What Paid Search Advertiser Dominated the Travel Vertical in 2014?
As summer quickly approaches and vacation season kicks into high gear, travel agencies of all sorts are ramping up their digital efforts to entice consumers to book with their service.
In the report, AdGooroo found that 14,932 travel advertisers spent a total of $927 million in U.S. Google desktop and tablet search ads in 2014. Of that $927 million, 43 percent, or $397 million, of paid search spend was done so in the Travel Comparison Sites subcategory which is made up of mostly online travel agencies (OTAs). Moreover, while Booking.com again ranked as the top travel advertiser with 708 million impressions, Expedia.com rose to the number two spot with 678 million impressions overtaking TripAdvisor.com who dropped to the third spot with 622 million impressions.
Interestingly, among the top ten travel advertisers in paid search in 2014 just Booking.com, at the number one spot, and Hotels.com, sitting at number 10, held the same position they did the year prior.