Your COMPLETE GUIDE to - FACEBOOK DYNAMIC ADS for TRAVEL Brought to you by: Sojern
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Your COMPLETE GUIDE to
FACEBOOK DYNAMIC ADS for TRAVEL
2018 Edition
Brought to you by:FOREWORD
The purpose of this guide is to give travel marketers
a 360-degree understanding of Facebook’s
“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 to
helping travel brands successfully adopt the solution. Along the way, we have
accumulated learnings about the challenges and opportunities that the solution
offers.Travel marketers can tap into Facebook’s full suite of travel products to
move travelers through the complete path to purchase—including 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.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 1CONTENTS:
01: INTRODUCTION 3 03: PRE CAMPAIGN SETUPS 15 Step 3: Creative 41
Facebook as an advertising medium 4 Create your travel catalog 16 Dynamic Ad Template 41
Facebook Dynamic Ads 5 Different feed types 16 DAT for Hotels 41
The Hotel Catalog 17 DAT for Destinations 43
The Flight Catalog 18 DAT for Flights 44
The Destination Catalog 18 Creative Designer 45
02: OVERVIEW OF DYNAMIC Typical challenges 19 Step 4: Budget 47
ADS FOR TRAVEL 7 Facebook pixel and event tracking 21 Quick tips for healthy campaign creation 48
What are Dynamic Ads for Travel? 8 Events to track 22
Motivation for launch 9 Connect the pixel to your catalog 23
The Power of Dynamic Ads for Travel 10
Benefits of Dynamic Ads for Travel 11 05: OPTIMIZE YOUR DYNAMIC ADS
Multiple offers in one ad, thanks to FOR TRAVEL CAMPAIGN 50
product sets 11 04: CREATE YOUR DYNAMIC ADS General rules to follow 52
Dynamic price and availability 11 FOR TRAVEL CAMPAIGN 24 Optimize campaign performance
Track travel-related searches 12 with Marvin 58
Step 1: Information 26
Guide the traveler through their
booking funnel 12
Step 2: Ad Sets 27
Promoted Product Set 28
Focused targeting 12
Promoted Hotel Set 28
Cross-sell 13
Promoted Destination Set 30 06: YOUR PARTNER IN DYNAMIC ADS
Upsell 13
Promoted Flight Set 32 FOR TRAVEL 68
Manage and increase ROI 14
Promoted Travel Audience 34 Managed Service and Self Service 69
Recommend alternatives 14
Standard Facebook targeting options 38 About Adphorus and Sojern 74
Facebook’s Recommendations 39
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 201: INTRODUCTION
FACEBOOK AS AN
ADVERTISING MEDIUM
Facebook is not only king of social
but queen of business too.
It is no secret that Facebook reigns over the social media
world. What’s 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 Facebook
than on travel-related apps, sites, and searches, it’s 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. 5 MILLION
businesses advertise
Facebook’s most successful ad format is undoubtedly
“Dynamic Ads”.
on Facebook
each month
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 4FACEBOOK
DYNAMIC ADS
Facebook’s Dynamic Ads
were originally called
“Dynamic Product Ads,” as
they were designed to help
online retailers and brands
reach one clear objective:
product catalog sales.
The ad format allows merchants to promote
their entire product catalog automatically
and seamlessly across any device. Based
on their previous searches on the merchant’s
website, only the most relevant products
are displayed to the right consumer at the
right time.
Dynamic Ads have proven to be one of the
most successful retargeting formats for
ecommerce businesses. Likewise, some of
the world’s leading travel advertisers have
made it work for driving bookings, including
Kayak and others.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 5There is no doubt that Dynamic
Ads have driven success for
Successes: travel and non-travel brands
alike, but there was greater
demand for verticalized solutions.
When Facebook renamed
the format “Dynamic
Ads” (removing “Product”
287% 19% from the name), it hinted
more conversions lower CPA
the solution to better serve
The original Dynamic Ads
continue to work best for online
brands and retailers. (Think:
“Dynamic Ads for retail”).
2.5X 3X However in May of 2016,
increase in ROAS more orders Facebook launched “Dynamic
Ads for Travel” (DAT),
introducing a whole new range
of possibilities for advertisers in
the travel industry.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 602: OVERVIEW OF DYNAMIC ADS FOR TRAVEL
WHAT ARE DYNAMIC
ADS FOR TRAVEL?
Dynamic Ads for Travel (DAT) are an extension of Dynamic Ads
that have been specifically 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.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 8MOTIVATION FOR LAUNCH
The introduction of DAT has brought new targeting $483
options which have been tailored to meet the unique $450
needs of travel advertisers.
$738
$275
Before the launch of DAT, it was (and still is) possible for travel advertisers to run $660
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.
$309
The travel sector is made up of widely different business types.
In order to make the most of Facebook’s powerful Dynamic Ads solution,
travel advertisers needed a customized ad format that was more suited to
the individual business models.
Airlines
Hotels
Cruise Lines
Online Travel Agencies
Meta-search Engines
Travel fluctuates much more than retail.
Prices are heavily
seasons, and availability. OffersTHE POWER OF DYNAMIC ADS FOR TRAVEL
Scalable
Customized for travel, Dynamic Ads for Travel are
The DAT ad format is very scalable, allowing you to
scalable, efficient, and effective. automatically retarget custom ads for your entire
product range. With Dynamic Ads for Travel, you no
longer need to create an ad for each of your products
(hotels, destinations, etc.) separately. Just set up your
campaign once, and you’re ready to go live with the right
ad to the right traveler at the right time. Hello, hospitality.
Always-on
Dynamic Ads for Travel are defined as “always-on”, such
that they are automatically triggered to reach travelers with
relevant ads based on actions they take on your website
or app.
Cross-device
Does the term cross-device targeting ring a bell? By
definition, it allows you to reach users on any device from
which they access Facebook mobile, desktop, or tablet.
For example, a traveler may browse for budget hotels in
Berlin from a desktop and then later come across an ad for
“Easyhotel Berlin” while checking their Instagram feed on
their phone. Since Facebook requires a login, the user is
identified on all of their devices. Regardless of which device
they used to perform a search, the data is aggregated to
provide a more complete picture of the user’s search
history, interests, and booking intent.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 10BENEFITS OF DYNAMIC ADS FOR TRAVEL
DAT has made
it possible for
marketers to be
much more creative,
customized, and
relevant with DYNAMIC PRICE
their ads. AND AVAILABILITY
Price and room availability
are much more variable in the
Here’s what makes travel industry. DAT introduced
them great: additional, dedicated data feeds
that help travel advertisers
manage and regularly update the
MULTIPLE OFFERS IN ONE AD,
THANKS TO PRODUCT SETS These extra data feeds are sent
to Facebook far more frequently
Facebook’s “Travel Catalog” contains industry-relevant variables than static hotel information.
that allow you to group products in ways that make sense for your Facebook’s algorithm will
business. These so-called “product sets” may, for example, contain a automatically display the most
group of hotels with a similar price, location, or star rating. By grouping relevant price that matches a
similar offers, you’re informing Facebook of offers that can be promoted
together in the same multi-image ad. Thus, increasing relevancy and only do this for rooms that are
options for the user, all while helping you bid more effectively. actually available.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 11DREAMING
RESEARCH &
DISCOVERY
BOOKING &
PREFERENCE
RETENTION
TRACK TRAVEL RELATED GUIDE THE TRAVELER FOCUSED TARGETING
SEARCHES THROUGH THE
By syncing the individual’s travel plans with
BOOKING FUNNEL your availability and pricing variables, you
Through DAT, advertisers can track travel-
related searches on their website, and then can target travelers with ads that are suited
The refined tracking allows advertisers to to their exact needs and interests. Your
use this data to retarget travelers on
determine at which stage of the booking audience set can be extremely granular,
Facebook. Not only does this inform the ad
funnel a traveler is and hence their level of targeting right down to a family of five that
content displayed, but it also enables
intent. Are they merely exploring ideas for has viewed a specific hotel three times in the
marketers to redirect the user to a
their next holiday idea? Have they looked at last 14 days but has not yet booked. Or, you
customized landing page. On this page,
your hotel? What dates are they interested can target the international business traveler
search inputs are pre-filled according to
in? Answers to such questions will help who is heading to China next week.
user-specific travel preferences. The
determine whether you first promote a
convenience, coupled with a higher level of
certain destination to them, or jump right to
personalization, has already shown to be
an offer for a business class upgrade or a
very effective for travel advertisers.
double room over Valentine’s weekend at
your seaside hotel.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 12CROSS SELL UPSELL
DAT provides better opportunities to increase your ROAS via Alternatively, you can also upsell. For example, if someone books
cross-selling. For instance, you can target users who have a room for two nights over Mother’s Day weekend, you can upsell
recently booked a flight through your website or mobile app by showing them ads for an upgrade to a room with a view of the
with ads for hotels in the same destination. Cross-selling is, sea and a jacuzzi tub.
however, capable of getting much more specific than that.
Let’s say that a user has just purchased a flight for two people For flight campaigns, you could show ads with business class
to Paris for New Year’s Eve. In this case, you could retarget upgrade offers to users who have purchased economy tickets.
them with a special offer for a suite at your hotel.
Similarly, you could encourage users to purchase additional
services on their flight like meals, extra baggage, or seat selection(s).
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 13MANAGE AND INCREASE ROI RECOMMEND ALTERNATIVES
One of the greatest benefits with DAT is that travel advertisers can Should a hotel become fully booked and unavailable for the user,
now make sure their ads are only shown to users leading up to their Facebook’s recommendation engine will look at the specific hotel
specified departure or check-in date. Additionally, users who have variables such as location or star rating and automatically recommend
already made a booking can be excluded. This not only avoids suitable alternatives from within your portfolio. In the case that someone
unnecessary ad spend but also avoids annoying the traveler with has seen your ad a number of times but never clicked on it, the
irrelevant ads. With a clearer definition of your more valuable targets,
recommendation engine will stop again. Should no other hotel match
you can adjust your bid accordingly, which will ultimately help improve
the retargeted solution, the engine can also display popular hotels
your ROI.
(in the same destination) instead.
The above-mentioned features and benefits of DAT help you
zero in on your target market, get more creative with your ads
and offers, and ultimately exceed your marketing objectives
and boost ROI with Facebook advertising.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 1403: PRE CAMPAIGN SETUPS
CREATE YOUR TRAVEL CATALOG
Behind any Dynamic Ads campaign lies DIFFERENT FEED TYPES
a bit of preparation. Facebook may be The travel catalog is a little more complex than the product catalog
dynamically inserting content into an because it consists of more than one feed type.
ad template in order to serve the right There are currently three feed categories available. Which one you use
o er to the right user, but it needs a depends on the nature of your business and your advertising goal.
reliable source from where it can fetch
the information. TRAVEL
CATALOG
their individual attributes and variables, is called a product data
feed. The items listed can be tangible or service-based offers.
Technically, only once the data feed has been uploaded to your
Facebook ad account does Facebook call it a catalog rather
than feed. Sound confusing? Don’t worry, catalog and feed are
essentially the same thing and the words are interchangeable.
HOTEL FLIGHT DESTINATION
When dealing with Dynamic Ads, Facebook requires you to CATALOG CATALOG CATALOG
create a product catalog. In the case of Dynamic Ads for
Travel, however, you’ll work with the travel catalog.
Hotel feed Room & Pricing feeds
(main feed) (supporting feeds - optional)
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 16THE HOTEL CATALOG
Your Hotel Catalog itself is also comprised of different feeds:
Hotel Room and Pricing feeds (optional)
These are optional feeds that support the
hotel feed with details about the selection
of room types and their prices. Prices and
often and rely heavily on the time and
duration of travel.
The “Room Type Feed” lists the available
room types for your properties (e.g. single,
double or en-suite).
Hotel Feed
The “Pricing Feed” lists the pricing Why use room and pricing feeds?
The inventory items in your hotel feed are
options for different travel scenarios. Although these feeds are optional, room and
your different hotels. Here you provide
“static” hotel information, which does not pricing feeds offer great potential for travel
These supporting feeds need to be managed advertisers. The more detailed and accurate
need to be updated often (e.g. hotel name,
closely and updated much more frequently information Facebook has about your hotels,
location, starting price, and images).
than the hotel feed. You can choose to the more precise it will be when creating
supply this extra information in two separate relevant ads that are customized to the user’s
You can list all your hotels in the same feed
feeds or together in the same feed. When room previously recorded travel intent.
or submit separate feeds for certain hotel
type information is available, you can also
groups (e.g. all hotels in one country or
specify pricing variables for each room type.
under the same brand).
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 17THE FLIGHT CATALOG THE DESTINATION CATALOG
The destination catalog contains a list of all the locations where you
would like to entice travelers to visit on their next journey.
Here, your inventory items are the different destinations (e.g. Rome,
You can either list all your destinations in a single feed, or create
separate feeds to categorize your destinations (e.g. by country).
This flight data is provided in the flight feed. An inventory item in this
case is each individual flight route displayed on your website or For each destination, you supply the lowest starting price. This price
mobile app. Again, you can either submit one feed for all your flights could be a package that includes flights and accommodations or just
or upload multiple smaller feeds. The most important piece of your base hotel price. It does not include hotel names as the intention
information here is the departure and arrival airport details. You can here is to first hook the user with the destination. Should they wish to
also include ticket prices, but this may not always be preferable as explore the destination further and browse for hotels or flights, you
prices tend to fluctuate quite frequently. would then target them with more specific accommodation options.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 18TYPICAL CHALLENGES
Most travel advertisers already have the necessary data to create their travel catalog. However, for some it has proven to be quite complex
to convert it to a format that is compatible with Facebook DAT. The reality is, this does take some time. However, with the right tools you can
streamline the process.
Some of the typical challenges that travel advertisers face when creating their travel catalog are:
MISSING IMAGES IMAGE FORMATTING COORDINATES
Advertisers don’t always have individual Even if you have images for all of your Most often advertisers only have the
images for each of their destinations or hotels. products, each one still needs to be address of the location, not the coordinates.
formatted to match Facebook’s unique Advertising with DAT requires the coordinates
aspect ratios. of each product.
The more images you have in Sojern and Adphorus work With the right product data
your catalog, the higher your with you to seamlessly resize management technology,
chances of a particular offer all the images in your feed, you can easily bypass this.
TIP being sold. Adphorus has a TIP saving you time, and getting TIP
Travel Media Library with over you started as quickly as
3,000 images for hundreds of possible.
destinations. Advertisers can
populate and diversify their
catalog with images from the
Adphorus Media Library and
use Creative Designer to
customize these images.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 19TYPICAL CHALLENGES CONTINUED
BASE PRICE LANDING PAGE URL HIGHLY COMPLEX FEED
This attribute is a generic problem Often, advertisers direct users to a generic Some businesses spend too much time
(particularly for airlines) as the starting price landing page, which offsets the relevance of uploading and updating their product
fluctuates so often that the change is constant. the initial dynamic ad. catalog on Facebook, either because of the
sheer size of the feed or because their data
changes frequently.
Typically this is solved by The second step to delivering
Facebook allows advertisers
providing the cheapest dynamic ads is making sure
to use their Graph API to
the experience remains
price of the route within a import a large number of
TIP relevant after travelers click
time interval of 0 - 90 days. TIP TIP products very quickly instead
on the ad. This means
of uploading feeds. Sojern
creating customized landing
and Adphorus take care of
pages that reflect information
this entire process for
in which the traveler has
advertisers so that they can
demonstrated interest. Sojern
run Dynamic Ads for Travel as
and Adphorus work with you
seamlessly as possible.
to set up landing page URLs
for each destination, route, or
hotel that you have shown
an ad for.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 20FACEBOOK PIXEL AND
EVENT TRACKING
Without the correct tracking in place, your
ads will not work. Dynamic Ads for Travel
require that you set up a Facebook pixel
on your website and SDK on your mobile app.
The Facebook pixel is a snippet of code that allows you to anonymously
track a visitor’s actions and conversions on your website. When a
predetermined action or conversion happens, the pixel is fired and
Facebook automatically gets information about the user. This is what
ultimately drives DAT. It allows you to identify visitor actions, interests,
and intent, so that you can retarget them with appropriate offers.
EVENTS TO TRACK
You will need to track the following events:
Search (to track interest)
ViewContent (to track products viewed)
InitiateCheckout (to track booking intent)
Purchase (to track bookings)
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 21EVENTS TO TRACK (CONTINUED)
5IFTFFWFOUTTIPVMECFBDDPNQBOJFECZTQFDJmDQBSBNFUFSTUIBUQSPWJEFBEEJUJPOBM
Take VTFGVMJOGPSNBUJPO
a look at an example of the parameters that you would need to provide for a hotel feed:
descriptions.
PARAMETER DESCRIPTION
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YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 22
41CONNECT THE PIXEL TO
YOUR CATALOG
After you’ve added your pixel and events,
you need to assign them to your travel
catalog. If your setup includes multiple
catalogs and pixels, be sure to properly
connect the right pieces together.
You can match the pixels with the
corresponding travel catalog through
Facebook Business Manager:
1. In the assets menu, click on ‘product catalogs’
2. Select your catalog
3. Click on ‘catalog settings’ in the top menu
4. At event sources, click on ‘edit’
5. Assign pixels and apps to your catalog
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 2304: CREATE YOUR DYNAMIC ADS FOR TRAVEL CAMPAIGN
While the process is the same, the screenshots you
Let’s go step-by-step through the DAT campaign
creation process. The steps for creating your target recommend using Adphorus to create and manage
audiences and ad creatives will be slightly di erent your Facebook campaigns more effectively and achieve
optimal performance. In the next section, we will explain
depending on whether you want to run a DAT in greater detail what Adphorus offers, how you can
campaign for Flights, Destinations, or Hotels. So,
you can get started.
we will look at the details for each type separately.
STEP 1: INFORMATION STEP 2: AD SETS STEP 3: CREATIVE STEP 4: BUDGET
CAMPAIGN SETTINGS ADS
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 25STEP 1:
INFORMATION
CAMPAIGN SETTINGS
The first step of the
campaign creation
process is specifying your
campaign objective.
campaign and determines subsequent
custom preferences. In the case of DAT,
your objective is Product Catalog Sales.
After setting your objective, you should
to use. Just as a reminder, your product
catalog is the comprehensive inventory of
On Adphorus, you can quickly select the
Promoted Catalog that you want to use by
simply specifying your Catalog Type (i.e. the campaign creation process, you will
Flights, Destinations, Hotels).
You should also set the remaining campaign
settings like name, ad account, source pixel,
source application, and conversion event in
a way that meets your needs and structure.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 26STEP 2:
AD SETS
Selecting your target audience is
VISITED one of the most important steps
WEBSITE IN in creating a DAT campaign.
LAST 30 DAYS
DAT o ers detailed options for
behavioral targeting (i.e. on-site user
activity) in addition to Facebook’s
default demographic, interest, and
connection targeting options.
LIVES IN
MARRIED
GERMANY
A. Promoted Product Set:
would like to display to your target audience.
B. Promoted Travel Audience: These are users who
demonstrate the on-site behavior that you specify (i.e.
users who performed an action on your website within a
be targeted in your DAT campaign. Here, you can also
customize your target audience further by selecting a
custom combination of behaviors.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 27PROMOTED PRODUCT SET:
LIST OF PRODUCTS TO BE PROMOTED
DAT FOR
HOTELS Promoted Hotel Set is where you decide
which hotels will be promoted to the Promoted
under the current ad set.
Categorizing your properties by creating
different Promoted Hotel Sets allows you to:
Determine the best performing hotel groups
$5 $4 $1
by creating more granular Hotel Sets
Optimize more effectively by creating
value-based Hotel Sets, and setting bid
and budget accordingly
$5 $4 $1
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 28PROMOTED PRODUCT SET:
LIST OF PRODUCTS TO BE PROMOTED CONTINUED
Once you click on the “+” button next to the Product Set dropdown
catalog according to:
Brand Name City
Base Price Country
Currency Star Rating
While creating different hotel sets increases the performance of your
ads, avoid creating very small Promoted Hotel Sets as this may result
in under-delivery.
Hotel Set rule. In this example, there are 42 hotels with 3+ stars in our
sample Hotel Catalog.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 29PROMOTED PRODUCT SET:
LIST OF PRODUCTS TO BE PROMOTED CONTINUED
DAT FOR Promoted Destination Set is where you
DESTINATIONS decide which destinations will be promoted
to the Promoted Travel Audience. You should
would like to promote under the current ad set.
Categorizing your properties by creating
different Promoted Destination Sets
allows you to:
Determine the best performing
destinations by testing different
Destination Sets
Optimize more effectively by creating
value-based destination sets and setting
bid and budget accordingly
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 30
49PROMOTED PRODUCT SET:
LIST OF PRODUCTS TO BE PROMOTED CONTINUED
When adding a Product Set to promote, you will see a While creating different destination sets increases the performance of your ads, avoid
creating very small Promoted Destination Sets as this may result in under-delivery.
destinations in your catalog according to:
Price higher than 500 USD.
Currency
Country
Destination: USA
Price: 500 USD
Destination Set rule. In this example, there are 490 destinations that match the
price rule in our sample destination catalog.
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50PROMOTED PRODUCT SET:
LIST OF PRODUCTS TO BE PROMOTED CONTINUED
DAT FOR
FLIGHTS Promoted Flight Set
will be promoted to the Promoted Travel Audience. You
like to promote under the current ad set.
Promoted Flight Sets allows you to:
creating more granular Flight Sets
Optimize more effectively by creating destination-
budget accordingly
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51PROMOTED PRODUCT SET:
LIST OF PRODUCTS TO BE PROMOTED CONTINUED
When adding a Product Set to promote, you will see a
creating very small Promoted Flight Sets as this may result in under-delivery.
your catalog according to: departing from Los
Origin Airport Angeles International Airport (LAX).
Destination Airport
LAX DEPARTURES
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52PROMOTED TRAVEL EVENT NAME FREQUENCY
AUDIENCE: Name of the action performed The number of times that a user is
on site (or in app); Search,
WHO YOUR ADS ViewContent, InitiateCheckout, or event in order to satisfy the
SHOULD TARGET Purchase. audience rule (e.g. you can display
your ads to users who performed
MINIMUM RETENTION DAY MINIMUM CHECK IN WINDOW
The time lapse between when Relative to today, the minimum
users perform the event on site or number of days until a user’s
in app and when they are shown intended check-in date (e.g. if you
Once you have created your Promoted
the ads (e.g. if you select “0 days”, select “0 days”, users who have
the user will start seeing the ads searched bookings for past dates
Promoted Travel Audience to specify
immediately after they performed will not be shown ads).
who you want your ads to be shown
an action on your website).
set of retargeting rules, matching the
action(s) performed on your site or
app. Travel Audience rules can be set MAXIMUM RETENTION DAY MAXIMUM CHECK IN WINDOW
The time lapse between when users Relative to today, the maximum
perform the event on site or in app number of days until a user’s
and when they stop seeing the ads intended check-in date (e.g. if you
(e.g. if you select “30 days”, the select “90 days”, users who have
user will stop seeing the ads 30
days after they visit your website). for 100 days from now will not be
shown ads).
YOURMARKETER’S
A PERFORMANCE COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 34
53PROMOTED TRAVEL AUDIENCE:
WHO YOUR ADS SHOULD TARGET CONTINUED
This Sample Travel Audience includes users who searched
for a 3+ star hotel at least 2 times in the last 30 days. The
rule also guarantees to show the ads to users who have
check-in dates within the next 90 days.
You also have the option to exclude users who have
performed certain events. In the exclusion section of the
Promoted Travel Audience, excluded users who booked
a hotel in the last 30 days have been excluded, in order
to avoid targeting an irrelevant audience who has already
3+ stars hotels performed the targeted action.
The Hotel Set ID by default has been filtered for 3+ star
hotels. Since we are running a DAT for Hotels campaign,
this section was prefilled as we had previously set this rule
when defining the Promoted Hotel Set. The Promoted
Travel Audience will encompass all users whose on-site
behavior matches the above rules for hotels with a
3+ star rating.
Furthermore, you can also group users by their length of
stay, number of weekends during their travel, and number
of travelers. This will allow you to group the audience by
their potential value and adjust your bids accordingly.
The various rules for Promoted Sets and Travel Audiences
are quite powerful. They give you, as an advertiser, the
sets with customized call-to-actions, messaging, and
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 35
34
54CROSS SELL & UPSELL WITH
DYNAMIC ADS FOR TRAVEL
APPLICATION:
First, you create a Hotel Set including all your hotels in Berlin
As previously mentioned in this guide, cross-sell and
cross-sell and upsell campaigns with DAT adds an extra
layer to your dynamic retargeting ads on Facebook. They
extend the reach of your DAT campaigns and increase
your likelihood to reach users with relevant ads.
CROSS SELL
Cross-sell functionality allows advertisers to target users
complementary offer.
CASE:
Let’s say you want to show ads for hotels in Berlin
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 36
55UPSELL
Upselling is generally used to increase the basket value
of a user by encouraging the user to buy a product with
a higher margin, higher price point, or higher conversion
APPLICATION:
First, create a Hotel Set including all 5-star hotels with a base
price of $200-$300.
CASE:
You want to show ads for more expensive 5-star
hotels to users who viewed or searched for
cheaper hotels in the same destination.
Then, create a Promoted Travel Audience of users who
looked at hotels with a base price of $150-$200.
150-200USD Hotel Viewers
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| 56STANDARD FACEBOOK
TARGETING OPTIONS
and product sets, you can incorporate
Facebook’s standard demographic, interest,
and connection targeting options. Specifying
your target location is the only mandatory
step here, but you may choose to include
other options depending on your campaign
and objective.
Depending on your website
or app tra c, combining
demographic and interest
TIP options with behavioral
targeting may reduce your
reach and result in under-
delivery of your ads. Our
recommended audience
size per ad set is at least
30K after all Promoted
Hotel Set and Promoted
Travel Audience rules have
been applied and target
country has been selected.
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57FACEBOOK’S RECOMMENDATIONS: TARGETING BEST PRACTICES FOR DYNAMIC ADS
1. START WITH A SIMPLE AND BROAD TARGET 4. USE A LONGER RETENTION WINDOW
When you are just getting started with Dynamic Ads, Increase your potential audience size and reach more
you should start with a broader audience. For example, users by changing your retention window to include
you can target users who have viewed or searched for users who took action on your website up to 90 days ago.
a product in the past 10 days but haven’t purchased Consider creating staggered retention windows like 0-7
it. We recommend that you do not add any additional days, 7-14 days, 14-30 days, and 30-90 days.
targeting to start. Instead, make adjustments as the
campaign progresses.
2. EXCLUDE PURCHASERS Don’t assume someone has lost interest in a product if
Exclude users who already converted (e.g. who have made they don’t purchase it within a short retention window.
a booking) in order to avoid wasting money and annoying Instead, separate your target audience into smaller
your customers with ads for a product or service that they audiences divided by retention window length. You
TIPs
have already purchased. can then create ad sets targeting each audience with
di erent retention windows. Bid higher for the ones with
short retention windows (ex: 0-15 days) and lower for the
3. IF YOUR AUDIENCE IS TOO NARROW, EXPAND IT
ones with longer retention windows (ex: 60-90 days).
A target audience that is too narrow could lead to under-
delivery. When your product and ad creative are relevant,
Don’t make your retention windows (and, by
it’s best to keep your target audience broad. Remove any
extension, their respective target audiences) too
core targeting. Rely on the information you get from your
small, or Facebook will have trouble delivering your
Facebook pixel instead. If people are already shopping
ads and achieving the results you want.
on your website, assume they’re interested. Don’t add
any restrictions.
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58FACEBOOK’S RECOMMENDATIONS: TARGETING BEST PRACTICES FOR DYNAMIC ADS CONTINUED
5. CONSIDER FRAGMENTED 7. TARGET ALL DEVICES
TARGETING OF EVENTS Make sure you are not running separate ad sets
It’s safe to assume that users who initiated checkout targeting different placements. Doing so limits the ability
demonstrate more intent than users who only of Facebook algorithms to optimize across devices to
viewed your products. Consider creating separate reach users that are most likely to convert. Use cross-
target audiences and bids for ViewContent and device reporting to better understand the value of
InitiateCheckout. For example, split your targeting cross-device conversions.
into “Viewed but hasn’t Initiated Checkout” and
“Initiated Checkout but not Purchased.” Then, set a
higher bid for “Initiated Checkout but not Purchased.”
8. EXTEND YOUR REACH OFF FACEBOOK
WITH AUDIENCE NETWORK AND
INSTAGRAM PLACEMENTS
The Audience Network extends beyond Facebook
6. ENSURE YOU HAVE ADDED ALL to include people on mobile apps, mobile websites
EVENTS TO YOUR WEBSITE, MOBILE and videos. On average, dynamic ads placed on
WEBSITE, AND MOBILE APPS the Audience Network increase reach by 14%, while
Don’t forget to add pixel events and relevant
maintaining similar conversion rates as those not
parameters to your website and App Events to your
placed on the extended network. This means the overall
mobile app. Doing so allows Facebook to show ads
number of conversions is set to increase. Keep in mind
and track conversions across devices.
that you can also utilize Instagram placement for your
DAT campaigns.
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 40
59STEP 3:
CREATIVE
ADS
After setting up your ad sets, you will create an ad template that defines the kind of content
that you are going to use to reach targeted users. DAT has a number of dynamic fields
available. Based on your template settings, images and product catalog details will be
dynamically inserted into the creatives.
DYNAMIC AD TEMPLATE INCREASE CONVERSIONS WITH A CUSTOMIZED
LANDING PAGE
your landing page. For example, you can append check-
and room feeds on your creatives: in and check-out dates to the destination URL of the ad.
Hotel Name Hotel Country
the destination URL, you will be able to direct users to a
Hotel Description Hotel Link
more relevant page, providing them with an even more
Hotel Chain Name Hotel Base Price seamless user experience.
DAT FOR Hotel City
HOTELS
Hotel Total Price (Total price a user has to pay for the entire
stay, including tax & fees. It is drawn from the room & Redirecting users to a customized hotel
pricing feed.) search results page with their particular
Hotel Price (Average dynamic price per night, including check-in and check-out dates (previous
tax & fees. If you do not provide dynamic pricing, the hotel TIP search details) results in a significant
base price per night will be used by default.) increase on the conversion rate.
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60DYNAMIC AD TEMPLATE CONTINUED
Take a look at the Creative settings of a sample DAT campaign.
Check out the ad we created
As shown above, we used hotel description, name, and city parameters by utilizing the drag
and
also been customized with dynamic check-in and check-out dates so that it matches the URL
structure of the promoted website.
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61DYNAMIC AD TEMPLATE CONTINUED
Feeds on your creatives :
Check out the ad we created
Travel Start Date Destination City
Travel End Date Destination Country
Destination Name Destination Price
Destination Description
Below is a sample of the ad creative settings in a “DAT for
Destinations” campaign.
DAT FOR
DESTINATIONS
As shown above, we used destination city, price, and name parameters
and
customized the template URL (destination URL of the ad) with dynamic
parameters so that it matches the URL structure of the promoted website.
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62DYNAMIC AD TEMPLATE CONTINUED
your creatives:
Check out the ad we created
Destination Airport Flight Description
Destination City Flight Price
Origin Airport Departure Date
Origin City Returning Date
Below is a sample of the ad creative settings in a
“DAT for Flights” campaign.
DAT FOR
FLIGHTS
Have you tried Facebook’s
Creative Hub? It’s a great
tool that lets you create
TIP mockups of di erent ad
formats and see how these
will be displayed to your
audience. You can even
have your mockup sent
, ters to your mobile phone!
and
customized the template URL (destination URL of the ad) with dynamic
airport codes so that it matches the URL structure of the promoted website.
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63CREATIVE
DESIGNER
CUSTOMIZED CREATIVES AT SCALE WITH ADPHORUS’ CREATIVE DESIGNER
Creative Designer is an intuitive design tool that bakes your creative efforts right into the Adphorus platform.
Creative Designer has been built for
campaign managers and does not
require any advanced design skills
or expertise. It offers you a much
wider range of options to easily
customize hundreds of images and
create more engaging ads for both
your static and dynamic campaigns.
By creating multiple alternatives of
your ads, you can diversify the creatives
in your campaigns, customize them
based on product specifics, and A/B
test various assets. For example, on a
DAT for Hotels campaign, you may create
2 image alternatives — one that features
the dynamic price and one that doesn’t.
You can then test how including the price
affects the performance of the campaign
and promote the better-performing alternative.
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60CUSTOMIZED CREATIVES AT SCALE WITH ADPHORUS’ CREATIVE DESIGNER (CONTINUED)
Because travel products are prone to seasonality, you probably do not want to illustrate every product in your
feed in the same way. Likewise, you probably do not know the state of each of your products on a day-to-day
basis. This is where asset customizations come into play. We’ve made it possible to set rules for the assets
that you wish to display on your creatives. A common use case for DAT is hotel ratings. You can choose to
only show the rating when the hotel has a rating above 3 and hide it on the creatives for products with a rating
below 3.
Creative Designer gives advertisers flexibility,
saving time and effort. You have the option to
design creatives from scratch or load existing
templates and make changes. You can then
directly apply your creatives or save them as
templates to later apply to different feeds.
But, in none of these cases do you need to worry
about affecting other users on your account or
campaigns that are using existing templates.
Creative Designer ensures that creatives assigned
to ad sets within your campaigns continue to run
smoothly.
In order to further automate the process, you
can also choose from our ready-to-use default
templates, customized for each travel vertical
and ad type. These templates feature best-
practice applications for travel, which you
can then edit and modify right on the template.
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60STEP 4:
BUDGET
Finally, and perhaps most importantly, are the
settings for budget allocation and bid optimization. Make sure to bid your true conversion
value in order to maintain healthy
Your budget settings include your daily budget delivery of your campaigns. Keep in
for each ad set and the lifetime budget cap for TIP mind that Facebook will bring a cost
less than the amount of your bidding.
the campaign. You will also set your bids and
optimization preferences.
YOUR FIRST DAT
CAMPAIGN IS NOW
READY TO GO LIVE!
Note: On Facebook, you will set the total daily budget at the Campaign level and
allocate a budget for each of your target groups at the Ad Set level.
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64QUICK TIPS FOR HEALTHY CAMPAIGN CREATION
Whether you are transitioning from Dynamic BE CAREFUL TO CORRECTLY SPLIT THE
Ads or just getting started with dynamic RETENTION WINDOW
retargeting on Facebook, a planned process
is key. Otherwise, you risk facing loss in The retention window on Facebook works a little differently than other publishers:
performance and/or volume in your existing
campaigns. We recommend starting with an
A/B test using the Facebook split API. The
On other advertising platforms, if you wanted to target users who performed an
split API lets you compare the performance
action 15 days ago in 2 different ad sets, you would divide the audience with
(based on any metric) of two campaigns by
randomly splitting the audience in half. We retention windows of 0-3 days and 4-15 days. On Facebook, however, this split
work with clients to gradually test and roll ignores users who performed an action 4 days ago. Therefore, we need make
out to each market. sure that we include actions that happened 4 days ago by setting up the 2nd ad
set with a retention window of 3-15 days. So, an example of a correct setup that
targets users who performed the ViewContent action is as follows:
Once DAT is running in all markets, we take
our clients through a series of additional A/B
tests to optimize audience segmentation. 1: 2:
We advise clients to change one segmentation T T
SE SE
option at a time and measure the uplift. If there AD AD
is an uplift, they proceed to adopting that
segmentation and testing the next option
until further segmentation no longer proves 0 3 DAYS 3 15 DAYS
to be beneficial. VIEW VIEW
CONTENT CONTENT
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65MAKE SURE YOUR AUDIENCES DO NOT OVERLAP
When setting up DAT campaigns, there are some mistakes advertisers
make which may result in overlapping or missed audiences. Below are
two examples of the most common mistakes we have seen.
1. RETENTION SPLIT:
1: 2: In Ad Set 2, only users who
T T
SE SE have performed the Purchase
AD AD
action in the past 3-7 days are
excluded. This means users in
Include 0-3 days Include 3-7 days
View Content / View Content / your audience who have made
Exclude 0-3 Exclude 3-7 a purchase in the past 3 days
days Purchase days Purchase
are still included. To avoid this,
you need to make sure that
you exclude users who made a
purchase in the past 0-7 days.
2. BOOKING WINDOW SPLIT:
: :
T1 T2
SE SE
AD AD
In this case, both ad sets are
Booking Booking overlapping for users who
Window 0-15 Window 0-180
have a booking window of 0-15
days / Retention days / Retention
Window 0-15 Window 0-15 days. In order to avoid this the
days days booking window in Ad Set 2
should be set as 15-180 days.05: OPTIMIZE YOUR DYNAMIC ADS FOR TRAVEL CAMPAIGN
Wouldn’t it be great if there were specific
steps you could take to reach a higher ROI
on Facebook advertising?
That’s exactly what we have for you in
this section!
campaigns, closely tracking and optimizing each campaign becomes
infeasible. This is where an FMP with algorithmic optimization can
save you time and outperform manual campaign management.
ips
for maintaining healthy delivery of your campaigns and achieving
higher ROI.
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70GENERAL RULES TO FOLLOW
BID GENEROUSLY
LET’S START WITH THE BASICS Furthermore, you should keep in mind that Keep in mind that if you are using Facebook’s
It is important to keep in mind that your bid users who are likely to convert are also “Average Cost Bidding” option, the cost of an
amount is not your target cost per conversion. targeted by your competitors. Therefore, individual result may be more or less than your
It is the amount that you are willing to pay for winning more expensive impressions does set average. However, Facebook will aim to hit
your optimization goal. Bidding too low when not necessarily mean that you will have your average cost target as you accumulate
you are trying to increase your ROI may result higher cost per conversion. results over time.
in two undesirable outcomes:
Lower number of conversions FACEBOOK AUCTION MECHANISM
Reaching users less likely to convert All ads on Facebook compete to receive
impressions in Facebook’s Ad Auction.
Facebook ultimately rewards impressions
WOULD YOU BE HAPPY WITH A based on how it expects the ads will perform.
LOWER COST IF YOU HAD LOW In determining which ads will be displayed,
VOLUME? Facebook considers bid amount, probability
For performance advertisers, the goal that users will take action on the ad, and LESSON:
of Facebook optimization is to increase quality score. When you are setting your bid, do not start
conversions while maintaining a positive with an amount below or equal to your
ROI. However, when your bid is too low, your If you’d like to make your ad more competitive target CPA. Instead enter the maximum
campaign spend decreases. You may be able in the auction, you may want to raise your bid. bid amount that you can sustain. Your
to reduce the cost, but you will reach a low Facebook will only charge you the amount campaign will start generating conversions
volume of conversions. necessary to win the auction. The amount you for Facebook to estimate the conversion
are charged may actually be lower than the
maximum bid you’ve set for your ads. So, we allowing it to decrease the actual CPA in
recommend entering your true maximum bid the long run.
for each ad set.
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71INCREASE THE BUDGET
OF YOUR AD SETS
ROI Facebook recommends that your ad set budget
yields at least 50 conversions per week. LESSON:
Your ad set budget should
First of all, the more data Facebook has about your
ad set’s target audience, the more effectively it will 50 conversions per week.
BOOK Reach
be able to optimize your campaign. Facebook needs This will allow Facebook
to know what kind of users in your target group are to quickly learn how to
Conversions more likely to convert in order to decide who your ads
will be shown to. If the daily budget is sufficiently high to convert and hence
for each of your ad sets, Facebook’s optimization increase the number of
algorithm will accumulate more information about your conversions as your
Impressions campaign progresses.
your target audiences. Thus, you are likely to reach
more relevant users users who will complete your
targeted actions within each ad set.
Finally, a larger daily budget tends to lead to more
impressions, greater reach, more conversions and
hence increased revenue.
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72AUDIENCE SIZE MATTERS
If you have a single large target group, then you are treating
every user in that group as equally likely to convert.
In practice, that large target audience contains smaller
Female, Female, groups of users who will have different reactions to your
Performed Performed campaign. Therefore, you should split your audiences
“ViewContent” event “Purchase” event into smaller target groups. By doing so, you will be able
350k 200k to monitor the performance of each of your target groups
individually, and assign customized bids and budgets
to maximize the return from your campaign.
When splitting your audiences, it is important that you
monitor continuous delivery of your campaign. If your
target audiences end up being too small, Facebook’s
algorithm may not have sufficient data to serve your ads.
Note: Due to recent changes, advertisers are no longer
able to see the potential reach of their website custom
25 - 45, living in the U.S., audiences on Facebook.
frequent travelers
(2,000,000)
LESSON:
Consider website traffic when deciding on
splitting your audiences. As a rule of thumb,
Male, Male, make sure that the size of each of your target
Performed groups is at least 30K. If you do not have
Performed
“ViewContent” event estimates for your website audiences,
“Purchase” event
300k activate the campaign without splitting,
250k and then optimize based on the campaign’s
reach. If any of your target groups have
low potential reach, consider combining them
to satisfy the minimum required potential reach.
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73SEARCH
When someone has made a
travel-related search
OPTIMIZE AD DELIVERY FOR
THE MOST APPROPRIATE EVENT
When choosing what to optimize your campaigns
VIEW CONTENT for, the ideal scenario is choosing the stage in your
When someone has viewed conversion funnel that matters to you most. Then,
details of a specific travel entity you should set a daily ad set budget that will achieve
at least 50 conversions per week at that stage. This will
allow Facebook’s optimization algorithm to maximize the
performance of your campaign (as mentioned in
INITIATE CHECKOUT Rule #2 above).
When someone has begun the
booking process
In some cases, either you may not have enough
budget or a large enough audience to reach at least
50 conversions for each ad set per week. In this case,
PURCHASE you should consider optimizing for an event higher
When someone
has completed
up in the conversion funnel.
their travel
booking
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74OPTIMIZE AD DELIVERY FOR THE MOST APPROPRIATE EVENT CONTINUED
For example, let’s say you are an OTA company with the conversion funnel shown on the previous
page. Your main objective is driving purchases (bookings) for Website Conversions campaigns.
The ideal campaign settings are shown below. LESSON:
If you either have a
limited budget or a narrow
Conversion Event: Purchase
audience hindering you
from reaching at least 50
conversions for each ad
Optimize Ad Delivery For: Off-site Conversions
set per week, target the
Pay Per: 1000 Impressions
conversion event that will
feed Facebook with enough
If you do not receive 50 ‘Purchase’ conversions for each ad set per week, you can move one step data for optimization. You
up in the funnel and change your Conversion Event to ‘InitiateCheckout’. The underlying logic is that may even consider setting
there is a greater number of ‘InitiateCheckout’ events relative to the number of ‘Purchase’ events. Optimize Ad Delivery for
‘link clicks’.
If you still do not reach 50 conversions from the ‘InitiateCheckoutt’ event, then you may try selecting
“ViewContent” as your conversion event. Ultimately, we suggest that you continue moving one level
higher up in the funnel until you reach at least 50 conversions.
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75You can also read
