Airbnb’s search marketing shift: Should advertisers follow suit?
With CPCs rising across performance media channels, is it worth following Airbnb’s shift from PPC to brand marketing? Here’s what to consider. A recent Wall Street Journal article reported that Airbnb’s “strategy of slashing advertising spending, investing in brand marketing and lessening its reliance on search-engine marketing is continuing to pay off.” This remark has sparked discussions among many advertisers, wondering if a similar strategy may work for them. In 2019, Airbnb started to move budget away from search marketing in favor of broader marketing initiatives. The pandemic accelerated the shift, with…
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