Acquisition - Automation - Keyword Research - LP Testing
Increase in listings
Decrease in CAC
+73% new listings acquired YoY for Airbnb
Challenge & Approach
Supply in key markets globally are being outpaced by guest demand on leading homesharing platform
Airbnb host team needs to acquire more listings across multiple languages and regions
Expand paid search keyword portfolio into new potential host personas (ie. empty nesters, professional real estate investors, money motivated homeowners).
Build out global campaigns in multiple languages - leveraging a combination of localization services, automatic bidding rules, locale based LTV-modifiers, and novel workflow improvements to automate new keyword ideation
+73% new listings acquired YoY with CPA decrease of 18% - from paid search.
Represents ~5% of total global airbnb new host growth.