Google has an estimated worldwide market share of 73.44%, while Bing’s market share is 11.22%. Many marketers forget about Bing’s reach, because in comparison, it is small. But, 500 million searches a day doesn’t seem small, especially if you are a control cost freak.
Although COVID-19’s impact on the industry is still unfolding, travelers are taking advantage of the reopening of hotels and tourism activities to get away from the already tiring routine of working at home. And Microsoft offers a new way to make these activities look even more appealing.
A new Ad format: Travel ads and activities
Microsoft Advertising recently developed a new ad format, called Travel and Activity Ads. These premium ad types appear when users search for activities of a particular type in a particular location. Thanks to their contextual relevance, they have proven to be effective in increasing advertiser awareness and driving bookings.
Although COVID-19’s impact on the industry is still unfolding, travelers are taking advantage of the reopening of hotels and tourism activities.
Early results from the pilot project are impressive:
A major online travel agency reported a dramatic decrease in their cost per acquisition. In fact, they exceeded their CPA target by 24%.
An activity booking platform told us that tour and activity ads beat the ROAS they get with text ads by more than 16%.
And when a major travel provider added tour and activity ads to their search strategy, their cost per click (CPC) was reduced by 36%.
All participants in the pilot project are getting great results.
The tours and activities ads are now available, for the moment, only to advertisers in the United States (US) and United Kingdom (UK).
Mendy Conen is our CEO
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