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REPORT FOCUS: Car Rental Generics Domestic Europe Rest of the World

An exclusive snapshot of the online Search landscape

JAN 2016

Report Overview Executive Summary This report profiles search behaviour for the online Car Hire sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Car Hire-related terms. In our analysis we established that:

In January, 1.2 million searches were made by consumers searching for Car Hire-related terms on Google UK.

Queries for Europe keywords accounted for 31% of all searches made for the sector.

The search term 'car hire' was queried 90,500 times, accounting for 7% of all searches made for the sector.

travelsupermarket.com was the most visible website in the Natural Search listings, achieving a 76% share of voice.

rentalcars.com was the most visible advertiser in the Paid Media space, achieving an 86% share of voice.

travelsupermarket.com ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.

Percentage breakdown of searches made for each subsector:

Car Hire Sector Report

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January 2016

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The most visible websites and advertisers on Google UK

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January Overview In January 2016, 1.2 million searches were made for Car Hire-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Car Hire market in the past 12 months. Number of searches by subsector At a glance In January, 1.2 million searches were made for car hire keywords. Searches for Europe keywords were most popular, accounting for 31% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Car Hire: Overall 1.2 million searches In January 2016, 1.2 million searches were made by consumers searching for Car Hire-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 2,579 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘car hire’ was queried 90,500 times, accounting for 7% of all searches made for Car Hire-related keywords.

travelsupermarket.com was the most visible website, achieving a 76% share of voice through ranking for 1,070 keywords, including the search terms ‘car hire’ and ‘car hire usa’. The 20 most visible websites: europcar.co.uk attained a 47% share of voice through ranking for 924 keywords, including the search terms ‘europe car hire’ and ‘car hire inverness airport’.


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Car Hire: Domestic 295,840 searches In January 2016, 295,840 searches were made by consumers searching for domestic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 779 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘car hire uk’ was queried 27,100 times, accounting for 9% of all searches made for Domestic-related keywords.

enterprise.co.uk was the most visible website, achieving a 74% share of voice through ranking for 412 keywords, including the search terms ‘car hire uk’ and ‘car rental uk’. The 20 most visible websites: travelsupermarket.com attained a 73% share of voice through ranking for 399 keywords, including the search terms ‘car hire dublin airport’ and ‘car hire edinburgh’.


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Natural Search Car Hire: Europe 378,170 searches In January 2016, 378,170 searches were made by consumers searching for Europe-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,045 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘car hire spain’ was queried 12,100 times, accounting for 3% of all searches made for Europe-related keywords.

travelsupermarket.com was the most visible website, achieving a 78% share of voice through ranking for 354 keywords, including the search terms ‘car hire spain’ and ‘car hire alicante airport’.

The 20 most visible websites:

holidayautos.co.uk attained a 52% share of voice through ranking for 346 keywords, including the search terms ‘car hire geneva airport swiss side’ and ‘car hire verona airport’.


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Car Hire: Generic 332,200 searches In January 2016, 332,200 searches were made by consumers searching for generic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 197 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘car hire’ was queried 90,500 times, accounting for 27% of all searches made for Generic-related keywords.

enterprise.co.uk was the most visible website, achieving a 77% share of voice through ranking for 95 keywords, including the search terms ‘car hire’ and ‘rent a car’. The 20 most visible websites:

travelsupermarket.com attained a 76% share of voice through ranking for 81 keywords, including the search terms ‘car hire’ and ‘cheap car rental’.


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Natural Search Car Hire: Rest of the World 207,290 searches In January 2016, 207,290 searches were made by consumers searching for rest of the world-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 558 keywords analysed. Top 10 search terms: Overview: In January, the keyword ‘car hire usa’ was queried 12,100 times, accounting for 6% of all searches made for Rest of the World-related keywords.

travelsupermarket.com was the most visible website, achieving a 78% share of voice through ranking for 236 keywords, including the search terms ‘car hire usa’ and ‘car hire orlando’. The 20 most visible websites: holidayautos.co.uk attained a 48% share of voice through ranking for 171 keywords, including the search terms ‘car hire usa’ and ‘car hire cape town’.


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Paid Media Car Hire: Overall 1.2 million searches In January 2016, 1.2 million searches were made for Car Hire-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 2,579 keywords analysed. The 30 most visible advertisers: At a glance: In January, rentalcars.com was the most visible advertiser, achieving an 86% share of voice through bidding on 1,142 keywords, at an average ad position of 2.

holidayautos.co.uk achieved a 62% share of voice through bidding on 875 keywords, at an average ad position of 5.


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Paid Media Car Hire: Domestic 295,840 searches In January 2016, 295,840 searches were made for domestic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 779 keywords analysed. The 20 most visible advertisers: At a glance: In January, rentalcars.com was the most visible advertiser, achieving an 89% share of voice through bidding on 434 keywords, at an average ad position of 2. priceline.com achieved a 64% share of voice through bidding on 385 keywords, at an average ad position of 6. bookingbuddy.co.uk displayed the most visible individual ad creative, achieving a 17% share of voice.

The 5 most visible ad creatives:


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Car Hire: Europe 378,170 searches In January 2016, 378,170 searches were made for Europe-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,045 keywords analysed. The 20 most visible advertisers: At a glance: In January, rentalcars.com was the most visible advertiser, achieving an 81% share of voice through bidding on 359 keywords, at an average ad position of 1. holidayautos.co.uk achieved a 59% share of voice through bidding on 293 keywords, at an average ad position of 4. kayak.com displayed the most visible individual ad creative, achieving an 8% share of voice.



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Paid Media Car Hire: Generic 332,200 searches In January 2016, 332,200 searches were made for generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 197 keywords analysed. The 20 most visible advertisers: At a glance: In January, rentalcars.com was the most visible advertiser, achieving a 91% share of voice through bidding on 108 keywords, at an average ad position of 2. travelsupermarket.com achieved an 84% share of voice through bidding on 106 keywords, at an average ad position of 3. avis.co.uk displayed the most visible individual ad creative, achieving a 46% share of voice.



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Car Hire: Rest of the World 207,290 searches In January 2016, 207,290 searches were made for rest of the world-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 558 keywords analysed. The 20 most visible advertisers: At a glance: In January, rentalcars.com was the most visible advertiser, achieving an 83% share of voice through bidding on 241 keywords, at an average ad position of 2. hertz.co.uk achieved a 61% share of voice through bidding on 178 keywords, at an average ad position of 5. usrentacar.co.uk displayed the most visible individual ad creative, achieving a 16% share of voice.



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Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Natural Search visibility

Strong Integrated Search visibility

Poor Integrated Search visibility

Strong Paid Media visibility

travelsupermarket.com

travelsupermarket.com

6 websites achieved strong

achieved strong Integrated

achieved strong visibility in the

visibility in the Paid Media

Search Visibility.

Natural Search listings.

Space.


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The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league table below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance travelsupermarket.com featured at the top of our integrated search league table, as its combined share of voice was most dominant.

rentalcars.com ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.


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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 2,579 Car Hire-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Car Hire sector in January 2016.

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If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email: [email protected]

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