A Roadmap to Creating Travel Ads on Facebook | Sojern

A Roadmap to Creating Travel Ads on Facebook

In this blog, we will specifically look at the details needed for creating a hotel advertising campaign through Facebook Dynamic Ads for Travel.

Setting up your Facebook Dynamic Ads for Travel (DAT) campaign creation process is easy if you follow a few simple steps. The steps for creating your target audiences and ad creatives will be slightly different depending on whether you want to run a DAT campaign for Flights, Destinations, or Hotels. 

STEP 1: Specify Your Campaign Objective

The first step of the campaign creation process is specifying your campaign objective. This helps define the structure of your campaign and determine the subsequent custom preferences. In the case of Facebook DAT, your objective is Product Catalog Sales. After setting your objective you should select the specific catalog that you want to use. Your product catalog is the comprehensive inventory of your hotel listings.

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.

STEP 2: Select Your Target Audience

Selecting your target audience is one of the most important steps in creating a Facebook Dynamic Ads for Travel campaign. With Facebook DAT, you have detailed options for behavioral targeting (i.e. on-site user activity) in addition to Facebook’s default demographic, interest, and connection targeting options.

The first step is to set rules for dynamic targeting.

Promoted Product Set = Promoted Hotel Set

This is the specific list of the hotels/destinations/flights from your catalog that you would like to display to your target audience. The Promoted Hotel Set is where you decide which hotels will be promoted to the Promoted Travel Audience. You should define a rule to filter the hotels that you would like to promote under the current ad set.

TIP: Categorizing your properties by creating different Promoted Hotel Sets allows you to determine the best performing hotel groups by creating more granular Hotel Sets. This will help you optimize more effectively by creating value-based Hotel Sets, and setting bid and budget accordingly.

 

Once you click on the “+” button next to the Product Set drop-down menu, you will see a pop-up window where you can define the rules to create a new Hotel Set. You have the option to filter the hotel in your catalog according to:

  • Brand Name
  • Base Price
  • Currency
  • City
  • Country
  • Star Rating

 

TIP: 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.

After you select your filter you can see how many hotels match your Hotel Set rule.

  1. Promoted Travel Audience = Who Your Ads Should Target

Once you have created your Promoted Product Set, it is time to specify who you want your ads to be shown to by selecting your Promoted Travel Audience. These audiences are defined by a set of retargeting rules, matching the action(s) performed on your site or app. For example, you can set the audience to be target users who performed an action on your website within a specific timeframe.

You can also customize your target audience further by selecting a custom combination of behaviors:

  • EVENT NAME Name of the action performed on site (or in-app); Search, View Content, Initiate Checkout, or Purchase.
  • 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).
  • FREQUENCY The number of times that a user is expected to perform the specified event in order to satisfy the audience rule (e.g. You can display your ads to users who performed the specified event at least 2 times).
  • 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 searched hotels/flights/destinations for 100 days from now will not be shown ads).

TIP: You also have the option to exclude users who have performed certain events.

The sample travel audience in the image below includes users who searched for a 3+ star hotel at least two 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. This image is from our Facebook partner, Adphorus.

 

 

Furthermore, you can also group users by their length of stay, the number of weekends during their travel, and the 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 option to define “cut-off points” and create different ad sets with customized call-to-actions, messaging, and bidding for specific target audiences.

READ MORE: One of the key benefits of using Facebook DAT is that you can cross-sell and upsell to audiences. Learn more about using Facebook DAT on our blog, 6 Ways It Pays to Use Facebook Dynamic Ads for Travel.

Step 3: Create a Facebook Dynamic Ad Template for Your Content

After you set up your ad sets, it’s time to create an ad template that ensures that you are reaching your target audience with the most effective content and messaging.

Facebook 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.

For your hotel and room feeds on your creatives, you can include the following dynamic fields:

  • 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.)

You can also increase conversions by utilizing user-specific parameters to customize your landing page. For example, you can append check-in and check-out dates to the destination URL of the ad. By pre-filling those dates on the landing page through 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 in the conversion rate.

Take a look at the creative settings of a sample Facebook DAT campaign:

 

Step 4: Set Your Budget Allocation and Bid Optimization

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.

 

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.

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.

Now, you are ready to go live with your first Facebook Dynamic Ads for Travel! To learn more about how to set up Facebook DAT, including key examples, tips, and tricks, download Your Complete Guide to Facebook Dynamic Ads for Travel.

Alternative Text About Amy Higgins

Amy is Sojern's Director of Content Marketing. With over a decade of experience in the tech industry, Amy enjoys crafting memorable content that not only educates but entertains. When she’s not online, you can find her at the opera, hiking the tallest mountain, or on the hunt for the latest foodie craze.

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Amy Higgins About the author

Amy is Sojern's Director of Content Marketing. With over a decade of experience in the tech industry, Amy enjoys crafting memorable content that not only educates but entertains. When she’s not online, you can find her at the opera, hiking the tallest mountain, or on the hunt for the latest foodie craze.