Your COMPLETE GUIDE to

Transcription

1 Your COMPLETE GUIDE to FACEBOOK DYNAMIC ADS for TRAVEL 2018 Edition Brought to you by:

2 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 1

3 CONTENTS: 01: INTRODUCTION 3 Facebook as an advertising medium 4 Facebook Dynamic Ads 5 02: OVERVIEW OF DYNAMIC ADS FOR TRAVEL 7 What are Dynamic Ads for Travel? 8 Motivation for launch 9 The Power of Dynamic Ads for Travel 10 Benefits of Dynamic Ads for Travel 11 Multiple offers in one ad, thanks to product sets 11 Dynamic price and availability 11 Track travel-related searches 12 Guide the traveler through their booking funnel 12 Focused targeting 12 Cross-sell 13 Upsell 13 Manage and increase ROI 14 Recommend alternatives 14 03: PRE CAMPAIGN SETUPS 15 Create your travel catalog 16 Different feed types 16 The Hotel Catalog 17 The Flight Catalog 18 The Destination Catalog 18 Typical challenges 19 Facebook pixel and event tracking 21 Events to track 22 Connect the pixel to your catalog 23 04: CREATE YOUR DYNAMIC ADS FOR TRAVEL CAMPAIGN 24 Step 1: Information 26 Step 2: Ad Sets 27 Promoted Product Set 28 Promoted Hotel Set 28 Promoted Destination Set 30 Promoted Flight Set 32 Promoted Travel Audience 34 Standard Facebook targeting options 38 Facebook s Recommendations 39 Step 3: Creative 41 Dynamic Ad Template 41 DAT for Hotels 41 DAT for Destinations 43 DAT for Flights 44 Creative Designer 45 Step 4: Budget 47 Quick tips for healthy campaign creation 48 05: OPTIMIZE YOUR DYNAMIC ADS FOR TRAVEL CAMPAIGN 50 General rules to follow 52 Optimize campaign performance with Marvin 58 06: YOUR PARTNER IN DYNAMIC ADS FOR TRAVEL 68 Managed Service and Self Service About Adphorus and Sojern YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 2

4 01: INTRODUCTION

5 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. Facebook s most successful ad format is undoubtedly Dynamic Ads. 5 MILLION businesses advertise on Facebook each month YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 4

6 FACEBOOK 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 5

7 Successes: 287% more conversions 19% lower CPA There 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 2.5X increase in ROAS 3X more orders 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. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 6

8 02: OVERVIEW OF DYNAMIC ADS FOR TRAVEL

9 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 8

10 MOTIVATION FOR LAUNCH The 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. $275 $483 $450 $660 $738 The travel sector is made up of widely different business types. $309 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. Offers

11 THE POWER OF DYNAMIC ADS FOR TRAVEL Customized for travel, Dynamic Ads for Travel are scalable, efficient, and effective. Scalable The DAT ad format is very scalable, allowing you to 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 10

12 BENEFITS OF DYNAMIC ADS FOR TRAVEL DAT has made it possible for marketers to be much more creative, customized, and relevant with their ads. Here s what makes them great: MULTIPLE OFFERS IN ONE AD, THANKS TO PRODUCT SETS Facebook s Travel Catalog contains industry-relevant variables that allow you to group products in ways that make sense for your business. These so-called product sets may, for example, contain a group of hotels with a similar price, location, or star rating. By grouping similar offers, you re informing Facebook of offers that can be promoted together in the same multi-image ad. Thus, increasing relevancy and options for the user, all while helping you bid more effectively. DYNAMIC PRICE AND AVAILABILITY Price and room availability are much more variable in the travel industry. DAT introduced additional, dedicated data feeds that help travel advertisers manage and regularly update the These extra data feeds are sent to Facebook far more frequently than static hotel information. Facebook s algorithm will automatically display the most relevant price that matches a only do this for rooms that are actually available. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 11

13 DREAMING RESEARCH & DISCOVERY BOOKING & PREFERENCE RETENTION TRACK TRAVEL RELATED SEARCHES Through DAT, advertisers can track travelrelated searches on their website, and then use this data to retarget travelers on Facebook. Not only does this inform the ad content displayed, but it also enables marketers to redirect the user to a customized landing page. On this page, search inputs are pre-filled according to user-specific travel preferences. The convenience, coupled with a higher level of personalization, has already shown to be very effective for travel advertisers. GUIDE THE TRAVELER THROUGH THE BOOKING FUNNEL The refined tracking allows advertisers to determine at which stage of the booking funnel a traveler is and hence their level of intent. Are they merely exploring ideas for their next holiday idea? Have they looked at your hotel? What dates are they interested in? Answers to such questions will help determine whether you first promote a certain destination to them, or jump right to an offer for a business class upgrade or a double room over Valentine s weekend at your seaside hotel. FOCUSED TARGETING By syncing the individual s travel plans with your availability and pricing variables, you can target travelers with ads that are suited to their exact needs and interests. Your audience set can be extremely granular, targeting right down to a family of five that has viewed a specific hotel three times in the last 14 days but has not yet booked. Or, you can target the international business traveler who is heading to China next week. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 12

14 CROSS SELL DAT provides better opportunities to increase your ROAS via cross-selling. For instance, you can target users who have recently booked a flight through your website or mobile app with ads for hotels in the same destination. Cross-selling is, however, capable of getting much more specific than that. Let s say that a user has just purchased a flight for two people to Paris for New Year s Eve. In this case, you could retarget them with a special offer for a suite at your hotel. UPSELL Alternatively, you can also upsell. For example, if someone books a room for two nights over Mother s Day weekend, you can upsell by showing them ads for an upgrade to a room with a view of the sea and a jacuzzi tub. For flight campaigns, you could show ads with business class upgrade offers to users who have purchased economy tickets. 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 13

15 MANAGE AND INCREASE ROI One of the greatest benefits with DAT is that travel advertisers can now make sure their ads are only shown to users leading up to their specified departure or check-in date. Additionally, users who have already made a booking can be excluded. This not only avoids unnecessary ad spend but also avoids annoying the traveler with irrelevant ads. With a clearer definition of your more valuable targets, you can adjust your bid accordingly, which will ultimately help improve your ROI. RECOMMEND ALTERNATIVES Should a hotel become fully booked and unavailable for the user, Facebook s recommendation engine will look at the specific hotel variables such as location or star rating and automatically recommend suitable alternatives from within your portfolio. In the case that someone has seen your ad a number of times but never clicked on it, the recommendation engine will stop again. Should no other hotel match the retargeted solution, the engine can also display popular hotels (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 14

16 03: PRE CAMPAIGN SETUPS

17 CREATE YOUR TRAVEL CATALOG Behind any Dynamic Ads campaign lies a bit of preparation. Facebook may be dynamically inserting content into an ad template in order to serve the right o er to the right user, but it needs a reliable source from where it can fetch the information. DIFFERENT FEED TYPES The travel catalog is a little more complex than the product catalog because it consists of more than one feed type. There are currently three feed categories available. Which one you use depends on the nature of your business and your advertising goal. 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. When dealing with Dynamic Ads, Facebook requires you to create a product catalog. In the case of Dynamic Ads for Travel, however, you ll work with the travel catalog. HOTEL CATALOG FLIGHT CATALOG DESTINATION CATALOG Hotel feed (main feed) Room & Pricing feeds (supporting feeds - optional) YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 16

18 THE 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. Hotel Feed The inventory items in your hotel feed are your different hotels. Here you provide static hotel information, which does not need to be updated often (e.g. hotel name, location, starting price, and images). You can list all your hotels in the same feed or submit separate feeds for certain hotel groups (e.g. all hotels in one country or under the same brand). The Room Type Feed lists the available room types for your properties (e.g. single, double or en-suite). The Pricing Feed lists the pricing options for different travel scenarios. These supporting feeds need to be managed closely and updated much more frequently than the hotel feed. You can choose to supply this extra information in two separate feeds or together in the same feed. When room type information is available, you can also specify pricing variables for each room type. Why use room and pricing feeds? Although these feeds are optional, room and pricing feeds offer great potential for travel advertisers. The more detailed and accurate information Facebook has about your hotels, the more precise it will be when creating relevant ads that are customized to the user s previously recorded travel intent. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 17

19 THE 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 mobile app. Again, you can either submit one feed for all your flights or upload multiple smaller feeds. The most important piece of information here is the departure and arrival airport details. You can also include ticket prices, but this may not always be preferable as prices tend to fluctuate quite frequently. For each destination, you supply the lowest starting price. This price could be a package that includes flights and accommodations or just your base hotel price. It does not include hotel names as the intention here is to first hook the user with the destination. Should they wish to explore the destination further and browse for hotels or flights, you would then target them with more specific accommodation options. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 18

20 TYPICAL 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 Advertisers don t always have individual images for each of their destinations or hotels. IMAGE FORMATTING Even if you have images for all of your products, each one still needs to be formatted to match Facebook s unique aspect ratios. COORDINATES Most often advertisers only have the address of the location, not the coordinates. Advertising with DAT requires the coordinates of each product. TIP The more images you have in your catalog, the higher your chances of a particular offer being sold. Adphorus has a Travel Media Library with over 3,000 images for hundreds of destinations. Advertisers can populate and diversify their catalog with images from the Adphorus Media Library and use Creative Designer to customize these images. TIP Sojern and Adphorus work with you to seamlessly resize all the images in your feed, saving you time, and getting you started as quickly as possible. TIP With the right product data management technology, you can easily bypass this. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 19

21 TYPICAL CHALLENGES CONTINUED BASE PRICE This attribute is a generic problem (particularly for airlines) as the starting price fluctuates so often that the change is constant. LANDING PAGE URL Often, advertisers direct users to a generic landing page, which offsets the relevance of the initial dynamic ad. HIGHLY COMPLEX FEED Some businesses spend too much time uploading and updating their product catalog on Facebook, either because of the sheer size of the feed or because their data changes frequently. TIP Typically this is solved by providing the cheapest price of the route within a time interval of 0-90 days. TIP The second step to delivering dynamic ads is making sure the experience remains relevant after travelers click on the ad. This means creating customized landing pages that reflect information in which the traveler has demonstrated interest. Sojern and Adphorus work with you to set up landing page URLs for each destination, route, or hotel that you have shown an ad for. TIP Facebook allows advertisers to use their Graph API to import a large number of products very quickly instead of uploading feeds. Sojern and Adphorus take care of this entire process for advertisers so that they can run Dynamic Ads for Travel as seamlessly as possible. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 20

22 FACEBOOK 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 21

23 EVENTS TO TRACK (CONTINUED) Take a look at an example of the parameters that you would need to provide for a hotel descriptions. feed: PARAMETER DESCRIPTION Required 3")#$)#&#45$ 3")#$)#&'(1 ($1#')*#'") 3!$3:')&(*#$ 3!$3:"/#&(*#$ 3'#4 0$,'") 3"/)#04 Optional )/+&*(/%#1 )/+&3!'%(0$) 1/,,$1#$(&!"#$%1 /1$0&13"0$!"#$%&13"0$ 5/03!*1$&8*%/$ 5/03!*1$&3/00$)34 50$7$00$(&1#*0& 0*#'),1 50$7$00$(&50'3$&0*),$ 50$7$00$(& )$',!6"/0!""(1 u YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 22 41

24 CONNECT 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 23

25 04: CREATE YOUR DYNAMIC ADS FOR TRAVEL CAMPAIGN

26 Let s go step-by-step through the DAT campaign creation process. The steps for creating your target audiences and ad creatives will be slightly di erent depending on whether you want to run a DAT campaign for Flights, Destinations, or Hotels. So, we will look at the details for each type separately. While the process is the same, the screenshots you recommend using Adphorus to create and manage your Facebook campaigns more effectively and achieve optimal performance. In the next section, we will explain in greater detail what Adphorus offers, how you can you can get started. STEP 1: INFORMATION CAMPAIGN SETTINGS STEP 2: AD SETS STEP 3: CREATIVE ADS STEP 4: BUDGET YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 25

27 STEP 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. Flights, Destinations, Hotels). the campaign creation process, you will 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 26

28 STEP 2: AD SETS LIVES IN GERMANY VISITED WEBSITE IN LAST 30 DAYS MARRIED Selecting your target audience is one of the most important steps in creating a DAT campaign. 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. 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 27

29 PROMOTED 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 by creating more granular Hotel Sets $5 $4 $1 Optimize more effectively by creating value-based Hotel Sets, and setting bid and budget accordingly YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 28

30 PROMOTED 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 Base Price Currency City Country 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 29

31 PROMOTED PRODUCT SET: LIST OF PRODUCTS TO BE PROMOTED CONTINUED DAT FOR DESTINATIONS Promoted Destination Set is where you 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 49

32 PROMOTED PRODUCT SET: LIST OF PRODUCTS TO BE PROMOTED CONTINUED When adding a Product Set to promote, you will see a destinations in your catalog according to: Price 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. 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. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 50 31

33 PROMOTED 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 destinationbudget accordingly YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 32 51

34 PROMOTED 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: Origin Airport Destination Airport Angeles International Airport (LAX). departing from Los LAX DEPARTURES YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 33 52

35 PROMOTED TRAVEL AUDIENCE: WHO YOUR ADS SHOULD TARGET EVENT NAME Name of the action performed on site (or in app); Search, ViewContent, InitiateCheckout, or Purchase. FREQUENCY The number of times that a user is event in order to satisfy the audience rule (e.g. you can display your ads to users who performed Once you have created your Promoted Promoted Travel Audience to specify who you want your ads to be shown set of retargeting rules, matching the action(s) performed on your site or app. Travel Audience rules can be set MINIMUM RETENTION DAY The time lapse between when users perform the event on site or in app and when they are shown the ads (e.g. if you select 0 days, the user will start seeing the ads immediately after they performed an action on your website). MAXIMUM RETENTION DAY The time lapse between when users perform the event on site or in app and when they stop seeing the ads (e.g. if you select 30 days, the user will stop seeing the ads 30 days after they visit your website). MINIMUM CHECK IN WINDOW Relative to today, the minimum number of days until a user s intended check-in date (e.g. if you select 0 days, users who have searched bookings for past dates will not be shown ads). MAXIMUM CHECK IN WINDOW Relative to today, the maximum number of days until a user s intended check-in date (e.g. if you select 90 days, users who have for 100 days from now will not be shown ads). A PERFORMANCE YOUR MARKETER S COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 34 53

36 PROMOTED 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. 3+ stars hotels 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 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

37 CROSS SELL & UPSELL WITH DYNAMIC ADS FOR TRAVEL As previously mentioned in this guide, cross-sell and APPLICATION: First, you create a Hotel Set including all your hotels in Berlin 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 55 36

38 UPSELL 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 $150-$ USD Hotel Viewers YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 56 37

39 STANDARD 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. TIP Depending on your website or app tra c, combining demographic and interest options with behavioral targeting may reduce your reach and result in underdelivery 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. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 38 57

40 FACEBOOK S RECOMMENDATIONS: TARGETING BEST PRACTICES FOR DYNAMIC ADS 1. START WITH A SIMPLE AND BROAD TARGET When you are just getting started with Dynamic Ads, you should start with a broader audience. For example, you can target users who have viewed or searched for a product in the past 10 days but haven t purchased it. We recommend that you do not add any additional targeting to start. Instead, make adjustments as the campaign progresses. 4. USE A LONGER RETENTION WINDOW Increase your potential audience size and reach more users by changing your retention window to include users who took action on your website up to 90 days ago. Consider creating staggered retention windows like 0-7 days, 7-14 days, days, and days. 2. EXCLUDE PURCHASERS Exclude users who already converted (e.g. who have made a booking) in order to avoid wasting money and annoying your customers with ads for a product or service that they have already purchased. 3. IF YOUR AUDIENCE IS TOO NARROW, EXPAND IT A target audience that is too narrow could lead to underdelivery. When your product and ad creative are relevant, it s best to keep your target audience broad. Remove any core targeting. Rely on the information you get from your Facebook pixel instead. If people are already shopping on your website, assume they re interested. Don t add any restrictions. TIPs Don t assume someone has lost interest in a product if they don t purchase it within a short retention window. Instead, separate your target audience into smaller audiences divided by retention window length. You 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 ones with longer retention windows (ex: days). Don t make your retention windows (and, by extension, their respective target audiences) too small, or Facebook will have trouble delivering your ads and achieving the results you want. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 58 39

41 FACEBOOK S RECOMMENDATIONS: TARGETING BEST PRACTICES FOR DYNAMIC ADS CONTINUED 5. CONSIDER FRAGMENTED TARGETING OF EVENTS It s safe to assume that users who initiated checkout demonstrate more intent than users who only viewed your products. Consider creating separate target audiences and bids for ViewContent and InitiateCheckout. For example, split your targeting into Viewed but hasn t Initiated Checkout and Initiated Checkout but not Purchased. Then, set a higher bid for Initiated Checkout but not Purchased. 6. ENSURE YOU HAVE ADDED ALL EVENTS TO YOUR WEBSITE, MOBILE WEBSITE, AND MOBILE APPS Don t forget to add pixel events and relevant parameters to your website and App Events to your mobile app. Doing so allows Facebook to show ads and track conversions across devices. 7. TARGET ALL DEVICES Make sure you are not running separate ad sets targeting different placements. Doing so limits the ability of Facebook algorithms to optimize across devices to reach users that are most likely to convert. Use crossdevice reporting to better understand the value of cross-device conversions. 8. EXTEND YOUR REACH OFF FACEBOOK WITH AUDIENCE NETWORK AND INSTAGRAM PLACEMENTS The Audience Network extends beyond Facebook to include people on mobile apps, mobile websites and videos. On average, dynamic ads placed on the Audience Network increase reach by 14%, while maintaining similar conversion rates as those not placed on the extended network. This means the overall number of conversions is set to increase. Keep in mind that you can also utilize Instagram placement for your DAT campaigns. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 59 40

42 STEP 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 DAT FOR HOTELS and room feeds on your creatives: Hotel Name Hotel Description Hotel Chain Name Hotel City Hotel Country Hotel Link Hotel Base Price Hotel Total Price (Total price a user has to pay for the entire stay, including tax & fees. It is drawn from the room & pricing feed.) Hotel Price (Average dynamic price per night, including tax & fees. If you do not provide dynamic pricing, the hotel base price per night will be used by default.) your landing page. For example, you can append checkin and check-out dates to the destination URL of the ad. the destination URL, you will be able to direct users to a more relevant page, providing them with an even more seamless user experience. TIP Redirecting users to a customized hotel search results page with their particular check-in and check-out dates (previous search details) results in a significant increase on the conversion rate. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 60 41

43 DYNAMIC 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. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 42 61

44 DYNAMIC AD TEMPLATE CONTINUED Feeds on your creatives : Travel Start Date Travel End Date Destination Name Destination Description Destination City Destination Country Destination Price Check out the ad we created 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. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 43 62

45 DYNAMIC AD TEMPLATE CONTINUED your creatives: Destination Airport Destination City Origin Airport Origin City Flight Description Flight Price Departure Date Returning Date Check out the ad we created Below is a sample of the ad creative settings in a DAT for Flights campaign. DAT FOR FLIGHTS, ters 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. TIP Have you tried Facebook s Creative Hub? It s a great tool that lets you create mockups of di erent ad formats and see how these will be displayed to your audience. You can even have your mockup sent to your mobile phone! YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 44 63

46 CREATIVE 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. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 60 45

47 CUSTOMIZED 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 bestpractice applications for travel, which you can then edit and modify right on the template. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 60 46

48 STEP 4: BUDGET Finally, and perhaps most importantly, are the settings for budget allocation and bid optimization. Your budget settings include your daily budget for each ad set and the lifetime budget cap for the campaign. You will also set your bids and optimization preferences. TIP Make sure to bid your true conversion value in order to maintain healthy delivery of your campaigns. Keep in mind that Facebook will bring a cost less than the amount of your bidding. 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. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 47 64

49 QUICK TIPS FOR HEALTHY CAMPAIGN CREATION Whether you are transitioning from Dynamic Ads or just getting started with dynamic retargeting on Facebook, a planned process is key. Otherwise, you risk facing loss in performance and/or volume in your existing campaigns. We recommend starting with an A/B test using the Facebook split API. The split API lets you compare the performance (based on any metric) of two campaigns by randomly splitting the audience in half. We work with clients to gradually test and roll out to each market. Once DAT is running in all markets, we take our clients through a series of additional A/B tests to optimize audience segmentation. We advise clients to change one segmentation option at a time and measure the uplift. If there is an uplift, they proceed to adopting that segmentation and testing the next option until further segmentation no longer proves to be beneficial. BE CAREFUL TO CORRECTLY SPLIT THE RETENTION WINDOW The retention window on Facebook works a little differently than other publishers: On other advertising platforms, if you wanted to target users who performed an action 15 days ago in 2 different ad sets, you would divide the audience with retention windows of 0-3 days and 4-15 days. On Facebook, however, this split ignores users who performed an action 4 days ago. Therefore, we need make 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: AD SET 1: 0 3 DAYS VIEW CONTENT AD SET 2: 3 15 DAYS VIEW CONTENT YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 65 48

50 MAKE 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: AD SET 1: Include 0-3 days View Content / Exclude 0-3 days Purchase AD SET 2: Include 3-7 days View Content / Exclude 3-7 days Purchase In Ad Set 2, only users who have performed the Purchase action in the past 3-7 days are excluded. This means users in your audience who have made a purchase in the past 3 days 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: AD SET 1: Booking Window 0-15 days / Retention Window 0-15 days AD SET 2: Booking Window days / Retention Window 0-15 days In this case, both ad sets are overlapping for users who have a booking window of 0-15 days. In order to avoid this the booking window in Ad Set 2 should be set as days.

51 05: OPTIMIZE YOUR DYNAMIC ADS FOR TRAVEL CAMPAIGN

52 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. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 51 70

53 GENERAL RULES TO FOLLOW BID GENEROUSLY LET S START WITH THE BASICS It is important to keep in mind that your bid amount is not your target cost per conversion. It is the amount that you are willing to pay for your optimization goal. Bidding too low when you are trying to increase your ROI may result in two undesirable outcomes: Lower number of conversions Reaching users less likely to convert WOULD YOU BE HAPPY WITH A LOWER COST IF YOU HAD LOW VOLUME? For performance advertisers, the goal of Facebook optimization is to increase conversions while maintaining a positive ROI. However, when your bid is too low, your campaign spend decreases. You may be able to reduce the cost, but you will reach a low volume of conversions. Furthermore, you should keep in mind that users who are likely to convert are also targeted by your competitors. Therefore, winning more expensive impressions does not necessarily mean that you will have higher cost per conversion. FACEBOOK AUCTION MECHANISM All ads on Facebook compete to receive impressions in Facebook s Ad Auction. Facebook ultimately rewards impressions based on how it expects the ads will perform. In determining which ads will be displayed, Facebook considers bid amount, probability that users will take action on the ad, and quality score. If you d like to make your ad more competitive in the auction, you may want to raise your bid. Facebook will only charge you the amount necessary to win the auction. The amount you are charged may actually be lower than the maximum bid you ve set for your ads. So, we recommend entering your true maximum bid for each ad set. Keep in mind that if you are using Facebook s Average Cost Bidding option, the cost of an individual result may be more or less than your set average. However, Facebook will aim to hit your average cost target as you accumulate results over time. LESSON: When you are setting your bid, do not start with an amount below or equal to your target CPA. Instead enter the maximum bid amount that you can sustain. Your campaign will start generating conversions for Facebook to estimate the conversion allowing it to decrease the actual CPA in the long run. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 52 71

54 ROI BOOK Reach Conversions Impressions INCREASE THE BUDGET OF YOUR AD SETS Facebook recommends that your ad set budget yields at least 50 conversions per week. First of all, the more data Facebook has about your ad set s target audience, the more effectively it will be able to optimize your campaign. Facebook needs to know what kind of users in your target group are more likely to convert in order to decide who your ads will be shown to. If the daily budget is sufficiently high for each of your ad sets, Facebook s optimization algorithm will accumulate more information about your target audiences. Thus, you are likely to reach more relevant users users who will complete your targeted actions within each ad set. LESSON: Your ad set budget should 50 conversions per week. This will allow Facebook to quickly learn how to to convert and hence increase the number of your conversions as your campaign progresses. Finally, a larger daily budget tends to lead to more impressions, greater reach, more conversions and hence increased revenue. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 53 72

55 Female, Performed ViewContent event 350k Female, Performed Purchase event 200k AUDIENCE 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 groups of users who will have different reactions to your campaign. Therefore, you should split your audiences into smaller target groups. By doing so, you will be able 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 , living in the U.S., frequent travelers (2,000,000) Note: Due to recent changes, advertisers are no longer able to see the potential reach of their website custom audiences on Facebook. Male, Performed Purchase event 250k Male, Performed ViewContent event 300k LESSON: Consider website traffic when deciding on splitting your audiences. As a rule of thumb, make sure that the size of each of your target groups is at least 30K. If you do not have estimates for your website audiences, activate the campaign without splitting, 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. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 54 73

56 SEARCH When someone has made a travel-related search VIEW CONTENT When someone has viewed details of a specific travel entity INITIATE CHECKOUT When someone has begun the booking process PURCHASE When someone has completed their travel booking OPTIMIZE AD DELIVERY FOR THE MOST APPROPRIATE EVENT When choosing what to optimize your campaigns for, the ideal scenario is choosing the stage in your conversion funnel that matters to you most. Then, 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 Rule #2 above). 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, you should consider optimizing for an event higher up in the conversion funnel. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 55 74

57 OPTIMIZE 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. Conversion Event: Purchase Optimize Ad Delivery For: Off-site Conversions Pay Per: 1000 Impressions If you do not receive 50 Purchase conversions for each ad set per week, you can move one step up in the funnel and change your Conversion Event to InitiateCheckout. The underlying logic is that there is a greater number of InitiateCheckout events relative to the number of Purchase events. 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. LESSON: If you either have a limited budget or a narrow audience hindering you from reaching at least 50 conversions for each ad set per week, target the conversion event that will feed Facebook with enough data for optimization. You may even consider setting Optimize Ad Delivery for link clicks. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 56 75

58 BID SETTINGS CAN AFFECT DELIVERY Thus far, we have explained the importance of bids, budgets, audience sizes, and conversion events to maximize the performance of your Facebook campaigns. There is one more question remaining: Which What to charge pay per? choice should you choose? Facebook lets you choose when you get charged for the delivery of your ads. You may have different options based on your campaign objective or optimization goal. For example, you may have the option to either pay for each impression your ad receives or each app install you receive from the campaign. for each conversion because conversions are what you care about. However, even if this yields the lowest cost per conversion, it may result in limited delivery or slower delivery. When you choose to pay for anything other than impressions, you are asking Facebook to make an additional calculation. Since you are competing to show your ads via the auction mechanism, Facebook compares your bid and charge choice to that of other advertisers. Facebook needs to calculate how many impressions it can afford to vest before you get one conversion instead of leaving those impressions to other advertisers who are willing to pay per each impression. LESSON: Your charge choice affects delivery because it determines how long it takes Facebook to gather data for your campaign. Paying per impression generally allows Facebook to gather data sooner. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 57 76

59 OPTIMIZE YOUR CAMPAIGN PERFORMANCE WITH MARVIN Adphorus develops custom solutions to help travel advertisers achieve their target KPIs and derive the greatest value from their Facebook campaigns. SCALE PERFORMANCE WITH MARVIN Working on strategy while manually optimizing campaigns can become a challenge, especially as you start running more campaigns. Adphorus AI-powered marketing assistant, Marvin, uses advanced predictive models to optimize and automate your Facebook ads to achieve higher ROI. He also helps you easily adopt a scientific approach to your marketing on Facebook by keeping track of all of your tests and notifying you when there s statistical significance. Since Marvin manages and maintains your campaigns, you can focus more of your efforts on higher-level strategy. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 58 77

60 MAXIMIZE CONVERSIONS WITH BID & BUDGET OPTIMIZATION Budget Allocation: Marvin distributes your campaign s budget among ad sets by prioritizing the better performing ones. is distributed evenly between ad sets. As ads begin to receive impressions, budget is allocated across ad sets in a way that maximizes the conversions with the given target KPI. Bid Management: Marvin also determines the optimum bid amount on the ad set level. Once you set your target CPA or ROAS, Marvin will optimize to maximize the number of conversions while meeting your target KPI. Marvin also works in the case that you don't have a target CPA or ROAS, optimizing for maximum conversions. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 59 78

61 SUCCESS STORY Increases ROAS with Marvin Bid Optimization Travel search engine, momondo was aiming to increase conversions through Facebook and Instagram while meeting their ROAS targets. Momondo had been using Marvin to optimize for their target CPA. In order to optimize for ROAS, momondo launched a test campaign by providing Marvin with their target ROAS to measure uplift. Through Marvin s optimization engine, momondo achieved a 48% uplift in ROAS and a 34% increase in conversion. 48% INCREASE IN ROAS 34% INCREASE IN CONVERSIONS YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 60 79

62 BID AT A PRODUCT LEVEL WITH DYNAMIC ADS OPTIMIZER differ based on various factors, such as seasonality, weather conditions, or current events. However, if you are using one product catalog, you Optimizer clusters your products based on multiple metrics and assigns bids accordingly. As your campaign continues, Marvin uses machine learning to recluster your destinations, reallocate budgets, and adjust bids to scale your spend and reach maximum ROI. WITHOUT DYNAMIC ADS OPTIMIZER WITH DYNAMIC ADS OPTIMIZER YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 80 61

63 SUCCESS STORY Scales Performance with Dynamic Ads Optimizer Trivago, the world s top hotel price comparison site, was looking for a way to scale their ad spend and increase conversions for their destination remarketing campaigns. Although trivago was meeting their KPIs, they hit a threshold on their ad spend and faced difficulty scaling further. Dynamic Ads Optimizer helped trivago scale its destination-level remarketing campaigns in the US. Trivago increased its volume of conversions in their biggest market by 59% over three weeks with Dynamic Ads Optimizer relative to manual campaign management. 59% INCREASE IN CONVERSIONS YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 62 81

64 CUSTOMIZE AD CREATIVES WITH DYNAMIC CREATIVE TEMPLATES Attractive ad creatives have a significant impact on the performance of your Facebook ads. With this in mind, Adphorus lets you fully customize your ad creatives with brand assets and custom dynamic parameters from your product catalog with Creative Designer. Dynamic Creatives make it possible to display ads that are highly relevant, beautifully on brand, and more personalized for each user. For example, a user who has searched for a hotel in Barcelona can be shown an ad with a photo of the hotel, with the name of the hotel, and dynamic price placed directly on the ad image. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 63 82

65 SUCCESS STORY Metasearch Engine Increases Engagement With Dynamic Creative Templates One of the largest, global, travel metasearch companies conducted an A/B Test in the UK market to study the impact of using Dynamic Creative Templates. The template was designed to display ads with the company logo, a dynamic destination, and a dynamic price. The use of Dynamic Creative Templates significantly increased the overall performance of the campaign. CTR increased 90% and CPC decreased 16%, compared to the same campaign with a static creative. 90% INCREASE IN CTR 16% DECREASE IN CPC YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 64 83

66 TEST AND LEARN FASTER WITH MARVIN S A/B TESTING PLATFORM At Adphorus, we believe in a test and learn approach because this is ultimately the only way to derive best practices for your own brand and scale performance. WHY? There is no exemplar for campaign setup and combinations. What works for one brand is not guaranteed to work for another. Every advertiser must test to find what yields the best results for its own brand. Travel and traveler interests are dynamic. What works today may not work tomorrow and detecting the underlying reason or pinpointing exactly what has changed is nearly impossible. Therefore, the answer lies in continuous testing. Ideally, at any given time, travel advertisers should have tests running for every objective and per each major market. A structured testing strategy is the only way to keep up with competition. Granted, executing a structured testing strategy requires a degree of real-time monitoring and analysis that is manually infeasible. This is why we ve equipped Marvin with the skills and resources necessary to take on the task for you. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 65

67 TEST AND LEARN FASTER WITH MARVIN S A/B TESTING PLATFORM (CONTINUED) Create Controlled Tests The A/B Testing platform lets you easily create, manage, and analyze all of your tests on a single dashboard. Evaluate Test Results Marvin monitors the performance of your study groups, analyzes the significance of the results based on your preferred comparison metric, and notifies you when your test is complete. Take Action Once Marvin gives you the green light to complete the test, you will be able to easily proceed with the better performing alternative. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 66

68 SUCCESS STORY Local OTA Increases ROAS with Retention Window Testing A local OTA was among the first Facebook advertisers to successfully adopt Dynamic Ads for Travel. They were working toward finding the best-performing DAT campaign structure to maximize ROAS. They decided to compare conversion rates for different retention windows on the A/B Testing Platform. They started by testing a retention split against a no retention split structure. Observing better performance with the retention split, they proceeded to test a more granular split structure based on their learnings. By optimizing for retention, the OTA was able to reduce cost per purchase by 25% and increase ROAS by 30%. 25% DECREASE IN COST PER PURCHASE 30% INCREASE IN ROAS YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 67 79

69 06: YOUR PARTNER IN DYNAMIC ADS FOR TRAVEL

70 MANAGED SERVICE & SELF SERVICE Grow your business on Facebook whether Self Service Or Managed Service We know that some of you will have the resources and interest in managing Facebook on your own while others may want our team of experts to manage all aspects. The good news is we offer both options and you can choose what s best for you. SELF SERVICE If you choose to take the self-service path, you will still receive ample support along the way. Your dedicated Customer Success Manager will provide you with training on the platform, a structured testing roadmap customized for your brand, and equip you with best practices to quickly and easily take full advantage of our best-in-class platform. You and your team will login to the platform directly to create and manage campaigns, track tests and performance, and prepare customized reports. You will have Marvin by your side to automate the process, optimize your campaigns, notify you when there is an issue, and provide you with insights to keep scaling. You will have access to all of Adphorus solutions, making it easy to execute on a Travel Marketing Science strategy. Furthermore, our team will help you with technical setups, optimization, testing, and scaling throughout. Not to mention that we also have a live chat feature to answer any outstanding questions you may have. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 69

71 SUCCESS STORY Ramps Up Flight Ticket Sales by Transitioning to DAT on Adphorus Air France was interested in attracting more passengers to its website and ultimately increasing flight ticket sales. They launched Dynamic Ads for Travel in order to target travelers who had searched, but not yet booked a flight on their website. Air France used the Adphorus platform to set up their DAT campaigns and flight feeds, featuring creatives for special offers to specific destinations.their DAT ads were launched in 15 markets and reached 2 million people globally, enabling Air France to reduce cost per booking by over 50% and dramatically increase their conversion rate. 57% DECREASE IN COST PER BOOKING 11x INCREASE IN ROAS YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 70 79

72 MANAGED SERVICE & SELF SERVICE CONTINUED MANAGED SERVICE We get it not everyone is an expert in managing Facebook. And among those who are, it is tough to find travel marketing experts who can also support a full-funnel strategy with a managed service offering. But, that s exactly what we do. We have more than a decade of experience in running managed-service campaigns for global travel brands and we pride ourselves on our ability to drive measurable results, whether your goals are brand or performance, prospecting, retargeting, or building loyalty. So, let s talk about how you can tap into this travel marketing expertise to manage your campaigns and maximize spend on Facebook. To start, we ll work with you to understand your goals and challenges, and what your strategy is for using Facebook. If you don t have one, don t worry. We can partner to develop a customized testing roadmap for how you can best use Facebook and our industry-leading platform to accomplish your global marketing objectives including which Facebook ad formats and channels you should run to reach the right travelers across their entire path to purchase. Next, we ll do the heavy lifting uploading your creative assets, setting up the targeting, and managing every aspect of your campaign(s). Your Customer Success Manager will apply our Travel Marketing Science approach to continually test and learn, optimize, and scale your performance across all of your marketing efforts. And the best part we ll provide performance reporting and insights on a regular basis, and you ll still have full transparency to see the campaign and track performance on your own, through your Facebook Business Manager account. YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 71

73 SUCCESS STORY Drives Bookings by Launching DAT with Managed Service Fairmont is a leader in the global hospitality industry, with a worldwide reputation for excellence. Sojern was looking to use Dynamic Ads for Travel to drive the cost per booking (CPB) below those of previous Facebook retargeting benchmarks, and maximize ROI. With Sojern managing their DAT efforts, Fairmont was able to take advantage of Sojern s ability to test and optimize the targeting and messaging throughout. This resulted in 13,000 bookings from a single campaign and significantly higher revenue than their previous Dynamic Ads campaigns. Upon realizing that 80% of impressions occurred on mobile, Sojern decided to target mobile users with more tailored messaging and offers. Acting on these insights led to a 44% reduction in cost per booking and 55% increase in revenue. 44% DECREASE IN COST PER BOOKING 55% INCREASE IN REVENUE YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 72 79

74 MANAGED SERVICE & SELF SERVICE CONTINUED GO LIVE WITH DAT WITH YOUR SERVICE OF CHOICE! Regardless of your choice, you will benefit from smoother onboarding, increased speed of learning, deeper insights, and ultimately improved campaign performance and efficiency of dollars spent across the Facebook network. Join the growing list of travel brands who are crushing their marketing goals with our team of experts and our platform that is built and optimized for global travel marketers like you. BENEFITS SELF - SERVICE MANAGED - SERVICE #1 Performing Facebook Marketing Platform for Travel Data Science Approach Customized Testing Roadmaps & A/B Testing Platform Marvin, your AI-Powered Marketing Assistant Marvin Insights Optimization of Real Business Objectives (ROAS, ROI) Data Integration (Mmp, External Revenue, Analytics) Customer Support (Real-time Chat, ) Technical Support for Feeds & Pixels Quarterly Business Reviews Routine Calls with Customer Success Team Team of Digital Marketers to Create & Manage Campaigns Team of Travel Experts to Optimize Campaigns Performance Reporting on a Regular Basis YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 70 73

75 ABOUT ADPHORUS & SOJERN Adphorus is a Sojern company, rooted in travel marketing science, that provides travel brands with the tools and know-how they need to scale their revenues. The Adphorus platform makes executing a marketing science strategy automated, scalable, and easy. Meanwhile, the Customer Success Team helps travel advertisers design scientific experiments, choose meaningful hypotheses to test, and derive insights and next steps to drive performance. An official Facebook & Instagram Marketing Partner, Adphorus serves top global brands, including Expedia, trivago, and Kayak. Sojern is travel's marketing demand engine. Built on a decade of expertise analyzing the complete traveler path to purchase, Sojern drives travelers from dream to destination. The company delivered $13B in bookings for its clients to date by activating multi-channel branding and performance solutions on the Sojern Traveler Platform. With 5,000 clients, 450 employees, and 13 locations globally, Sojern has made Deloitte s Fast 500 Tech firms for five years running, and acquired Adphorus, the leading Facebook & Instagram Marketing Partner for travel. Sojern recently celebrated its 10th anniversary and announced it works with 93 percent of the world s Fortune 500 travel brands. Get in touch with us to test Adphorus' solutions! LEARN MORE YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL 74