Google has shared a case study featuring Airbnb. The detailed analysis explains how Airbnb increased the number of nights booked from 800,000 to two million with help from remarketing on the Google Display Network and TrueView video ads on YouTube.

Published: 04 Oct 2011

Google has shared a case study featuring Airbnb. The detailed analysis explains how Airbnb increased the number of nights booked from 800,000 to two million with help from remarketing on the Google Display Network and TrueView video ads on YouTube.

The case study is one of the several ones which Google has chosen to underline that online display advertising is playing an increasingly important role in the marketing mix. “To make it work, they (advertisers) tapped into a robust display advertising toolbox and applied targeting, creative, measurement and optimisation solutions that made the most sense for their campaign objective,” stated Google.

For case study, click here.

Challenge: When Airbnb created a community marketplace for people to post, browse, and book unique accommodations around the world, it revolutionised the travel industry. To acquire customers for its unique marketplace, Airbnb needed to reach and educate users about how the service worked, and scale it globally.

Strategy: Airbnb used visual ad formats to capture and showcase the variety of unique rental accommodations available on their website across the world. Smart use of targeting technologies placed Airbnb ads in front of the right consumers internationally. They coupled this with a remarketing campaign to engage people who had already visited the website.

Google further explained:

Great display advertising happens when smart strategies are applied in three key areas: Finding the right customer, showing them the perfect ad, and measuring and optimising effectively.

Find the right customer. Reaching just the right audience is at the crux of any successful campaign. In fact, marketers are saying the biggest driver of increased display budgets is the availability of better targeting technologies. (1) From remarketing strategies that reach 84% of users on a typical list, to interest categories that show interested users your message while respecting user privacy, we’re constantly innovating to precisely connect your message with your audience.

Show them the perfect ad. You can find the right audience, but what do you tell them? With display, marketers have a wide-open canvas to connect with consumers to drive the results they care about. And an effective ad can come in any format.

Measure and optimise based on real-time insights. Advertisers have always benefited from transparency into exactly where ads run, their costs, and the right metrics to measure campaign performance, providing actionable insights to optimise their campaigns.