Facebook and Instagram are rapidly becoming two places where people research and plan for their next holiday. This can be attributed to the level of content that is generated daily by friends, colleagues and celebrities.
As users are already engaged while browsing through their feed, advertisers have the perfect opportunity to start a conversation. One way of starting this conversation is through dynamic ads, they are usually nestled in-between content that a person has voluntarily subscribed to.
Dynamic ads for Travel (DAT) are the perfect match of relevance and timeliness for both advertisers and potential customers. A DAT consists of different sub-verticals, such as meta-search engines, online travel agencies, airlines and hotels. For example, when a person visits a travel site, but leaves without making a booking, when they log into Facebook or Instagram they will be served with an ad for the flight they were looking at.
This type of advertising allows for a higher level of authenticity and the person who sees the ad may be more convinced to act. The benefit to the business is that the cost per sale is relatively low. While these ads sound like the perfect solution, there are some important things to remember when deploying DAT.
It’s all about the copy
Ensure you are revamping your ad copy, this small (often forgotten) step is likely to have a positive impact on your results. Try refreshing your ad copy every week to ensure the messaging is relevant.
Remember, someone who is researching their holiday online may see the ads several times. Try changing to a different USP, pop in some fun emojis, make it seasonally appropriate, include positive customer reviews. Do what it takes to stay relevant.
Is the frequency right?
Due to the smaller audience size in most cases, frequency can commonly grow to over 20 served ads over a 7-14 day period. In line with best practice, this number is above average and can lead frustration.
Often, advertisers are led to believe that this practice is acceptable because most of the ads have a high return on ad spend. This is understandable, however the brand in question may start to lose credibility and be viewed as intrusive, unhelpful, or annoying.
Keep the data clean
A key feature of DAT is that it allows for exclusions e.g. if a prospect has not booked by a certain time, the user in question will be deleted from the target audience segment. For advertisers, this means less wastage on irrelevant ads and the potential of increasing ROI through eliminating impressions that are not converting. For users, this means a better experience on Facebook and Instagram.
Overall, DAT works well for advertisers and users alike as it keeps communication relevant and allows for good conversion rates. Next time you are looking at booking a holiday, keep an eye out for these in your news feed.
