The incredible way to sell your hotel and flight bookings on Facebook
Dynamic Ads for travel (DAT) is a format that allows promoting hotel and flight bookings. DAT for hotels is already available, and its version for the air tickets is still in development.
DAT format ads are displayed to those website visitors and mobile app users who have viewed hotels web pages but have not booked a room in any of the hotel ad viewed; or to those who have purchased air tickets but have not booked a hotel in the place of arrival yet.
According to Facebook IQ, 47% of people planning to travel have used personalised ads for subsequent booking of the most appropriate ticket. DAT provides the opportunity to create a customised ad to the user automatically – the ad incorporates specific reservation dates, directions, and other factors, which the visitor requested, while was on the website.
To start the DPA for Travel one should download ‘Hotel Feed’ in XML format to the Product Catalog, that is a list of hotels that one wants to promote, and information about them (hotel id, its name, description, photo, link to the hotel web page, etc).
If set right, Dynamic Travel Ads provide an opportunity to create maximally personalised hotel reservation offerings for retargeting of visitors. Currently, such type of campaign was launched by very few advertisers, so there is a chance to be among the pioneers to test and evaluate the new format.
There are two available types of hotels’ information transfer: the first category is a ‘static hotel feed’ that includes hotel info, the second contains info on current prices and available rooms (room/pricing configuration).
The static feed contains information that one does not often change, for example, the name of the hotel and its location. It also indicates ‘base_price’ – it is the average price per night at the hotel. One can transmit data on the current prices and availability of rooms dynamically with the help of ‘room/pricing configuration.’ Hence, one can display different prices to users that have viewed various settings of arrival time and length of the booking.
Only one ‘hotel feed’ is enough to promote all hotels available for booking on the website. Moreover, it is possible to group few feeds based on its’ features, for example, based on the hotel’s country. It is also feasible to set a regular update of the feed if it has been loaded to the product catalog using the link, so making one sure that all the changes will be taken into account while forming an ad.
According to the Facebook survey, 64% of users use more than one device for the selection and subsequent booking of hotels and tickets. DAT is available on Facebook and Instagram, both on a desktop and mobile devices. Besides, it is possible to use ‘deep links’ to redirect the user to the application if he/she sees an ad on a mobile device. Therefore, considering the users were retargeting by different device usage, DAT is the most useful format for the hotels and air tickets booking services promotion.
DPA for Travel uses target audience which was formed by the ‘Pixel’ data from the website and/or from a mobile app. To properly form an audience, one should set the ‘Pixel’ to track the following ‘events’:
- Search. A pixel with this ‘event’ should be called each time the visitor makes a hotel search based on some parameters.
- ViewContent. This ‘Event’ should be monitored every time a visitor views the details of a specific hotel.
- InitiateCheckout should be called when the visitor starts the booking process.
- Purchase should be called when the visitor has finished the booking.
The main parameters that need to be tracked by the ‘Pixel’ for the subsequent formation of personalised ads are the following:
- Content_type = hotel.
- Content_ids — IDs of the hotels viewed.
- Checkin_date and Checkout_date — are not necessary parameters, but their usage increases personalisation of ads.
- Value и Currency — are necessary parameters for the ‘Purchase’ event.
- City, Region and Country — are necessary parameters for the ‘Search’ event.
- Num_adults and Num_children — are not necessary parameters, but their usage increases personalisation of ads.
One can set the targeting campaigns based not only on the specific parameters of the search but also based on the indirect indicators. Visitors who are planning to travel can be distinguished by the number of time spent on the website, or by the number of committed searches. To optimise ad targeting of hotel bookings, it is possible to exclude those people whose arrival and departure dates coincide – these users will almost certainly not need a reservation.