Trivago's profits drop after it opts out of new Google ad product

The company’s decision to opt out of Google’s new property promotion ads was apparently a costly mistake

Aug 4, 2023

Trivago did not to advertise with Google’s new ad product because it is part of Google hotel ads – which historically hasn’t performed well for the company. However, this soon became a decision the team would regret.

Key takeaways

  • Q2 revenue was down 14% year-on-year to $137 million in the second quarter of 2023, following a decrease in website traffic;
  • Meanwhile, revenue for Expedia, which did advertise with on the search engine’s new ad unit, reported a record second quarter with revenue up 6%;
  • In its Q2 results, Trivago also announced that ad spend in the US had decreased by 10% to $32.9 million and 4% less on advertising in Europe, compared to the same period in 2022, as well.

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