Introducing Dynamic Ads for Travel
About a year ago, Facebook launched Dynamic Product Ads to attract mostly e-commerce advertisers looking for a more efficient way to launch remarketing campaigns, without having to manually create hundreds of link ads and custom audiences per SKU. Facebook now just refers to this solution as Dynamic Ads, with a unique offering available to travel advertisers called Dynamic Ads for Travel (DAT). With DAT, you can automatically deliver ads at a product level from your hotel and destination catalogs with unique creative based on a person's click events on your website.
For example, you could dynamically deliver ads across all hotel destinations with imagery specific to the location that people are searching for. People who searched for hotels in Maui on your website and didn’t convert would be delivered a very unique offer, compared to those who searched for, say, hotels in Minneapolis.
Dynamic Ads for Travel - Thousands of Relevant Ads in Seconds
As you can imagine, it’d be near-impossible to create all of the possible permutations of audience segments paired with unique creatives for each destination or hotel that people are searching for manually. Dynamic Ads for Travel improves campaign performance in several ways:
- Relevancy: More intelligent ads that capture details such as price, check-in date, and destination relevant to what people are searching for and where they want to go. You can personalize landing pages with redirect URLs specific to these details.
- Automated delivery: Ad creative is deployed automatically from your catalog feed, meaning you don’t have to manually create each individual ad.
- Improved targeting for optimal ROI: Target people who are searching for a hotel in a certain place or flight on a specific date. Cross-sell people who’ve booked a flight with a complementary offer on a hotel.
- Scale: Remarket to people across all placements including mobile news feed, the Audience Network, and Instagram.
So How Does Dynamic Ads for Travel Work?
There are two key components that enable Dynamic Ads for Travel to work:
- The Facebook Pixel to enable “Website Custom Audiences” and track click events on your website
- A feed that includes details on all items you sell, as well as creative (description, price, availability, etc.)
The click events that the Facebook Pixel captures allow travel advertisers to deliver more personalized ads to audiences based on a variety of user signals such as search activity, browsing history, and purchase behavior on your website. You can further enhance these audiences with a few parameters in both your exclusion and inclusion targeting:
Pixel Parameters For Travel Companies
HotelsFlightsDestinationsContent TypeContent TypeContent TypeDestinationOrigin and Destination AirportSuggested DestinationsCheck In and Out DateDeparture and Return DateTravel Start and End DateCurrencyCurrencyRegion, City, and Country
To determine which ad creative to trigger when a pixel event is fired, you need a travel feed with information from a catalog. You can either upload the catalog manually with a .CSV file or have the data retrieved programmatically from a feed in .XML format.
The good news is that many travel advertisers already have a feed that they use to deploy campaigns on Google, where the practice of retrieving this information for Facebook is very similar. Facebook currently supports the following catalogs with plans to roll out a flight specific-solution in the near future.
- Hotel: A list of details specific to each hotel such as room availability, pricing, star rating, guest rating, and image URL with support for up to 20 images
- Destination: A list of details specific to each destination such as longitude location, neighborhood, price, price change, and image URL with support for up to 20 images
If it seems a little hairy, not to worry—Dynamic Ads for Travel is one of the most advanced Facebook advertising features available on the platform today, so mastering it takes a bit of practice. The opportunities are truly endless, however, with all of the possible configurations that are available with this ad type.
Just note that some of these variables such as price and availability need to be updated in real-time, meaning to get your campaigns ahead of the curve, you should use a Facebook Marketing Partner platform—such as Marin Social—that’s developed this capability into its offering.