July 29, 2019 · Stuart Butler
Fuel Hotel Marketing Podcast: Episode 118 – Breaking Down PPC And Email Trends From Google And Revinate
This episode is based on a vertical trends report produced by Google as well as Revinate’s latest email marketing trends study.
Also see our notes on last year’s study: https://www.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-98-takeaways-revinates-2018-global-hotel-email-marketing-report/
DOWNLOAD THE 2019 LEISURE TRAVEL STUDY: www.fueltravel.com/2019-leisure-tr…l-trends-study/
Google’s Vertical Trends
Google’s trend report is for Q1 of 2019 for hotel, motel and resort paid keywords.
- Overall, the number of search queries was down 1% compared to last year, with 60% of searches performed on a mobile phone.
- Mobile queries have increased 15% YoY, and CTR increased 3% to 9.5%. Ad Depth is up 3% to 2.8 (why is this a red indicator??). CPC remained even, at $0.95
- Desktop queries are down 19%, however CTR increased 8% to 8.1%. Ad Depth is up 46% to 2.4 (also red). CPC up 10% to $1.81
- Tablet queries are down 8%, CTR increased 9% to 8.1%. Ad depth is down 3% to 3.2 (this is green). CPC up marginally, at 2% for $1.15
- Takeaway: Mobile traffic continues to increase, is well over the majority of traffic, has the highest CTR, and is currently cheaper CPC than other devices.
- Q1 saw a slight dip in both queries and impressions vs. 2018, but was slightly above that of 2017
- Clicks were higher than both 2017 and 2018, with traffic peaking in March
- CPC steadily rose throughout the first quarter, passing over the CPC of 2018 in March. CPC remained below 2017 for all three months
- CTR steadily rose throughout the quarter, and was above 2018 and 2017 for all three months
- Ad Depth had a very slight decline from January to March. It was well above 2018 for all 3 months, but slightly below 2017
- In the last 4 years, CPCs were in the range of $1.13-$1.26 and peaked in May.
- Category searches have consistently peaked in July.
- Google’s forecast for the next 2 months shows an expected high for queries during the week of 7/23 and high for CPC the week of 9/10 based on last year’s trends.
- Takeaway: In spite of increased ad depth, CTR is up vs. last year, however, volume is down
Revinate’s 2019 Hotel Email Marketing Benchmark Report
- Highest ROI (4X higher than other channels)
- Millennials (will be 50% of world’s hotel guests, and lead the way in making purchasing decisions based on email)
- Open rate of emails sent to <5,000 recipients was 24% vs. 10% for >50K
- CTR was 3% vs. 1%
- Conversion rate was 0.3% vs. 0.07%
Hotel sends 1 email to 50K people with 0.07% CR = 3,500 reservations
Hotel sends 10 segmented emails to 5K people each with a 0.37% CR = 18,500 reservations
Takeaway: Don’t be overly concerned with the vanity metric of open rate, but DO be aware of the engagement/conversion rate of these segmented send. Highly engaged subscribers due to segmentation can send positive signals to Gmail, etc. that will help keep your messages out of the spam folders.
- Automated booking modification and confirmation emails had a 72% open rate and 26% CTR
- Welcome emails had a 50% open rate and 16% CTR
- Pre-arrival emails had a 61% open rate and 30% CTR
- OTA win back messages had a 34% open rate, 7% CTR, and 0.59% CR
- Takeaway: Automation for confirmation, pre-arrival post-stays is a no-brainer. HOWEVER, these are not set it and forget it messages. They need to be audited, tested and updated as needed, especially pre-arrival messages that can be used to upsell and cross-sell based on inventory.
When to Send:
- Study analyzed 32 million global reservations
- 30% of reservations were made 0-6 days out
- Day of week: In the US and Canada, Monday had best conversion rate, but Fridays had the best open rate (with next to last place for CR).
- Time of day: 6PM for US and Canada with 23% open rate and 0.42% CR
- Takeaway: Use your own data, and use Fuel eCRM to send to subscribers based on their individual habits.
- 41% of emails opened on a phone
- 21 % via Webmail
- 18% desktop
- 11% tablet
- 10% other (what else is there??)
- Takeaway: Do we even need to say anything about this?
Find Revinate’s study here: https://www.revinate.com/benchmark/marketing/
In The Newsaroos:
- Microsoft Ads Rolls Out Experiments For A/B Testing
- Google Short Names bug