[Report] Who owns the flights market in search?


Which brands dominate the US flights market in search?

A new report by Pi Datametrics has analyzed the entire US flights market to discover the most organically valuable search themes and players with the greatest share of voice across the market.

The search data was collected from across Google US with a view to identifying the search terms with the most commercial opportunity over the last four years, and trended to reveal demand peaks and declines across the travel industry.

‘International’ flights: Trended search themes | May 2016 – May 2017

Image source: Pi Datametrics Market Intelligence

So what does the data show, and what can marketers learn from it about the state of the flights market?

The difference between organic value and search volume

Trended search volume data is a strong indication of research and demand phases, but to determine when a search is most likely to actually convert, Pi has applied their proprietary Organic Value Score.

Search volume alone doesn’t always indicate value. Pi’s Organic Value Score averages out all of the metrics critical to conversion – including adword data – to reflect the true value of individual search terms, and their overarching search themes.

Looking at the search volume graph (above) in isolation, ‘Latin America & Caribbean’ appears to be the one of the most important search themes to focus strategy on within the ‘International flights’ market.

But, if we overlay commercial value, the data tells a slightly different story. ‘Latin America & Caribbean’ devalues significantly, while ‘Europe & Middle East’ retains its competitive edge.

Share of voice: Top sites across the entire ‘Flights’ market

Date: 7th June 2017 | Top 20 sites

Image source: Pi Datametrics Market Intelligence

Using a datapool of the most valuable ‘International’ and ‘Domestic’ search terms, Pi generated a vast snapshot of the entire US ‘Flights’ market (12,286 sites), to reveal the players dominating the industry.

Kayak own the US ‘Flights’ market

Kayak perform best both internationally and domestically, closely followed by Tripadvisor – which has recently transformed into an integrated review / booking site.

Here are just a few key insights:

  • The top 3 performers own 57% of the entire ‘Flights’ category.
  • All ‘Others’ beyond the top 20 own 10.1% of the ‘Flights’ market. Kayak, alone, owns more than double this.
  • The top 11 performers consist of online travel agencies, aggregators or integrated review and booking sites. These sites own 86% of the entire market.
  • An airline doesn’t appear until position 11, and only owns 0.6% of the category.

Image source: Pi Datametrics Market Intelligence

Which airline groups own the entire ‘Flights’ category?

  • Priceline Group owns 33.5% of the entire market – that’s four times more share than the entire remaining market, beyond the top 20
  • Expedia Inc owns 25.6% of the entire market
  • All ‘Others’, beyond the top 20, own a tiny 7.7% of the market
  • Airline providers can use this market share data to establish the best aggregators to resell their ‘Flights’

When combined, Expedia Inc and Priceline Group own nearly 60% of the entire US ‘Flights’ market. This is astronomical, and has created an ‘illusion of choice’ across the digital travel landscape.

  • Priceline is the 6th largest internet company by revenue ($10.64bn USD).
  • Expedia is the world’s 10th largest internet company by revenue ($8.77bn USD).

These revenue statistics just prove the success of their digital duopoly.

What can marketers and SEOs in the travel industry learn from the data about the most valuable search terms? Knowing their most valuable content gives businesses the foresight to dictate strategy.

From Pi’s trend chart, we can see that Europe and Middle Eastern flights have the highest Organic Value across the US ‘International flights’ market.

Aggregators, airlines and integrated booking sites can use this data to plan marketing activity around the most valuable flights.

Why is the online flights market so heavily dominated by just two companies?

Priceline group and Expedia own significant search real estate, and dominate the flights industry.

We can’t know exactly how these groups achieve their success, but we can presume that each brand prioritizes search throughout the business.

What’s more, these groups have an array of interrelated digital assets, which provide greater opportunity for comprehensive link infrastructures. This would only serve to boost their presence across the search landscape.

Based on the data, we can also see that online travel agencies, aggregators and booking sites decisively outrank airlines themselves in almost all cases. So why is this?

Based on their business offering, aggregators and OTAs offer a variety of content covering all areas of the flights market.

As direct providers, airlines may have less opportunity to match this offering, which could in turn impede market share.

The full report can be downloaded from the Pi Datametrics website.

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Facebook Ads Manager vs Power Editor: Which Is Better?


Going from the world of boosted posts to bona fide Facebook Ads is like moving from a dank studio apartment in the basement of an alright Italian joint into a charming brownstone abutting well-manicured greenspace.  

Just like upgrading your digs, this leap comes with a slew of important, outcome-impacting questions.

“Duvet or comforter?”

“Do I need gargoyles?”

“Ads Manager or Power Editor?”

That last one’s a doozy.

 facebook ads manager vs power editor which is better

Facebook presents you with two different interfaces through which you can create and optimize your ads. Neophytes will naturally gravitate to Ads Manager, the de facto UI; know-it-alls like me see a name like “Power Editor” and think “that’s the place for me.”

Often, once a decision’s been made, we tend to stick with what we know, willfully ignoring the other option. Why learn two interfaces when you can master one, right?


To maximize the impact Facebook Ads can have on your business, you need to leverage the best parts of Ads Manager and Power Editor.

Today, I’m going to review exactly when you should use Facebook Ads Manager, when it’s better to switch over to Power Editor, and what to do if vacillating between two interfaces starts melting your brain.

First, though, a primer.

Facebook Ads Manager: Guided Creation

Per Facebook, Ads Manager is a tool that allows you to:

  • Create and run your ads
  • Target your ads to the people you care about
  • Set your budget
  • See how your ads are performing
  • See your billing summary

What a magical place!

Ads Manager is Facebook’s standard platform for all things creation, management, and optimization. It offers a more guided advertiser experience than Power Editor, which can be fantastic for those who are just dipping their toes into the world of digital marketing.

That being said: if you’ve cut your teeth in AdWords and you’re looking to skip straight to the good stuff, you’ll probably find Ads Manager a bit cumbersome. Once you wrap your head around Facebook’s nuances and your ad account becomes more robust, you’ll start to feel as though the training wheels have been on too long.

Enter Power Editor.

Facebook Power Editor: Paid Social, Expedited

Power Editor is a lot like—brace yourself—AdWords Editor.

It’s a browser-based tool (no download necessary!) that enables bulk action and, thus scalability, by streamlining processes like creation and duplication. There’s also the added benefit of a review process; since nothing you do in Power Editor can be pushed live without you explicitly approving it, the chances of you paying for a half-baked ad set are reduced significantly (this can be super helpful for novices). It aint pretty, but it sure is… powerful.

Power Editor has a steeper learning curve than Ads Manager, and the lack of guidance can make you feel lost until you have your footing. It’s also worth noting that Power Editor can be finicky (and by that, I mean buggy) due to the fact that it functions as a sandbox for new Facebook advertising features.

It’s framed as a tool for experts, a fact that’s corroborated by, well, experts. According to Facebook marketing savant Brett McHale, “Power editor has all of the capabilities of the ads manager but doesn’t treat you like a kid. It allows you to clone anything, to adjust multiple assets very easily without a clunky tutorial-like interface.”

Now that you’ve got an idea as to how Ads Manager and Power Editor differ, let’s look at where each tool shines.

Ads Manager Shines When it Comes to Account Overview

In Ads Manager, the Account Overview is a haven for all things data. It gives you the ability to generate simple visualizations for Facebook’s key performance metrics across any date range; better yet, you can bounce between four separate metrics without ever having to refresh the page (if you’re new, the little “I” icons next to the metrics you’re reviewing offer explanations and links to resources that can help you get up to speed).

facebook ads manager account overview tab 

This makes it easy to observe the impact of your optimization efforts at a higher level. I’d also like to point out the “Objective” box below the line graphs; this breaks your campaigns into groups based on the objective you chose at their inception; from here, drilling down into a specific campaign to make changes is a cinch.

But wait, there’s more!

Ads Manager’s Account Overview tab also allows you to look at those exact same metrics based on age, gender (or both simultaneously), and by either hour of day or region.

facebook ads manager overview tab gender age region data 

Power Editor, on the other hand, offers a rather sparse overview tab.

Account Overview in PE will only provide you with the first section available in Ads Manager:

 facebook power editor account overview tab

This makes sense given that PE is a tool built for creation, not analysis; if you’re using Power Editor for account building, you shouldn’t be leaning on it for high-level data analysis and reporting; instead, jump to Ads Manager to kick off any Facebook optimization efforts.

(Until it’s time to execute, that is.)

Power Editor: The Key to Efficient Campaign, Ad Set, and Ad Creation

The Account Overview tab should be the first place you land when after selecting a Facebook ad account in which to work. It isn’t (Zuck, if you’re reading this, take the free advice). Instead, when you decide to leave the familiar pasture of your business’ Facebook page in search of affordable leads, you’re dropped into Ads Manager’s “Campaign” tab.

facebook power editor campaign tab 

The Campaign tabs in both Ads Manager and Power Editor are ostensibly the same thing; both list your campaigns, active or otherwise, and provide the ability to customize columns. The only real differences between the two are that PE affords you the ability to view campaigns that are “in draft” (meaning unpublished) and export data to a spreadsheet.

In the Ad Set tab, Ads Manager offers you an array of interchangeable columns (like the campaign tab pictured above) but not much else…

facebook ads manager customization columns 

Whereas Power Editor provides a more robust set of actions here, including:

  • Quick duplicate and split audience
  • Quick edit (turn on, turn off, edit budget, edit name, find and replace)
  • Save audience
  • Export

And the all-powerful revert function:

facebook power editor custom columns 

Where Power Editor really takes the cake, though, is in the creation of new Campaigns and Ad Sets.

In Ads Manger, campaign creation is a guided process. You begin by choosing a campaign objective…

facebook ads manager select campaign objective 

From there, Facebook will guide you through the entire process of campaign creation; your progress can be tracked on this handy visual that lives on the left-hand side of the Ads Manager UI:

facebook ads manager creation hub 

This workflow takes a long while to get through, but after you’ve whittled your targeting down (easily the most time-consuming part of the whole ordeal, and for a good reason!), established a budget, and created an ad, you’ll wind up with a Facebook ad that looks like this:

 best facebook ads combine power editor and ads manager

With Power Editor, while the finished product will be the exact same, the process is virtually devoid of the helpful frills that make Ads Manager tick. Unless you want them to be there! See that bar on the right-hand side of the “Create Campaign” menu below? When you’re building a Campaign or Ad Set in Power Editor, you’re always given the opportunity to use guided creation (the term Facebook gives to the “Ads Manager way”).

facebook power editor guided creation ads 

Ad creation—from scratch—is identical in both Ads Manager and Power Editor (check out the Facebook Creative Hub for inspiration), but what happens when you’re trying to generate variants quickly?

You use Power Editor, duh.

When you duplicate an existing ad in Ads Manager, Facebook populates a nifty little order screen. While it’s certainly fantastic to know that you’re about to spend money, having to do this click through the purchase options every time you want to conduct an A/B test is a massive pain in the ass.

facebook ads manager place an order 

In Power Editor, though, this isn’t the case.

All you need to do is select the ad(s) you want to duplicate and designate which Campaign and Ad Set you want he duplicate creatives to live in (or you can create new ones):

 facebook power editor duplicate ads

Once your new ad variants are tweaked to your liking, all you need to do is press the “Review Draft Items” button at the top of your Power Editor UI (note: if your new ads suck, there’s also a “Discard Changes” option; this doesn’t exist in Ads Manager) to review your changes in aggregate:

facebook power editor review draft before publishing 

If you feel like you’ve got a handle on Facebook Advertising and you value speed and precision, Power Editor is the place for you; if you’re learning the ropes, consider playing around with Ads Manager until you get comfortable. Either way, if you’re planning to launch any sort of split-testing, you’re better off getting down with Power Editor.

Ads Manager: Effective Account Optimization Lives Here

Outside of ad testing, optimization in Facebook is focalized around audience, bid, and budget management. Where do you think the best place to do those things is?

“Ads Manager. All. Day.” – Brett, the aforementioned Facebook Ads aficionado, on whether to optimize performance in Ads Manager or Power Editor.

You see, while Power Editor is the perfect tool for crafting an account and generating ad creative efficiently, Ads Manager is equally great for admiring your handiwork and making high-level adjustments.

facebook ads review budget screencap 

As I mentioned earlier, the Account Overview tab in Ads Manager affords you a more insightful, uh, overview of your account. From there, you can quickly drill into groups of campaigns based on their common objective and shift budgets/adjust bids based on performance over a given period. If something isn’t working as planned, Ads Manager is going to tell you about it.

The Best of Both Worlds

As I’ve shown you today, the best way to manage your Facebook Ads account is to blend Ads Manager (overview and optimization) and Power Editor (creation) in your workflow.

If, in addition to your current PPC workload, switching between two interfaces for Facebook alone sounds daunting, I might have a little something to help you improve your results without increasing your effort.

wordstream advisor combines facebook ads google adwords and bing into one platform 

WordStream Advisor allows you to roll Facebook, AdWords, and Bing into a single interface, pulling cross-platform performance metrics into one easy-to-use dashboard.

About the Author

Allen Finn is a content marketing specialist and the reigning fantasy football champion at WordStream. He enjoys couth menswear, dank eats, and the dulcet tones of the Wu-Tang Clan. If you know what’s good for you, you’ll follow him on LinkedIn and Twitter.

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5 Ways to Build a Video Culture at Your Company


Did you know that 52% of marketers worldwide name video as the type of content with the highest ROI?

If you were attracted to the title of this post, maybe you’re already sold on video. I mean, how could you not be? Video is everywhere – whether it be a competitor’s website or your Facebook feed. It’s now an unavoidable content type.

It can be easy to get video envy when you see so many companies doing video so well. Before working for a video hosting company, I viewed video as intriguing and useful, but also very intimidating. How could little old me make a video like the ones on Moz or MailChimp’s websites? They must pay a small fortune to hire professional video producers, right?

Not always. I’ve come to realize that as long as you have a pulse and a camera (or even a phone) that you too can do video for your business.

How to build video culture at your company video shoot 

In order to scale your video efforts, it’s important to use it across teams. Whether it be to humanize your homepage, recruit new hires, or close more deals, video is a useful platform not just for marketers, but for sales, recruiters, support reps, and even engineers! The issue is, how do you get your colleagues to buy into video as well?

I’ve got you covered. Here are five actionable tips to help you build a video culture at your company.

Tip #1: Create a Physical Space for Video Creation

Do you have an in-house studio? For those of you who don’t, get on that! Having a designated space to shoot video that is accessible to the entire company will make it easy for everyone to have the opportunity to shoot videos for their teams.

I know this might seem like a daunting task. There’s a million things to take into consideration: What space can you use in your office building? What about lighting? Tripods? Backdrops?

How to build video culture at your company DIY office video studio setup

Really, it’s not that hard! Wistia has put together a quick guide on how to turn any conference room into a video studio, in four simple steps:

  • Set up a backdrop – A solid color background looks best, and ideally not just a white wall (which not only look boring but can cause glare). We recommend getting a roll of seamless paper from a photography supply store.
  • Get some studio lights – Overhead lighting isn’t flattering, and with studio lights, you don’t have to worry about the sun going behind a cloud (or using a room with no windows). A larger bulb creates more flattering lighting. Try a ring light like the ones shown in this lighting guide.

How to build video culture at your company lighting setup diagram

  • Control the sound – Get some sound dampening pads for the walls or, in a pinch, blankets, to avoid distracting echoes.
  • Leave it all in place! – The key to making sure your video studio gets used it to have it ready to go anytime.

At Wistia, we’ve even set up smaller video stations for customer-facing employees to record quick, casual videos and shoot them over to prospects and customers. The first step to encouraging more video creation at your company is building the space to do it.

Tip #2: Build a Video Advocate on Every Team

It’s likely not the case that your colleagues aren’t sold on video. It’s more likely that they just haven’t had the bandwidth to think about it and execute it. Maybe they’re aware of the benefits, but feeling the intimidation factor of executing a well-produced video.

How to build video culture at your company WordStream landing page video example

This landing page features WordStream’s own Jacob Coblenz in a green screen video

If you can break down the intimidation barrier blocking their video efforts by using your persuasive skills to show how video is not as hard as they think, then they can buy into the idea of video and expand it across their team. The key is figuring out the who, how, and what for each team. Let’s start with the who…


There might be teams where there’s a clear fit of who would be the best video advocate. There also might be teams that you feel clueless about. How do you figure out who to go after? Use your networking skills to network with your own colleagues! If the team is smaller, present to all of them. If the team is a bit larger, talk to someone on the team to get a sense of who would be most enthused to take video on and encourage others to do the same.


Once you’ve identified the right people to talk to on each team, you should schedule a meeting with enough time to prepare your case. You must embrace your inner salesperson. Share compelling statistics about the effectiveness of video. For example, “Did you know that Bob closed 80% more deals when they started using video voicemails?”

Break the intimidation barrier of video by having resources on hand to train them. Take the following steps to complete the how:

  • Prepare your case
  • Pull together a polished presentation for each team
  • Schedule a time to make an in-person pitch


You need to highlight the unique ways their team can benefit. To do so, put yourself in the shoes of your colleagues. Ask questions like: What are their pain points? What are their goals? How can video help them accomplish these goals? What similar companies are doing this and seeing results? What internal resources will make this easier?

Don’t forget to follow-up like a true salesperson. Be persistent!

Tip #3: Make Video a Part of Customer-Facing Employee Workflows

Every customer-facing employee should be using video. Whether they’re in sales, service, or support, for colleagues interacting with people outside of your organization they need to be using video on a regular basis.

Video not only takes away the dryness of communicating via email and the distance felt when communicating over the phone rather than in person, but it can also lead to higher chances of turning a lead into a customer. It can also reduce the risk of customer churn.

If the person on the other end feels connected to you in a real, human way they’re going to have warmer feelings about your business. What better way to do this than video? Here are a few ways to start using video in customer interactions:

1) Create video email signatures for every customer-facing employee

What’s a video email signature? Well, instead of the boring line of text with your name, title, and a company logo, a video email signature brings your personality to life. What you’ll need to do is shoot some short videos of each employee, showcasing their personalities. Check out mine below:

Ensure these videos are concise, entertaining, and most importantly, that they show off the employee’s genuine personality. Once you’ve shot the video all you need to do is paste the linked thumbnail image into the your email signature like so:

How to build video culture at your company use video email signature examples 

This linked thumbnail image should direct the individual to a simple landing page showcasing the video and providing some contact information. I built mine through HubSpot and kept it very simple so the viewer can just watch the video and go on with their day.

How to build video culture at your company use video email signature example 

2) Incorporate video into your sales process

Video and sales go together like peanut butter and jelly. Your typically prospect might be suspicious of your sales reps – they just want your money, right? Well, video can easily change this negative stigma by helping them create a more personalized and relatable experience.

When the lead on the other end realizes they’re not just working with a greedy robot, they’ll be much more likely to open their wallets. Take this example of a video voicemail from BambooHR:

The above example is very polished and clearly well-produced. This is great for that type of voicemail because it’s not personalized, and she can use it at scale. However, more personalized videos don’t need to be overly produced. They can be a bit scruffier and have a truly substantial impact. Take this example from the marketing agency Blueleadz:

Blueleadz has seen a 36.9% higher close rate when a personalized video is used!

3) Keep your customers informed with personal video outreach

Video is a powerful medium to keep engaged with your customers. Whether it be sending a quick Happy Holidays video or a longer video explaining some recent product updates, letting your customers know you’re thinking about them is best done via video.

Recently we came out with a new version of one of our integrations, so in order to inform my customers I made a video detailing the updates, and broke the video into chapters to ensure my customers could navigate to the sections of the video they’re most interested in.

 How to build video culture at your company use video in emails

Another way to do this is by having your product team make a product update video on a monthly basis, which you can then email out to your list of customers.

Tip #4: Hold Video Delight Competitions

In order to encourage more video creation across teams, it can help to make it a competition. At Wistia we did just that, and from personal experience I can tell you this works.

During the last two Februaries my colleague Sarah-Mei Estrada, a leader on the support team, has run a contest called “Delightuary” where she encourages all employees to make at least one video responding to a customer ticket that comes into our support inbox. These videos are typically shot with iPhones, and creativity is encouraged because there are trophies to be won at the awards ceremony held a month later.

 How to build video culture at your company Wistia presentation

“I realized that making videos for customers can seem like a big challenge, so turning it into a month-long holiday with an awards ceremony really helped get people excited about it,” said Sarah-Mei.

To do this successfully at your company take the following steps:

  • Present the contest to your company.
  • Send out a video email to get people hyped up.
  • Tempt your colleagues with COOL prizes.
  • Have the company vote on different Oscar-inspired categories (think best actor, breakout star, outstanding stunt coordination, etc.)
  • Plan a fun after-work awards ceremony.

If you test out this strategy at your company, I guarantee you’ll see more video creation happening long after the month you choose for the competition.

Tip #5: Use Video to Communicate Internally

Last, but not least, in order to grow a video culture at your company you absolutely must be using video internally. There are several ways you can do this:

1) Using video for small announcements

Video is an easy way to communicate internal announcements, whether it’s announcing some new beverage options (like the email our office manager sent out below), informing your colleagues about an event (like movie night or an all-staff field day), or just sending out some housekeeping announcements. Making a quick video will actually get your colleagues’ attention, rather than sending a boring email that will immediately be ignored or archived.

How to build video culture at your company use video for internal communications 

2) Create a recurring series to keep everyone informed

What happened at the office this week? This is a question many employees may have if they’re remote, sick, or out of office. Communication is critical for business success, and many companies struggle with a lack of communication, especially between teams. Even when folks are in the office it can be easy to miss important things that occurred, especially if your company has multiple locations.

Form a cross-functional team (or a few teams that share the responsibilities) in charge of sharing weekly updates on office happenings – betas the product and engineering teams are working on, marketing campaigns running, social happenings, or even personal announcements (for instance, Sheila is having a baby!). Send out the video update each week to all employees, ensuring it’s sparked with personality to keep everyone watching.

3) Use video to build a remote culture

Meet Leah Knobler!

How to build video culture at your company HelpScout Leah Knobler 

Leah works in People Operations at the support ticketing software company HelpScout, and was tasked with building a strong company culture where the majority of employees are remote. Sounds crazy, right? How do you build company culture when there is no physical office space?

When people think about company culture they usually think of an environment, but Leah has used video to prove that culture isn’t just about physical presence. You can read all about how Leah has managed to do this in her blog post on HelpScout’s website.

My favorite series she does is called “At home with HelpScout,” where each remote employee films some footage that Leah strung together into a fun montage. This allows for employees to get to know each other on a more personal level without having to leave their computers. Check it out below!

While video can seem intimidating at first, once it becomes an integral part of your culture, your business will change for the better with a much more personalized way of connecting with others.

About the Author:

Margot is a Content Marketing Specialist at WordStream and nutrition student at Framingham State. She loves all things digital, learning about nutrition, running, traveling, and cooking. Follow her on:

Twitter: @ChappyMargot

Instagram: @margotshealthhub   

Blog: http://www.margotshealthhub.com/

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It's More Than a Seat at the Table: 4 Attributes of an Inclusive Workplace


Most companies, through the guise of measuring diversity, are actually measuring only representation, because they’re only counting heads.

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