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Facebook Produktkataloge für die Hotellerie

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DeepDive von Magnus Törn und Marcel Hollerbach auf der AllFacebook Marketing Conference 2017 in München.

Mehr Informationen:
http://conference.allfacebook.de/session/produktkataloge-fuer-die-hotellerie/

Published in: Marketing
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Facebook Produktkataloge für die Hotellerie

  1. 1. How to manage your travel feeds and fight creatives fatigue Feed Management for DAT
  2. 2. 2 Who is Productsup? 45 people in Berlin & San Francisco 750+ customers worldwide
  3. 3. S e a r c h & Social Marketplaces & CSE Re-Targeting & Affiliate The example retailer uses Productsup to distribute their product offering to relevant marketing channels and marketplaces. M a r k e t i n g automation The product feed ecosystem (Growing complexity) Problem: Lack of IT resources to deal with all the partners and requirements
  4. 4. The example retailer uses Productsup to distribute their product offering to relevant marketing channels and marketplaces. Ecosystem Partners Feed creation & Feed optimization Campaign creation & Campaign optimization
  5. 5. Leverage cross-device intent signals to automatically Promote relevant products from your inventory with unique creative on Facebook Feed management Dynamic video + images
  6. 6. 6 How does it look?
  7. 7. 7 How does it look?
  8. 8. Search vs. Retargeting – What it means for the feeds Search ads Retargeting via DAT Shown on SERP as a result of a query from a user What is important? •  Keywords •  Ad text/content •  Bidding Shown across Facebook / Instagram after the user visited your website What is important? •  Images •  Audiences •  Ad text/content •  Bidding You need to be found! You already know the user Catch their attention!
  9. 9. 9 You need to be a real feed fighter these days Hotel Catalog Feed List of hotels 
 
 Room and Pricing Feed Hotel room type
 Price for checkin dates Destination Catalog Feed List of destinations
  10. 10. 10 You need to be a real feed fighter these days Flight Feed Set of flights
  11. 11. 11 The feeds along the customer journey Maldives from 299 7 nights in October for 899 € 1 2 3 Hotel Destination Feed Hotel Catalog Feed Room and Pricing Feed
  12. 12. 12 Hotel Catalog. Providing a list of hotels. Hotel Catalog Feed List of hotels 
 

  13. 13. 13 Hotel Catalog. Also describing a single hotel. Hotel Catalog Feed Description Name Address Neighbourhood
 (e.g. Soho) Base price Guest ratings Loyalty programm Contact details 
 

  14. 14. 14 Hotel room and pricing feed Room and Pricing Feed Room name
 Room price Currency Tax Sale_price Sale_price_tax
 etc. 
 
 Prices for 07.11.16 – 08.11.16 / Twenty Nevern Square Hotel References hotel_id from Hotel Catalog
  15. 15. 15 Destination Catalog Destination Catalog Feed Set of destinations Address Latitude Longitude Image Type (city, beach, landmark, hiking, history etc.) URL Price … 
 

  16. 16. 16 Destination Catalog Destination Catalog Feed Set of destinations Address Latitude Longitude Image Type (city, beach, landmark, hiking, history etc.) URL Price … 
 
 Beaches in Florida
  17. 17. 17 Flight Feed Flight Feed Set of flights Origin airport Destination airport Image Description Price 
 
 List of flights
  18. 18. Feed Specifications Hotel Catalog Room & Pricing Can be used in ads: Example Hotel Name Grand Hotel Stockholm Description Situated in the best waterfront location imaginable, the hotel overlooks the Royal Palace and Gamla Stan Hotel Chain Name (Brand) Grand Hotel City Stockholm Country Sweden Link www.grandhotel.se/youroffer Base Price 199 EUR Total Price (requires Room & Pricing feed + travel dates) 1259 EUR for 5 nights Price (Average dynamic price per night) 229 EUR
  19. 19. Feed Specifications Hotel Catalog Feed Room and Pricing Feed Destination Catalog Flight Feed Set of flights Can be used in ads: Example Travel Start Date 02.04.2017 Travel End Date 07.04.2017 Destination Name Stockholm Destination Description The capital of Scandinavia City Stockholm Country Sweden Price 1599 EUR including flights
  20. 20. Feed Specifications Room and Pricing Feed Destination Catalog Feed Flight Catalog Can be used in ads: Example Destination Airport ARN Destination City Stockholm Origin Airport BER Origin City Berlin Flight Description Direct flight from Berlin to Stockholm Flight Price 340 EUR Departure Date 02.04.2017 Returning Date 07.04.2017
  21. 21. Typical Challenges Room and Pricing Feed Destination Catalog Feed Flight Catalog Attribute Issue Image formatting Carousel ads: 600x600px - Single ad: 1200x630px Missing images General images of cities for flights and destination ads Geo coordinates Not many advertisers have Longitude and Latitude in their databases Landing URL Often missing for Destination ads. A general page about London, containing inspiration and information. Example: Weather information, “10 things to see in London”, “36 hours in London” Data formatting Descriptions often contains HTML codes <b></b> or broken character encodings Ö = ö and Ä = ä
  22. 22. 22 Stuff you might run into
  23. 23. 23 Stuff you might run into
  24. 24. 24 Stuff you might run into
  25. 25. 25 Enrich your feeds 40th Floor, Tower A, Business Central Towers, Sheikh Zayed Road ،Dubai Media City - Dubai Lat.: 25.100449 Long.: 55.169492 Weatherdata
 Dubai, 19.01.2017: 29 degrees Atlantis, The palm (29 degrees ) Hotel Alps, 80cm powder snow
  26. 26. Promoted Product Set Room and Pricing Feed Destination Catalog Feed Through the campaign setup you can create sets of Hotels, Destinations and Flights •  set of filters on a product catalog •  lets you collate a group of products •  More control What is a Product Set? (Produktpaletten auf Deutsch) Attribute Example Use Case Base Price Differentiate between Budget and Premium Hotels Brand Name One set for RAMADA Plaza and one for RAMADA Limited City Showcase multiple Hotels in one specific city Country Market multiple Destinations in one specific country Star Rating Differentiate between 3 and 5 star hotels Why is this important? It allows you to determine the best performing sets and bid accordingly
  27. 27. Other requirements: Pixel In order to build your audiences – you need the Facebook Pixel implemented Your IT department Tag Managers The more you track, the more you can retarget! Events: •  Search •  ViewContent •  IniNateCheckout •  Purchase Parameters: •  Checkin_date •  Checkout_date •  City •  Region •  desNnaNon •  Num_adults •  Num_children
  28. 28. 28 What is creative fatigue and why should you care? The average user in the US sees… 5,709 ads per quarter 1,903 ads per month 63 ads per day Source: comScore Digital Age
  29. 29. 29 What is creative fatigue and why should you care? The effect of ads on users merely 14% 
 of internet users remember the last ad they saw Source: comScore Digital Age only 8% 
 recall the company
 or product promoted just 2.8% 
 thought the ad
 was relevant
  30. 30. 30 What is creative fatigue and why should you care? 1996 2015 2.1 % 0.1 % Average Clickrate Source: comScore Digital Age
  31. 31. 1.5x CTR increase Cutting through the noise
  32. 32. 2x CTR increase vs static ads Cutting through the noise “The highest of all digital ad formats”,
  33. 33. 33 How to create dynamic videos Title: Sheraton Berlin Price: 102 € p.N. URL: Call to action Hotel Catalog Feed Description Name Address Neighbourhood
 (e.g. Soho) Base price Guest ratings Loyalty programm Contact details 
 
 Final rendered video
  34. 34. 34 Create thousands of videos based on your inventory Room and Pricing Feed Hotel Catalog Feed Video 1
 (Hotel 1) Video 2 (Hotel 2) Video 3 (Hotel 3) Video n (Hotel n)
  35. 35. 35 Thank you for travelling with Facebook & Productsup ;) Stay tuned for DAT guide!

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