Airbnb boosts marketing spend as it strengthens partnership with Google

A person performing a Google search on a mobile phone. Arkan Perdana / Unsplash

At the beginning of 2020, Airbnb redirected approximately $800 million of its spending on performance marketing (primarily Google keyword ads) to focus on marketing its brand through means like video, social media and public relations.

Even before the pandemic, Airbnb was criticized for overspending on Google in its marketing: In addition to distancing itself from Google in 2019 and 2020, Airbnb tested joining price comparison service Google Vacation Rentals but ultimately decided not to.

But at the Bernstein conference on Thursday, Airbnb Chief Financial Officer Ellie Mertz said in an onstage interview that the company has spent a slight increase on marketing through Google over the past year, adding that Airbnb uses Google's advertising products, including keywords and audiences.

Airbnb is investing in Google where it makes sense

Mertz said Airbnb has been ramping up or reducing its marketing on Google when it sees an opportunity to spend more efficiently on marketing.

She said some of Airbnb's initiatives over the past year have allowed the company to moderately increase its spending with Google and maintain greater efficiency.

Mertz emphasized that performance marketing remains a minority of the company's overall marketing spend, adding, “It's not a large portion of our marketing budget or a percentage of revenue.”

When asked why Airbnb doesn't spend 10 times as much on performance marketing to drive a 5% increase in revenue, Mertz responded, “First of all, we're not heavily reliant on them. So like I said, 90% of our traffic comes from direct sources, which is great from an overall P&L standpoint.”

Airbnb is an outlier among online travel companies: Booking Holdings and Expedia Group spend billions of dollars on Google performance marketing, a much larger percentage of their annual revenue than Airbnb spends on the search engine.

Get the latest travel news plus exclusive research and insights on hotels, airlines and tourism with Skift.com.

Sources 1/ https://Google.com/ 2/ https://finance.yahoo.com/news/airbnb-gets-cozier-google-ups-221924544.html The mention sources can contact us to remove/changing this article

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