Deals/Discounts“deal book”, “discounts”, “free upgrade”, “save big”, “vacation packages” Lodging“suites”, “resorts”, “villas”, “hotels” Offers“bonus offers”, “cruise offers”, “free” Official Site“official”, “official site”, “site” Online “book online”, “hotels online”, “online now”, “com guaranteed” Prices/Pricing“cash back”, “low prices”, “spend $” Sale“flights sale”, “sale”, “cruise sale” Services “guarantee”, “worldwide”, “guarantees best”, “upgrade”, “one way” Superlative“best rates”, “great”, “quick”, “fantastic” Param InsertionParameter placeholders, e.g., {param2:15% off}, used in dynamic ads Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015..

8. Next we turn to ad quality Ad quality factors in an ad’s clickability and other indicators such as ad relevance. The higher the ad quality, the better the CTR and the better the ad ranking. Using the weighted average of positive ad quality, we sort the buckets and create a heatmap. Note: This study provides insights into average ad quality, which has a lot of variability. This is not a substitute for performing your own ad copy tests.

9. Ad Description % Off Airfare Airlines Brands Call to Action Cheap / Affordable Deals / Discounts Destination Official Site Online Plan Price / Pricing Sale Services Superlative [Adjective / Adverbs] Ad Title % Off Airfare Airlines Brands Call to Action Cheap / Affordable Deals / Discounts Destination DKI [Dynamic Keyword Insertion] Official Site Online Param Insertion Plan Price / Pricing Sale Services Superlative [Adjective / Adverbs] Here’s how to read a heatmap Our study results show that an ad with Brand terms in the title and “Official Site” in the description presents high ad quality performance. GreatGood Insufficient data Poor Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords.

10. Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords. Ad Description % Off Airfare Airlines Brands Call to Action Cars Cheap / Affordable Cruises Deals / Discounts Destination Lodging Official Site Online Plan Prices / Pricing Rentals Services Superlative [Adjective / Adverbs] Ad Title % Off Airfare Airlines Brands Call to Action Cars Cheap / Affordable Cruises Deals / Discounts Destination DKI [Dynamic Keyword Insertion Lodging Official Site Online Param Insertion Plan Prices / Pricing Rentals Sale Services Superlative [Adjective / Adverbs] Words that work // OTA / Aggregator GreatGood Insufficient data Poor

11. Ad Description % Off Airfare Airlines Airport Call to Action Cheap / Affordable Deals / Discounts Destination Lodging Official Site Online Plan Price / Pricing Services Superlative [Adjective / Adverbs] Ad Title % Off Agency Airfare Airlines Airport Brands Call to Action Cheap / Affordable Deals / Discounts Destination DKI [Dynamic Keyword Insertion Lodging Official Site Online Param Insertion Plan Price / Pricing Sale Services Superlative [Adjective / Adverbs] Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords. Words that work // Lodging GreatGood Insufficient data Poor

12. Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords. Words that work // Air Supplier Ad Description % Off Airfare Airlines Brands Call to Action Cheap / Affordable Deals / Discounts Destination Official Site Online Plan Price / Pricing Sale Services Superlative [Adjective / Adverbs] Ad Title % Off Airfare Airlines Brands Call to Action Cheap / Affordable Deals / Discounts Destination DKI [Dynamic Keyword Insertion] Official Site Online Param Insertion Plan Price / Pricing Sale Services Superlative [Adjective / Adverbs] GreatGood Insufficient data Poor

13. Ad Description % Off Brands Call to Action Cars Cheap / Affordable Deals / Discounts Destination Offers Official Site Online Price / Pricing Rental Services Superlative [Adjective / Adverbs] Ad Title % Off Brands Call to Action Cars Cheap / Affordable Deals / Discounts Destination DKI [Dynamic Keyword Insertion] Offers Official Site Online Param Insertion Price / Pricing Rental Services Superlative [Adjective / Adverbs] Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords. Words that work // Car Supplier GreatGood Insufficient data Poor

14. Ad Description % Off Brands Call to Action Cheap / Affordable Cruises Deals /Discounts Destination Features Offers Official Site Prices / Pricing Sale Services Superlative [Adjective / Adverbs] Ad Title % Off Brands Call to Action Cheap / Affordable Cruises Deals/Discounts Destination DKI [Dynamic Keyword Insertion Features Offers Official Site Prices / Pricing Sale Services Superlative [Adjective / Adverbs] Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords. Words that work // Cruise Supplier GreatGood Insufficient data Poor

15. Top 5 ad combinations across devices OTA / Aggregator Official Site Ad · DisplayURL ServicesBrandsRentalsPrices/Pricing% Off Lodging Param InsertionOnlineOfficial SiteOnlineCall to Action Ad · DisplayURL OnlineLodgingCheap/AffordableOfficial SiteOnline Air Supplier SaleDestinationOfficial SiteBrandsCall to Action Ad · DisplayURL Official SiteSaleBrandsDestinationOnline Car Supplier OnlineOfficial SiteServices Ad · DisplayURL OnlineServicesSuperlative% OffDeals/Discounts Cruise Supplier Prices/PricingOffersSaleOfficial SiteCall to Action Ad · DisplayURL Cheap/Affordable Brands% Off OTA / Aggregator: Ad titles that include Official Site perform well. Pair that title with a variety of descriptions like Services (e.g., “guarantee”, “worldwide”, “guarantees best”) and Rentals (e.g., “rent car”, “rental”, “rent”) to get a high performing ad. Lodging: Online (e.g., “book online”, “hotels online”, “online now”) and Param Insertion work well in the ad title, while Online and Lodging (e.g., “suites”, “resorts”, “villas”) perform well in the description. Air Supplier: Top performing ad titles and descriptions combine Sale (e.g., “flights sale”, “Sale”), Destination (e.g., “usa”, “europe”, “international”), Official Site, and Brand terms. Car Supplier: Ad titles with Services (e.g., “guaranteed”, “upgrade”, “one way”) performed well. Pair that with high-performing descriptions, like Superlative (e.g., “best rates”, “great”, “quick”) and Deals/Discounts (e.g., “fall savings”, “free upgrade”, “save big”). Cruise Supplier: Top ad titles include Prices/Pricing (e.g., “cash back”, “low prices”, “spend $”), Offers (e.g., “bonus offers”, “cruise offers”, “free”), and Sale. For the description, focus on Cheap/Affordable (e.g., “cheap caribbean”, “cheap”, “cheap cruise”) and % Off. Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords.

16. Top ad combinations by device PC + TABLETMOBILE OTA / Aggregator Official Site Ad · DisplayURL ServicesBrands Lodging Param InsertionOfficial Site Ad · DisplayURL OnlineCheap/Affordable Air Supplier SaleOfficial Site Ad · DisplayURL Official SitePlan Car Supplier OnlineParam Insertion Ad · DisplayURL OnlineBrands Cruise Supplier Official SiteFeatures Ad · DisplayURL BrandsOfficial Site OTA / Aggregator: Official Site is a top ad title on PC+Tablet and Mobile devices. For descriptions, try Services (e.g., “last minute”, “rooms”) in PC+Tablet ads and Brand terms in Mobile ads. Lodging: For PC+Tablet ads, pair Param Insertion in the title with Online (e.g., “online today”, “online booking”, “hotels online”) in the description. For Mobile, pair Official Site in the title with Cheap/Affordable (e.g., “find cheap”, “cheap hotel”, “affordable”) in the description. Air Supplier: Combine Sale titles and Official Site descriptions for PC+Tablet ads. Combine Official Site titles with Plan (e.g., “vacation”, “minute”) descriptions for Mobile ads. Car Supplier: PC+Tablet ads with Online terms (e.g., “com guaranteed”, “budget online”, “special online”) in both the title and description perform well. Whereas Mobile ads with Param Insertion titles and Brand terms in the description are high performers. Cruise Supplier: Official Site in the title with Brand terms in the description attract PC+Tablet searchers. Appeal to Mobile searchers by combining Features (e.g., “luxury”, “luxury river”) in the title with Official Site in the description. Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords.

17. Top ad copy combinations – Sitelink Extensions // OTA / Aggregator Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords.

18. Top ad copy combinations – Sitelink Extensions // Lodging Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords.

19. Top ad copy combinations – Sitelink Extensions // Air Supplier Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords.

20. Top ad copy combinations – Sitelink Extensions // Car Supplier Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords.

21. Top ad copy combinations – Sitelink Extensions // Cruise Supplier Source: Microsoft Internal Data. Total Impressions Generated = 298 Million, Total Ads Analyzed = 149k, Analysis Period = 12/1/2014 – 11/30/2015. Note: The categories represent groups of similar keywords.

22. Key takeaways for travel advertisers To get the highest ad quality, test, test, and test again. Source: Microsoft internal data analysis, 2014.

23. Why advertise on Bing Ads?

24. The Bing Network packs value for Travel advertisers Source: comScore qSearch (custom), US, September 2015; industry categories based on comScore classifications. 25M Travel searchers not reached on Google 32M Total travel searchers 138M Total travel searches 39% of all travel paid clicks

25. Easy to get started Use Universal Event Tracking (UET) tags for both conversion tracking and Remarketing in Paid Search. If you already have a UET tag on your site, you can use the same tag for Remarketing in Paid Search.Universal Event Tracking High-value audiences Optimize your campaigns based on user activity on your website, like visiting your home page or abandoning a shopping cart. Increased ROI Customize your bids, ads and keywords to target high-value audiences. How Remarketing in Paid Search works User added in remarketing list Your website Former visitor searches on Bing or Yahoo Your ad is served YOUR AD Visitor leavesVisitor

26. 18% overlap 27% incremental clicks To Brand Ads To Organic To You To Your Competitors To You

27. Drive even better performance with Ad Extensions Source: Microsoft internal data analysis, 2014.

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