Airbnb’s search marketing shift: Should advertisers follow suit?
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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 video and social media picking up the largest share of digital spend in 2021, according to data gathered from Semrush and Pathmatics.