If you like spreading out your online advertising budget across a variety of channels then you’ll be excited about a recent announcement from Facebook.
Facebook is testing its dynamic ads offering in the travel industry to help show more targeted ads to travelers on the mobile or app version of the network that it thinks are ready to convert.
What are dynamic ads? Dynamic ads used to be ads for retailers or ecommerce companies to highlight their products and messaging to reach a targeted audience. Advertisers could create automated ads to show items that shoppers have expressed interest in, perhaps viewing it on the website or adding it to a shopping cart, or being a related item to something they’ve purchased or indicated interest in in the past.
You can set up your ads to show when travelers are planning vacations over certain dates or to certain locations. It wouldn’t be a good use of advertising dollars to show ads to travelers looking to vacation in location six states away! Facebook essentially tracks user behavior and then triggers your ad if they’re browsing hotels or looking at flight information.
As Facebook notes, “it’s predicted that 73% of people in the U.S. will research a trip on mobile.” That’s why dynamic ads are promoted on the mobile platform and we’ve typically seen mobile ads perform much better in the hospitality sector than those on desktop. The dynamic portion makes the ad feel more personalized and relevant to the user. You can think of it almost like remarketing but on social media.
We’ll keep you informed when this ad product is more widely available, but still an exciting development!