Bing Ads recently did a major exercise to understand more about what search terms are the most effective for different elements of the travel industry.
The study was carried out by the Microsoft-owned search engine's data science team and includes a series of heatmaps to illustrate when certain types of ad copy are used for different areas of the industry and for various reasons.
For example, why a deals-based ad message works better with online travel agencies or lodging sites.
Sectors covered include cruise, car rental, airlines, accommodation providers and intermediaries.
Here is the full deck from the presentation:
NB:Travel search image via Shutterstock.