Remember When Expedia Wanted to Reduce Its Reliance on Google? Big 180-Degree Shift Now – Skift

Different occasions known as for revamped methods and that’s the case with Expedia Group when it comes to its method to paid advertising and marketing on Google.
A brand new Bernstein report discovered that within the first quarter of 2021, Expedia Group attracted thrice extra site visitors from paid search on U.S. desktops than, Airbnb, and Tripadvisor mixed. attracted 1 million extra visits from paid search in March 2021 than it did in pre-pandemic March 2019.
Expedia Is a Big Spender in Paid Search

Source: SimilarWeb, Bernstein
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You could recall that weeks earlier than Expedia Group ousted then-CEO Mark Okerstrom, he lamented the truth that the corporate was overly reliant on paid advertising and marketing by way of Google, which he characterised as Expedia’s greatest competitor. Current CEO Peter Kern likewise said his objective could be to scale back Expedia’s Google dependence.  
Expedia Group Favored Brand Advertising for Vrbo Rather Than

Source: SimilarWeb, Bernstein
But then got here the pandemic, which noticed Expedia Group pouring numerous cash into TV advertisements and video for Vrbo, which gained market share through the pandemic as drive-to holidays away from closely populated city areas grew to become a development. Vrbo generated 2.1 million show advert visits throughout then first three months of 2021 — double that of sister firm, Tripadvisor,, and Airbnb mixed, in accordance to the Bernstein report. The analysis report targeted on on-line journey companies in 2025.
Kern of Expedia mentioned a couple of weeks in the past that the corporate opportunistically targeted on markets such because the U.S. for Vrbo as a result of that’s the place it noticed the biggest upside.
While diminishing an organization’s dependence on gaining an viewers by paying Google for promoting makes a ton of sense throughout sure durations, a nimble firm can and may change course underneath altered circumstances. Still, Expedia definitely has a long-term objective of attempting to get prospects to come straight to its web sites with out having to pay Google for the privilege.
One irony of Expedia’s surge in paid advertising and marketing is that Airbnb in 2019 got here underneath loads of criticism for upping its paid advertising and marketing, and there have been loads of questions on whether or not Airbnb might maintain its momentum simply on the energy of its personal model, or would have to bow to Google’s significance.
However, few are taking Expedia to activity for leaning into paid advertising and marketing — and it has used Google and video advertising and marketing to make positive aspects.
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About the Author: Amanda