It’s no secret that many people turn to social media to help them discover and book travel. Today, travelers spend 5x more time on Facebook than on travel-related apps, sites, and searches, with 5 million businesses now advertising across the social network each month.
Industry-leading travel marketers are utilizing a full suite of travel ad products to move travelers through the path to purchase on Facebook. Each ad format serves a different objective, such as email capture, website clicks, video views, and so on. Depending on your objective, you have a variety of ad types and targeting options to help you maximize results.
But if you’re looking for the highest performing ad option most likely to help you increase direct bookings, look no further than Facebook’s Dynamic Ads for Travel. To help advertisers make the most of Facebook DAT, working alongside our teammates at Adphorus, we’ve published Your Complete Guide to Facebook Dynamic Ads for Travel.
In the meantime, here are six key ways that it pays to use Facebook’s Dynamic Ads for Travel (DAT):
1. Maximize the Impact of Your Ad Spend
One of the biggest benefits of Dynamic Ads for Travel is that you can reduce unnecessary ad spend to increase ROI. How does this work? DAT lets you ensure your ads are only shown to users leading up to their departure or check-in date, so you aren’t mistakenly serving your ads to someone in August who took their trip in April.
But what happens if a hotel becomes fully booked? Facebook’s recommendation engine will look at specific variables such as DMA or star rating, and automatically recommend suitable alternatives. And what if a traveler has seen your ad multiple times without engaging? In this case, the recommendation engine will again step in to optimize the user experience and avoid delivering impressions unlikely to generate engagement.
2. Retarget Travelers to Move Searching to Booking
Once a traveler has moved into the planning stage, they begin searching for specific destinations and brand names. Research has shown that brands considered during a traveler’s initial search are more than two times as likely to be purchased as brands considered later in the path to purchase (source). So, reaching users with your brand message early in their process is key to winning their business.
Using Facebook Dynamic Ads for Travel, advertisers use intent data to retarget travelers on Facebook in real time with automatically optimized ad content and a customized landing page. Delivering a higher level of personalization to travelers via Facebook DAT has proven to be very effective for driving bookings for travel advertisers across the world. For example, MakeMyTrip, India’s leading OTA, observed 20x growth in mobile bookings and 2x growth in website bookings using Facebook DAT through the Adphorus platform.
