Dynamic Ads for Travel
Handbook
Facebook extended the power of Dynamic Ads into travel
with Dynamic Ads for Travel
Dynamic Ads for Travel (DAT) is specifically designed for travel
advertisers, allowing them to implement the main components of their
business model to Facebook’s Dynamic Ads solution and reach users
who have shown interest in their properties.
Thanks to the newly added travel-specific components, advertisers will
now be able to reach the right users with even more relevant messaging
at the right time.
At the moment, DAT is available only for hotel inventories. It will be
available for other types of travel inventories, such as flights.
Dynamic Ads for Travel - Handbook
1
TABLE OF CONTENTS
01
What is Dynamic Ads for Travel?
+ Powered by Dynamic Ads
Pages: 4-8
+ Powered by Dynamic Ads
+ Customized for travel
02
Step-by-step preparation to create your first DAT campaign
+ Create your Hotel Catalog
Pages: 10-17
+ Powered by Dynamic Ads
+ Place Facebook Pixel
03
Create your first DAT campaign
+ Information
Pages: 19-32
+ Powered by Dynamic Ads
+ Target Group
+ Creative
+ Budget
04
How Adphorus can help
+ Marvin
+ Dynamic Creative Template
Pages: 34-36
+ Powered by Dynamic Ads
1. What is
Dynamic Ads for Travel?
POWERED BY DYNAMIC ADS
Dynamic Ads for Travel is powered by all the benefits of Dynamic Ads
which allow advertisers to show relevant products to users who have
already interacted with their products on their website or mobile app.
Scale: Promote all of your hotels with unique creatives
without having to setup thousands of campaigns for each
one. This means, the more hotels you have inside your
catalog, the larger audience you will have and consequently
this will help you to scale easily in no time.
Always-on: Set up your DAT campaigns once and continually
reach travelers with the right product at the right time. As the
audience of the DAT campaign will be refreshed dynamically,
you will not need to pause live campaigns and re-create any
other ones after a convenient initial setup.
Cross-device: Reach travelers with DAT on any device they
use. Whether on desktop or mobile, it does not matter. You
can target your potential travelers across all their devices
without relying on cookies.
Highly relevant: Show relevant ads to the travelers that they
are specifically interested in. Dynamic Ads for Travel lets you
target users with proper ads based on their check-in and
check-out dates, the destination they are looking for, and
other details of their trip.
Dynamic Ads for Travel - Handbook
4
CUSTOMIZED FOR TRAVEL
‣ DAT is built specifically for travel
Dynamic Ads for Travel empower travel advertisers to offer hotel
options to people who have shown interest in taking a trip, either by
browsing hotels or searching and purchasing a flight.
DAT allows travel advertisers to implement the main components of their
business model into the newly created ad format and promote their
business to the most relevant audience in an effective way.
Prior to DAT, travel marketers used Dynamic Ads (formerly known as DPA)
to create automated ads for their hotel properties or flights. However
Dynamic Ads were developed for e-commerce businesses. Consequently,
parameters and fields used for the pixel and the product catalog were
designed for e-commerce. Therefore, travel advertisers had to find
“workarounds” to fit Dynamic Ads’ structure to their business to advertise
their products dynamically.
Dynamic Ads for Travel - Handbook
5
‣ Target using travel-specific data
Target using travel-specific data
In order to get the most out of DAT, you should have a high quality
product data feed - the list of all your hotels and their attributes from
which Facebook can draw the information to serve the ads - and a pixel
structure that captures travel-specific user behavior.
The new Product Catalog for DAT includes hotel-specific variables such as
detailed address info, hotel chain, price and star ratings.
Using these new parameters, advertisers will be able to:
• cluster hotels by value or create more granular hotel sets to bid more
effectively
• exclude users whose check-in dates have passed or those who have
already booked
Dynamic Ads for Travel - Handbook
6
‣ Dynamic availability and pricing
As prices and availability in travel sector change frequently, DAT is
designed to support dynamic pricing to be shown on the ads. This way
you will be able to serve more relevant ads using up-to-date pricing which
will increase the engagement and consequently the conversion rate.
‣ Travel-specific audience rules
Having more specific parameters means you
can add specific audience rules to your DAT
campaigns.
For example, you can create an audience set for
“couple travellers who searched for a hotel at
least three times in the past 30 days but haven’t
booked yet”. This allows you to bid more for
your more valuable users and help you to
optimize ROI in a more effective way.
‣ Personalized creatives
Advertisers are now able to create
more customized creatives by
adding parameters that are used
in the hotel catalog or captured as
user intent.
For example, you can use the
check-in date to convey a more
personalized message.
Dynamic Ads for Travel - Handbook
7
‣ Hotel recommendation engine
Dynamic Ads for Travel empower travel advertisers to offer hotel options to
people who have shown interest in taking a trip, either by browsing hotels
or searching and purchasing a flight. Travel recommendation engine uses
the detailed data in the hotel feed, like coordinates, neighbourhood and
star rating, and it can better recommend the available hotels once the
retargeted hotel becomes unavailable or user has seen the retargeted
hotel but has not interacted with the ads. DAT’s recommendation engine
also uses the popular hotels in that destination to show up as another
option.
‣ Personalized landing page
DAT allows advertisers to use user specific variables in creative redirection
URLs. So when a user sees an ad on Facebook and clicks on it, she is
directed to a customized landing page with prefilled information such as
check-in and check-out dates.
‣
Up-sell and cross-sell
Advertisers can also run cross-sell
campaigns utilizing DAT. This
allows users to target the people
who searched for flights via their
hotel level DAT campaigns. It is
also possible to up-sell with DAT.
For example, you will be able to
show more expensive hotels’ ads
to the users who viewed or
searched for cheaper hotels in the
same neighborhood and viceversa.
Dynamic Ads for Travel - Handbook
8
2. Step-by-step
preparation to create
your first DAT campaign
Before you start creating your first Dynamic Ads for Travel campaign, you
will need to complete two important steps:
A. Prepare a Hotel Catalog
B. Place the Facebook Pixel
A. Prepare a Hotel Catalog
To set up Dynamic Ads for Travel for marketing hotels, the initial step is to
prepare a hotel catalog. Hotel Catalog contains a list of hotels that you
would like to remarket and the data shown in your ad creative will be
obtained from this catalog. The information in the Hotel Catalog will be
drawn via three different feeds:
i.
Hotel Feed includes basic hotel info and base price (required)
ii. Room Type Feed contains information about different types of room
in the hotel (optional)
iii. Pricing Feed provides dynamic pricing based on check-in date and
length of stay which can be updated in real time (optional)
Dynamic Ads for Travel - Handbook
10
i. Hotel Feed
Hotel Feed contains the list of hotels promotable with Dynamic Ads for
Travel. This list should include all the properties that you have on the site
and mobile app, along with basic information about the individual hotels
(such as hotel address, latitude/longitude, star rating, etc.) that can be
used in ad creatives. Hotel feed also contains base price for the hotel,
which could be used in creatives as minimum pricing information.
Hotel A
adphor.us/hotel-a
Hotel B
adphor.us/hotel-b
Hotel C
adphor.us/hotel-c
Hotel D
adphor.us/hotel-d
You can have either a single feed to provide information on all the hotels in
your catalog or multiple feeds where one feed represents hotels in a single
country or for a single hotel brand.
It is important to have accurate, up-to-date and complete information
about the hotels as they are used by Facebook’s recommendation engine.
The recommendation engine takes into consideration factors such as
popularity, proximity and hotel-class match to populate the carousel ad unit
with the most relevant similar hotels.
Dynamic Ads for Travel - Handbook
11
Required Columns
Optional Columns
Column Name
Description
Column Name
Description
id
A unique identifier of the hotel
within the catalog
neighbourhood
Hotel address neighbourhoods for this hotels,
such as Palo Alto
name
Name of hotel
guest_ratings_score
Value for the hotel rating score,
such as 7.8
image_url
The url of the hotel image
number_of_reviewers
Number of people who have
rated this hotel, such as 300
tag
A string that represents what’s
in the image
rating_system
Speciify the guest rating
system, such as Expedia,
TripAdvisor
url
Link to the external site where
you can book a hotel room
star_rating
Hotel star rating. The valid
values are between 1 to 5
address_addr1
Street address of hotel, such as
675 El Camino Real
loyalty_program
The loyalty program of the
hotel, such as Premium
address_city
City hotel is in, such as Palo
Alto
margin_level
An indicator of the profitability
of the hotel, value from 1 to 10
address_region
State, region or province for
hotel, such as California
phone
Phone number
address_postal_code
Hotel address - postal code,
such as 94304
applink
Deep link url corresponding to
the hotel
country
Hotel address - country, such as
United States
latitude
Hotel address - latitude, such as
37.484100
longitude
Hotel address - longitude, such
as 122.148252
brand
Brand or Hotel Chain Name
base_price
Base price per night for the
hotel, such as 199.99 USD
description
A short paragraph describing
the hotel
Dynamic Ads for Travel - Handbook
12
ii. Room Type Feed (optional)
On top of the Hotel Feed, you also have the option to create a Room Type
Feed, which can contain information about the room types available in the
hotel properties.
Each room can have
• a separate image
• different base price
• different URL
than the hotel.
This feed is optional but offers an advanced functionality for advertisers
who have access to the room type specific information.
iii. Pricing Feed (optional)
Based on the Hotel and Room Type Feeds,
you also have the option to create a
dynamic pricing feed, which enables you
to set check-in date and stay-length based
pricing based on the type of hotel room.
Dynamic Ads for Travel - Handbook
13
Connecting your Feed(s) to Facebook
Once your Hotel Feed is ready to use, the next step is to export it to
Facebook and begin the ad creation process on Adphorus.
Facebook supports the following formats for Hotel Feeds:
•
Xml
•
Csv (comma-seperated values)
•
Tsv (tab-seperated values)
Once your Hotel Feed is ready to use, create a new catalog under ‘Product
Catalogs’ section of Adphorus and select ‘Hotel’ as vertical. Click on the
‘Manage’ link next to your new Hotel Catalog and use ‘Add Feed’ button to
enter your Hotel Feed URL and sync with Facebook.
Dynamic Ads for Travel - Handbook
14
B. Set up event tracking using Facebook Pixel
Just like Dynamic Ads, Dynamic Ads for Travel also requires a pixel setup on
your website and mobile app to track user actions and identify user intent.
Facebook pixel is a snippet of code to track visitors and conversions on your
website. You will need to add an extra line of code to the pixel to track the
following events:
• Search
• ViewContent (to track properties viewed)
• InitiateCheckout (to track intent to buy)
• Purchase (to track conversions)
These events should be accompanied by the following event parameters
that gives detail about the particular action of the users.
Parameter
Description
content_type
(required)
This should be set to hotel
content_ids
(required)
destination
(required)
Any relevant hotel ID(s) as listed in your Hotel Catalog,
e.g. for ViewContent event you might send the ID of
the hotel presented, or for Search you might send an
array
of IDs
for the topthat
hotels
Provide
a description
you would use to represent
hotel/search location (i.e., Upper East Side,
Manhattan, New York, USA)
checkin_date
(required)
The date the user is wanting to check-in to the hotel in
the hotel’s time-zone
checkout_date
(required)
The date the user is wanting to check-out of the hotel
in the hotel’s time-zone
city
(optional)
Provide the city of the hotel/search location (e.g.,
Auckland)
Dynamic Ads for Travel - Handbook
15
Parameter
Description
region
(optional)
Provide the state/district/region of the hotel/search
location (e.g., North Island)
num_adults
(optional)
Number of adults that will be staying (e.g., 2).
num_children
(optional)
Number of children that will be staying (e.g., 1)
suggested_hotels (optional)
A list of IDs representing hotel suggestions for this user
user_score
(optional)
An indicator representing the relative value of this user
to the advertiser
hotel_score
(optional)
An indicator representing the relative value of this hotel
to the advertiser compared to its other hotels
purchase_value (optional)
The purchase price of the booking. Meaningful only for
the Initiate Checkout, Purchase and possibly
ViewContent events
purchase_currency (optional)
Currency for the purchase_value. Specified using ISO
4217 currency format (e.g., USD)
preferred_star_ratings
(optional)
A tuple of minimum and maximum hotel star rating that
a user is filtering for
preferred_price_range
(optional)
A tuple of minimum and maximum room rates that a
user is filtering for
preferred_neighbourhoods
(optional)
A list of preferred neighborhoods that a user is filtering
for
Dynamic Ads for Travel - Handbook
16
Once the code is set up, every time someone opens a webpage or
completes an action where the code is installed, a pixel will be sent to
Facebook’s servers with that information. This is then compared to the
audience rules you’ve created (a later step in the campaign creation
process) and if the event matches the rules, your ad will be shown to that
user audience.
TIP
How to make sure that the pixel is firing correctly?
You can use Facebook’s Pixel Helper to check that your pixels
are firing correctly
Connect the Pixel to your Catalog
After you've added your pixel and App Events you need to associate them
with your product catalog. If you have multiple pixels, App Events or
catalogs, make sure they're all properly associated with each other.
Match the right Pixel and SDK with the right Product Catalogs through
Facebook Business Manager:
1. Click on ‘Product Catalogs’ in
Business Manager under
Assets menu
2. Choose your catalog
3. Click on ‘Catalog Settings’
button from the top menu
4. Assign Pixels & Apps to your
catalog by using the ‘Edit’
button next to Event sources.
After doing this, you are ready to create your first DAT campaign!
Dynamic Ads for Travel - Handbook
17
3. Create your first
DAT campaign
Let’s go through Adphorus’ default campaign creation process step-by-step
in order to create a DAT campaign.
Step 1: Information
Step 2: Target Groups (Ad sets)
A. Promoted Hotel Set
B. Promoted Travel Audience
Step 3: Creative
A. Dynamic Ad Creative
Step 4: Budget
‣ Step 1: Information
At the beginning of the campaign creation process, you need to select the
advertising objective you want to use, which, in this case, is Product Catalog
Sales.
Dynamic Ads for Travel - Handbook
19
This is the default choice to run Dynamic Ads campaigns. In order to change
your objective into Dynamic Ads for Travel, you need to activate the toggle
to turn your campaign intro DAT.
The remaining campaign settings such as naming, selecting brand, ad
account, source pixel, source application and conversion event etc. should
also be set in a way that meets your needs and structure.
Once you are done with the first step of campaign creation process, click on
the “Target Groups >” button and proceed to the second step.
‣ Step 2: Target Groups (Ad sets)
Selecting your target audience is one of the most important steps in
creating a DAT campaign. DAT offers various detailed options for
behavioural targeting (i.e., on-site user behaviour) and this can be topped
with Facebook’s demographic, interest and connection targeting options.
Dynamic Ads for Travel - Handbook
20
The first step in Target Groups is to set rules for dynamic targeting:
A. Promoted Hotel Set: The list of hotels you would like to show to these
users
B. Promoted Travel Audience: Users who demonstrate the on-site
behaviour you determine (e.g. users who visited your website within a
specific timeframe) and will be targeted in the DAT campaign
A. Promoted Hotel Set: List of hotels to be promoted
Promoted Hotel Set is where you decide on which hotels will be promoted
to the Promoted Travel Audience. You should define a rule to filter the
hotels that you would like to promote 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
Dynamic Ads for Travel - Handbook
21
Once you click on “+” button next to the Promoted
Hotel Set dropdown menu, you will see a pop-up
window where you can define the rules to create a
new Hotel Set. You have the option to filter the
hotels in your catalog according to:
‣ chain name
‣ country
‣ base price
‣ brand name
‣ city
‣ star rating
While creating different hotel sets increases the performance of your ads,
avoid creating very small Promoted Hotel Sets as otherwise they might have
difficulty getting delivery.
Below you can see a sample Hotel Set including all the hotels with more
than three stars:
Once you select your filter, you can see how many hotels match your Hotel
Set rule. In the example above, there are 42 three-star hotels in the sample
Hotel Catalog.
Dynamic Ads for Travel - Handbook
22
B. Promoted Travel Audience: Whom you want to show your ads to
Once you created the Promoted Hotel Set, you need to define a Promoted
Travel Audience in order to decide to whom you want to show your ads.
Travel Audiences are a set of retargeting rules, matching an action
performed on your site or app, that can later be used to reach that audience
with your ad campaigns. Travel audience rules can be set up with the
following filters:
Event Name
Name of the action performed on site; this can be Search,
ViewContent, InitiateCheckout, Purchase.
Frequency
The number of times that the event should have been performed
by the users in order to be covered by the specified audience rule
(e.g. You can show your ads to the users who took the required
action at least 2 times)
Minimum Retention Day
The time when the users start seeing the ads, relative to the time
when the action on site or app was performed. (e.g., if you select
“0 days”, the user will start seeing the adds immediately after they
visit your website)
Maximum Retention Day
The time when the users stop seeing the ads, relative to the time
when the action on site or app was performed. (e.g. 30 days)
Maximum Booking Window
Relative to today, maximum days until users desired check-in date.
(e.g. 180 days)
Minimum Booking Window
Relative to today, minimum days until users desired check-in date.
(e.g. 0 days for excluding users whose check in dates are passed)
Dynamic Ads for Travel - Handbook
23
Once you click on “+” button next to the Promoted Travel Audience
dropdown menu, you will see a pop-up window where you can define rules
and specify the Promoted Travel Audience who demonstrate the on-site
behavior you select below.
The Sample Travel Audience above includes the users who searched for a
hotel at least 2 times in the last 30 days. The rule also guarantees to show
the ads to the users whose check-in dates are from today until 180 days from
today.
Dynamic Ads for Travel - Handbook
24
On the exclusion part of the sample Promoted Travel Audience, users who
booked a hotel in the last 30 days have been excluded in order to avoid
targeting an irrelevant audience who have already performed the desired
action.
Hotel Set ID filter has been used on the Filters part as it can be seen above
on the sample screenshot. That filter come as default as we have selected
3+ stars hotels as the Promoted Hotel Set just before. This means that, this
Promoted Travel Audience will catch the users whose on-site behaviour
matches the above rules and if they have performed these behaviors for the
hotels with more than three stars.
On top of these, you can also group users by their length of stay, number of
weekends during their travel and number of travelers. This will help you
group the audience by their potential value and adjust the bids accordingly.
These various rule options for Hotel Sets and Travel Audiences are quite
powerful, as they give you the option to define “cut-off points” and create
different ad sets where you can have customized call-to-actions or
messagings.
Cross-sell & Up-sell
You can also create cross-sell and up-sell campaigns by using
Promoted Hotel Set and Promoted Travel Audience.
TIP
For example, you can create a Hotel Set including all 5-star
hotels having a base price between $200-300 and a Promoted
Travel Audience of the people interacted with the 5-star hotels
with less than $200 base price. By doing this you will be able to
achieve higher ROI with dynamic upsell on property level.
Dynamic Ads for Travel - Handbook
25
Further: Include Facebook targeting options
After selecting your audience rules and the product sets, you can combine it
with Facebook’s standard demographic, interest and connection targeting
options. Selecting the country is the only mandatory step here, however you
may choose to include other options depending on your campaign.
TIP
Depending on your website traffic, combining demographic
and interest options with behavioural targeting may reduce
your reach and result in under-delivery of your ads. Our
recommended audience size per ad set is at least 50K after
setting the whole audience filtering including Promoted Hotel
Set and Promoted Travel Audience.
Dynamic Ads for Travel - Handbook
26
Bonus: Facebook’s Targeting Best Practices for Dynamic Ads
(Source: https://www.facebook.com/business/help/
1614292432221509)
1. Start with a simple and broad target
When you are just getting started with Dynamic Ads, you should start with a
basic broad targeting; such as people who viewed or searched for a product in
the past 10 days, but haven’t purchased it. It is recommended to not add any
additional targetings and adjust as the campaign progresses.
2. Exclude purchasers
Exclude people who already did a booking from each campaign in order not to
waste money and annoy your customers with ads for a product they 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
pixel instead. If people are already shopping on your website, assume they're
interested in your items. Don't add any restrictions.
4. Use a longer retention window
Increase your potential audience size and reach more people by changing your
retention window to include people who visited or 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.
Tips:
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. Then target ad
sets to each audience, but 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).
Dynamic Ads for Travel - Handbook
27
•
Don't make your retention windows (and, by extension, their respective target
audiences) too small, or Facebook will have trouble delivering your ads and
getting you the results you want.
5. Consider breaking out different events
It's safe to assume that people who initiated checkout display more intent than
people who only viewed your products. Consider creating separate target
audiences and bids for ViewContent and InitiateCheckout. For example, split
your targeting into Viewed but not Initiated Checkout and Initiated Checkout
but not Purchased. Set a higher bid for Initiated Checkout but not Purchased.
6. Ensure you have added all events to both your website, mobile website,
and mobile apps
Don't forget to add pixel events and App Events to mobile sites too. Doing so
allows Facebook to show ads and track conversions across devices.
7. Target all devices
Don't run different ad sets targeting different devices. Doing so limits the ability
of Facebook algorithms to optimize across devices to reach the people most
likely to convert. Use the cross device reports to help understand the value of
cross-device conversions.
8. Extend your reach off Facebook with Audience Network & Instagram
placements
On average, dynamic ads with Audience Network placements see 14% more
reach at conversion rates similar to those of dynamic ads without Audience
Network placements. Keep in mind that you can also utilize Instagram
placement for you DAT campaigns.
Dynamic Ads for Travel - Handbook
28
‣ Step 3: Creative
After setting up the targeting, you will create the ad template which will
define what kind of content you are going to use to reach targeted users.
Dynamic Ads for Travel has a number of dynamic fields available to be
used on the creatives.
A. Dynamic Ad Creative
You can include the following dynamic fields on your creatives which will
come from the Hotel and Room Feeds:
•
Hotel Name
•
Hotel Description
•
Hotel Chain Name
•
Hotel City
•
Hotel Country
•
Hotel Link (Hotel detail/landing page on your website)
•
Hotel Base Price (Base price provided on the hotel feed)
•
Hotel Total Price (This is used when there is dynamic pricing through the room
feed -if you have one- and it is the total price a user has to pay for the entire stay.
This price includes tax and fees.)
•
Hotel Price (Average dynamic price per night with tax and fees -if you have
provided dynamic pricing through the room feed. If you are not providing
dynamic pricing, then the hotel base price per night will be used as default)
Increase conversions with a Customized Landing Page
You can also use user specific parameters like check-in and check-out
dates which you can append to the destination url of the ad. Customizing
the landing page by pre-setting those dates through the destination URL
will provide an even more frictionless user experience.
Dynamic Ads for Travel - Handbook
29
TIP
Redirecting the users to a customized hotel search results page
with the exact same check-in and check-out dates that the user
has typed before results in a significant increase on the
conversion rate.
See a sample Creative settings for a DAT campaign below:
As it can be seen above, hotel description, name and city parameters have
been used by utilizing the drag&drop menu that appears under each field
once they are activated by the click of a mouse. Template URL (destination
URL of the ad) has been also customized by taking advantage of dynamic
check-in and check-out dates in a way that matches with the URL structure
of the promoted website.
Dynamic Ads for Travel - Handbook
30
And this is how the creative is going to be seen by the users:
‣ Step 4: Budget
Once you are done with Creatives, proceed to the fourth step of campaign,
which is Budget.
Dynamic Ads for Travel - Handbook
31
Here, you need to enter your budget settings such as the amount of daily
budget and the budget cap if needed. The bids should also be set here at
the bottom of the same page.
Make sure to bid your true conversion value for a healthy
delivery of your campaigns. Keep in mind that Facebook will
bring a cost less than the amount of your bidding.
TIP
After setting the bids & budgets, your first DAT campaign is ready to go! It
seems a bit complicated at the first seen, however, you will get used to it
after a short experiment.
Dynamic Ads for Travel - Handbook
32
4. How Adphorus can help
Adphorus has loads of benefits for the advertisers including our userfriendly interface that saves their time and money.
Two major features to be utilized for DAT campaigns are:
1. Marvin
2. Dynamic Creative Templates
1. Marvin
Adphorus’ proprietary predictive optimization
engine, Marvin, uses machine learning and
predictive models to manage bids and allocate
budget to optimize the performance of your
Facebook campaigns.
Main goal of Marvin is to increase the efficiency and performance of your
Facebook campaigns through increasing ad spend as much as possible
while keeping the cost per action at or below your Target CPA.
How does Marvin work?
Marvin continuously learns from past campaign data to act more precisely
while allocating your ad set budgets and adjusting bids.
• Budget allocation: Marvin distributes your campaign’s budget among
ad sets by prioritizing the better performing ones. When a campaign is
first created, budget is distributed evenly between ad sets to give each
one an equal chance. After that, budget allocation is updated each
midnight depending the time zone of the ad account. With each review,
budget is allocated across ad sets in a way that maximizes the
conversions with the given target CPA.
•
Bid management: Marvin also determines the optimum bid amount on
ad set level. Once you set your target CPA, Marvin will optimize to
maximize the number of conversions while meeting your target CPA.
Dynamic Ads for Travel - Handbook
34
Why should I use Marvin?
Marvin will have tremendous influence on your business. Here you can find
the top five reasons to use Marvin:
•
Marvin is trained to maximize conversions while meeting the given target
CPA.
•
As a Travel FMP, Adphorus offers the best bid management practice for
your travel business, thanks to our knowledge accumulated through the
previous experiences of our clients.
•
Marvin works with all Facebook objectives including Dynamic Ads for
Travel.
•
Marvin does the work of a marketing army. You will love utilizing Marvin
especially if you are running loads of campaigns, since no human can
match Marvin’s performance as the number of campaigns to be managed
increases. Marvin not only saves your time and energy, it also makes your
work more feasible and productive.
•
Activating Marvin is as easy as just click of a button!
2. Dynamic Creative Templates
Dynamic Creative Templates helps you to customize all images inside your
DAT Hotels Feed. You can add your brand logo, hotel base price,
destination city/country name (and soon hotel star ratings) onto all hotel
images without manually editing each image in your catalog one by one.
Dynamic Creative Templates feature works on Hotel Feed level under Hotel
Catalog. Once you set it up, it will be applied to each of your products
inside Hotel Feed automatically.
Dynamic Ads for Travel - Handbook
35
from $120
Dynamic Creative Templates helps advertisers to customize each image for
dynamic ads automatically. Having price, destination and brand logo
details on the creatives boosts CTR and performance of the DAT
campaigns.
Dynamic Ads for Travel - Handbook
36
Get unbeatable performance on
Facebook & Instagram ads