The holidays are at our doorstep, so Facebook took the opportunity to release an update for its Dynamic Ads for Travel. It aims to refine businesses in the travel industry through well-targeted ads for audiences with the most travel intent.
Last year, the social networking giant introduced dynamic travel ads to help brands target users with high levels of interests. It hones ads based on their region and searches for similar or related terms. And it automatically shows ads on Facebook, Instagram and the Audience Network to prospects who are likely to take a trip this holiday season.
Facebook cited an example:
If someone was browsing hotels but didn’t make a reservation (or if they were looking at flights but didn’t book one), dynamic ads for travel allow you to target them with relevant ads based on their specific dates, destinations and other trip details.
With the right foundations in place, the company has added new options to dynamic travel ads, aiming to draw more attention with targeted ads for Facebook advertisers.
Broad Audience Targeting
The company recently added an option to target broad audiences. It allows travel advertisers to reach people who have shown travel intent apart from their website visitors.
Facebook says businesses can now promote offers to more people at a larger scale by choosing broad audiences.
The option is available to hotel advertisers and will expand to flight advertisers in the near future. Thus, hotels can now promote their offers to more people who are likely to book lodging.
Apart from targeting broad audiences, Facebook has added social context to Dynamic Ads for Travel. It introduces a new list of Facebook connections for users who traveled within the same region. And it will be attached to the top of the travel ad.
Seeing that the people you know and trust already took a similar trip will provide social context and inspire people to plan their own adventures.
Earlier studies have shown that more than half of travelers check Facebook for their trips during the holiday season, while less than half check on their peers.
New overlays add the option for travel advertisers to show process on their main page.
Finally, Facebook now allows advertisers to use recent Collections in dynamic travel ads. The ad format uses images or videos for travel advertisers to create more compelling ads.
You need three things to start running your ads: Facebook pixel, travel catalogue and a template.
Facebook pixel reports how often people viewed or booked on your website.
The travel catalogue lists products and related info to be included in your ad. An optional step for flights, it allows advertisers to include route images in creatives.
Ad templates insert images and related details from your travel catalogue to match the target audience’s travel intent.
Research and real-world experience have shown that most people check Facebook for travel inspiration. As an advertiser in this industry, you better tap into the potential of Dynamic Ads for Travel, reaching out to your audience with highly targeted offers. It is a smart, effective way for travelers and prospects to take action on your ads.