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Paid search spend in the travel category on U.S. AdWords is down in 2013. At $238 million for January through April, it’s actually down 19% from 2012’s $295 million during the same period, which was down 17% from 2011.

>Meanwhile, the category of PPC-generated impressions is led by, a company that just a few short years ago seemed to occupy the status of ‘best kept secret’ among those in the know on travel deals. Also of note, the better known brands (Priceline, Orbitz, Expedia) are competing not just with each other, but with lesser known sites such as and Perhaps in a few years these brands will occupy a similar position to today?

From Adgooroo, here are the leaders in PPC-generated impressions in U.S. travel in 2012:

1. kayak.com883 million
2. priceline.com699 million
3. orbitz.com670 million
4. tripadvisor.com663 million
5. cheapoair.com629 million
6. expedia.com595 million
7. booking.com538 million
8. travelzoo.com469 million
9. bookingbuddy.com353 million
10. hotels.com349 million