{"id":7253,"date":"2022-12-09T11:54:03","date_gmt":"2022-12-09T11:54:03","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/12\/09\/airbnbs-search-marketing-shift-should-advertisers-follow-suit\/"},"modified":"2022-12-09T11:54:03","modified_gmt":"2022-12-09T11:54:03","slug":"airbnbs-search-marketing-shift-should-advertisers-follow-suit","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/12\/09\/airbnbs-search-marketing-shift-should-advertisers-follow-suit\/","title":{"rendered":"Airbnb\u2019s search marketing shift: Should advertisers follow suit?"},"content":{"rendered":"

A recent Wall Street Journal article<\/a> reported that Airbnb\u2019s \u201cstrategy of slashing advertising spending, investing in brand marketing and lessening its reliance on search-engine marketing is continuing to pay off.\u201d <\/p>\n

This remark has sparked discussions among many advertisers, wondering if a similar strategy may work for them.\u00a0<\/p>\n

In 2019, Airbnb started to move budget away from search marketing in favor of broader marketing initiatives. <\/p>\n

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.<\/p>\n

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In Q4 2021, The company then expanded its digital strategy into OTT and CTV, further reducing the budget share for PPC.<\/p>\n

With CPCs rising across performance media channels, advertisers are left wondering if moving away from performance marketing channels is the right move.\u00a0<\/p>\n

But before you take a similar leap, let\u2019s look at three key considerations.\u00a0<\/p>\n

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