From keeping up with a daily cascade of industry news to monitoring the ever-changing guidelines and restrictions surrounding COVID-19, we know that these past few months have been a tough balancing act for hoteliers. This overload of new information combined with updated operational protocols for cleaning and social distancing can make it challenging for hotels to manage all of the...
Facebook Travel Ads were originally built for single-location offers, but today, advertisers are using Facebook to dynamically promote cruises, vacation packages, and other multi-destination travel offerings. Included below are some of the most popular questions we’ve received from our clients throughout the onboarding process. What's the benefit of using Destination Ads instead of Dynamic Product Ads? Unlike Dynamic Product Ads,...
It’s a Catch-22. On the one-hand, segmentation allows Facebook advertisers to bid differently for high-priority audiences, but on the other hand, over-segmentation hurts performance and reduces overall efficiency. Enter bid multipliers – an important tool to maximize revenue while improving advertising efficiency. Understanding Bid Multipliers: 30,000 Feet Up Bid multipliers enable the use of complex, customized bidding strategies without the...
Ad optimizations shift based on campaign objectives, market conditions, and target markets, to name just a few reasons. For example, a hotelier may choose to optimize toward conversions to drive overall bookings for a retargeting campaign, but decide to optimize toward link clicks for an upper funnel campaign. What is the best method if a hotelier would like to optimize...
When natural disasters strike, they can leave massive devastation in their wake. In 2018, there have been 11 natural disasters that have totaled over $1 billion each in damages. The wildfires in California are the most recent event to capture attention across the country and pose a threat not only to lives and property, but also to the livelihood of...
Facebook continues to add more to the toolbox for travel advertisers. The latest vertical solution, which uses general travel intent, is trip consideration. It helps travel advertisers reach users who are in-market to travel but have not decided on a specific destination. Leveraging this new feature is easy and can be very effective for travel advertisers. This solution is a...