{"id":617956,"date":"2024-04-22T19:43:39","date_gmt":"2024-04-22T16:43:39","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/airbnb-dominates-in-search-sentiment-report\/"},"modified":"2024-04-22T19:43:39","modified_gmt":"2024-04-22T16:43:39","slug":"airbnb-dominates-in-search-sentiment-report","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/airbnb-dominates-in-search-sentiment-report\/","title":{"rendered":"#Airbnb dominates in search sentiment report"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a30654de1b94\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a30654de1b94\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/airbnb-dominates-in-search-sentiment-report\/#The_findings_illustrate_the_importance_of_long-term_consistency_and_managing_search_volume_to_maintain_strong_customer_sentiment\" >The findings illustrate the importance of long-term consistency and managing search volume to maintain strong customer sentiment.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"The_findings_illustrate_the_importance_of_long-term_consistency_and_managing_search_volume_to_maintain_strong_customer_sentiment\"><\/span>The findings illustrate the importance of long-term consistency and managing search volume to maintain strong customer sentiment.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nAirbnb is the leading advertiser in search sentiment, closely trailed by Viacom and Netflix, according to a new analysis of 100 top advertisers.<\/p>\n<p><strong>Why we care<\/strong>. Looking at search sentiment can help marketers better understand how consumers feel about them in real-time and what contributes to brand loyalty and sustainability. AirBnB made a significant shift from search marketing to brand marketing. As they have taken the lead in this search sentiment report, it will pique the curiosity of other advertisers to go down the same path to improve their customer sentiment ranking.<\/p>\n<p><strong>The big picture.<\/strong> The findings illustrate what it takes to have strong customer sentiment for an extended period.\u00a0<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<ul>\n<li>Brands with positive sentiment are likely to maintain it over 15 months, and the same <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>lies to negative sentiment.\u00a0<\/li>\n<li>Long-term perception has a major impact on sentiment. Consistency over time is better for long-term sentiment.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"621\" height=\"600\" alt=\"Share of Time when monthly Sentiment matches Long Term\n73% - Brands with Positive Sentiment\n61% Brands with Negative Sentiment\" class=\"wp-image-439800\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11-621x600.png.webp 621w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11-350x338.png.webp 350w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11-117x113.png.webp 117w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11-768x742.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11.png.webp 824w\" data-lazy-sizes=\"(max-width: 621px) 100vw, 621px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11-621x600.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"621\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11-621x600.png.webp\" alt=\"Share of Time when monthly Sentiment matches Long Term\n73% - Brands with Positive Sentiment\n61% Brands with Negative Sentiment\" class=\"wp-image-439800\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11-621x600.png.webp 621w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11-350x338.png.webp 350w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11-117x113.png.webp 117w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11-768x742.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.30.11.png.webp 824w\" sizes=\"(max-width: 621px) 100vw, 621px\"><\/figure>\n<p><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><strong>Volume and sentiment. <\/strong>There is no direct correlation between search volume and sentiment. However, search volume can enhance sentiment, serving as an amplifier, which advertisers should consider in their strategies.\u00a0<\/p>\n<ul>\n<li>For instance, if a company has positive sentiment but low search volume, focusing on campaigns to increase volume would be beneficial.\u00a0<\/li>\n<li>Conversely, launching ads to counter negativity and promote a positive message could be effective for those with negative sentiments but high volume.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"506\" alt=\"correlation between search volume and sentiment.\" class=\"wp-image-439801\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21-800x506.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21-535x338.png.webp 535w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21-179x113.png.webp 179w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21-768x485.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21.png.webp 1152w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21-800x506.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"506\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21-800x506.png.webp\" alt=\"correlation between search volume and sentiment.\" class=\"wp-image-439801\" style=\"width:840px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21-800x506.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21-535x338.png.webp 535w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21-179x113.png.webp 179w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21-768x485.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Screenshot-2024-04-22-at-16.32.21.png.webp 1152w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p><strong>Top 10 advertisers by search activity. <\/strong>Airbnb, ViacomCBS and Netflix were the top three ranked brands. The others were:<\/p>\n<ul>\n<li>Compagnie Financiere Richemont<\/li>\n<li>NBA<\/li>\n<li>Inspire Brands<\/li>\n<li>Sony Group Corp.<\/li>\n<li>P&amp;G<\/li>\n<li>Apple<\/li>\n<li>Walt Disney Co.<\/li>\n<\/ul>\n<p><strong>Top advertisers by industry.<\/strong> These were the top advertisers across 10 categories analyzed in the report:\u00a0<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">Travel<\/a>:<\/strong> Airbnb<\/li>\n<li><strong>Retail:<\/strong> Compagnie Financiere Richemont<\/li>\n<li><strong>Consumer packaged goods:<\/strong> Procter and Gamble<\/li>\n<li><strong>Financial services: <\/strong>American Express<\/li>\n<li><strong>Restaurants:<\/strong> Inspire Brands<\/li>\n<li><strong>Entertainment and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>:<\/strong> ViacomCBS<\/li>\n<li><strong>Automotive:<\/strong> Volkswagon<\/li>\n<li><strong>Telecom:<\/strong> T-Mobile<\/li>\n<li><strong>Consumer <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a>: <\/strong>Apple<\/li>\n<li><strong>Alcohol:<\/strong> AbInBev<\/li>\n<\/ul>\n<p><strong>About the data.<\/strong> The analysis was conducted by <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www2.captifytechnologies.com\/top-100-advertisers?utm_source=linkedin&amp;utm_medium=social&amp;utm_campaign=na-2024-nss-top-100-advertisers&amp;utm_id=post-na&amp;utm_term=organic&amp;utm_content=report\">Captify<\/a> (registration required), which collects data from over 1 billion searches on 3 million websites across 2 billion devices daily.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Anu Adegbola<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        <span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid Media Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; PPC Live, host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast PPCChat Roundup, and b<\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">rand evangelist at ClickTech.\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/airbnb-search-sentiment-report-439799\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The findings illustrate the importance of long-term consistency and managing search volume to maintain strong customer sentiment. Airbnb is the leading advertiser in search sentiment, closely trailed by Viacom and Netflix, according to a new analysis of 100 top advertisers. Why we care. Looking at search sentiment can help marketers better understand how consumers feel&#8230;<\/p>\n","protected":false},"author":1,"featured_media":617957,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/airnbnb-chart-1920.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[107942],"class_list":["post-617956","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/617956","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=617956"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/617956\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/617957"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=617956"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=617956"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=617956"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}