Adphorus Complete Guide To Dynamic Ads For Travel 2018 Edition

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Your COMPLETE GUIDE to
FACEBOOK DYNAMIC ADS for TRAVEL
2018 Edition

The purpose of this guide is to give travel marketers
a 360-degree understanding of Facebook’s
“Dynamic Ads for Travel” (DAT) solution. Essentially,
DAT lets you automatically show ads across Facebook,
Instagram, and Audience Network to people who are
likely to travel.
Since Facebook launched Dynamic Ads for Travel, we have been dedicated to
helping travel brands successfully adopt the solution. Along the way, we have
accumulated learnings about the challenges and opportunities that the solution
offers.Travel marketers can tap into Facebook’s full suite of travel products to
move travelers through the complete path to purchase—including Broad
Audiences and Trip Consideration.
In this guide, we focus on how travel marketers can drive performance with
Dynamic Ads for Travel by sharing best practices, success stories, and tips
for how your marketing team can optimize and scale your retargeting efforts.
Note: Whenever we refer to ads or users on Facebook, Instagram and the
Facebook Audience Network are also included by default.
FOREWORD
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 1

01: INTRODUCTION 3
Facebook as an advertising medium 4
Facebook Dynamic Ads 5
03: PRE CAMPAIGN SETUPS 15
Create your travel catalog 16
Different feed types 16
The Hotel Catalog 17
The Flight Catalog 18
The Destination Catalog 18
Typical challenges 19
Facebook pixel and event tracking 21
Events to track 22
Connect the pixel to your catalog 23
CONTENTS:
Promoted Travel Audience 34
Standard Facebook targeting options 38
Facebook’s Recommendations 39
Step 3: Creative 41
Dynamic Ad Template 41
DAT for Hotels 41
DAT for Destinations 43
DAT for Flights 44
Creative Designer 45
Step 4: Budget 47
Quick tips for healthy campaign creation 48
02: OVERVIEW OF DYNAMIC
ADS FOR TRAVEL 7
What are Dynamic Ads for Travel? 8
Motivation for launch 9
The Power of Dynamic Ads for Travel 10
Benefits of Dynamic Ads for Travel 11
Multiple offers in one ad, thanks to
product sets 11
Dynamic price and availability 11
Track travel-related searches 12
Guide the traveler through their
booking funnel 12
Focused targeting 12
Cross-sell 13
Upsell 13
Manage and increase ROI 14
Recommend alternatives 14
04: CREATE YOUR DYNAMIC ADS
FOR TRAVEL CAMPAIGN 24
Step 1: Information 26
Step 2: Ad Sets 27
Promoted Product Set 28
Promoted Hotel Set 28
Promoted Destination Set 30
Promoted Flight Set 32
06: YOUR PARTNER IN DYNAMIC ADS
FOR TRAVEL 68
05: OPTIMIZE YOUR DYNAMIC ADS
FOR TRAVEL CAMPAIGN 50
General rules to follow 52
Optimize campaign performance
with Marvin 58
69
About Adphorus and Sojern
Managed Service and Self Service
74

Facebook is not only king of social
but queen of business too.
It is no secret that Facebook reigns over the social media
world. What’s more interesting is to see its evolution towards
becoming an increasingly prominent player in the field of
advertising. As travelers spend 5x more time on Facebook
than on travel-related apps, sites, and searches, it’s no surprise
that a considerable 5 million businesses are advertising on
Facebook each month. Once used solely by individuals,
the social media channel reported that 60 million businesses
have a Facebook page.
Facebook offers an extensive array of advertising possibilities
for marketers to reach their audience on the social platform.
Each option serves a different objective, such as lead
generation, website clicks, page likes, video views, and so on.
Depending on your objective, you have a variety of ad formats,
ad placements, and targeting options to help you maximize results.
Facebook’s most successful ad format is undoubtedly
“Dynamic Ads”.
FACEBOOK AS AN
ADVERTISING MEDIUM
5 MILLION
businesses advertise
on Facebook
each month

Facebook’s Dynamic Ads
were originally called
“Dynamic Product Ads,” as
they were designed to help
online retailers and brands
reach one clear objective:
product catalog sales.
The ad format allows merchants to promote
their entire product catalog automatically
and seamlessly across any device. Based
on their previous searches on the merchant’s
website, only the most relevant products
are displayed to the right consumer at the
right time.
Dynamic Ads have proven to be one of the
most successful retargeting formats for
ecommerce businesses. Likewise, some of
the world’s leading travel advertisers have
made it work for driving bookings, including
Kayak and others.
FACEBOOK
DYNAMIC ADS

There is no doubt that Dynamic
Ads have driven success for
travel and non-travel brands
alike, but there was greater
demand for verticalized solutions.
When Facebook renamed
the format “Dynamic
Ads” (removing “Product”
from the name), it hinted
the solution to better serve
The original Dynamic Ads
continue to work best for online
brands and retailers. (Think:
“Dynamic Ads for retail”).
However in May of 2016,
Facebook launched “Dynamic
Ads for Travel” (DAT),
introducing a whole new range
of possibilities for advertisers in
the travel industry.
287%
more conversions
19%
lower CPA
3X
more orders
2.5X
increase in ROAS
Successes:

02:
OVERVIEW OF
DYNAMIC ADS
FOR TRAVEL

Dynamic Ads for Travel (DAT) are an extension of Dynamic Ads
that have been speciﬁcally built for the travel industry.
In other words, DAT is an advertising format that enables travel advertisers to automatically
retarget Facebook users who have shown interest in a trip. It captures user activity on your
website, so that you can promote relevant offers on Facebook. For example, when a user
searches for a hotel or a flight but does not book, Dynamic Ads for Travel allow you to target
them with ads based on their specific dates, destination, or other trip details.
Dynamic Ads for Travel encourage advertisers to use relevant information to reconnect with
users who have visited their website. It is built to engage with travelers lower in the funnel to
ultimately drive bookings with highly personalized ads and creatives.
Since the launch of Dynamic Ads for Travel, Facebook has expanded its suite of travel-specific
products. DAT for Broad Audiences and Trip Consideration are upper funnel solutions that reach
users with travel intent who have not yet visited your website. Travel brands should take advantage
of all three Facebook travel solutions in order to drive optimal performance across the conversion funnel.
In this guide, we will be focusing on the original Dynamic Ads for Travel
retargeting solution because we recommend that advertisers start with DAT, and then
expand into Broad Audiences and Trip Consideration as they build expertise.
WHAT ARE DYNAMIC
ADS FOR TRAVEL?

The introduction of DAT has brought new targeting
options which have been tailored to meet the unique
needs of travel advertisers.
Before the launch of DAT, it was (and still is) possible for travel advertisers to run
retargeting ads on Facebook using the original Dynamic Ads format. However, despite
major successes, the setup of Dynamic Ads was not optimal for travel advertisers.
The travel sector is made up of widely different business types.
Travel fluctuates much more than retail.
In order to make the most of Facebook’s powerful Dynamic Ads solution,
travel advertisers needed a customized ad format that was more suited to
the individual business models.
$309
$483
$660
$738
$450
MOTIVATION FOR LAUNCH
Prices are heavily
seasons, and availability. Offers
$275
Airlines
Hotels
Cruise Lines
Online Travel Agencies
Meta-search Engines

Scalable
The DAT ad format is very scalable, allowing you to
automatically retarget custom ads for your entire
product range. With Dynamic Ads for Travel, you no
longer need to create an ad for each of your products
(hotels, destinations, etc.) separately. Just set up your
campaign once, and you’re ready to go live with the right
ad to the right traveler at the right time. Hello, hospitality.
Always-on
Dynamic Ads for Travel are defined as “always-on”, such
that they are automatically triggered to reach travelers with
relevant ads based on actions they take on your website
or app.
Cross-device
Does the term cross-device targeting ring a bell? By
definition, it allows you to reach users on any device from
which they access Facebook mobile, desktop, or tablet.
For example, a traveler may browse for budget hotels in
Berlin from a desktop and then later come across an ad for
“Easyhotel Berlin” while checking their Instagram feed on
their phone. Since Facebook requires a login, the user is
identified on all of their devices. Regardless of which device
they used to perform a search, the data is aggregated to
provide a more complete picture of the user’s search
history, interests, and booking intent.
Customized for travel, Dynamic Ads for Travel are
scalable, eﬃcient, and eﬀective.
THE POWER OF DYNAMIC ADS FOR TRAVEL

DAT has made
it possible for
marketers to be
much more creative,
customized, and
relevant with
their ads.
Here’s what makes
them great:
DYNAMIC PRICE
AND AVAILABILITY
Price and room availability
are much more variable in the
travel industry. DAT introduced
additional, dedicated data feeds
that help travel advertisers
manage and regularly update the
These extra data feeds are sent
to Facebook far more frequently
than static hotel information.
Facebook’s algorithm will
automatically display the most
relevant price that matches a
only do this for rooms that are
actually available.
MULTIPLE OFFERS IN ONE AD,
THANKS TO PRODUCT SETS
Facebook’s “Travel Catalog” contains industry-relevant variables
that allow you to group products in ways that make sense for your
business. These so-called “product sets” may, for example, contain a
group of hotels with a similar price, location, or star rating. By grouping
similar offers, you’re informing Facebook of offers that can be promoted
together in the same multi-image ad. Thus, increasing relevancy and
options for the user, all while helping you bid more effectively.
BENEFITS OF DYNAMIC ADS FOR TRAVEL

TRACK TRAVEL RELATED
SEARCHES
FOCUSED TARGETINGGUIDE THE TRAVELER
THROUGH THE
BOOKING FUNNEL
DREAMING
RESEARCH &
DISCOVERY
BOOKING &
PREFERENCE
RETENTION
Through DAT, advertisers can track travel-
related searches on their website, and then
use this data to retarget travelers on
Facebook. Not only does this inform the ad
content displayed, but it also enables
marketers to redirect the user to a
customized landing page. On this page,
search inputs are pre-filled according to
user-specific travel preferences. The
convenience, coupled with a higher level of
personalization, has already shown to be
very effective for travel advertisers.
The refined tracking allows advertisers to
determine at which stage of the booking
funnel a traveler is and hence their level of
intent. Are they merely exploring ideas for
their next holiday idea? Have they looked at
your hotel? What dates are they interested
in? Answers to such questions will help
determine whether you first promote a
certain destination to them, or jump right to
an offer for a business class upgrade or a
double room over Valentine’s weekend at
your seaside hotel.
By syncing the individual’s travel plans with
your availability and pricing variables, you
can target travelers with ads that are suited
to their exact needs and interests. Your
audience set can be extremely granular,
targeting right down to a family of five that
has viewed a specific hotel three times in the
last 14 days but has not yet booked. Or, you
can target the international business traveler
who is heading to China next week.

UPSELL
Alternatively, you can also upsell. For example, if someone books
a room for two nights over Mother’s Day weekend, you can upsell
by showing them ads for an upgrade to a room with a view of the
sea and a jacuzzi tub.
upgrade offers to users who have purchased economy tickets.
For flight campaigns, you could show ads with business class
Similarly, you could encourage users to purchase additional
services on their flight like meals, extra baggage, or seat selection(s).
CROSS SELL
DAT provides better opportunities to increase your ROAS via
cross-selling. For instance, you can target users who have
recently booked a flight through your website or mobile app
with ads for hotels in the same destination. Cross-selling is,
however, capable of getting much more specific than that.
Let’s say that a user has just purchased a flight for two people
to Paris for New Year’s Eve. In this case, you could retarget
them with a special offer for a suite at your hotel.

MANAGE AND INCREASE ROI RECOMMEND ALTERNATIVES
Should a hotel become fully booked and unavailable for the user,
variables such as location or star rating and automatically recommend
suitable alternatives from within your portfolio. In the case that someone
Facebook’s recommendation engine will look at the specific hotel
has seen your ad a number of times but never clicked on it, the
recommendation engine will stop again. Should no other hotel match
the retargeted solution, the engine can also display popular hotels
(in the same destination) instead.
zero in on your target market, get more creative with your ads
and offers, and ultimately exceed your marketing objectives
and boost ROI with Facebook advertising.
The above-mentioned features and benefits of DAT help you
One of the greatest benefits with DAT is that travel advertisers can
now make sure their ads are only shown to users leading up to their
specified departure or check-in date. Additionally, users who have
already made a booking can be excluded. This not only avoids
unnecessary ad spend but also avoids annoying the traveler with
irrelevant ads. With a clearer definition of your more valuable targets,
you can adjust your bid accordingly, which will ultimately help improve
your ROI.

Behind any Dynamic Ads campaign lies
a bit of preparation. Facebook may be
dynamically inserting content into an
ad template in order to serve the right
o er to the right user, but it needs a
reliable source from where it can fetch
the information.
their individual attributes and variables, is called a product data
feed. The items listed can be tangible or service-based offers.
Technically, only once the data feed has been uploaded to your
Facebook ad account does Facebook call it a catalog rather
than feed. Sound confusing? Don’t worry, catalog and feed are
essentially the same thing and the words are interchangeable.
When dealing with Dynamic Ads, Facebook requires you to
create a product catalog. In the case of Dynamic Ads for
Travel, however, you’ll work with the travel catalog.
DIFFERENT FEED TYPES
The travel catalog is a little more complex than the product catalog
because it consists of more than one feed type.
There are currently three feed categories available. Which one you use
depends on the nature of your business and your advertising goal.
HOTEL
CATALOG
FLIGHT
CATALOG
DESTINATION
CATALOG
Hotel feed
(main feed)
Room & Pricing feeds
(supporting feeds - optional)
TRAVEL
CATALOG
CREATE YOUR TRAVEL CATALOG

THE HOTEL CATALOG
Your Hotel Catalog itself is also comprised of different feeds:
Hotel Room and Pricing feeds (optional)
These are optional feeds that support the
hotel feed with details about the selection
of room types and their prices. Prices and
often and rely heavily on the time and
duration of travel.
The “Room Type Feed” lists the available
room types for your properties (e.g. single,
double or en-suite).
The “Pricing Feed” lists the pricing
options for different travel scenarios.
These supporting feeds need to be managed
closely and updated much more frequently
than the hotel feed. You can choose to
supply this extra information in two separate
feeds or together in the same feed. When room
type information is available, you can also
specify pricing variables for each room type.
Why use room and pricing feeds?
Although these feeds are optional, room and
pricing feeds offer great potential for travel
advertisers. The more detailed and accurate
information Facebook has about your hotels,
the more precise it will be when creating
relevant ads that are customized to the user’s
previously recorded travel intent.
Hotel Feed
The inventory items in your hotel feed are
your different hotels. Here you provide
“static” hotel information, which does not
need to be updated often (e.g. hotel name,
location, starting price, and images).
You can list all your hotels in the same feed
or submit separate feeds for certain hotel
groups (e.g. all hotels in one country or
under the same brand).

THE FLIGHT CATALOG THE DESTINATION CATALOG
The destination catalog contains a list of all the locations where you
would like to entice travelers to visit on their next journey.
Here, your inventory items are the different destinations (e.g. Rome,
You can either list all your destinations in a single feed, or create
separate feeds to categorize your destinations (e.g. by country).
This flight data is provided in the flight feed. An inventory item in this
case is each individual flight route displayed on your website or
mobile app. Again, you can either submit one feed for all your flights
or upload multiple smaller feeds. The most important piece of
information here is the departure and arrival airport details. You can
also include ticket prices, but this may not always be preferable as
prices tend to fluctuate quite frequently.
For each destination, you supply the lowest starting price. This price
could be a package that includes flights and accommodations or just
your base hotel price. It does not include hotel names as the intention
here is to first hook the user with the destination. Should they wish to
explore the destination further and browse for hotels or flights, you
would then target them with more specific accommodation options.

With the right product data
management technology,
you can easily bypass this.
TIP
TYPICAL CHALLENGES
Most travel advertisers already have the necessary data to create their travel catalog. However, for some it has proven to be quite complex
to convert it to a format that is compatible with Facebook DAT. The reality is, this does take some time. However, with the right tools you can
streamline the process.
Some of the typical challenges that travel advertisers face when creating their travel catalog are:
MISSING IMAGES
Advertisers don’t always have individual
images for each of their destinations or hotels.
IMAGE FORMATTING
Even if you have images for all of your
products, each one still needs to be
formatted to match Facebook’s unique
aspect ratios.
COORDINATES
Most often advertisers only have the
address of the location, not the coordinates.
Advertising with DAT requires the coordinates
of each product.
The more images you have in
your catalog, the higher your
chances of a particular oﬀer
being sold. Adphorus has a
Travel Media Library with over
3,000 images for hundreds of
destinations. Advertisers can
populate and diversify their
catalog with images from the
Adphorus Media Library and
use Creative Designer to
customize these images.
Sojern and Adphorus work
with you to seamlessly resize
all the images in your feed,
saving you time, and getting
you started as quickly as
possible.
TIP TIP

BASE PRICE
This attribute is a generic problem
(particularly for airlines) as the starting price
fluctuates so often that the change is constant.
LANDING PAGE URL
Often, advertisers direct users to a generic
landing page, which offsets the relevance of
the initial dynamic ad.
HIGHLY COMPLEX FEED
Some businesses spend too much time
uploading and updating their product
catalog on Facebook, either because of the
sheer size of the feed or because their data
changes frequently.
TYPICAL CHALLENGES CONTINUED
Facebook allows advertisers
to use their Graph API to
import a large number of
products very quickly instead
of uploading feeds. Sojern
and Adphorus take care of
this entire process for
advertisers so that they can
run Dynamic Ads for Travel as
seamlessly as possible.
TIP
Typically this is solved by
providing the cheapest
price of the route within a
time interval of 0 - 90 days.
The second step to delivering
dynamic ads is making sure
the experience remains
relevant after travelers click
on the ad. This means
creating customized landing
pages that reﬂect information
in which the traveler has
demonstrated interest. Sojern
and Adphorus work with you
to set up landing page URLs
for each destination, route, or
hotel that you have shown
an ad for.
TIP TIP

Without the correct tracking in place, your
ads will not work. Dynamic Ads for Travel
require that you set up a Facebook pixel
on your website and SDK on your mobile app.
The Facebook pixel is a snippet of code that allows you to anonymously
track a visitor’s actions and conversions on your website. When a
predetermined action or conversion happens, the pixel is fired and
Facebook automatically gets information about the user. This is what
ultimately drives DAT. It allows you to identify visitor actions, interests,
and intent, so that you can retarget them with appropriate offers.
EVENTS TO TRACK
You will need to track the following events:
Search (to track interest)
ViewContent (to track products viewed)
InitiateCheckout (to track booking intent)
Purchase (to track bookings)
FACEBOOK PIXEL AND
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EVENT TRACKING

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EVENTS TO TRACK (CONTINUED)
descriptions.
22
Take a look at an example of the parameters that you would need to provide for a hotel feed:

CONNECT THE PIXEL TO
YOUR CATALOG
After you’ve added your pixel and events,
you need to assign them to your travel
catalog. If your setup includes multiple
catalogs and pixels, be sure to properly
connect the right pieces together.
You can match the pixels with the
corresponding travel catalog through
Facebook Business Manager:
1. In the assets menu, click on ‘product catalogs’
2. Select your catalog
3. Click on ‘catalog settings’ in the top menu
4. At event sources, click on ‘edit’
5. Assign pixels and apps to your catalog
</>

04:
CREATE YOUR
DYNAMIC ADS FOR
TRAVEL CAMPAIGN

Let’s go step-by-step through the DAT campaign
creation process. The steps for creating your target
audiences and ad creatives will be slightly di erent
depending on whether you want to run a DAT
campaign for Flights, Destinations, or Hotels. So,
we will look at the details for each type separately.
STEP 1: INFORMATION
CAMPAIGN SETTINGS
STEP 2: AD SETS STEP 3: CREATIVE
ADS
STEP 4: BUDGET
While the process is the same, the screenshots you
recommend using Adphorus to create and manage
your Facebook campaigns more effectively and achieve
optimal performance. In the next section, we will explain
in greater detail what Adphorus offers, how you can
you can get started.

CAMPAIGN SETTINGS
The ﬁrst step of the
campaign creation
process is specifying your
campaign objective.
campaign and determines subsequent
custom preferences. In the case of DAT,
your objective is Product Catalog Sales.
After setting your objective, you should
to use. Just as a reminder, your product
catalog is the comprehensive inventory of
On Adphorus, you can quickly select the
Promoted Catalog that you want to use by
simply specifying your Catalog Type (i.e.
Flights, Destinations, Hotels).
You should also set the remaining campaign
settings like name, ad account, source pixel,
source application, and conversion event in
a way that meets your needs and structure.
STEP 1:
INFORMATION
the campaign creation process, you will

Selecting your target audience is
one of the most important steps
in creating a DAT campaign.
DAT o ers detailed options for
behavioral targeting (i.e. on-site user
activity) in addition to Facebook’s
default demographic, interest, and
connection targeting options.
A. Promoted Product Set:
would like to display to your target audience.
B. Promoted Travel Audience: These are users who
demonstrate the on-site behavior that you specify (i.e.
users who performed an action on your website within a
be targeted in your DAT campaign. Here, you can also
customize your target audience further by selecting a
custom combination of behaviors.
VISITED
WEBSITE IN
LAST 30 DAYS
LIVES IN
GERMANY
MARRIED
STEP 2:
AD SETS

Promoted Hotel Set is where you decide
which hotels will be promoted to the Promoted
under the current ad set.
Categorizing your properties by creating
different Promoted Hotel Sets allows you to:
Determine the best performing hotel groups
by creating more granular Hotel Sets
Optimize more effectively by creating
value-based Hotel Sets, and setting bid
and budget accordingly
PROMOTED PRODUCT SET:
LIST OF PRODUCTS TO BE PROMOTED
$5 $4 $1
$5 $4 $1
DAT FOR
HOTELS

Once you click on the “+” button next to the Product Set dropdown
catalog according to:
Brand Name
Base Price
Currency
City
Country
Star Rating
While creating different hotel sets increases the performance of your
ads, avoid creating very small Promoted Hotel Sets as this may result
in under-delivery.
LIST OF PRODUCTS TO BE PROMOTED CONTINUED
Hotel Set rule. In this example, there are 42 hotels with 3+ stars in our
sample Hotel Catalog.

Promoted Destination Set is where you
decide which destinations will be promoted
to the Promoted Travel Audience. You should
would like to promote under the current ad set.
Categorizing your properties by creating
different Promoted Destination Sets
allows you to:
Determine the best performing
destinations by testing different
Destination Sets
Optimize more effectively by creating
value-based destination sets and setting
bid and budget accordingly
DAT FOR
DESTINATIONS

While creating different destination sets increases the performance of your ads, avoid
creating very small Promoted Destination Sets as this may result in under-delivery.
higher than 500 USD.
Destination Set rule. In this example, there are 490 destinations that match the
price rule in our sample destination catalog.
When adding a Product Set to promote, you will see a
destinations in your catalog according to:
Price
Currency
Country
Destination: USA
Price: 500 USD

Promoted Flight Set
will be promoted to the Promoted Travel Audience. You
like to promote under the current ad set.
Promoted Flight Sets allows you to:
creating more granular Flight Sets
Optimize more effectively by creating destination-
budget accordingly
DAT FOR
FLIGHTS

creating very small Promoted Flight Sets as this may result in under-delivery.
departing from Los
Angeles International Airport (LAX).
When adding a Product Set to promote, you will see a
your catalog according to:
Origin Airport
Destination Airport
LAX DEPARTURES

PROMOTED TRAVEL
AUDIENCE:
WHO YOUR ADS
SHOULD TARGET
Once you have created your Promoted
Promoted Travel Audience to specify
who you want your ads to be shown
set of retargeting rules, matching the
action(s) performed on your site or
app. Travel Audience rules can be set
EVENT NAME
Name of the action performed
on site (or in app); Search,
ViewContent, InitiateCheckout, or
Purchase.
FREQUENCY
The number of times that a user is
event in order to satisfy the
audience rule (e.g. you can display
your ads to users who performed
MINIMUM RETENTION DAY
The time lapse between when
users perform the event on site or
in app and when they are shown
the ads (e.g. if you select “0 days”,
the user will start seeing the ads
immediately after they performed
an action on your website).
MAXIMUM RETENTION DAY
The time lapse between when users
perform the event on site or in app
and when they stop seeing the ads
(e.g. if you select “30 days”, the
user will stop seeing the ads 30
days after they visit your website).
MINIMUM CHECK IN WINDOW
Relative to today, the minimum
number of days until a user’s
intended check-in date (e.g. if you
select “0 days”, users who have
searched bookings for past dates
will not be shown ads).
MAXIMUM CHECK IN WINDOW
Relative to today, the maximum
number of days until a user’s
intended check-in date (e.g. if you
select “90 days”, users who have
for 100 days from now will not be
shown ads).
A PERFORMANCE MARKETER’S GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 5334YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL

This Sample Travel Audience includes users who searched
for a 3+ star hotel at least 2 times in the last 30 days. The
rule also guarantees to show the ads to users who have
check-in dates within the next 90 days.
You also have the option to exclude users who have
performed certain events. In the exclusion section of the
Promoted Travel Audience, excluded users who booked
a hotel in the last 30 days have been excluded, in order
to avoid targeting an irrelevant audience who has already
performed the targeted action.
Furthermore, you can also group users by their length of
stay, number of weekends during their travel, and number
of travelers. This will allow you to group the audience by
their potential value and adjust your bids accordingly.
The various rules for Promoted Sets and Travel Audiences
are quite powerful. They give you, as an advertiser, the
sets with customized call-to-actions, messaging, and
PROMOTED TRAVEL AUDIENCE:
WHO YOUR ADS SHOULD TARGET CONTINUED
The Hotel Set ID by default has been filtered for 3+ star
hotels. Since we are running a DAT for Hotels campaign,
this section was prefilled as we had previously set this rule
when defining the Promoted Hotel Set. The Promoted
Travel Audience will encompass all users whose on-site
behavior matches the above rules for hotels with a
3+ star rating.
3+ stars hotels

As previously mentioned in this guide, cross-sell and
cross-sell and upsell campaigns with DAT adds an extra
layer to your dynamic retargeting ads on Facebook. They
extend the reach of your DAT campaigns and increase
your likelihood to reach users with relevant ads.
CROSS SELL
Cross-sell functionality allows advertisers to target users
complementary offer.
APPLICATION:
First, you create a Hotel Set including all your hotels in Berlin
CROSS SELL & UPSELL WITH
DYNAMIC ADS FOR TRAVEL
CASE:
Let’s say you want to show ads for hotels in Berlin

UPSELL
Upselling is generally used to increase the basket value
of a user by encouraging the user to buy a product with
a higher margin, higher price point, or higher conversion
APPLICATION:
First, create a Hotel Set including all 5-star hotels with a base
price of $200-$300.
CASE:
You want to show ads for more expensive 5-star
hotels to users who viewed or searched for
cheaper hotels in the same destination.
Then, create a Promoted Travel Audience of users who
looked at hotels with a base price of $150-$200.
150-200USD Hotel Viewers

STANDARD FACEBOOK
TARGETING OPTIONS
and product sets, you can incorporate
Facebook’s standard demographic, interest,
and connection targeting options. Specifying
your target location is the only mandatory
step here, but you may choose to include
other options depending on your campaign
and objective.
Depending on your website
or app tra c, combining
demographic and interest
options with behavioral
targeting may reduce your
reach and result in under-
delivery of your ads. Our
recommended audience
size per ad set is at least
30K after all Promoted
Hotel Set and Promoted
Travel Audience rules have
been applied and target
country has been selected.
TIP

1. START WITH A SIMPLE AND BROAD TARGET
When you are just getting started with Dynamic Ads,
you should start with a broader audience. For example,
you can target users who have viewed or searched for
a product in the past 10 days but haven’t purchased
it. We recommend that you do not add any additional
targeting to start. Instead, make adjustments as the
campaign progresses.
2. EXCLUDE PURCHASERS
Exclude users who already converted (e.g. who have made
a booking) in order to avoid wasting money and annoying
your customers with ads for a product or service that they
have already purchased.
3. IF YOUR AUDIENCE IS TOO NARROW, EXPAND IT
A target audience that is too narrow could lead to under-
delivery. When your product and ad creative are relevant,
it’s best to keep your target audience broad. Remove any
core targeting. Rely on the information you get from your
Facebook pixel instead. If people are already shopping
on your website, assume they’re interested. Don’t add
any restrictions.
FACEBOOK’S RECOMMENDATIONS: TARGETING BEST PRACTICES FOR DYNAMIC ADS
4. USE A LONGER RETENTION WINDOW
Increase your potential audience size and reach more
users by changing your retention window to include
users who took action on your website up to 90 days ago.
Consider creating staggered retention windows like 0-7
days, 7-14 days, 14-30 days, and 30-90 days.
Don’t assume someone has lost interest in a product if
they don’t purchase it within a short retention window.
Instead, separate your target audience into smaller
audiences divided by retention window length. You
can then create ad sets targeting each audience with
di erent retention windows. Bid higher for the ones with
short retention windows (ex: 0-15 days) and lower for the
ones with longer retention windows (ex: 60-90 days).
Don’t make your retention windows (and, by
extension, their respective target audiences) too
small, or Facebook will have trouble delivering your
ads and achieving the results you want.
TIPs

5. CONSIDER FRAGMENTED
TARGETING OF EVENTS
It’s safe to assume that users who initiated checkout
demonstrate more intent than users who only
viewed your products. Consider creating separate
target audiences and bids for ViewContent and
InitiateCheckout. For example, split your targeting
into “Viewed but hasn’t Initiated Checkout” and
“Initiated Checkout but not Purchased.” Then, set a
higher bid for “Initiated Checkout but not Purchased.”
6. ENSURE YOU HAVE ADDED ALL
EVENTS TO YOUR WEBSITE, MOBILE
WEBSITE, AND MOBILE APPS
Don’t forget to add pixel events and relevant
parameters to your website and App Events to your
mobile app. Doing so allows Facebook to show ads
and track conversions across devices.
7. TARGET ALL DEVICES
Make sure you are not running separate ad sets
targeting different placements. Doing so limits the ability
of Facebook algorithms to optimize across devices to
reach users that are most likely to convert. Use cross-
device reporting to better understand the value of
cross-device conversions.
8. EXTEND YOUR REACH OFF FACEBOOK
WITH AUDIENCE NETWORK AND
INSTAGRAM PLACEMENTS
The Audience Network extends beyond Facebook
to include people on mobile apps, mobile websites
and videos. On average, dynamic ads placed on
the Audience Network increase reach by 14%, while
maintaining similar conversion rates as those not
placed on the extended network. This means the overall
number of conversions is set to increase. Keep in mind
that you can also utilize Instagram placement for your
DAT campaigns.
FACEBOOK’S RECOMMENDATIONS: TARGETING BEST PRACTICES FOR DYNAMIC ADS CONTINUED

DAT FOR
HOTELS
and room feeds on your creatives:
Hotel Name
Hotel Description
Hotel Chain Name
Hotel City
Hotel Country
Hotel Link
Hotel Base Price
Hotel Total Price (Total price a user has to pay for the entire
stay, including tax & fees. It is drawn from the room &
pricing feed.)
Hotel Price (Average dynamic price per night, including
tax & fees. If you do not provide dynamic pricing, the hotel
base price per night will be used by default.)
STEP 3:
CREATIVE
ADS
After setting up your ad sets, you will create an ad template that defines the kind of content
that you are going to use to reach targeted users. DAT has a number of dynamic fields
available. Based on your template settings, images and product catalog details will be
dynamically inserted into the creatives.
INCREASE CONVERSIONS WITH A CUSTOMIZED
LANDING PAGE
your landing page. For example, you can append check-
in and check-out dates to the destination URL of the ad.
the destination URL, you will be able to direct users to a
more relevant page, providing them with an even more
seamless user experience.
Redirecting users to a customized hotel
search results page with their particular
check-in and check-out dates (previous
search details) results in a significant
increase on the conversion rate.
TIP
DYNAMIC AD TEMPLATE

Take a look at the Creative settings of a sample DAT campaign.
Check out the ad we created
DYNAMIC AD TEMPLATE CONTINUED
As shown above, we used hotel description, name, and city parameters by utilizing the drag
also been customized with dynamic check-in and check-out dates so that it matches the URL
structure of the promoted website.
and

Feeds on your creatives :
Travel Start Date
Travel End Date
Destination Name
Destination Description
Destination City
Destination Country
Destination Price
Below is a sample of the ad creative settings in a “DAT for
Destinations” campaign.
As shown above, we used destination city, price, and name parameters
customized the template URL (destination URL of the ad) with dynamic
parameters so that it matches the URL structure of the promoted website.
DAT FOR
DESTINATIONS
Check out the ad we created
and

ters
customized the template URL (destination URL of the ad) with dynamic
airport codes so that it matches the URL structure of the promoted website.
Check out the ad we createdyour creatives:
Destination Airport
Destination City
Origin Airport
Origin City
Flight Description
Flight Price
Departure Date
Returning Date
Below is a sample of the ad creative settings in a
“DAT for Flights” campaign.
DAT FOR
FLIGHTS
Have you tried Facebook’s
Creative Hub? It’s a great
tool that lets you create
mockups of di erent ad
formats and see how these
will be displayed to your
audience. You can even
have your mockup sent
to your mobile phone!
TIP
,
and

CREATIVE
DESIGNER
CUSTOMIZED CREATIVES AT SCALE WITH ADPHORUS’ CREATIVE DESIGNER
Creative Designer is an intuitive design tool that bakes your creative efforts right into the Adphorus platform.
Creative Designer has been built for
campaign managers and does not
require any advanced design skills
or expertise. It offers you a much
wider range of options to easily
customize hundreds of images and
create more engaging ads for both
your static and dynamic campaigns.
By creating multiple alternatives of
your ads, you can diversify the creatives
in your campaigns, customize them
based on product specifics, and A/B
test various assets. For example, on a
DAT for Hotels campaign, you may create
2 image alternatives—one that features
the dynamic price and one that doesn’t.
You can then test how including the price
affects the performance of the campaign
and promote the better-performing alternative.

Because travel products are prone to seasonality, you probably do not want to illustrate every product in your
feed in the same way. Likewise, you probably do not know the state of each of your products on a day-to-day
basis. This is where asset customizations come into play. We’ve made it possible to set rules for the assets
that you wish to display on your creatives. A common use case for DAT is hotel ratings. You can choose to
only show the rating when the hotel has a rating above 3 and hide it on the creatives for products with a rating
below 3.
Creative Designer gives advertisers flexibility,
saving time and effort. You have the option to
design creatives from scratch or load existing
templates and make changes. You can then
directly apply your creatives or save them as
templates to later apply to different feeds.
But, in none of these cases do you need to worry
about affecting other users on your account or
campaigns that are using existing templates.
Creative Designer ensures that creatives assigned
to ad sets within your campaigns continue to run
smoothly.
In order to further automate the process, you
can also choose from our ready-to-use default
templates, customized for each travel vertical
and ad type. These templates feature best-
practice applications for travel, which you
can then edit and modify right on the template.
CUSTOMIZED CREATIVES AT SCALE WITH ADPHORUS’ CREATIVE DESIGNER (CONTINUED)

Finally, and perhaps most importantly, are the
settings for budget allocation and bid optimization.
Your budget settings include your daily budget
for each ad set and the lifetime budget cap for
the campaign. You will also set your bids and
optimization preferences.
STEP 4:
BUDGET
YOUR FIRST DAT
CAMPAIGN IS NOW
READY TO GO LIVE!
Make sure to bid your true conversion
value in order to maintain healthy
delivery of your campaigns. Keep in
mind that Facebook will bring a cost
less than the amount of your bidding.
TIP
Note: On Facebook, you will set the total daily budget at the Campaign level and
allocate a budget for each of your target groups at the Ad Set level.

Whether you are transitioning from Dynamic
Ads or just getting started with dynamic
retargeting on Facebook, a planned process
is key. Otherwise, you risk facing loss in
performance and/or volume in your existing
campaigns. We recommend starting with an
A/B test using the Facebook split API. The
split API lets you compare the performance
(based on any metric) of two campaigns by
randomly splitting the audience in half. We
work with clients to gradually test and roll
out to each market.
Once DAT is running in all markets, we take
our clients through a series of additional A/B
tests to optimize audience segmentation.
We advise clients to change one segmentation
option at a time and measure the uplift. If there
is an uplift, they proceed to adopting that
segmentation and testing the next option
until further segmentation no longer proves
to be beneficial.
QUICK TIPS FOR HEALTHY CAMPAIGN CREATION
BE CAREFUL TO CORRECTLY SPLIT THE
RETENTION WINDOW
The retention window on Facebook works a little differently than other publishers:
On other advertising platforms, if you wanted to target users who performed an
action 15 days ago in 2 different ad sets, you would divide the audience with
retention windows of 0-3 days and 4-15 days. On Facebook, however, this split
ignores users who performed an action 4 days ago. Therefore, we need make
sure that we include actions that happened 4 days ago by setting up the 2nd ad
set with a retention window of 3-15 days. So, an example of a correct setup that
targets users who performed the ViewContent action is as follows:
0 3 DAYS
VIEW
CONTENT
AD
SET 1:
3 15 DAYS
VIEW
CONTENT
AD
SET 2:

MAKE SURE YOUR AUDIENCES DO NOT OVERLAP
When setting up DAT campaigns, there are some mistakes advertisers
make which may result in overlapping or missed audiences. Below are
two examples of the most common mistakes we have seen.
Include 0-3 days
View Content /
Exclude 0-3
days Purchase
AD
SET 1:
Include 3-7 days
View Content /
Exclude 3-7
days Purchase
AD
SET 2:
Booking
Window 0-15
days / Retention
Window 0-15
days
AD
SET 1:
Booking
Window 0-180
days / Retention
Window 0-15
days
AD
SET 2:
1. RETENTION SPLIT:
In Ad Set 2, only users who
have performed the Purchase
action in the past 3-7 days are
excluded. This means users in
your audience who have made
a purchase in the past 3 days
are still included. To avoid this,
you need to make sure that
you exclude users who made a
purchase in the past 0-7 days.
2. BOOKING WINDOW SPLIT:
In this case, both ad sets are
overlapping for users who
have a booking window of 0-15
days. In order to avoid this the
booking window in Ad Set 2
should be set as 15-180 days.
Booking
Window 0-15
days / Retention
Window 0-15
days
Booking
Window 0-180
days / Retention
Window 0-15
days

05:
OPTIMIZE YOUR
DYNAMIC ADS FOR
TRAVEL CAMPAIGN

Wouldn’t it be great if there were speciﬁc
steps you could take to reach a higher ROI
on Facebook advertising?
That’s exactly what we have for you in
this section!
campaigns, closely tracking and optimizing each campaign becomes
infeasible. This is where an FMP with algorithmic optimization can
save you time and outperform manual campaign management.
ips
for maintaining healthy delivery of your campaigns and achieving
higher ROI.

LET’S START WITH THE BASICS
It is important to keep in mind that your bid
amount is not your target cost per conversion.
It is the amount that you are willing to pay for
your optimization goal. Bidding too low when
you are trying to increase your ROI may result
in two undesirable outcomes:
Lower number of conversions
Reaching users less likely to convert
WOULD YOU BE HAPPY WITH A
LOWER COST IF YOU HAD LOW
VOLUME?
For performance advertisers, the goal
of Facebook optimization is to increase
conversions while maintaining a positive
ROI. However, when your bid is too low, your
campaign spend decreases. You may be able
to reduce the cost, but you will reach a low
volume of conversions.
GENERAL RULES TO FOLLOW
Furthermore, you should keep in mind that
users who are likely to convert are also
targeted by your competitors. Therefore,
winning more expensive impressions does
not necessarily mean that you will have
higher cost per conversion.
FACEBOOK AUCTION MECHANISM
All ads on Facebook compete to receive
impressions in Facebook’s Ad Auction.
Facebook ultimately rewards impressions
based on how it expects the ads will perform.
In determining which ads will be displayed,
Facebook considers bid amount, probability
that users will take action on the ad, and
quality score.
If you’d like to make your ad more competitive
in the auction, you may want to raise your bid.
Facebook will only charge you the amount
necessary to win the auction. The amount you
are charged may actually be lower than the
maximum bid you’ve set for your ads. So, we
recommend entering your true maximum bid
for each ad set.
LESSON:
When you are setting your bid, do not start
with an amount below or equal to your
target CPA. Instead enter the maximum
bid amount that you can sustain. Your
campaign will start generating conversions
for Facebook to estimate the conversion
allowing it to decrease the actual CPA in
the long run.
BID GENEROUSLY
Keep in mind that if you are using Facebook’s
“Average Cost Bidding” option, the cost of an
individual result may be more or less than your
set average. However, Facebook will aim to hit
your average cost target as you accumulate
results over time.

INCREASE THE BUDGET
OF YOUR AD SETS
Facebook recommends that your ad set budget
yields at least 50 conversions per week.
First of all, the more data Facebook has about your
ad set’s target audience, the more effectively it will
be able to optimize your campaign. Facebook needs
to know what kind of users in your target group are
more likely to convert in order to decide who your ads
will be shown to. If the daily budget is sufficiently high
for each of your ad sets, Facebook’s optimization
algorithm will accumulate more information about
your target audiences. Thus, you are likely to reach
more relevant users users who will complete your
targeted actions within each ad set.
Finally, a larger daily budget tends to lead to more
impressions, greater reach, more conversions and
hence increased revenue.
LESSON:
Your ad set budget should
50 conversions per week.
This will allow Facebook
to quickly learn how to
to convert and hence
increase the number of
your conversions as your
campaign progresses.Impressions
Reach
Conversions
ROI
BOOK

AUDIENCE SIZE MATTERS
If you have a single large target group, then you are treating
every user in that group as equally likely to convert.
In practice, that large target audience contains smaller
groups of users who will have different reactions to your
campaign. Therefore, you should split your audiences
into smaller target groups. By doing so, you will be able
to monitor the performance of each of your target groups
individually, and assign customized bids and budgets
to maximize the return from your campaign.
When splitting your audiences, it is important that you
monitor continuous delivery of your campaign. If your
target audiences end up being too small, Facebook’s
algorithm may not have sufficient data to serve your ads.
Note: Due to recent changes, advertisers are no longer
able to see the potential reach of their website custom
audiences on Facebook.
LESSON:
Consider website traffic when deciding on
splitting your audiences. As a rule of thumb,
make sure that the size of each of your target
groups is at least 30K. If you do not have
estimates for your website audiences,
activate the campaign without splitting,
and then optimize based on the campaign’s
reach. If any of your target groups have
low potential reach, consider combining them
to satisfy the minimum required potential reach.
25 - 45, living in the U.S.,
frequent travelers
(2,000,000)
Female,
Performed
“ViewContent” event
350k
Male,
Performed
“ViewContent” event
300k
Female,
Performed
“Purchase” event
200k
Male,
Performed
“Purchase” event
250k

OPTIMIZE AD DELIVERY FOR
THE MOST APPROPRIATE EVENT
When choosing what to optimize your campaigns
for, the ideal scenario is choosing the stage in your
conversion funnel that matters to you most. Then,
you should set a daily ad set budget that will achieve
at least 50 conversions per week at that stage. This will
allow Facebook’s optimization algorithm to maximize the
performance of your campaign (as mentioned in
Rule #2 above).
In some cases, either you may not have enough
budget or a large enough audience to reach at least
50 conversions for each ad set per week. In this case,
you should consider optimizing for an event higher
up in the conversion funnel.
SEARCH
When someone has made a
travel-related search
VIEW CONTENT
When someone has viewed
details of a speciﬁc travel entity
INITIATE CHECKOUT
When someone has begun the
booking process
PURCHASE
When someone
has completed
their travel
booking

For example, let’s say you are an OTA company with the conversion funnel shown on the previous
page. Your main objective is driving purchases (bookings) for Website Conversions campaigns.
The ideal campaign settings are shown below.
Conversion Event: Purchase
Optimize Ad Delivery For: Off-site Conversions
Pay Per: 1000 Impressions
If you do not receive 50 ‘Purchase’ conversions for each ad set per week, you can move one step
up in the funnel and change your Conversion Event to ‘InitiateCheckout’. The underlying logic is that
there is a greater number of ‘InitiateCheckout’ events relative to the number of ‘Purchase’ events.
If you still do not reach 50 conversions from the ‘InitiateCheckoutt’ event, then you may try selecting
“ViewContent” as your conversion event. Ultimately, we suggest that you continue moving one level
higher up in the funnel until you reach at least 50 conversions.
LESSON:
If you either have a
limited budget or a narrow
audience hindering you
from reaching at least 50
conversions for each ad
set per week, target the
conversion event that will
feed Facebook with enough
data for optimization. You
may even consider setting
Optimize Ad Delivery for
‘link clicks’.
OPTIMIZE AD DELIVERY FOR THE MOST APPROPRIATE EVENT CONTINUED

BID SETTINGS CAN AFFECT DELIVERY
Thus far, we have explained the importance of bids, budgets,
audience sizes, and conversion events to maximize the performance
of your Facebook campaigns. There is one more question remaining:
What to pay per?
Facebook lets you choose when you get charged for the delivery of
your ads. You may have different options based on your campaign
objective or optimization goal. For example, you may have the option
to either pay for each impression your ad receives or each app install
you receive from the campaign.
for each
conversion because conversions are what you care about. However,
even if this yields the lowest cost per conversion, it may result in limited
delivery or slower delivery. When you choose to pay for anything other
than impressions, you are asking Facebook to make an additional
calculation. Since you are competing to show your ads via the auction
mechanism, Facebook compares your bid and charge choice to that
of other advertisers. Facebook needs to calculate how many impressions
it can afford to vest before you get one conversion instead of leaving
those impressions to other advertisers who are willing to pay per each
impression.
LESSON:
Which charge choice should you choose?
Your charge
choice affects
delivery
because it
determines
how long it
takes Facebook
to gather data for
your campaign.
Paying per
impression
generally allows
Facebook to
gather data sooner.

OPTIMIZE YOUR CAMPAIGN PERFORMANCE WITH MARVIN
Adphorus develops custom solutions to help
travel advertisers achieve their target KPIs
and derive the greatest value from their
Facebook campaigns.
SCALE PERFORMANCE WITH MARVIN
Working on strategy while manually optimizing campaigns can become
a challenge, especially as you start running more campaigns.
Adphorus’ AI-powered marketing assistant, Marvin, uses advanced
predictive models to optimize and automate your Facebook ads to
achieve higher ROI. He also helps you easily adopt a scientific
approach to your marketing on Facebook by keeping track of all of
your tests and notifying you when there’s statistical significance.
Since Marvin manages and maintains your campaigns, you can
focus more of your efforts on higher-level strategy.

MAXIMIZE CONVERSIONS WITH BID & BUDGET OPTIMIZATION
Budget Allocation: Marvin distributes
your campaign’s budget among ad sets
by prioritizing the better performing ones.
is distributed evenly between ad sets. As
ads begin to receive impressions, budget
is allocated across ad sets in a way that
maximizes the conversions with the given
target KPI.
Bid Management: Marvin also determines the
optimum bid amount on the ad set level.
Once you set your target CPA or ROAS,
Marvin will optimize to maximize the number
of conversions while meeting your target KPI.
Marvin also works in the case that you don't
have a target CPA or ROAS, optimizing for
maximum conversions.

Travel search engine, momondo was aiming to increase conversions through Facebook
and Instagram while meeting their ROAS targets. Momondo had been using
Marvin to optimize for their target CPA. In order to optimize for ROAS, momondo
launched a test campaign by providing Marvin with their target ROAS to measure uplift.
Through Marvin’s optimization engine, momondo achieved a 48%
uplift in ROAS and a 34% increase in conversion.
SUCCESS
Increases ROAS with Marvin Bid Optimization
STORY
INCREASE IN
ROAS
48% INCREASE IN
CONVERSIONS
34%

BID AT A PRODUCT LEVEL WITH DYNAMIC ADS OPTIMIZER
differ based on various factors, such as seasonality, weather conditions, or current events. However, if you are using one product catalog, you
Optimizer clusters your “products” based on multiple metrics and assigns bids accordingly. As your campaign continues, Marvin uses machine
learning to recluster your destinations, reallocate budgets, and adjust bids to scale your spend and reach maximum ROI.
WITHOUT DYNAMIC ADS OPTIMIZER WITH DYNAMIC ADS OPTIMIZER

Trivago, the world’s top hotel price comparison site, was looking for a way to scale
their ad spend and increase conversions for their destination remarketing
campaigns. Although trivago was meeting their KPIs, they hit a threshold
on their ad spend and faced difficulty scaling further.
Dynamic Ads Optimizer helped trivago scale its destination-level remarketing
campaigns in the US. Trivago increased its volume of conversions in their
biggest market by 59% over three weeks with Dynamic Ads Optimizer relative
to manual campaign management.
INCREASE IN
CONVERSIONS
59%
SUCCESS
STORY
Scales Performance with Dynamic Ads Optimizer

CUSTOMIZE AD CREATIVES WITH DYNAMIC CREATIVE TEMPLATES
Attractive ad creatives have a significant impact on the performance of your Facebook ads. With this in mind, Adphorus lets you fully customize
your ad creatives with brand assets and custom dynamic parameters from your product catalog with Creative Designer. Dynamic Creatives make it
possible to display ads that are highly relevant, beautifully on brand, and more personalized for each user. For example, a user who has searched for
a hotel in Barcelona can be shown an ad with a photo of the hotel, with the name of the hotel, and dynamic price placed directly on the ad image.

One of the largest, global, travel metasearch companies
conducted an A/B Test in the UK market to study the impact of
using Dynamic Creative Templates. The template was designed to display ads
with the company logo, a dynamic destination, and a dynamic price.
The use of Dynamic Creative Templates significantly increased the overall performance
of the campaign. CTR increased 90% and CPC decreased 16%,
compared to the same campaign with a static creative.
INCREASE IN
CTR
90% DECREASE IN
CPC
16%
Metasearch Engine Increases
Engagement With Dynamic Creative Templates
STORY
SUCCESS

TEST AND LEARN FASTER WITH MARVIN’S A/B TESTING PLATFORM
WHY?
At Adphorus, we believe in a test and learn approach because this is ultimately the only way
to derive best practices for your own brand and scale performance.
There is no exemplar for campaign setup and combinations.
What works for one brand is not guaranteed to work for another.
Every advertiser must test to find what yields the best results for
its own brand.
Travel and traveler interests are dynamic. What works today
may not work tomorrow–and detecting the underlying reason or
pinpointing exactly what has changed is nearly impossible.
Therefore, the answer lies in continuous testing.
Ideally, at any given time, travel advertisers should have tests
running for every objective and per each major market. A structured
testing strategy is the only way to keep up with competition. Granted,
executing a structured testing strategy requires a degree of real-time
monitoring and analysis that is manually infeasible. This is why we’ve
equipped Marvin with the skills and resources necessary to take on
the task for you.

Create Controlled Tests
The A/B Testing platform lets
you easily create, manage, and
analyze all of your tests on a single
dashboard.
Evaluate Test Results
Marvin monitors the performance
of your study groups, analyzes the
significance of the results based
on your preferred comparison metric,
and notifies you when your test is
complete.
Take Action
Once Marvin gives you the green light
to complete the test, you will be able to
easily proceed with the better performing
alternative.
TEST AND LEARN FASTER WITH MARVIN’S A/B TESTING PLATFORM (CONTINUED)

A local OTA was among the first Facebook advertisers to successfully adopt Dynamic
Ads for Travel. They were working toward finding the best-performing
DAT campaign structure to maximize ROAS.
They decided to compare conversion rates for different retention windows on the
A/B Testing Platform. They started by testing a retention split against a no
retention split structure. Observing better performance with the retention
split, they proceeded to test a more granular split structure based
on their learnings. By optimizing for retention, the OTA was able to
reduce cost per purchase by 25% and increase ROAS by 30%.
SUCCESS
Local OTA Increases ROAS with Retention Window Testing
STORY
INCREASE IN
ROAS
30%DECREASE IN
COST PER PURCHASE
25%

06:
YOUR PARTNER
IN DYNAMIC ADS
FOR TRAVEL

Grow your business on Facebook — whether Self Service Or Managed Service
SELF SERVICE
We know that some of you will have the resources and interest in managing Facebook on your own — while others may want
our team of experts to manage all aspects. The good news is we offer both options and you can choose what’s best for you.
If you choose to take the self-service path, you will still receive ample support along the way. Your dedicated Customer Success Manager
will provide you with training on the platform, a structured testing roadmap customized for your brand, and equip you with best practices
to quickly and easily take full advantage of our best-in-class platform.
You and your team will login to the platform directly to create and manage campaigns, track tests and performance, and prepare
customized reports. You will have Marvin by your side to automate the process, optimize your campaigns, notify you when there is an
issue, and provide you with insights to keep scaling. You will have access to all of Adphorus’ solutions, making it easy to execute on
a Travel Marketing Science strategy.
MANAGED SERVICE & SELF SERVICE
Furthermore, our team will help you with technical setups, optimization, testing, and scaling throughout. Not to mention that we also
have a live chat feature to answer any outstanding questions you may have.

Air France was interested in attracting more passengers to its website and ultimately
increasing flight ticket sales. They launched Dynamic Ads for Travel in order to target travelers
who had searched, but not yet booked a flight on their website.
Air France used the Adphorus platform to set up their DAT campaigns and flight feeds,
featuring creatives for special offers to specific destinations.Their DAT ads were
launched in 15 markets and reached 2 million people globally, enabling
Air France to reduce cost per booking by over 50% and dramatically
increase their conversion rate.
SUCCESS
STORY
Ramps Up Flight Ticket Sales by Transitioning
to DAT on Adphorus
INCREASE IN
ROAS
11xDECREASE IN
COST PER BOOKING
57%

MANAGED SERVICE
We get it — not everyone is an expert in managing Facebook. And among those who are,
it is tough to find travel marketing experts who can also support a full-funnel strategy with a
managed service offering. But, that’s exactly what we do. We have more than a decade of
experience in running managed-service campaigns for global travel brands — and we pride
ourselves on our ability to drive measurable results, whether your goals are brand or performance,
prospecting, retargeting, or building loyalty.
So, let’s talk about how you can tap into this travel marketing expertise to manage your
campaigns and maximize spend on Facebook. To start, we’ll work with you to understand
your goals and challenges, and what your strategy is for using Facebook. If you don’t have
one, don’t worry. We can partner to develop a customized testing roadmap for how you can
best use Facebook and our industry-leading platform to accomplish your global marketing
objectives — including which Facebook ad formats and channels you should run to reach
the right travelers across their entire path to purchase.
Next, we’ll do the heavy lifting — uploading your creative assets, setting up the targeting,
and managing every aspect of your campaign(s). Your Customer Success Manager will
apply our Travel Marketing Science approach to continually test and learn, optimize, and
scale your performance across all of your marketing efforts. And the best part — we’ll
provide performance reporting and insights on a regular basis, and you’ll still have full
transparency to see the campaign and track performance on your own, through your
Facebook Business Manager account.
71
MANAGED SERVICE & SELF SERVICE CONTINUED
YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL |

Fairmont is a leader in the global hospitality industry, with a worldwide reputation for
excellence. Sojern was looking to use Dynamic Ads for Travel to drive the cost
per booking (CPB) below those of previous Facebook retargeting
benchmarks, and maximize ROI.
With Sojern managing their DAT efforts, Fairmont was able to take advantage of Sojern’s
ability to test and optimize the targeting and messaging throughout. This resulted in
13,000 bookings from a single campaign and significantly higher revenue than their
previous Dynamic Ads campaigns. Upon realizing that 80% of impressions occurred
on mobile, Sojern decided to target mobile users with more tailored messaging and offers.
Acting on these insights led to a 44% reduction in cost per booking and 55% increase in revenue.
SUCCESS
STORY
Drives Bookings by Launching DAT
with Managed Service
INCREASE IN
REVENUE
55%DECREASE IN
COST PER BOOKING
44%

GO LIVE WITH DAT WITH YOUR SERVICE OF CHOICE!
Regardless of your choice, you will benefit from smoother onboarding, increased speed of learning, deeper insights, and ultimately improved
campaign performance and efficiency of dollars spent across the Facebook network. Join the growing list of travel brands who are crushing their
marketing goals with our team of experts and our platform that is built and optimized for global travel marketers like you.
SELF - SERVICEBENEFITS MANAGED - SERVICE
#1 Performing Facebook Marketing Platform for Travel
Data Science Approach
Customized Testing Roadmaps & A/B Testing Platform
Marvin, your AI-Powered Marketing Assistant
Marvin Insights
Optimization of Real Business Objectives (ROAS, ROI)
Data Integration (Mmp, External Revenue, Analytics)
Customer Support (Real-time Chat, Email)
Technical Support for Feeds & Pixels
Quarterly Business Reviews
Routine Calls with Customer Success Team
Team of Digital Marketers to Create & Manage Campaigns
Team of Travel Experts to Optimize Campaigns
Performance Reporting on a Regular Basis
70
MANAGED SERVICE & SELF SERVICE CONTINUED

Adphorus is a Sojern company, rooted in travel marketing science, that
provides travel brands with the tools and know-how they need to scale
their revenues. The Adphorus platform makes executing a marketing
science strategy automated, scalable, and easy. Meanwhile, the Customer
Success Team helps travel advertisers design scientific experiments,
choose meaningful hypotheses to test, and derive insights and next steps
to drive performance. An official Facebook & Instagram Marketing Partner,
Adphorus serves top global brands, including Expedia, trivago, and Kayak.
Sojern is travel's marketing demand engine. Built on a decade of expertise
analyzing the complete traveler path to purchase, Sojern drives travelers
from dream to destination. The company delivered $13B in bookings for
its clients to date by activating multi-channel branding and performance
solutions on the Sojern Traveler Platform. With 5,000 clients, 450 employees,
and 13 locations globally, Sojern has made Deloitte’s Fast 500 Tech firms
for five years running, and acquired Adphorus, the leading Facebook
& Instagram Marketing Partner for travel. Sojern recently celebrated its
10th anniversary and announced it works with 93 percent of the world’s
Fortune 500 travel brands.
ABOUT ADPHORUS & SOJERN
www.adphorus.com hello@adphorus.com
Get in touch with us to test Adphorus'
solutions!

adphorus.com hello@adphorus.com
START DRIVING BOOKINGS with
FACEBOOK DYNAMIC ADS for TRAVEL

Adphorus Complete Guide To Dynamic Ads For Travel 2018 Edition

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Adphorus Complete Guide To Dynamic Ads For Travel 2018 Edition