Google costs down, click throughs up for travel sector
December 07, 2011 | Online Travel
According to the latest Google data in the travel sector, for the year to the end of September CPC was down 1% while CTR was up 25% on the back of a 25% increase in clicks and 20% increase in queries.
The data reflect the difficulties of the market and would appear to counter claims that Google is an increasingly expensive channel for online travel companies.
A four-year comparison of CTR shows a steady rise throughout 2011, the exact opposite trend seen in each of the past three years. Conversely CPC is broadly showing the opposite trend, gradually reducing throughout the year, particularly from the second quarter of 2011 onwards.
Within each of the travel verticals, however, the picture was different. The hotels data broadly followed the overall travel market, flights has seen a 2% increase in CPC with CTR up 8% and impressions 7% year on year.
Get the full story at Travolution
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