With Facebook slated to take one-third of all display advertising dollars in 2017, there is no doubt that if you aren’t using the social media giant to engage with your customers, you’re missing out on a massive opportunity. And Facebook is a really effective way to reach people if you’re a travel advertiser - travel ads on Facebook have the highest average click-through rate (CTR) for all verticals, at 2.63%, according to eMarketer.
So, you know you want to advertise on Facebook, but you’re not sure where to begin. There are multiple ad formats, each designed to captivate, engage, and inspire in different ways. It can be difficult to figure out where to start. But fear not! Here, we explain each of Facebook’s ad formats, their benefits, and how to use them to achieve your marketing goals.
Facebook Dynamic Ads for Travel
There’s been a lot of attention placed on Facebook Dynamic Ads for Travel (DAT) recently — and for good reason. DAT is Facebook’s remarketing tool that is completely bespoke to the needs of travel advertisers. When managed by the right partner, DAT can yield amazing results and insights. DAT reaches those who’ve been to your site and searched a particular hotel property, flight route or destination, but haven’t booked, and allows you to retarget them with real-time pricing and availability.
As the potential customer has already expressed an interest in your offering, DAT is a great way to message to them in a personalized way. Brands can nurture them through the full path to purchase, and persuade them to return to your site to book.
DAT also allows you to combine your entire inventory, whether it’s a property or route catalog, into a single campaign without having to create individual ads. This creates huge time and cost savings.
We partnered with Fairmont to test drive the effectiveness of DAT, managing all their campaign needs and using DAT as an extension of their current Sojern retargeting strategies. The results were stellar. You can check out our success story for more info.
Photo is classic display and the original Facebook ad format. Facebook Photo provides a clean, simple format to use with inspiring imagery and engaging copy.
It’s also a great way to reach travelers across the full funnel — early on when they’re first exploring destinations, activities, and brands; mid funnel when they’re narrowing their search; and lower funnel when they’re ready to book or purchase.
According to eMarketer, digital video will account for over 20% of digital ad spend through 2020. So, if you really want to captivate your current and potential customers, Facebook video is an effective way to do just that.
If you don’t have any existing video and don’t want to invest the time and resources to develop one, Facebook has the solution with their Slideshow ad format. Slideshow allows you to build a video from photos, whether they are your existing assets or stock photos provided by Facebook. Either way, these videos allow you to create brand awareness, inspire potential customers, and stay top of mind as they begin dreaming of and planning their next trip.
Facebook Carousel elevates your standard display, allowing you to highlight your best assets in an interactive way. Carousel gives you more space to tell your story or showcase your offerings, which people can swipe or click through to see.
Carousel ads consistently drive great results across the traveler path to purchase, and many Carousel campaigns actually see a lower CPB or CPC.
Facebook Canvas Ads
Canvas ads from Facebook is a mobile-only format that is totally customizable and incredibly flexible to allow you to tell your story on your own terms. Facebook Canvas ads can be made up of full screen video and images, text, and call-to-action buttons. The sky’s the limit! With Canvas, people can be completely immersed in your messaging, all without leaving the Facebook app.
Canvas is most effective with upper and mid funnel engagement strategies. It’s a really interesting opportunity to create an experiential message — and highlight your brand as an innovator in the digital advertising space.
Travelers are constantly researching travel across multiple devices but tend to book on their desktops. Facebook Collection can help you drive more mobile bookings by combining your video and photo assets. Think of it as a combination of the Carousel and Video formats – the best of both worlds.
It’s worth noting that this is a very new ad format and was only released last month, so there’s been limited testing in the travel space. That said, it’s an engaging format that could be used to drive users to your website or app to complete their purchase at the moment of inspiration.
Looking to run Facebook campaigns but not sure where to start? Let Sojern’s travel and ad tech expertise drive results for you. Contact us now.
Ashley is Sojern's Marketing Manager, EMEA & APAC and works in the London office. Originally from Canada, she's been living in London for over four years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn't like.
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