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2018 EditionThe purpose of this guide is to give travel marketersa 360-degree understanding of Facebooks “Dynamic Ads for Travel” (DAT) solution. Essentially, DAT lets you automatically show ads across Facebook, Instagram, and Audience Network to people who are likely to travel. Since Facebook launched Dynamic Ads for Travel, we have been dedicated tohelping travel brands successfully adopt the solution. Along the way, we haveaccumulated learnings about the challenges and opportunities that the solution offers.Travel marketers can tap into Facebooks full suite of travel products to move travelers through the complete path to purchaseincluding Broad Audiences and Trip Consideration. In this guide, we focus on how travel marketers can drive performance with Dynamic Ads for Travel by sharing best practices, success stories, and tips for how your marketing team can optimize and scale your retargeting efforts. Note: Whenever we refer to ads or users on Facebook, Instagram and the Facebook Audience Network are also included by default.FOREWORDYOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 101: INTRODUCTION 3 Facebook as an advertising medium 4Facebook Dynamic Ads 503: PRE CAMPAIGN SETUPS 15Create your travel catalog 16Dierent feed types 16The Hotel Catalog 17The Flight Catalog 18The Destination Catalog 18Typical challenges 19Facebook pixel and event tracking 21Events to track 22Connect the pixel to your catalog 23CONTENTS:Promoted Travel Audience 34Standard Facebook targeting options 38Facebooks Recommendations 39Step 3: Creative 41Dynamic Ad Template 41DAT for Hotels 41DAT for Destinations 43DAT for Flights 44Creative Designer 45Step 4: Budget 47Quick tips for healthy campaign creation4802: OVERVIEW OF DYNAMIC ADS FOR TRAVEL 7What are Dynamic Ads for Travel? 8Motivation for launch 9The Power of Dynamic Ads for Travel 10Benets of Dynamic Ads for Travel 11Multiple oers in one ad, thanks to product sets 11Dynamic price and availability 11Track travel-related searches 12Guide the traveler through their booking funnel 12Focused targeting 12Cross-sell 13Upsell 13Manage and increase ROI 14Recommend alternatives 1404: CREATE YOUR DYNAMIC ADS FOR TRAVEL CAMPAIGN 24Step 1: Information26Step 2: Ad Sets 27Promoted Product Set 28Promoted Hotel Set28Promoted Destination Set30Promoted Flight Set3206: YOUR PARTNER IN DYNAMIC ADSFOR TRAVEL 6805: OPTIMIZE YOUR DYNAMIC ADS FOR TRAVEL CAMPAIGN 50General rules to follow 52Optimize campaign performance with Marvin 5869About Adphorus and Sojern Managed Service and Self Service74YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 201: INTRODUCTIONFacebook is not only king of social but queen of business too.It is no secret that Facebook reigns over the social media world. Whats more interesting is to see its evolution towards becoming an increasingly prominent player in the field of advertising. As travelers spend 5x more time on Facebookthan on travel-related apps, sites, and searches, its no surprise that a considerable 5 million businesses are advertising on Facebook each month. Once used solely by individuals, the social media channel reported that 60 million businesses have a Facebook page.Facebook offers an extensive array of advertising possibilities for marketers to reach their audience on the social platform. Each option serves a different objective, such as lead generation, website clicks, page likes, video views, and so on. Depending on your objective, you have a variety of ad formats, ad placements, and targeting options to help you maximize results. Facebooks most successful ad format is undoubtedly “Dynamic Ads”.FACEBOOK AS ANADVERTISING MEDIUM5 MILLION businesses advertiseon Facebook each monthYOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 4There is no doubt that Dynamic Ads have driven success for travel and non-travel brands alike, but there was greater demand for verticalized solutions.When Facebook renamed the format “Dynamic Ads” (removing “Product” from the name), it hinted the solution to better serve The original Dynamic Ads continue to work best for online brands and retailers. (Think: “Dynamic Ads for retail”). However in May of 2016, Facebook launched “Dynamic Ads for Travel” (DAT), introducing a whole new range of possibilities for advertisers in the travel industry.287% more conversions19%lower CPA3X more orders2.5Xincrease in ROASSuccesses:YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 602: OVERVIEW OF DYNAMIC ADS FOR TRAVELDynamic Ads for Travel (DAT) are an extension of Dynamic Ads that have been specically built for the travel industry. In other words, DAT is an advertising format that enables travel advertisers to automatically retarget Facebook users who have shown interest in a trip. It captures user activity on your website, so that you can promote relevant offers on Facebook. For example, when a user searches for a hotel or a flight but does not book, Dynamic Ads for Travel allow you to target them with ads based on their specific dates, destination, or other trip details. Dynamic Ads for Travel encourage advertisers to use relevant information to reconnect with users who have visited their website. It is built to engage with travelers lower in the funnel to ultimately drive bookings with highly personalized ads and creatives. Since the launch of Dynamic Ads for Travel, Facebook has expanded its suite of travel-specific products. DAT for Broad Audiences and Trip Consideration are upper funnel solutions that reach users with travel intent who have not yet visited your website. Travel brands should take advantage of all three Facebook travel solutions in order to drive optimal performance across the conversion funnel. In this guide, we will be focusing on the original Dynamic Ads for Travel retargeting solution because we recommend that advertisers start with DAT, and then expand into Broad Audiences and Trip Consideration as they build expertise.WHAT ARE DYNAMIC ADS FOR TRAVEL?YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 8The introduction of DAT has brought new targeting options which have been tailored to meet the unique needs of travel advertisers.Before the launch of DAT, it was (and still is) possible for travel advertisers to run retargeting ads on Facebook using the original Dynamic Ads format. However, despite major successes, the setup of Dynamic Ads was not optimal for travel advertisers.The travel sector is made up of widely different business types.Travel fluctuates much more than retail.In order to make the most of Facebooks powerful Dynamic Ads solution, travel advertisers needed a customized ad format that was more suited to the individual business models.$309$483$660$738$450MOTIVATION FOR LAUNCHPrices are heavily seasons, and availability. Offers $275AirlinesHotelsCruise Lines Online Travel AgenciesMeta-search Engines
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