Airbnb Gets Cozier With Google, Ups Its Marketing Spend
Skift Take
Never say never in travel. Airbnb has moved away from Google marketing in years' past, but recently it's found a way to play there more efficiently.
Early in 2020, Airbnb diverted about $800 million in spend on performance marketing — mostly Google keyword advertising — and tilted more toward marketing its brand in avenues like video, social media and public relations.
Airbnb had been criticized pre-pandemic for spending too much of its marketing on Google. In addition to leaning away from Google starting in 2019 and 2020, Airbn
