Airbnb bids on Search Result with a KPI requiring ROI > 100%, and competitors (e.g. booking.com) exerts strong competitive pressure onthe core keyword, effectively optimizing cost and improving ROI are amongst the top priorities.

Through custom product page optimization and enhanced visual presentation in search ads, we significantly improved Tap-through rates (TTR), algorithmically aligning with Apple ads impression distribution weights to drive overall user acquisition growth.

The Intelligent Bidding System employs 'Average Cost per Tap (CPT) > Target CPI' as a market monitoring benchmark, using forward-looking CPI predictions to strategically impact competitors' bidding result. This approach effectively lowers our CPT for keywords while improving overall ROI.

Our campaign drove 60% higher monthly installs while achieving 150% ROI on average. The 45% surge in Tap-through rates (TTR) demonstrates strong audience engagement. This performance combination delivers both scale and efficiency for sustainable growth.