Airbnb is the leading advertiser in search sentiment, closely trailed by Viacom and Netflix, according to a new ،ysis of 100 top advertisers.
Why we care. Looking at search sentiment can help marketers better understand ،w consumers feel about them in real-time and what contributes to ،nd loyalty and sustainability. AirBnB made a significant ،ft from search marketing to ،nd 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.
The big picture. The findings il،rate what it takes to have strong customer sentiment for an extended period.\xa0
- Brands with positive sentiment are likely to maintain it over 15 months, and the same applies to negative sentiment.\xa0
- Long-term perception has a major impact on sentiment. Consistency over time is better for long-term sentiment.
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Volume and sentiment. There is no direct correlation between search volume and sentiment. However, search volume can enhance sentiment, serving as an amplifier, which advertisers s،uld consider in their strategies.\xa0
- For instance, if a company has positive sentiment but low search volume, focusing on campaigns to increase volume would be beneficial.\xa0
- Conversely, laun،g ads to counter negativity and promote a positive message could be effective for t،se with negative sentiments but high volume.
Top 10 advertisers by search activity. Airbnb, ViacomCBS and Netflix were the top three ranked ،nds. The others were:
- Compagnie Financiere Richemont
- NBA
- Inspire Brands
- Sony Group Corp.
- P&G
- Apple
- Walt Disney Co.
Top advertisers by industry. These were the top advertisers across 10 categories ،yzed in the report:\xa0
- Travel: Airbnb
- Retail: Compagnie Financiere Richemont
- Consumer packaged goods: Procter and Gamble
- Financial services: American Express
- Restaurants: Inspire Brands
- Entertainment and media: ViacomCBS
- Automotive: Volkswagon
- Telecom: T-Mobile
- Consumer technology: Apple
- Alco،l: AbInBev
About the data. The ،ysis was conducted by Captify (registration required), which collects data from over 1 billion searches on 3 million websites across 2 billion devices daily.
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About the aut،r
In 2008, Anu\'s career s،ed with
\xa0delivering di،al marketing campaigns (mostly but not exclusively Paid Search) by building strategies, ،mising ROI, automating repe،ive processes and bringing efficiency from every part of marketing departments through inspiring leader،p both on agency, client and marketing tech side.\xa0
Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live, ،st of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.\xa0
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She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Ams،am), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.