Experiment: How Airbnb sparked travelers’ interest across their planning stages

template 1200 x 600 (4)

What we set out to test

Can advanced audiences on YouTube spark interest and unlock relevant results with audiences at different stages of their decision-making journey?

The background

Airbnb is the global leader in vacation rentals. Looking to build its brand in APAC, the company identified India as one of its focus markets. Airbnb wanted to increase consideration with Indian travelers who were in the “dreaming” and “planning” stages of their travel-planning journey as well as customers ready to book their stay. To do so, the vacation rental company leveraged TrueView ads on YouTube during peak travel season to position itself as an alternative to hotels for international travel.

This campaign let Airbnb experiment with different audiences and explore what works best to help the company identify the optimal signals in various stages of the decision-making journey and achieve its campaign goals of brand recall, consideration, and consumer interest.

How we set the experiment up

To reach Indian travelers, Airbnb ran YouTube TrueView video ads featuring India’s top influencers, Saif Ali Khan and Kareena Kapoor, in the country’s five biggest cities. The vacation rental company set up three customized audiences, each with separate campaigns:

  • Custom affinity: based on signals exhibited by individual customers
  • Custom intent: based on what customers were searching on Google
  • In-market audience: based on users in the market for travel

Test group: Airbnb used three different video creative across its three different audience segments.

Control group: Airbnb ran general ads in cities outside the top five.

By testing different audiences on YouTube, Airbnb was able to identify optimal search signals in the various stages of travel planning.

Solutions we used

  • Signal-based audience solutions
  • Brand Lift surveys

What we learned

Custom affinity audiences made it easy for Airbnb to reach travelers in the “dreaming” phase, capture their attention, and spark their interest using broader audience segments based on individual consumer signals.

Custom intent and in-market audiences helped Airbnb connect with consumers in the “planning” stage of their travel journey and drive purchases for those ready to book.

Sources
https://www.thinkwithgoogle.com/intl/en-apac/tools-resources/success-stories/experiment-google-ads-advanced-audiences-youtube-unlock-relevant-results-travelers/

Get a FREE 1-to-1 Google Search Ads Consultation

Fill up below and we will get back to you with a FREE 1-to-1 Google Search Ads consultation on how to get leads & enquiries from Google!

Latest News

What’s New in SEO & SEM ?

  • All
  • Blog
  • color contact lens
  • cosplay contact lens Malaysia
  • cyberpunk cosplay contacts Malaysia
  • gas assisted injection molding
  • Google Ads
  • Google Search Console
  • Google Shopping
  • Local SEO
  • mdec grant malaysia
  • SEO
  • Servis Air Cond
  • web design
  • web design malaysia
  • YouTube
All
  • All
  • Blog
  • color contact lens
  • cosplay contact lens Malaysia
  • cyberpunk cosplay contacts Malaysia
  • gas assisted injection molding
  • Google Ads
  • Google Search Console
  • Google Shopping
  • Local SEO
  • mdec grant malaysia
  • SEO
  • Servis Air Cond
  • web design
  • web design malaysia
  • YouTube
gas assisted injection molding

Boost Your Production with Gas Assisted Injection Molding

H.H. Precision Mould is a well-known manufacturer that specializes in producing high-quality plastic injection molds. H.H. Precision Mould provides gas-assisted …

web design malaysia

Maximize Your Online Potential with Top-notch Web Design in Malaysia

Nuweb is a leading web design company based in Malaysia that specializes in creating stunning and functional websites for businesses …

color contact lens Malaysia

Discover the Magic of Color Contact Lenses

Color contact lenses have the power to transform your appearance and take your look to the next level. Whether you’re …

cyberpunk cosplay contacts Malaysia

Bring Your Favorite Cyberpunk Characters to Life with Cosplay Contacts

Cyberpunk is a popular genre of science fiction that has inspired many movies, TV shows, and video games. The aesthetic …

cosplay contact lens Malaysia

Transform into Your Favorite Character: A Guide to Cosplay Contact Lenses

Cosplay is a popular pastime that allows fans to bring their favorite characters to life through costumes, makeup, and accessories. …

template 1200 x 600

Kepentingan Servis Pendingin Hawa Anda Secara Teratur

Penghawa dingin menjadikan rumah selesa. Mereka membantu mengawal suhu untuk kehidupan yang selesa. Secara ringkasnya, mana-mana rumah moden memerlukan penghawa …

Closeup view of businessman holding two joined puzzle pieces leaning on his office desk.

Understanding Link Building and Why It Is So Important

Link Building is the method through which an SEO service obtains links from other trustworthy websites to your website. It …

why-seo-is-important-for-businesses-during-this-pandemic

Why SEO Is Important For Businesses During This Pandemic

The impact of Covid 19 on the majority of enterprises is extraordinary. All those years of unending labour and sacrifice …

Website development

Tips for Choosing a Good Web Design Company for Your Website

There are many web design companies in KL, Malaysia, and it is understandable that you want to hire the best …

A closeup shot of the waving flag of Malaysia with interesting textures

How to take advantage of the MDEC MCC Digitization Grant?

Do you know? Small and medium business owners (SMEs) like you can now apply for grants amounting to RM5,000. This …