Travel Verticals Successfully Fight Google
engines are choosing vertical-websites over Google Adwords when spending
their marketing budgets. Verticals (also referred to as “metasearchers”) such
as the popular travel sites of kayak.com, hotelscombined.com and trivago.com,
combine real-time data (such as availability and rates) from numerous
online-booking engines to show comparative results to their users. With these
verticals offering their visitors the convenience of displaying all
online-booking engines search results within a single page, there is an
increasing interest in verticals. Whilst users may use Google for an initial
search, once a vertical site is found they do not have the need to visit
further individual sites, which will effect Google significantly.
The online-booking engine EasyToBook.com (http://www.easytobook.com)
which has been doing business predominately with Google for the last five
years has recently expanded to new marketing channels including verticals
with striking results.
From the beginning of 2009, verticals make up 30% of the total traffic
and reservations leads for EasyToBook.com With such strong results shown in a
period of less than ten months, EasyToBook.com decided to further broaden its
partnerships expecting for verticals to make up to 50% of their traffic and
reservation leads within the coming months. This strong increase will be
propelled by their unique proprietary Affiliate Program.
(http://www.easytobook.com/affiliate-partner)
In contrast to Google Adwords, verticals offer online-booking engines the
possibility to directly advertise hotels, including their up to date rates
and availability. Because vertical visitors are presented with hotels/rooms
which suit their budget and travel dates, the conversion rate is much higher
than that of Google Adwords. EasyToBook.com for example experiences a four
times higher conversion rate. This high conversion rate together with the
huge amount of traffic they generate, make verticals the prime competitor for
Google Adwords in the online travel industry.
In the future a lot of online-booking engines might choose to spend large
amounts of their marketing budgets in verticals instead of in Google Adwords.
Therefore it is likely that Google will react.
In the Google Q2 Earnings Call 2009 (http://seekingalpha.com/article/
149349-google-q2-2009-earnings-call-transcript) there was a question of what
Google thinks about the concept of vertical search.
Google) answered that there is room for improvement for vertical search in
Google, but they do not have anything ready to roll out just yet. Schmidt
continued by stating that on some vertical searches (like travel) the Google
Adwords advertisements are more valuable than the organic results, but they
do not know yet what to do with that observation. J. Rosenberg (Senior Vice
President of Product Management at Google) answered on this question that
Google is likely to add more information to its advertisements based on the
preferences of their visitors. (Due to the length of this URL, it may be
necessary to copy and paste this hyperlink into your Internet browser’s URL
address field. Remove the space if one exists.)
This could mean that Google is very much aware of the importance of
showing more relevant information in certain niche markets like travel but
they simply have not decided what plan of action to take.
Trivago.com CEO
why price comparison in this industry is more complex than in others. There
is a technological barrier to develop a meta-searcher and only few services
in the world offer a comprehensive high quality rate search. Many new players
underestimate the resources and knowledge needed to be successful in the
market, but also existing horizontal search engines find it hard to tap into
that space.”
For the time being, verticals gain ground over Google in the travel
advertisement battle and will not be defeated easily.
SOURCE Easy to Book GmbH