Saadi Muslu, Product Marketing Manager
Are you a travel marketer? Do you want to deliver better, personalized ads for customers who are ready to book? Do you need to increase your digital marketing performance? And how about saving some time and effort too?
You can do more, faster, AND easier with DAT, and let Kenshoo take your campaigns to the next level with automated optimization, expanded audiences and creative tools!
Travel has been a leader in the growth of online shopping, and it’s an area that has been due for some digital advertising innovation. In 2016, worldwide digital travel sales topped $548 billion, and eMarketer forecasts that there will be a 40% increase in worldwide digital travel sales between 2017 and 2021.
Along with digital sales, consumer expectations are also on the rise. Consumers expect relevant, timely, and personalized messaging from brands in exchange for a conversion. Specifically, InfoSys found that 59% of shoppers who have experienced personalization believe it has a noticeable influence on purchasing.
Publishers know these trends like the back of their hand, so they’ve built sophisticated tools to ensure that marketers can deliver the right personalized message at the right time, and reflect their audience’s unique interests, habits and behaviors.
Facebook Dynamic Ads allow businesses to promote products at scale with unique creative and with an “always-on” approach that continuously reaches the right people.
The icing on the cake? The products displayed in Dynamic Ads are highly relevant. With the help of the Facebook Pixel, ads are retargeted to users who have already shown interest on your site or mobile app. With broad targeting, Dynamic Ads can even be used for prospecting by reaching new audiences who are most likely to be interested in a product based on their own Facebook activity.
Do these ads perform well? If spend is any indication, these ads perform very well! Kenshoo marketers spent 63% more on Dynamic Ads in Q2 then they did for the same period last year, per our Quarterly Trends Report. Clearly the rich visuals, dynamic content, and in-feed placements drive clicks and interest.
It’s only natural that the success of Dynamic Ads would roll out for other industries. And Dynamic Ads for Travel (DAT) are specifically designed for travel brands to advertise their entire inventory at scale. Facebook puts it plain and simple: “promote an itinerary to people who are ready to go”.
Inventory is shown based on user engagement with specific hotels or flights and creative is dynamically populated in an ad template with the relevant image, URL and other information like name, price, and brand. Additionally, marketers can dynamically create audiences to retarget or find lookalikes based on dates or locations searched.
Before DAT, personalization at scale was impossible for travel marketers. With DAT, ads are automatically triggered and the creative is dynamically inserted and personalized for each unique user and retargeting is now a breeze!
DAT is not limited to retargeting strategies, but is also perfect for cross-selling. For example, an online travel agency could cross-sell hotel rooms to people who’ve booked a flight for the same destination.
Marketers could even up-sell travel upgrades to those who’ve already purchased, encouraging them to upgrade from economy to business for example.
DAT’s targeting is not limited to website visitors. Marketers can leverage broad audience targeting to prospect and find new customers based on user behavior and interests. For example, marketers could target a broad set of college students in the United States with top spring break itineraries around the time that students start booking spring break travel.
With Kenshoo, marketers always show their best hotels and flights to the highest value audiences while meeting revenue goals. Kenshoo marketers can sit back, relax and let our advanced machine-learning algorithm (Kenshoo Portfolio Optimization) automatically optimize bids and budgets to hit their KPIs while keep spending under control.
Even better, marketers who leverage Kenshoo for their social and search campaigns can retarget search-intent audiences and tell coordinated stories across publishers. Kenshoo’s Intent-Driven Audiences are custom audiences in Facebook that are dynamically populated with users who searched for your brand or services. How’s that for keeping up with your consumer?
Kenshoo also offers the ability to manipulate images in hotel feeds to display key attributes like price or discount opportunities. Hotel Urbano took advantage of this key feature, shown in the example below in which the original version shows a plain image and the manipulated version shows an enhanced message with Hotel Urbano’s logo and the hotel price for image pulled from the feed.
Don’t miss out on delivering better, personalized ads for travelers who are ready for their next adventure. Don’t miss out on increasing your ad campaign’s performance. And don’t miss out on saving your own time and effort! Do more, faster, AND easier with DAT, and let Kenshoo take your campaigns to the next level with automated optimization, expanded audiences and creative tools. Contact us to get started today!