Evidence that Pay Per Click PPC Supplanting Organic Results in Google

According to WordStream, a PPC technology and search engine marketing software company that just published some research on the state of Google search:

  • The click-through rate of paid search advertisements on Google now outnumbers ‘free’ organic search result listings by nearly a 2:1 ratio for high commercial intent keyword searches conducted in the U.S.,
  • When people are searching in order to investigate or make a purchase, over 64% click a sponsored result.
  • Google has also increased the on-screen real estate for paid ads for high commercial intent keywords. In some cases, between the top of the page and the right-hand side, sponsored ads take up approximately 85% of “above the fold” pixels. As a result the top three sponsored ad listings generate for over 40% of clicks on those pages, and product listing ads 19%.
  • Total click-through rates for Google ads on high commercial intent queries are up to 600 times higher than the click-through rates for ads on a typical Facebook page.

Source: http://www.inc.com/jeff-haden/how-google-is-killing-organic-search.html and http://www.wordstream.com/blog/ws/2012/07/17/google-advertising

Here is an infographic with all that data and more:

[Read more...]

More data about hotel reviews – infographic

Olery has shared the following data via their infographic:

  • The Average Hotel got 238 reviews in 2011
  • 81% of travelers find user reviews important
  • 49% of travelers won’t book a property without reviews
  • 53% of reviews are written by women… and women give a 10% higher rating than men when they do write a review!

[Read more...]

iPad and Tablet devices and the online hotel and travel consumer

More news has been coming on the tablet device user having higher conversion rates and spending more money.  Here are some additional sources supporting this that are relevant to the hotel and travel industries.

Research from e-commerce software specialist Ability Commerce which shows conversions on tablets outnumber those on smartphones by almost three to one.

The study, released in September, on three companies conducting a significant volume of business online, shows iPad users made up more than 55% of mobile commerce revenue while only accounting for 13% of mobile customer visits  for one company.

A second company saw 21% of its web traffic come via the iPad but 51% of its sales while the third saw 50% of their web traffic via the tablet device and 97% of all mobile revenue.

Research on 800 retailers released last year by Shopatron shows the average iPad conversion rate is seven times higher than for a smartphone device.

 14% of all travel related queries are coming from a mobile phone, compared to 4% in 2010.

Research entitled the ‘Beginning of the End of the PC Era?’ from web design and digital specialist Nucleus reveals the growth in traffic from mobile devices in January 2012 compared with August 2011 and shows luxury sites have the highest mobile penetration. The studied carried out on 10 UK and international travel websites reveals some have witnessed a doubling in mobile web browsing over the six months with the top site generating 24.2% of its traffic from tablets and smartphones.

Wave Collapse asked consumers to identify the last purchase on their tablet devices during April 2012 – here are the top five items:

  1. Hotel reservation – 22%
  2. DVD – 22%
  3. Clothing – 20%
  4. Books – 18%
  5. Air tickets – 17%

Evidence of the results of all this is certainly starting to emerge – online travel agency Travelocity says 55% of all its mobile bookings are now coming via tablet devices, according to director of mobile Jason Fulmines, with so-called “mobile-exclusive deals” generating a “good percentage” of hotel bookings.

Read More at Tnooz: iPad and other tablets starting to challenge old web shopping behaviour and Google sees higher conversions from tablets – cars, sofas and houses among purchases and Research shows massive surge in iPad travel browsing

Stats About How Your Guests Compare You to Your Competitors

The Average traveler will visit 4 vacation rental websites and inquire about 7 properties.

vacation rental sites visited prior to booking

Travelers are 83% more likely to make an inquiry on your property listing if you have over 20 photos vs less than 5 photos.  Interesting Fact: Only 6% of properties feature over 20 photos (at Flipkey, a Tripadvisor company) [Read more...]

Why You Should Purchase Your Brand Name In Google AdWords and PPC

“Even if you rank wellSEO wise, for your brand, you probably don’t for the long tail variations of your brand. Google stated this week that in 2/3rds of branded searches, the click goes to the paid ad. It’s just a big missed opportunity.”

This great quote  from Jeff Ferguson, CEO of consulting group Fang Digital when talking about common PPC blunders.