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Get more clicks with carefully chosen travel ad copy

March 2016

Word choice matters. And it’s even more important when you have less than a hundred characters to make an impression. In search advertising, word choice can make or break your leisure travel campaigns.

We analyzed 149,000 ads and 290 million impressions on the Bing Network to find the right combinations of ad titles and descriptions for leisure travel advertisers. Our analysis reveals top-performing ad copy combinations for different categories in the travel vertical and across devices. It also shows opportunities for using Sitelink Extensions more effectively to increase click-through rates.

We broke the travel market into five categories:

  • OTA/Aggregator
  • Lodging
  • Air Supplier
  • Car Supplier
  • Cruise Supplier

We found that ad copy combinations that work well for one category, such as lodging, may perform poorly in another. For example, lodging ads with terms related to "official" or “online” in the title tend to perform well, while cruise ads perform better with terms related to “price” or "offers” in the title.

To learn how to read an ad copy heat map and find out the best-performing combos for each category, view or download the slide presentation above.

 Download the presentation