A weekend short trip or a long vacation? It doesn't matter. Peoples always think about your next trip. But, before preparing your luggage, peoples normally run through the dream, plan, and reservation. See the 4 steps of Airbnb to create a campaign with CTA in Brazil. #webdesign #ui #ux #appdesign #design #userinterface #userexperience #interface #graphicdesign #website #designinspiration #webdesigner #webdeveloper #dribbble #behance #html #css #javascript #photoshop #adobeXD #sketch #figma Credits: Kristen Shipley - Think with Google.

1. @fabianolborbaFabiano Borba
4 steps of Airbnb
to create a campaign
with CTA in Brazil

2. @fabianolborbaFabiano Borba
TrueView for Action
The Airbnb sent the videos during low season in
Brazil, testing the impact of performance tools like
a . The brand was looking for
insights and continue the talk with your target.
Test your campaign on
small scale

3. @fabianolborbaFabiano Borba
Reserve
To encourage the planning of travels, the company
used the call to action , to send peoples to
the website of Airbnb, looking for accommodations
with definite dates.
Realizing a campaign on a small scale, the team of
the brand can test strategies without pressure, to
understand what worked better before the global
campaign.

4. @fabianolborbaFabiano Borba
Smart Bidding
The Airbnb sought to impact your more engaged
target using the to predict the
highest conversion probabilities.
Through of 2 months of the campaign, looking for
growth the conversions, the product machine
learning identifies the more engaged target
through patterns consume and search terms.
Use the machine
learning to find your
more engaged target

5. @fabianolborbaFabiano Borba
Airbnb usually looks get peoples on travel and
tourism market - and the machine learning help to
find new peoples and that with the highest
engagement probabilities.
Customize the creatives
to discover new targets

6. @fabianolborbaFabiano Borba
audience affinities
This has been achieved with a strategy of exploring
a depth message with different creative themes like
surf, painting, and gardening addressed on
campaign videos.
Airbnb used the to align the ads
to the content of the video that peoples to plan
watch. For example, who were about to watch a
video related to water sports, would see an ad of a
host in loved to surf.

7. @fabianolborbaFabiano Borba
The terms search for Airbnb growth 142% and the
reserves 14%, showing than a branding campaign
can result and more sales.
Measure the impact of
your steps of funnel
sales.

8. @fabianolborbaFabiano Borba
Making a branding campaign, measure the bottom
of the funnel to get the highest vision of impact.
Although the final step was broke barriers and
growth the consideration to brand, the marketing
team of Airbnb, wouldn't get the impact on the final
of the funnel if it hadn't challenged to conduct the
job, based in metric since the planing.

9. @fabianolborbaFollow
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