Facebook Ads

Your COMPLETE GUIDE to
FACEBOOK DYNAMIC ADS for TRAVEL

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FOREWORD
The purpose of this guide is to give performance
marketers in the travel industry a 360 degree
understanding of Facebook’s advertising format
called “Dynamic Ads for Travel” (DAT).
Continue reading if you want to find out what Dynamic Ads for Travel are,
how they work, why they work and last but not least, how to get started with
your first Dynamic Ads for Travel campaign.
Note: Whenever we refer to ads or users on Facebook, Instagram and the

Facebook Audience Network are included by default.
A PERFORMANCE MARKETER’S GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 1

01
INTRODUCTION
CONTENTS:
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FOR TRAVEL
DYNAMIC ADS
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01: INTRODUCTION 3 03: PRE-CAMPAIGN SETUPS 15 Promoted Travel Audience: Who your
ads should target 53
Facebook as an advertising medium 4 Create your travel catalog 16
Standard Facebook targeting options 57
Facebook Dynamic Ads 5 Different feed types 16
Facebook’s Recommendations: Targeting
DAT for Hotels 17
Best Practices for Dynamic Ads 58
DAT for Flights 18
DAT for Destinations 18
Step 3: Creative 60 03
Dynamic Ad Template 60
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02: OVERVIEW OF DYNAMIC Technical setup 27
DAT for Hotels 60
ADS FOR TRAVEL 7 Typical challenges 28
DAT for Destinations 62
What are Dynamic Ads for Travel (DAT)? 8 Optimize your travel catalog with DAT for Flights 63
Productsup 30
Motivation for launch 9 Step 4: Budget 64
Submit your feed to Facebook 38
Similarities to Dynamic Ads 10 Quick tips for healthy campaign creation 65
Benefits of DAT 11
Facebook pixel & event tracking 40 04
Events to track 40
Multiple offers in one ad, thanks to
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product sets 11 Connect the pixel to your catalog 42
Dynamic price & availability 11 05: OPTIMIZE YOUR DAT CAMPAIGN 69
Track travel-related searches 12
General rules to follow 71
Guide the traveler through their
Optimize your campaign performance
booking funnel 12 04: CREATE YOUR DAT CAMPAIGN 43
Focused targeting 12 Step 1: Information 45
with Adphorus 77
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Upsell 13
DAT CAMPAIGN
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Step 2: Target groups 46
Cross-sell 13 Promoted Product Set: List of products
Manage and increase ROI 14 to be promoted 47
Recommend alternatives 14
06: YOUR PARTNERS IN DAT 84
Promoted Hotel Set 47
Promoted Destination Set 49
Promoted Flight Set 51
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INTRODUCTION DYNAMIC ADS PRE-CAMPAIGN CREATE YOUR OPTIMIZE YOUR YOUR PARTNERS
FOR TRAVEL SETUPS DAT CAMPAIGN DAT CAMPAIGN IN DAT
INTRODUCTION
01:
01
INTRODUCTION
FACEBOOK AS AN
ADVERTISING MEDIUM
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FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
Facebook is not only king of social,
but also queen of business.
That Facebook reigns the social media world is no 03
secret. What’s more interesting is to see its evolution
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towards becoming an increasingly prominent player
in the field of advertising. A considerable 42% of
marketers report Facebook as being either critical
or important to their business. Once used solely
by individuals, the social media channel reported 50
million local business pages by the end of 2015. 04
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Facebook offers an extensive array of advertising
possibilities for marketers to reach their audience on the
social platform. Each option serves a different objective,
such as lead generation, website clicks, page likes,
video views, and so on. Depending on your objective,
you have a variety of ad formats, ad placements and 50 MILLION 05
targeting options to help you maximize results. local business pages
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Facebook’s most successful ad format to date by the end of 2015
is undoubtedly “Dynamic Ads.”
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YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 4
01
INTRODUCTION
FACEBOOK
DYNAMIC ADS
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FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
Facebook’s Dynamic Ads
were originally called
“Dynamic Product Ads,” as
they were designed to help
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online retailers and brands
reach one clear objective:
product catalog sales.
The ad format allows merchants to promote 04
their entire product catalog automatically
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and seamlessly across any device. Based
on their previous searches on the merchant’s
website, only the most relevant products
are displayed to the right consumer and the
right time.
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Dynamic Ads have proven to be one of the
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most successful retargeting formats for
ecommerce businesses and interest has
since quickly grown beyond retailers to
include players in the travel industry as well.
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IN DAT
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01
INTRODUCTION
02
When Facebook strictly
FOR TRAVEL
DYNAMIC ADS
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renamed the format “Dynamic
Successes: Ads” (removing “product”
from the middle) it insinuated
a strategic intent to refine
the solution to better serve
specific industries. 03
554% 62%
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The original Dynamic Ads
more bookings lower CPA (source) continue to work best for online
brands and retailers. (Think:
“Dynamic Ads for retail”).
However in May of 2016,
Facebook launched “Dynamic 04
Ads for Travel” (DAT),
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introducing a whole new range
of possibilities for advertisers in
2.5X 3X the travel industry.
increase in ROAS more orders (source)
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OVERVIEW OF
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DYNAMIC ADS
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FOR TRAVEL
02:
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INTRODUCTION
WHAT ARE DYNAMIC
ADS FOR TRAVEL (DAT)?
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FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
DAT is an extension of Dynamic Ads that
has been specifically introduced for the
travel sector.
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In other words, DAT is an advertising format that enables
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advertisers to automatically retarget Facebook users, who have
shown interest in a trip, with relevant offers. Interest is shown when
someone browses or books a room or a flight. Depending on the
user’s behavior, advertisers will in return promote hotel options,
destinations, flights and packages (e.g. “Rome from €70”).
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01
INTRODUCTION
MOTIVATION FOR LAUNCH
02
The introduction of DAT has brought new targeting
FOR TRAVEL
DYNAMIC ADS
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$483
options which have been tailored to meet the unique $450
needs of the travel advertisers.
$738
$275
Before the launch of DAT it was - and still is - possible for travel advertisers to run $660
retargeting ads on Facebook using the original Dynamic Ads format. Despite major 03
successes, the setup of Dynamic Ads was still not optimal for travel advertisers.
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Here’s why:
$309
The travel sector is made up of widely different business types, from hotels
and airlines to meta-search engines and online travel agencies. In order to make
the most of Facebook’s powerful Dynamic Ads solution, travel advertisers needed a 04
customized ad format that was more suited to the individual business models.
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The travel industry fluctuates much more than that of retail. Prices are heavily
influenced by the time of booking and travel, seasons, and availability. Offers
are also often presented in the form of promotions or packages (e.g. flight plus
accommodation).
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01
INTRODUCTION
SIMILARITIES TO DYNAMIC ADS
02
Objective: Product Catalog Sales
While customized to better serve travel, there are
FOR TRAVEL
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DAT serves the same ad objective as Dynamic
key features and functionalities of Dynamic Ads that Ads: increasing “product catalog sales.” Just like
remain unchanged. Dynamic Ads, the DAT ad format is highly scalable,
allowing you to automatically retarget with custom ads
for your entire product range. It’s just the nature of the
product that has changed from physical to service- 03
based. Hello hospitality.
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Always-on
Similar to Dynamic Ads, DAT is defined as “always-
on,” meaning they reach the user whenever they are
logged onto Facebook.
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Cross-device
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Does the term cross-device targeting ring a bell? By
definition it allows you to reach users on any device
from which they access Facebook - mobile, desktop or
tablet. For example, a shopper might browse for budget
hotels in Berlin from a desktop and then later come
across a retargeted ad for “Easyhotel Berlin” while
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checking their Instagram feed on their phone. Since
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Facebook requires login, the user is identified on all of
their devices. Regardless of which device they used
to perform a search, the data is aggregated to provide
a more complete picture of the user’s search history,
interests, and booking intent.
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01
INTRODUCTION
BENEFITS OF DAT
02
DAT has made
FOR TRAVEL
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it possible for
marketers to be
much more creative,
customized and 03
relevant with DYNAMIC PRICE
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their ads. & AVAILABILITY
Price and room availability
are much more variable in the
Here’s what makes travel industry. DAT introduced
them great: additional, dedicated data feeds 04
that help travel advertisers
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manage and regularly update the
MULTIPLE OFFERS IN ONE AD, different configurations with ease.
THANKS TO PRODUCT SETS These extra data feeds are sent
to Facebook far more frequently
Facebook’s “Travel Catalog” contains industry-relevant variables than static hotel information.
that allow you to group products in ways that make sense for your Facebook’s algorithm will 05
business. These so-called “product sets” may, for example, contain a automatically display the most
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group of hotels with a similar price, location or star rating. By grouping relevant price that matches a
similar offers, you’re informing Facebook which can be promoted specific user’s travel intent. It will
together in the same multi-image ad. Thus, increasing relevancy and only do this for rooms that are
options for the user, all while helping you bid more effectively. actually available.
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01
INTRODUCTION
INSPIRATION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
RESEARCH &
DISCOVERY
BOOKING &
PREFERENCE 03
SETUPS
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RETENTION
TRACK TRAVEL-RELATED GUIDE THE TRAVELER FOCUSED TARGETING 04

SEARCHES THROUGH THEIR
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By synching the individual’s travel plans
BOOKING FUNNEL with your availability and pricing variables,
Through DAT, advertisers can track travel-
related searches on meta-search engines you can target travelers with ads that are
The refined tracking allows advertisers to
like TripAdvisor, trivago and Kayak, gathering suited to their exact needs and interests.
determine at which stage of the booking
key information, such as flight day, number Your audience set can be extremely granular,
funnel a traveler is and hence their level of
of people traveling, and so on. Not only intent. Are they merely looking for a next
targeting right down to a family of five that 05
does this inform the ad content displayed, has viewed a specific hotel three times in the
holiday idea? Have they looked at your
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but it also enables marketers to redirect the last 14 days, but have not yet booked.
hotel? What dates were they interested
user to a customized landing page. On this in? Answers to such questions will help
page, search inputs are pre-filled according determine whether you first promote a certain
to user-specific travel preferences. The destination to them or jump right to an offer
convenience, coupled with a higher level for a double room over Valentine’s weekend
of personalization, has already shown to be at your seaside hotel. 06
very effective for travel advertisers.
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01
INTRODUCTION
02
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UPSELL CROSS-SELL
DAT provides better opportunities to increase your ROAS via Alternatively, you can also cross-sell. For instance, you can target
upselling. For example, if someone books a room for two nights over users who have recently booked a flight through your website or 04
Valentine’s weekend, you can upsell by showing them ads for an mobile app with ads for hotels in the same destination. Cross-selling
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upgrade to a room with a view of the sea and a jacuzzi tub. is, however, capable of getting much more specific than that: Let’s
say that a user has just purchased a flight for two people to Paris for
For flight campaigns, you could show ads with business class February 13-15. In this case, you could for example retarget them with
upgrade offers to users who have purchased economy tickets. a special Valentine’s suite offer at your hotel.
Similarly, you could offer users to purchase additional services on their
flight like meals, extra baggage or seat selection(s). 05
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INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
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MANAGE AND INCREASE ROI RECOMMEND ALTERNATIVES
One of the greatest benefits of DAT is that travel advertisers can now Should a hotel become fully booked and unavailable for the user, 04
ensure their ads are only shown to users leading up to their specified Facebook’s recommendation engine will look at the specific hotel
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departure or check-in date. Users who have already converted can variables such as location or star rating and automatically recommend
also be excluded. Not only does this avoid unnecessary ad spend, suitable alternatives. In the case that someone has seen your ad
it also prevents the ad from becoming an annoyance or irrelevant to a number of times but never clicked on it, the recommendation
the traveler. With a clearer definition of your more valuable targets, engine will stop again. Should no other hotel match the retargeted
you can also bid more for these, which will ultimately help improve solution, the engine can also display popular hotels (in the same
your ROI. destination) instead. 05
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The above-mentioned features and benefits of DAT aim to help
businesses in the travel industry really narrow down on their
target market, get creative with their ads and offers, and reach
new heights with Facebook advertising.
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OVERVIEW OF
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PRE-CAMPAIGN
SETUPS
03:
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INTRODUCTION
CREATE YOUR TRAVEL CATALOG
02
Behind any dynamic ads campaign lies DIFFERENT FEED TYPES
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a bit of preparation. Facebook may be The travel catalog is a little more complex than the product catalog
dynamically inserting content into an because it is consists of more than one feed type.
ad template in order to serve the right There are currently three feed categories available. Which one you use
offer to the right user, but it needs a depends on the nature of your business and your advertising goal. 03
reliable source from where it can fetch
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the information. TRAVEL
CATALOG
The file that contains all the items that you want to sell, as well as
their individual attributes and variables, is called a product data
feed. The items listed can be tangible or service-based offers. 04
Technically, only once the data feed has been uploaded to your
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Facebook ad account does Facebook call it a catalog rather
than feed. Sound confusing? Don’t worry, catalog and feed are
essentially the same thing and the words are interchangeable.
HOTEL FLIGHT DESTINATION
When dealing with Dynamic Ads, Facebook requires you to CATALOG CATALOG CATALOG
create a product catalog. In the case of Dynamic Ads for - used if - used if - used if 05
Travel, however, you’ll work with the travel catalog. you want to you want to you want to
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remarket hotels. remarket advertise a
flights. destination.
Hotel feed Room & Pricing feeds

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(main feed) (supporting feeds - optional)
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INTRODUCTION
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THE HOTEL CATALOG
FOR TRAVEL
DYNAMIC ADS
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Your Hotel Catalog itself is also comprised of different feeds:
Hotel Room & Pricing feeds (optional)

These are optional feeds that support the
hotel feed with details about the selection
of room types and their prices. Prices and 03
availability in the travel industry fluctuate
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often and rely heavily on the time and
duration of travel.
The “Room Type Feed” lists the available

room types for your properties, e.g. single,
double or en-suite. 04
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Hotel Feed
The “Pricing Feed” lists the pricing Why use room and pricing feeds?
The inventory items in your hotel feed are
options for different travel scenarios Although these feeds are optional, room and
your different hotels. Here you provide
“static” hotel information, which does not pricing feeds offer great potential for travel
These supporting feeds need to be managed advertisers. The more detailed and accurate
need to be updated often. E.g. Hotel name,
closely and updated much more frequently information Facebook has about your hotels,
location, starting price and images.
than the hotel feed. You can choose to the more precise it will be when creating 05
supply this extra information in two separate relevant ads that are customized to the user’s
You can list all your hotels in the same feed
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feeds or together. Also, the pricing variables previously recorded travel intent.
or submit separate feeds for certain hotel
can be specified for each room type, but
groups, e.g. all hotels in one country or
sometimes room type information may not be
under the same brand. Get detailed specifications for
available.
your room and pricing feed here.
Get detailed specifications for
your hotel feed here.
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INTRODUCTION
02
THE FLIGHT CATALOG THE DESTINATION CATALOG
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The flight catalog contains all the flights that you want to advertise. The destination catalog contains a list of all the locations (cities) to
where you want to entice the traveler to go on their next journey.
Here, your inventory items are the different destinations (e.g. Rome,
Berlin, New York). By encouraging users to find out more about a
particular destination, you bring them closer to your hotels or flights. 03
You can either list all your destinations in a single feed, or create
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separate feeds to categorize your destinations (i.e. by country).
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This flight data is provided in the flight feed. An inventory item in this
case is each individual flight that is displayed on your website or app. For each destination, you supply the lowest, starting price. This price
Again, you can either submit one feed for all your flights or upload could be a package that includes flights and accommodation or just
multiple smaller feeds. The most important information here is the your base hotel price. It does not include hotel names as the idea 05
departure and arrival airport information. As usual, item images play here is to first hook the user with the destination. Should they wish to
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a significant role. However, it is not compulsory to include the price of explore the destination further and browse for hotels, you would then
the flight (probably because it fluctuates so much). target them with more specific accommodation options.
The setup for this feed is very simple.

Get detailed specifications for your destination feed here.
Get detailed specifications for your flight feed here.

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INTRODUCTION
FEED SPECIFICATIONS: DATA
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HOTEL FEED
FOR TRAVEL
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Column name Description Notes Example Required
hotel_id This is the unique identifier for every hotel Must be unique for every hotel. Max length: ES306 Yes
listed in your feed. This ID is used to match 100 characters. No whitespaces. Usually a 03
rooms and prices from the Room and combination of letters & numbers.
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Pricing feed
name The name of the hotel Hotel Alfonso XIII Yes
image Images of the hotel, its rooms, facilities and Consists of URL & tags. Must supply at Yes
surroundings. Each image has a unique least 1 image. Max images per hotel: 20.
URL. You can supply multiple tags for one Max size per image: 4MB.
image to describe the image content. Such
as "Breakfast area" or "Spa" 04
Link to the actual image For carousel ads: Size = 600x600px &; https://upload.wikimedia.org/wikipedia/ Yes
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- url
aspect ratio = 1:1 (square) For single commons/8/8c/Hotel_Alfonso_XIII%2C_
image ads: Size = 1200x630px & aspect Sevilla%2C_Espa%C3%B1a%2C_2015-12-
ratio = 1.91:1 06%2C_DD_80.JPG
- tag A description of the image. Each image can Recommended, despite being Spa, Buffet, Double Room, Lobby Optional
have multiple tags associated with it only optional.
url Link to the actual site where the user can https://examplehotel.com/hotels/sevilla/ Yes 05
book their stay hotel_alfonso_xiii/book
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address The physical address of the hotel Calle San Fernando, 2, 41004 Sevilla, Spain
- addr1 Street address of the hotel Calle San Fernando, 2 Yes
- city The city where the hotel is located Sevilla Yes
- city_id This attribute is used for template_URL in A unique ID per city city_id: 410 example template_URL: http:// Optional
your ad (if applicable) - for third party click clicktrack.com/cm325?id=410&redirect_
tracking URL=www.examplehotel.com/hotels/ 06
- region The region where the hotel is located Depending on the country, this field can Andalusia Yes
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contain county, state or province

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INTRODUCTION
HOTEL FEED (CONTINUED)

- postal_ Zip or postal code Only leave out if the country in question 41004 Yes 02
code does not have a postal system
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- country Country of the hotel Spain Yes
neighborhood Neighbourhood/s where the hotel is located Multiple entries accepted. Max per hotel: Distrito Sur Yes
20
latitude The latitude of the hotel 37.382.222 Yes
longitude The longitude of the hotel -5.992.222 Yes
brand Hotel chain brand Great Hotels Yes
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base_price Starting price per night Currency must be included 299.99 EUR Yes
description Description of the hotel and Maximum 5000 characters This ornate 1929 hotel is located directly Yes
the surroundings in the city center and is 1.3 km from Real
Alc‡zar, a Moorish royal palace.
sale_price Reduced starting price per night Currency must be included 249.99 EUR Optional
The rating provided by customers & Must be submitted with the following 4.7/5 Optional
guest_ratings
governed by an algorithm attributes: score, number_of_reviewers and
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rating_system
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- score Rating score 4.7
- number_of_ Number of reviews 1751
reviewers
- rating_ What scale system is used. Booking.com, TripAdvisor
system TripAdvisor, Expedia
star_rating The rating provided by a recognized Rated from 1 to 5. Full or decimal values 4.5 Optional
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authority accepted
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loyalty_program If applicable, what loyalty program can Hotel Preferred Guests Optional
guests collect points for by staying at this
hotel
margin_level How profitable is this hotel. This is used by Scale of 1 to 10 8 Optional
the Facebook algorithm
phone Phone number +34 954 91 70 00 Optional 06
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INTRODUCTION
HOTEL FEED (CONTINUED)

applink Facebook provides you the possibility to If you have already set up App links - it Optional 02
send users directly in to your Android or is not necessary to deliver the applink
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iOS app. The applink can be a good way to information through the feed
show mobile/tablet users that you have an
app in order to drive installs
- ios_url URL leading to the hotel's page inside the iOS-name://hotel/410/es306/ Optional
iOS app
The app ID for the app store 312306002 Optional
- ios_app_
store_id
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- ios_app_ The name of the iOS app Hotels & Resorts App Optional
name
- iphone_url URL leading to the hotels page inside the iPhone://hotel/410/es306 Optional
iOS app on iPhone
- iphone_ The app ID for the iPhone app in the app 312306004 Optional
app_store_id store
- iphone_ The name of the iOS app Hotels & Resorts App Optional 04
app_name
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- ipad_url URL leading to the hotels page inside the iPad://hotel/410/es306 Optional
iOS app on iPad
- ipad_app_ The app ID for the iPad app in the app 312306005 Optional
store_id store
- ipad_app_ The name of the iOS app Hotels & Resorts App Optional
name 05
- android_ URL leading to the hotels page inside the android://hotel/410/es306 Optional
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url Android app
- android_ The Android package name com.hotel.mobile Optional
package
- android_ The Android class name com.hotel.booking Optional
class
- android_
app_name
The name of the Android app Hotels & Resorts App Optional 06
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INTRODUCTION
ROOM & PRICING FEED
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hotel_id Unique identifier for each of the hotels in Max 100 characters ES306 Yes
the feed
room_id Unique identifier for each of the room types DR4001 Yes
offered by the hotel, e.g. double room,
superior suite, etc 03
name The name of the room type Double room, Superior Suite Yes
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description Room type description A spacious double room with balcony and No
king size bed.
base_price Lowest available price for the this room 299 Yes
type
currency Currency code for all the prices, fees and Must be submitted using ISO 4217 EUR Yes
taxes included in the feed currency code 04
URL Website link to the room detail page https://examplehotel.com/hotels/sevilla/ No
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hotel_alfonso_xiii/rooms/double-room-
dr4001
checkin_date Check-in date for the booking Up to 180 days in the future is supported as 2016-11-01 Yes
of the feed upload date. Must be submitted
using ISO-8601 date format: YYYY-MM-DD
length_of_ How many nights will the user be staying in Max possible value is 14 days 3 Yes 05
stay the room?
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price Total price based on the check-in date and Weekend vs. weekday and seasonality 599 Yes
the length of stay affect both availability and price. Includes
tax and other fees
tax Price tax value 20 Yes
fees Additional fees contained in price 5 Yes
sale_price Discounted price if any This is based on price and not base_price 499 No 06
What is the value of the taxes contained in 16 No
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sale_price_
tax sale_price?

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INTRODUCTION
FLIGHT FEED
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Item attribute Description Notes Example Required
origin_airport The IATA code for the origin LHR Yes
destination_ The IATA code for the destination BER Yes

airport
image Relating images for the particular flight. Min 1 - max 20 images. Images of the cabin crew, seats and Yes
Each image contains 2 fields: image URL Max size per image: 4MB external aeroplane 03
and image tag
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- image url Link to the image https://www.yourairline.destination. Yes
com/businessclass/seats
- image tag You can have multiple tags associated with Yes
an image
A short paragraph describing the route Max length: 5000 characters Air Canada flight from Toronto to Hong No
description
Kong over Greenland.
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price Price of the flight A format is yet to be defined by Facebook No
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INTRODUCTION
DESTINATION FEED
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destination_id Unique identifier for each of the different Max length: 100 characters DES1003 Yes
destinations in your feed. These
destinations will correspond with where
your hotels are situated
name The name of the destination Seville Yes
address The address of the destination. Could be Yes

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the center of a city
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- addr1 Street name and number Calle Mar’a Auxiliadora, 33A No
- city In which city is the destination located Seville Yes
- region Depending on the country, this region can Andalusia Yes
include either county, state or province
- country Country of the destination Spain Yes 04
- postal_code Zip or postal code 41003 No
DAT CAMPAIGN
CREATE YOUR
latitude The latitude of the destination 37.396.648 No
longitude The longitude of the destination -5.983.897 No
neighborhood Neighbourhood/s of the destination Max 20 per destination Casco Antiguo, Triana, Distrito Sur, Los No
Remedios
image Image/s of the destination. Consists of URL
and tag
“Must be 600x600px for carousel ads with a
1:1 aspect ratio
Yes 05
DAT CAMPAIGN
OPTIMIZE YOUR
For single ads the format is 1200x630px
with aspect ratio 1.91:1
Min 1, max 20 images per destination”
- url Link to the image Size: Max 4MB https://upload.wikimedia. Yes
org/wikipedia/commons/
thumb/0/03/Toits_Guadalquivir_
ponts_S%C3%A9ville_Espagne. 06
jpg/1280px-Toits_Guadalquivir_
ponts_S%C3%A9ville_Espagne.jpg
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- tag Describes what's in the image Multiple tags accepted river, national flower, brandenburg gate No

01
INTRODUCTION
DESTINATION FEED (CONTINUED)

type Describes key aspects about the Min 1, max 20 city, food, architecture Yes 02
destination. This can be anything; from
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
beach or city to sightseeing, shopping,
business, to hiking and friendly people
url Link address for the page on which the user https://examplehotel.com/destinations/ Yes
can find out more about the destination sevilla/about
and explore the different offers related to
the destination
price As destination feeds can be used by Must be submitted with the currency using 299 EUR No
03
multiple types of travel sectors, there are ISO-4217 currency code
SETUPS
PRE-CAMPAIGN
varying options when submitting the price
for the destination. Submit either the lowest
or the average price. Can refer to flights,
accommodation prices, or car rental. To
advertise for example: "Hotels in Berlin from
€120.00" or "Fly to Berlin for €50.00 return"
Useful for building product sets and Exclude the percent sign (%) -10 No
04
price_change
DAT CAMPAIGN
CREATE YOUR
advertising a change in price. when submitting
Using a minus infront of the number means
a reduction in price and no minus means
an increase:
0: No price change
-10: 10% price drop
20: 20% price increase
05
description Description of the destination Max 5000 characters Seville is the capital and largest city No
DAT CAMPAIGN
OPTIMIZE YOUR
of the autonomous community of
Andalusia and the province of Seville,
Spain. It is situated on the plain of the
River Guadalquivir. Seville is also the
hottest major metropolitan area in the
geographical Western Europe, with
summer average high temperatures of
above 35 °C.
06
IN DAT
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01
INTRODUCTION
DESTINATION FEED (CONTINUED)

applink Facebook provides you the possibility to No 02
send users directly in to your Android or
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
iOS app. If you have already set up App
Links - it is not necessary to deliver the
applink information through the feed. The
applink can also be a good way to show
mobile/tablet users that you have an app in
order to drive installs
- ios_url A custom scheme for the iOS app example-ios://electronic 03
SETUPS
PRE-CAMPAIGN
- ios_app_ The app ID for the app store 1234
store_id
- ios_app_name The name of the app (suitable for display) Electronic Example iOS
- iphone_url A custom scheme for the iPhone app example-iphone://electronic
- iphone_app_ The app ID for the app store 5678
store_id 04
- iphone_app_ The name of the app (suitable for display) Electronic Example iPhone
DAT CAMPAIGN
CREATE YOUR
name
- ipad_url A custom scheme for the iPhone app example-ipad://electronic
- ipad_app_ The app ID for the app store 9010
store_id
- ipad_app_ The name of the app (suitable for display) The name of the app (suitable for
display). E.g. Electronic Example iPad
05
name
DAT CAMPAIGN
OPTIMIZE YOUR
- android_url A custom scheme for the Android app example-android://electronic
- android_ A fully-qualified package name for intent com.electronic
package generation
- android_ A fully-qualified Activity class name for com.electronic.Example

class intent generation
- android_app_ The name of the app (suitable for display) Electronic Example Android
06
IN DAT
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name

01
INTRODUCTION
TECHNICAL SETUP
For the most part, Facebook is relatively lenient when it comes to feed specifications and requirements. However in order to have your feeds
approved at all, there are some important things you need to adhere to. 02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
FORMAT: SUBMISSION: BREAKDOWN: IMAGE SIZES:
Hotel, flight and destination feeds Uploaded For all feed types, For carousel (multi-image)
should be uploaded in any of the manually or via you can either format ads, Facebook
following formats: CSV, TSV or XML. the Facebook upload one feed requires a minimum image
Room and pricing feeds must be
Marketing API. with all your aspect ratio of 1:1 and a 03
items, or multiple size of 600x600 px.
SETUPS
PRE-CAMPAIGN
uploaded in the XML format.
smaller feeds,
For single image ads,
segmented
Facebook requires a
in a way that
minimum image aspect
makes sense for
FILE SIZE: LANGUAGE: ratio of 1:9:1 and a size of
your business.
1200x630 px.
If you upload your feed file directly While the data 04
through Business Manager, the within each
DAT CAMPAIGN
CREATE YOUR
maximum size per feed is 100MB. field can be in
any language,
If, however, you submit your feed
the column
via an HTTP / FTP location, the file NUMBER OTHER:
titles need to
size limit is 32 GB. This is mainly OF ITEMS: For CSV/TSV files: Use
be provided
limited by disk space. Should yours Facebook the first row to specify
exceed this, try compressing your
in English
recommends that the headers (column
05
and should
files to meet the specifications. the maximum titles), such as Hotel_ID,
DAT CAMPAIGN
OPTIMIZE YOUR
be an exact
Alternatively, simply split your feed number of currency, image_URL, etc.
match to those
and upload multiple smaller feeds individual items
provided in the Fields that contain
to Facebook. When delivering your (stock keeping
spec sheets. commas or white spaces
dynamic ads, Facebook will draw units) per feed is
should be enclosed in
the information from all the feeds 40,000,000.
you have supplied.
“quotation marks”. 06
IN DAT
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01
INTRODUCTION
TYPICAL CHALLENGES
Most travel advertisers already have the necessary data to create their travel catalog. However, for some it has proven to be quite complex
to convert it to a format that is compatible with Facebook DAT. The reality is, this does take some time. However with the right tools you can 02
streamline the process. Given the advantages of DAT, it’s most certainly worth the transition.
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
Some of the typical challenges that travel advertisers face when creating their travel catalog are:
03
SETUPS
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MISSING IMAGES IMAGE FORMATTING COORDINATES 04
Advertisers don’t always have individual Even if they have images for all of their Most often advertisers only have the
DAT CAMPAIGN
CREATE YOUR
images for each of their destinations or hotels. properties, each one still needs to be address of the location, not the coordinates.
formatted to match Facebook’s unique sizes. Facebook does require this though.
The more you share from You’ll save a lot of time

your catalog, the higher by using the right tool or
With the right product data
management technology
05
your chances of a particular software. With Productsup,
DAT CAMPAIGN
OPTIMIZE YOUR
you can easily bypass this.
TIP offer being sold. For TIP it takes no more than a few TIP More about that here.
destination images, there minutes to overcome this
are media libraries, like challenge for every single
the one from Adphorus, item in your feed thanks to
which provide thousands of the image resize feature.
images. It is, however, best Learn more here. 06
practice to customize any
IN DAT
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stock photos that you use.

01
INTRODUCTION
TYPICAL CHALLENGES (CONTINUED)
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
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BASE PRICE LANDING PAGE URL HIGHLY COMPLEX FEED
This attribute is a generic problem Often no specific landing page URL has Some businesses spend too much time
(particularly for airlines) as the starting been created for every individual destination. uploading and updating their product
price fluctuates so much that the change catalog on Facebook, either because of the
is constant. sheer size of the feed or because their data 04
changes frequently.
DAT CAMPAIGN
CREATE YOUR
Typically this is solved by The Landing page URL is
Facebook has launched
providing the cheapest the link to the page that
a beta solution that uses
you want to direct your
TIP
price of the route within a
time interval of 0 - 90 days. TIP audience to, once they’ve TIP
their Graph API. Instead 05
of uploading feeds, tech-
DAT CAMPAIGN
OPTIMIZE YOUR
clicked on your ad. For
savvy customers can use
destination-based travel
this Graph API endpoint,
ads, it is often the case that
which is optimized to import
no specific landing page
as many products as fast
URL has been created for
as possible.
each destination.
06
IN DAT
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01
INTRODUCTION
OPTIMIZE YOUR TRAVEL CATALOG WITH PRODUCTSUP
02
Facebook dynamic ads draw their data PRECONFIGURED TEMPLATES
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
from the travel catalog that you submit, so Not sure what variables and attributes to include in your feed? To save you time and effort, the
the better your data quality is, the more hotel, room and pricing, flight, as well as destination feed templates have all been integrated
persuasive your ad will be. into the Productsup platform. All you need to do is click once to activate them. Your data will
automatically be mapped to the corresponding feed columns. Mandatory fields are marked a
Productsup offers 200+ data edit rules, a darker shade of grey.
drag & drop interface and numerous special 03
platform functionalities, all combined to
SETUPS
PRE-CAMPAIGN
streamline and simplify the work of our
customers, enabling them to maximize
their results. From a website crawler and
live data previews, to automatic mapping
and color detection in images, the software
is undoubtedly one of the strongest in the 04
market for advanced feed optimization
DAT CAMPAIGN
CREATE YOUR
and management.
For a detailed look at the specific ways

in which you can optimize your product
attributes and formats for Facebook,
download a copy of the “Ultimate 05
Mandatory
Facebook Advertising Guide for
DAT CAMPAIGN
OPTIMIZE YOUR
E-commerce”.
For advertisers in the travel industry,

Productsup boasts specific functionalities
that serve to support and alleviate some
of their unique pain points:
06
IN DAT
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01
INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
SETUPS
PRE-CAMPAIGN
QUALITY CHECK AUTOMATIC COORDINATES ADDRESS FORMAT CORRECTION
Our smart analysis feature scans your entire GENERATION Productsup has a specific edit box that lets
feed according to each export channel’s Productsup provides a unique integration you easily meet Facebook’s requirement for
unique feed rules and specifications. Within that lets you fetch the exact longitude and the address format and information. With
seconds it reveals critical data or format latitude values of your location, based on the one click you can arrange your addresses
errors and highlights fields that can be provided street addresses in your feed. The into separate columns for street name, city, 04
optimized to help you unlock the hidden service locates this geo-location for every region, country and postal code.
DAT CAMPAIGN
CREATE YOUR
potential in your feeds and boost your item listed in your feed.
campaign performance.
BEFORE:
Bahnhofstraße, 5, 91245, Simmelsdorf,
Germany
05
DAT CAMPAIGN
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AFTER:
Bahnhofstraße, 5 | Simmelsdorf |
Bayern | Germany | 91245
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IN DAT
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01
INTRODUCTION
LOCATE PRODUCTS WITH MISSING IMAGES
On Facebook, the image is your most powerful item attribute. Without an image your ad won’t 02
run. Use the Productsup software to scan your entire feed and within seconds you’ll see if
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
you’ve got any missing images.
03
SETUPS
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NEIGHBORHOOD WATCH
“Neighborhood” is a mandatory field in the
Hotel feed. Think: Las vegas Strip, Mitte,
Upper East Side, and so forth. For many
advertisers this field is initially blank, as
they have not yet before needed to define 04
this value. However, if you have a solid
DAT CAMPAIGN
CREATE YOUR
description in your feed, with Productsup you
can extract the neighborhood value from the
text and add it to it’s designated column.
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
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01
INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
SETUPS
PRE-CAMPAIGN
IMAGE RESIZER TEXT TEMPLATE
Initially driven by Facebook’s unique image No title in your feed? Rebuild or create
specs, Productsup built a special function new titles and/or descriptions using a text
with which you can resize all your images template. Here the values of other data fields
in one go. are combined in the order you determine to
create a new information field. 04
DAT CAMPAIGN
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05
DAT CAMPAIGN
OPTIMIZE YOUR
06
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01
INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
SETUPS
PRE-CAMPAIGN
FIX AND DECODE HTML
Removing HTML tags is done quickly
and easily with Productsup. Simply
add the box to your feed, and voilà. BEFORE: AFTER:
This is especially useful if your data

contains characters like ä, ö, ü, that
DoubleTree by Hilton Hotel DoubleTree by Hilton Hotel
04
turn into something cryptic like &#xC5 if
DAT CAMPAIGN
CREATE YOUR
not decoded.
05
DAT CAMPAIGN
OPTIMIZE YOUR
DoubleTree by Hilton - 199,00 EUR DoubleTree by Hilton - 199 €
It is a small, comfortable hotel, situated in It is a small, comfortable hotel, situated in London city. The Deral
<i><b>London city</b></i>. The Deral family and their staff offer an family and their staff offer an attentive, personalized service and are
attentive, personalized service and are always available to offer any always available to offer any help to guests. The hotel is arranged
help to guests. The hotel is arranged on three floors, without a lift. on three floors, without a lift.
06
IN DAT
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01
INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
SETUPS
PRE-CAMPAIGN
TRACKING & ROI
Productsup comes with integrated
tracking. You can also import tracking data
either directly from Google Analytics or
Doubleclick, or try adding your own data.
04
Use tracking data to manage your ROI.
DAT CAMPAIGN
CREATE YOUR
Based on the performance of your products,
you can exclude poor performers from your
next export.
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
IN DAT
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01
INTRODUCTION
BREAK THROUGH AD FATIGUE WITH EYE-CATCHING CREATIVE
02
Turn your image into this
Productsup has
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
from this Promotional message
recently introduced
two platform Easter Special Price
25°C
25%
23km/h
features that are
revolutionizing the 03
Title
nature of product ads.
SETUPS
PRE-CAMPAIGN
THE IMAGE DESIGNER
What the product title is
to Google, the image is to Four Seasons Resort
Bora bOra
1656 € p.p
Facebook. The image is indeed
Four Seasons Resort
Bora bOra
1656 € p.p
with King size bed, seaview and breakfast
BOOK NOW 04
the product attribute that is most BOOK NOW
4.5
DAT CAMPAIGN
CREATE YOUR
with King size bed, seaview and breakfast
important for Facebook. Stand
out from the ad clutter with
beautiful, engaging creative. Description Call-to-Action Tripadvisor API
With the Productsup-TripAdvisor integration,
Productsup’s image designer City you can use the power of customer voice
lets you enrich your images with by incorporating hotel reviews and ratings
key attributes like brand, price into your creative. 05
and title, and add compelling
DAT CAMPAIGN
OPTIMIZE YOUR
information like customer reviews
Weather report
or promotional messages. Go one step further and add real-time
weather data, imported directly from
You can select or design your “The Weather Company” (an IBM entity)
desired image template using to create ads that have an extra touch
drag & drop logic. When you add and entice the traveler a little more. 06
your customized template to your
IN DAT
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feed, every single image in your
feed is instantly optimized.
01
INTRODUCTION
BREAK THROUGH AD FATIGUE WITH EYE-CATCHING CREATIVE (CONTINUED)
02
DYNAMIC VIDEOS
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
Want to go even further? Take
your consumer on a journey
with your ad! Videos let
the consumer experience
your offer on a much more
emotional, real and visual level. 03
SETUPS
PRE-CAMPAIGN
Facebook hasn’t yet integrated
videos to its dynamic advertising
format. Productsup, however, has
arranged a special workaround.
Productsup customers can
already begin exporting (a 04
maximum of 500) product videos
DAT CAMPAIGN
CREATE YOUR
to Facebook and have these
incorporated to DAT campaigns.
Select a template from our video

library. Define, add and place
the required data fields that you 05
want included in the template,
DAT CAMPAIGN
OPTIMIZE YOUR
and with one click you can bring
your entire travel catalog to life!
Each individual item in your
feed will get an automatically We highly recommend you begin
tailored video that is dynamically experimenting with dynamic product
updated as and when your videos while it remains unchartered 06
data changes. TIP territory for dynamic ad campaigns
IN DAT
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01
INTRODUCTION
SUBMIT YOUR FEED TO FACEBOOK
02
Once you’ve setup and
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
optimized your travel
catalog, you can upload
it to Facebook, so that
the channel has all the 03
information it needs to serve
SETUPS
PRE-CAMPAIGN
dynamic ads for travel.
First things first, before you can submit
any travel data to Facebook, you need
to have created your travel catalog(s) on 04
the channel.
DAT CAMPAIGN
CREATE YOUR
Then, there are several ways in which
you can upload your hotel, flight and/or
destination feeds. Some of these we’ve
outlined below.
tool to import or export your data. Instead, you simply trigger the update when desired. This
05
trigger is, however, activated manually each time. If you want or need these updates to take
DAT CAMPAIGN
OPTIMIZE YOUR
UPLOAD OPTIONS
place automatically, you’ll need to create your own FB app.
1. UPLOAD VIA API This is what Productsup has done for its customers. By integrating the Facebook Marketing
Uploading via API is always favorable route, API onto the platform, data feed imports and exports between Productsup and Facebook
as it enables your data to be transferred occur automatically. Productsup Customers will have activated and prepared the relevant
and updated more quickly and conveniently. Facebook DAT export(s) on the platform, and once live, the latest catalog changes will
06
You’ll need to set up an authentication, so always automatically reflect on Facebook. To get authentication for the API, customers use the
IN DAT
YOUR PARTNERS
that you don’t need to log in to a third party Productsup’s Facebook App. Authentication is essential for security and works with OAuth.

01
INTRODUCTION
02
2. UPLOAD MANUALLY USING ONE OF THE
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
ACCEPTED FILE FORMATS
If you don’t have the Facebook Marketing API activated,
you’ll need to upload your feeds manually. You can
choose single or scheduled uploads. Despite taking
longer, this is often the easier route for advertisers who
are not on the Productsup platform. 03
SETUPS
PRE-CAMPAIGN
04
DAT CAMPAIGN
CREATE YOUR
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
IN DAT
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01
INTRODUCTION
FACEBOOK PIXEL & EVENT TRACKING
02
Without the correct tracking in place, your
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
ads will not work. Just like Dynamic Ads,
DAT also requires you to set up a Facebook
pixel on your website and mobile app.
The Facebook pixel is a snippet of code that allows you to
03
SETUPS
PRE-CAMPAIGN
track visitor’s actions and conversions on your website. When a
predetermined action or conversion happens, the pixel is fired and
Facebook automatically gets information about the user. This drives
the whole point of DAT: to identify their actions, interest and intent, so
that you can retarget them with appropriate offers.
</> 04
EVENTS TO TRACK
DAT CAMPAIGN
CREATE YOUR
You will need to add an extra line of code to the pixel to track the
following events:
Search (to track interest)

05
ViewContent (to track properties viewed)
DAT CAMPAIGN
OPTIMIZE YOUR
Initiate Checkout (to track purchase intention)
Purchase (to track conversions)
06
IN DAT
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01
INTRODUCTION
EVENTS TO TRACK (CONTINUED)
These events should be accompanied by specific parameters that provide additional, useful information.
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
PARAMETER DESCRIPTION
Required content_type This should be set to hotel
Any relevant hotel ID(s) as listed in your Hotel Catalog, e.g. for ViewContent event you might send the ID of the hotel
content_ids
presented, or for Search you might send an array of IDs for the top hotels
destination Provide a description that you would use to represent hotel/search location (e.g. Upper East Side, Manhattan, New York, USA) 03
checkin_date The date the user is wanting to check-in to the hotel in the hotel’s time-zone
SETUPS
PRE-CAMPAIGN
checkout_date The date the user is wanting to check-out of the hotel in the hotel’s time-zone
city Provide the city of the hotel/search location (e.g. Auckland)
region Provide the state/district/region of the hotel/search location (e.g. North Island)
country Provide the country of the location from user intent (e.g. New Zealand)
Optional num_adults Number of adults that will be staying (e.g. 2) 04
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num_children Number of children that will be staying (e.g. 1)
suggested_hotels A list of IDs representing hotel suggestions for this user
user_score An indicator representing the relative value of this user to the advertiser
hotel_score An indicator representing the relative value of this hotel to the advertiser compared to its other hotels
purchase_value The purchase price of the booking. Useful for the Initiate Checkout, Purchase and ViewContent events
purchase_currency Currency for the purchase_value. Specified using ISO 4217 currency format (e.g. USD)
05
DAT CAMPAIGN
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preferred_star_
A range of minimum and maximum hotel star rating that a user is filtering for
ratings
preferred_price_range A range of minimum and maximum room rates that a user is filtering for
preferred_
A list of preferred neighborhoods that a user is filtering for
neighbourhoods
Remember to test that the pixel is firing correctly!

06
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You can use Facebook’s Pixel Helper to test this.

01
INTRODUCTION
CONNECT THE PIXEL TO
YOUR CATALOG
02
After you’ve added your pixel and events,
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
you need to assign them to your travel
catalog. If your setup includes multiple
catalogs and pixels, be sure to properly
connect the right pieces together.
You can match the pixels with the 03

corresponding travel catalog through
SETUPS
PRE-CAMPAIGN
Facebook Business Manager:
1. In the assets menu, click on ‘product catalogs’
2. Select your catalog

04
3. Click on ‘catalog settings’ in the top menu </>
DAT CAMPAIGN
CREATE YOUR
4. At event sources, click on ‘edit’
5. Assign pixels & apps to your catalog
05
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05
06
02
04
03
OVERVIEW OF
01
DAT CAMPAIGN
CREATE YOUR
04:
43
01
INTRODUCTION
02
While the process is the same, the screenshots you
Let’s go step-by-step through the DAT campaign
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
will find below are from the Adphorus platform. We
creation process. The steps for creating your target recommend using Adphorus to create and manage
audiences and ad creatives will be slightly different your Facebook campaigns more effectively and achieve
optimal performance. In the next section, we will explain
depending on whether you want to run a DAT in greater detail what Adphorus offers, how you can
campaign for Flights, Destinations, or Hotels. So, benefit from running campaigns on Adphorus, and how 03
you can get started.
we will look at the details for each type separately.
SETUPS
PRE-CAMPAIGN
04
DAT CAMPAIGN
CREATE YOUR
STEP 1: INFORMATION STEP 2: TARGET STEP 3: CREATIVE STEP 4: BUDGET
(CAMPAIGN SETTINGS) GROUPS (ADS)
(AD SETS) 05
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06
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01
INTRODUCTION
STEP 1:
INFORMATION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
CAMPAIGN SETTINGS
The first step of the

campaign creation 03
process is specifying your
SETUPS
PRE-CAMPAIGN
campaign objective.
The objective defines the structure of your
campaign and determines subsequent
custom preferences. In the case of DAT, 04
your objective is Product Catalog Sales.
After setting your objective, you should
DAT CAMPAIGN
CREATE YOUR
select the specific catalog that you want
to use. Just as a reminder, your product
catalog is the comprehensive inventory of
your flights, destinations, or hotels.
On Adphorus, you can quickly select the

05
Promoted Catalog that you want to use by Once you are done with the first step of
DAT CAMPAIGN
OPTIMIZE YOUR
simply specifying your Catalog Type (i.e. the campaign creation process, you will
Flights, Destinations, Hotels). proceed to defining your target audiences.
You should also set the remaining campaign

settings like name, ad account, source pixel,
source application and conversion event in
06
a way that meets your needs and structure.
IN DAT
YOUR PARTNERS
01
INTRODUCTION
STEP 2: TARGET
GROUPS
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
AD SETS
Selecting your target audience is

VISITED one of the most important steps 03
WEBSITE IN in creating a DAT campaign.
SETUPS
PRE-CAMPAIGN
LAST 30 DAYS
DAT offers detailed options for
behavioral targeting (i.e. on-site user
activity) in addition to Facebook’s
default demographic, interest and 04
connection targeting options.
DAT CAMPAIGN
CREATE YOUR
LIVES IN
MARRIED The first step is to set rules for dynamic targeting.
GERMANY
A. Promoted Product Set: This is the specific list of
hotels/destinations/flights from your catalog that you
would like to display to your target audience 05
DAT CAMPAIGN
OPTIMIZE YOUR
B. Promoted Travel Audience: These are users who
demonstrate the on-site behavior that you specify (i.e.
users who performed an action on your website within a
specific timeframe). They comprise the audience that will
be targeted in your DAT campaign. Here, you can also
customize your target audience further by selecting a 06
custom combination of behaviors.
IN DAT
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01
INTRODUCTION
PROMOTED PRODUCT SET:
LIST OF PRODUCTS TO BE PROMOTED
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
SETUPS
PRE-CAMPAIGN
DAT FOR
HOTELS Promoted Hotel Set is where you decide 04
which hotels will be promoted to the Promoted
DAT CAMPAIGN
CREATE YOUR
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: 05
Determine the best performing hotel groups
DAT CAMPAIGN
OPTIMIZE YOUR
$5 $4 $1
by creating more granular Hotel Sets
Optimize more effectively by creating
value-based Hotel Sets, and setting bid
and budget accordingly
06
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$5 $4 $1
01
INTRODUCTION
LIST OF PRODUCTS TO BE PROMOTED (CONTINUED)
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
Once you click on the “+” button next to the Product 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:
Brand Name City
Base Price Country
03
SETUPS
PRE-CAMPAIGN
Currency Star Rating
While creating different hotel sets increases the performance of your

ads, avoid creating very small Promoted Hotel Sets as this may result
in under-delivery.
04
Once you select your filter, you can see how many hotels match your
DAT CAMPAIGN
CREATE YOUR
Hotel Set rule. In this example, there are 42 hotels with 3+ stars in our
sample Hotel Catalog.
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
IN DAT
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01
INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
SETUPS
PRE-CAMPAIGN
DAT FOR
DESTINATIONS
Promoted Destination Set is where you 04
decide which destinations will be promoted
DAT CAMPAIGN
CREATE YOUR
to the Promoted Travel Audience. You should
define a rule to filter the destinations that you
would like to promote under the current ad set.
Categorizing your properties by creating

different Promoted Destination Sets 05
allows you to:
DAT CAMPAIGN
OPTIMIZE YOUR
Determine the best performing
destinations by testing different
Destination Sets
Optimize more effectively by creating
value-based destination sets and setting
bid and budget accordingly
06
IN DAT
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01
INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
When adding a Product Set to promote, you will see a While creating different destination sets increases the performance of your ads, avoid
pop-up window where you can define the rules to create creating very small Promoted Destination Sets as this may result in under-delivery.
a new Destination Set. You have the option to filter the
destinations in your catalog according to: Below is an example of a sample Destination Set filtered for destinations with price
Price higher than 500 USD.
Currency
03
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Country
04
DAT CAMPAIGN
CREATE YOUR
Destination: USA
Price: 500 USD
05
DAT CAMPAIGN
OPTIMIZE YOUR
Once you select your filter, you can see how many destinations match your
Destination Set rule. In this example, there are 490 destinations that match the
price rule in our sample destination catalog. 06
IN DAT
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01
INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
SETUPS
PRE-CAMPAIGN
04
DAT CAMPAIGN
CREATE YOUR
DAT FOR
FLIGHTS Promoted Flight Set is where you decide which flights
will be promoted to the Promoted Travel Audience. You
should define a rule to filter the flights that you would
like to promote under the current ad set. 05
DAT CAMPAIGN
OPTIMIZE YOUR
Categorizing your flights by creating different
Promoted Flight Sets allows you to:
Determine the best performing flight groups by
creating more granular Flight Sets
Optimize more effectively by creating destination-
based flight sets and setting bids and
06
budget accordingly
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01
INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
When adding a Product Set to promote, you will see a While creating different flight sets increases the performance of your ads, avoid
pop-up window where you can define the rules to create creating very small Promoted Flight Sets as this may result in under-delivery.
a new Flight Set. You have the option to filter the flights in
your catalog according to: Below you can see a sample Flight Set including all the flights departing from Los
Origin Airport Angeles International Airport (LAX).
Destination Airport
03
SETUPS
PRE-CAMPAIGN
LAX DEPARTURES
04
DAT CAMPAIGN
CREATE YOUR
05
DAT CAMPAIGN
OPTIMIZE YOUR
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01
INTRODUCTION
PROMOTED TRAVEL EVENT NAME FREQUENCY
AUDIENCE: Name of the action performed The number of times that a user is
on site (or in app); Search, expected to perform the specified
WHO YOUR ADS ViewContent, InitiateCheckout, or event in order to satisfy the 02
SHOULD TARGET Purchase. audience rule (e.g. You can display
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
your ads to users who performed
the specified event at least 2 times).
Promoted Travel Audience creation is
almost exactly the same for all types of
DAT campaigns (Hotels, Destinations,
Flights). Therefore, the following
explanations are applicable for all
03
DAT campaigns regardless of their
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MINIMUM RETENTION DAY MINIMUM CHECK-IN WINDOW
type. We will use the Hotel vertical to
The time lapse between when Relative to today, the minimum
provide examples.
users perform the event on site or number of days until a user’s
in app and when they are shown intended check-in date (e.g. if you
Once you have created your Promoted
the ads (e.g. if you select “0 days”, select “0 days”, users who have
Product Set, you need to define a
Promoted Travel Audience to specify
the user will start seeing the ads searched bookings for past dates 04
immediately after they performed will not be shown ads).
who you want your ads to be shown
DAT CAMPAIGN
CREATE YOUR
an action on your website).
to. Travel Audiences are defined by a
set of retargeting rules, matching the
action(s) performed on your site or
app. Travel Audience rules can be set MAXIMUM RETENTION DAY MAXIMUM CHECK-IN WINDOW
up with the following filters: The time lapse between when users Relative to today, the maximum
perform the event on site or in app number of days until a user’s 05
and when they stop seeing the ads intended check-in date (e.g. if you
DAT CAMPAIGN
OPTIMIZE YOUR
(e.g. if you select “30 days”, the select “90 days”, users who have
user will stop seeing the ads 30 searched hotels/flights/destinations
days after they visit your website). for 100 days from now will not be
shown ads).
06
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01
INTRODUCTION
PROMOTED TRAVEL AUDIENCE:
WHO YOUR ADS SHOULD TARGET (CONTINUED)
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
This Sample Travel Audience includes users who searched
for a 3+ star hotel at least 2 times in the last 30 days. The
rule also guarantees to show the ads to users who have
check-in dates within the next 90 days.
You also have the option to exclude users who have 03

performed certain events. On the exclusion section of the
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Promoted Travel Audience, excluded users who booked
a hotel in the last 30 days have been excluded, in order
to avoid targeting an irrelevant audience who has already
performed the targeted action.
The Hotel Set ID has, by default, been filtered for 3+ star 04

hotels because we had already set this rule when defining
DAT CAMPAIGN
CREATE YOUR
the Promoted Hotel Set. The Promoted Travel Audience will
encompass all users whose on-site behavior matches the
above rules for hotels with a 3+ star rating.
Furthermore, you can also group users by their length of

stay, number of weekends during their travel and number 05
of travelers. This will allow you to group the audience by
DAT CAMPAIGN
OPTIMIZE YOUR
their potential value and adjust your bids accordingly.
The various rules for Promoted Sets and Travel Audiences

are quite powerful. They give you, as an advertiser, the
option to define “cut-off points” and create different ad
sets with customized call-to-actions, messaging, and 06
bidding for specific target audiences.
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01
INTRODUCTION
CROSS-SELL & UPSELL WITH
DYNAMIC ADS FOR TRAVEL
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
APPLICATION:
First, you create a Hotel Set including all your hotels in Berlin
As previously mentioned in this guide, cross-sell and
and enter it in the Promoted Hotel Set field.
upsell campaigns are key benefits of DAT. Running
cross-sell and upsell campaigns with DAT adds an extra
layer to your dynamic retargeting ads on Facebook. They
extend the reach of your DAT campaigns and increase 03
your likelihood to reach users with relevant ads.
SETUPS
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CROSS-SELL Then, under Promoted Travel Audience, you define your
Cross-sell functionality allows advertisers to target users audience as the users who have booked a flight to Berlin.
who are interested in a specific product with ads for a
complementary offer.
04
DAT CAMPAIGN
CREATE YOUR
CASE: 05
Let’s say you want to show ads for hotels in Berlin
DAT CAMPAIGN
OPTIMIZE YOUR
to users who have purchased flights to Berlin.
06
IN DAT
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01
INTRODUCTION
UPSELL
Upselling is generally used to increase the basket value
of a user by encouraging the user to buy a product with 02
a higher margin, higher price point, or higher conversion
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
APPLICATION:
rate. Higher basket value, in turn, increases profitability.
First, create a Hotel Set including all 5-star hotels with a base
price between $200-300.
03
CASE:
SETUPS
PRE-CAMPAIGN
You want to show ads for more expensive 5-star
hotels to users who viewed or searched for
cheaper hotels in the same destination.
Then, create and a Promoted Travel Audience of users who

looked at hotels with a base price of $150-200. 04
DAT CAMPAIGN
CREATE YOUR
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
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01
INTRODUCTION
STANDARD FACEBOOK
TARGETING OPTIONS
02
After defining your audience rules
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
and product sets, you can incorporate
Facebook’s standard demographic, interest
and connection targeting options. Specifying
your target location is the only mandatory
step here, but you may choose to include
other options depending on your campaign 03
and objective.
SETUPS
PRE-CAMPAIGN
Depending on your website
or app traffic, combining
demographic and interest
TIP options with behavioral 04
DAT CAMPAIGN
CREATE YOUR
targeting may reduce your
reach and result in under-
delivery of your ads. Our
recommended audience
size per ad set is at least
30K after all Promoted
Hotel Set and Promoted 05
Travel Audience rules have
DAT CAMPAIGN
OPTIMIZE YOUR
been applied and target
country has been selected.
06
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01
INTRODUCTION
FACEBOOK’S RECOMMENDATIONS: TARGETING BEST PRACTICES FOR DYNAMIC ADS
02
1. START WITH A SIMPLE AND BROAD TARGET 4. USE A LONGER RETENTION WINDOW
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
When you are just getting started with Dynamic Ads, Increase your potential audience size and reach more
you should start with a broader audience. For example, users by changing your retention window to include
you can target users who have viewed or searched for users who took action on your website up to 90 days ago.
a product in the past 10 days but haven’t purchased Consider creating staggered retention windows like 0-7
it. We recommend that you do not add any additional days, 7-14 days, 14-30 days and 30-90 days.
targeting to start. Instead, make adjustments as the 03
campaign progresses.
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PRE-CAMPAIGN
2. EXCLUDE PURCHASERS Don’t assume someone has lost interest in a product if
Exclude users who already converted (i.e. who have made they don’t purchase it within a short retention window.
a booking) in order to avoid wasting money and annoying Instead, separate your target audience into smaller
your customers with ads for a product or service that they
have already purchased.
TIPs audiences divided by retention window length. You 04
can then create ad sets targeting each audience with
DAT CAMPAIGN
CREATE YOUR
different retention windows. Bid higher for the ones with
short retention windows (ex: 0-15 days) and lower for the
3. IF YOUR AUDIENCE IS TOO NARROW, EXPAND IT
ones with longer retention windows (ex: 60-90 days).
A target audience that is too narrow could lead to under-
delivery. When your product and ad creative are relevant,
Don’t make your retention windows (and, by
it’s best to keep your target audience broad. Remove any
core targeting. Rely on the information you get from your
extension, their respective target audiences) too
small, or Facebook will have trouble delivering your
05
Facebook pixel instead. If people are already shopping
DAT CAMPAIGN
OPTIMIZE YOUR
ads and achieving the results you want.
on your website, assume they’re interested. Don’t add
any restrictions.
06
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01
INTRODUCTION
FACEBOOK’S RECOMMENDATIONS: TARGETING BEST PRACTICES FOR DYNAMIC ADS (CONTINUED)
02
5. CONSIDER FRAGMENTED 7. TARGET ALL DEVICES
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
TARGETING OF EVENTS Make sure you are not running separate ad sets
It’s safe to assume that users who initiated checkout targeting different placements. Doing so limits the ability
demonstrate more intent than users who only of Facebook algorithms to optimize across devices to
viewed your products. Consider creating separate reach users that are most likely to convert. Use cross-
target audiences and bids for ViewContent and device reporting to better understand the value of
InitiateCheckout. For example, split your targeting cross-device conversions. 03
into “Viewed but hasn’t Initiated Checkout” and
SETUPS
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“Initiated Checkout but not Purchased.” Then, set a
higher bid for “Initiated Checkout but not Purchased.”
8. EXTEND YOUR REACH OFF FACEBOOK
WITH AUDIENCE NETWORK &
INSTAGRAM PLACEMENTS
The Audience Network extends beyond Facebook
6. ENSURE YOU HAVE ADDED ALL to include people on mobile apps, mobile websites
EVENTS TO YOUR WEBSITE, MOBILE and videos. On average, dynamic ads placed on
04
WEBSITE, AND MOBILE APPS the Audience Network increase reach by 14%, while
DAT CAMPAIGN
CREATE YOUR
Don’t forget to add pixel events and relevant
maintaining similar conversion rates as those not
parameters to your website and App Events to your
placed on the extended network. This means the overall
mobile app. Doing so allows Facebook to show ads
number of conversions is set to increase. Keep in mind
and track conversions across devices.
that you can also utilize Instagram placement for your
DAT campaigns.
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
IN DAT
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01
INTRODUCTION
STEP 3:
CREATIVE
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
ADS
After setting up your ad sets, you will create an ad template that defines the kind of content
that you are going to use to reach targeted users. DAT has a number of dynamic fields 03
available. Based on your template settings, images and product catalog details will be
SETUPS
PRE-CAMPAIGN
dynamically inserted into the creatives.
DYNAMIC AD TEMPLATE INCREASE CONVERSIONS WITH A CUSTOMIZED

LANDING PAGE
You can also utilize user-specific parameters to customize 04
You can include the following dynamic fields from the hotel your landing page. For example, you can append check-
DAT CAMPAIGN
CREATE YOUR
and room feeds on your creatives: in and check-out dates to the destination URL of the ad.
Hotel Name Hotel Country By pre-filling those dates on the landing page through
the destination URL, you will be able to direct users to a
Hotel Description Hotel Link
more relevant page, providing them with an even more
Hotel Chain Name Hotel Base Price seamless user experience.
DAT FOR Hotel City 05
HOTELS
DAT CAMPAIGN
OPTIMIZE YOUR
Hotel Total Price (Total price a user has to pay for the entire
stay, including tax & fees. It is drawn from the room & Redirecting users to a customized hotel
pricing feed) search results page with their particular
Hotel Price (Average dynamic price per night, including check-in and check-out dates (previous
tax & fees. If you do not provide dynamic pricing, the hotel TIP search details) results in a significant
base price per night will be used by default) increase on the conversion rate. 06
IN DAT
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01
INTRODUCTION
DYNAMIC AD TEMPLATE (CONTINUED)
Take a look at the Creative settings of a sample DAT campaign.

Check out the ad we created 02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
SETUPS
PRE-CAMPAIGN
04
DAT CAMPAIGN
CREATE YOUR
05
DAT CAMPAIGN
OPTIMIZE YOUR
As shown above, we used hotel description, name and city parameters by utilizing the drag
& drop menu that appears under each field. Template URL (destination URL of the ad) has
also been customized with dynamic check-in and check-out dates so that it matches the URL
structure of the promoted website.
06
IN DAT
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01
INTRODUCTION
You can include the following dynamic fields from the Destination
Feeds on your creatives :
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
Travel Start Date Destination City
Travel End Date Destination Country
Destination Name Destination Price
Destination Description
03
Below is a sample of the ad creative settings in a “DAT for
SETUPS
PRE-CAMPAIGN
Destinations” campaign.
DAT FOR
DESTINATIONS
04
DAT CAMPAIGN
CREATE YOUR
05
DAT CAMPAIGN
OPTIMIZE YOUR
As shown above, we used destination city, price and name parameters
by utilizing the drag & drop menu that appears under each field. We also 06
customized the template URL (destination URL of the ad) with dynamic
IN DAT
YOUR PARTNERS
parameters so that it matches the URL structure of the promoted website.

01
INTRODUCTION
You can include the following dynamic fields from your flight feed on
your creatives:
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
Destination Airport Flight Description
Destination City Flight Price
Origin Airport Departure Date
Origin City Returning Date
03
Below is a sample of the ad creative settings in a
SETUPS
PRE-CAMPAIGN
“DAT for Flights” campaign.
DAT FOR
FLIGHTS
04
DAT CAMPAIGN
CREATE YOUR
Have you tried Facebook’s
Creative Hub? It’s a great
tool that lets you create 05
TIP mockups of different ad
DAT CAMPAIGN
OPTIMIZE YOUR
formats and see how these
will be displayed to your
audience. You can even
have your mockup sent
As shown above, we used flight description, date and city parameters to your mobile phone!
by utilizing the drag & drop menu that appears under each field. We also Check it out. 06
customized the template URL (destination URL of the ad) with dynamic
IN DAT
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airport codes so that it matches the URL structure of the promoted website.

01
INTRODUCTION
STEP 4:
BUDGET
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
Finally, and perhaps most importantly, are the
settings for budget allocation and bid optimization. Make sure to bid your true conversion
value in order to maintain healthy
Your budget settings include your daily budget delivery of your campaigns. Keep in
for each ad set and the lifetime budget cap for TIP mind that Facebook will bring a cost
03
SETUPS
PRE-CAMPAIGN
less than the amount of your bidding.
the campaign. You will also set your bids and
optimization preferences.
04
DAT CAMPAIGN
CREATE YOUR
YOUR FIRST DAT
CAMPAIGN IS NOW
READY TO GO LIVE! 05
DAT CAMPAIGN
OPTIMIZE YOUR
Note: On Facebook, you will set the total daily budget at the Campaign level and
allocate a budget for each of your target groups at the Ad Set level. 06
IN DAT
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01
INTRODUCTION
QUICK TIPS FOR HEALTHY CAMPAIGN CREATION
02
In this section, you’ll find BE CAREFUL TO CORRECTLY SPLIT THE
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
some practical suggestions RETENTION WINDOW
from the Adphorus team. The retention window on Facebook works a little differently than other publishers:
the first day of the retention window is not counted.
We have compiled this list based on
challenges we’ve seen our clients face On other advertising platforms, if you wanted to target users who performed an 03
when trying to get started with DAT on action 15 days ago in 2 different ad sets, you would divide the audience with
SETUPS
PRE-CAMPAIGN
Facebook. As it stands, the list of companies retention windows of 0-3 days and 4-15 days. On Facebook, however, this split
that are already fully set-up with DAT is still ignores users who performed an action 4 days ago. Therefore, we need make
quite short. We expect many more travel sure that we include actions that happened 4 days ago by setting up the 2nd ad
advertisers to adopt DAT over the course set with a retention window of 3-15 days. So, an example of a correct setup that
of 2017. As adoption expands, so will our targets users who performed the ViewContent action is as follows:
list of learnings and recommendations. We 04
aim to have a follow-up on this section in a
DAT CAMPAIGN
CREATE YOUR
dedicated ‘Tales from the Trenches’ style 1: 2:
ebook toward the end of the year. You can T T
SE SE
follow us for updates on the Adphorus Blog. AD AD
0-3 DAYS
VIEW
3-15 DAYS
VIEW
05
DAT CAMPAIGN
OPTIMIZE YOUR
CONTENT CONTENT
06
IN DAT
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01
INTRODUCTION
MAKE SURE YOUR AUDIENCES DO NOT OVERLAP
When setting up DAT campaigns, there are some mistakes advertisers
make which may result in overlapping or missed audiences. Below are 02
two examples of the most common mistakes we have seen.
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
1. RETENTION SPLIT:
In Ad Set 2, only users who

SE
T 1:
SE
T 2:
have performed the Purchase
03
AD AD
action in the past 3-7 days are
SETUPS
PRE-CAMPAIGN
excluded. This means users in
Include 0-3 days Include 3-7 days
View Content View Content your audience who have made
/ Exclude 0-3 / Exclude 3-7 a purchase in the past 3 days
days Purchase days Purchase
are still included. To avoid this,
you need to make sure that
you exclude users who made a
04
purchase in the past 0-7 days.
DAT CAMPAIGN
CREATE YOUR
2. BOOKING WINDOW SPLIT:
SE
T1
:
SE
T2
:
05
AD AD
DAT CAMPAIGN
OPTIMIZE YOUR
In this case, both ad sets are
Booking Booking overlapping for users who
Window 0-15 Window 0-180
have a booking window of 0-15
days / Retention days / Retention
Window 0-15 Window 0-15 days. In order to avoid this the
days days booking window in Ad Set 2
should be set as 15-180 days. 06
IN DAT
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01
INTRODUCTION
TRANSITION FROM DA TO DAT IN 3 STEPS
Many travel advertisers have been using Facebook’s Dynamic Ads (DA) until now. DA is actually an ecommerce product, but it has
worked relatively well for travel too. However, now the obvious choice is to transition to DAT because it offers travel-specific targeting 02
options and solutions that DA cannot meet. Nonetheless, if you do not plan this transition carefully, you risk facing serious loss in
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
performance and/or volume in your existing campaigns.
The best approach is to proceed with an A/B test using the Facebook split API for each market when transitioning from DA to DAT.
The split API lets you compare the performance (based on any metric) of two campaigns by randomly splitting the audience in half.
It is crucial that you only change one variable at a time when split-testing. Otherwise, it will be difficult to isolate the underlying cause
of a possible drop or improvement in performance. 03
SETUPS
PRE-CAMPAIGN
Here is our three-step proposal:
04
DAT CAMPAIGN
CREATE YOUR
1. SPLIT TEST: DA VS. DAT 2. SCALE DAT 3. OPTIMIZE DAT
After adjusting your Facebook pixel for DAT Once you ensure that the DAT feed and Once DAT is running in all markets,
and preparing your feed, you need to make Pixel Setup have no technical issues, we take our clients through a series of
sure that there are no technical issues. To you are ready to move all your markets additional A/B tests to optimize audience 05
run a clean test, you must use identical to DAT. If you are using the Adphorus segmentation and take advantage of the
DAT CAMPAIGN
OPTIMIZE YOUR
bids, budgets and audience segmentation. platform, we urge you to enable Dynamic new DAT features such as recency to
We discourage our clients at Adphorus Ads Optimizer at this point to achieve check-in date. In these tests, you should
from using our machine learning algorithms optimal performance. change one segmentation option at a time
in this phase in order to avoid optimizations and measure the uplift. If there is an uplift,
that could bias results. You can find more on Adphorus’ Dynamic you can adopt that segmentation and test
Ads Optimizer in the next section the next option until further segmentation 06
Refer to the next page for common technical no longer proves to be beneficial.
IN DAT
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mistakes when transitioning from DA to DAT

01
INTRODUCTION
BEWARE OF PIXEL RELATED TECHNICAL MISTAKES
WHEN TRANSITIONING FROM DA TO DAT
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
1. In your pixel implementation, 3. The pixel should be audited
the ‘content_type’ parameter to make sure there is not double
should contain both ‘product’ firing of events. The Adphorus
and ‘hotel’/‘destination’/‘flights’ solution team helps clients when
as values. This will enable you such issues are identified and
to keep existing DA campaigns we check implementation to 03
while creating new DAT propose possible solutions.
SETUPS
PRE-CAMPAIGN
campaigns (with the vertical of
your choice).
4. Some parameters/events
which were valid for DA Pixels
2. You should test your pixel such as “AddtoCart” are not
in a test environment. We offer supported by DAT. For such
04
our clients support from the cases, you can continue using
DAT CAMPAIGN
CREATE YOUR
Adphorus’ tech team to check these events while executing
the implementation in the test the A/B test. Once the test is
environment. If you do not have completed and all previous
a test environment, the pixel DA campaigns are paused,
should be implemented and the unsupported DAT events
tested on one locale first before should be removed from the
05
rolling it out to all of them. Facebook pixel. If there are
DAT CAMPAIGN
OPTIMIZE YOUR
ongoing DA campaigns during
the transition period, DA events
should remain until campaigns’
termination while DAT events
are implemented.
06
IN DAT
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05
06
02
04
03
OVERVIEW OF
01
OPTIMIZE YOUR
DAT CAMPAIGN
05:
01
INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
Wouldn’t it be great if there were specific
steps you could take to reach a higher ROI
on Facebook advertising?
03
That’s exactly what we have for you in
SETUPS
PRE-CAMPAIGN
this section!
The first hurdle in campaign management and optimization is
operational efficiency. When you start running a larger number of
campaigns, closely tracking and optimizing each campaign becomes 04
infeasible. This is where an FMP with algorithmic optimization can
DAT CAMPAIGN
CREATE YOUR
save you time and outperform manual campaign management.
In this section, Adphorus’ Data Science team has compiled five tips
for maintaining healthy delivery of your campaigns and achieving
higher ROI.
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
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01
INTRODUCTION
GENERAL RULES TO FOLLOW
02
BID GENEROUSLY
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
LET’S START WITH THE BASICS Furthermore, you should keep in mind that Keep in mind that if you are using Facebook’s
It is important to keep in mind that your bid users who are likely to convert are also “Average Cost Bidding” option, the cost of an
amount is not your target cost per conversion. targeted by your competitors. Therefore, individual result may be more or less than your
It is the amount that you are willing to pay for winning more expensive impressions does set average. However, Facebook will aim to hit 03
your optimization goal. Bidding too low when not necessarily mean that you will have your average cost target as you accumulate
SETUPS
PRE-CAMPAIGN
you are trying to increase your ROI may result higher cost per conversion. results over time.
in two undesirable outcomes:
Lower number of conversions If you want to learn more about Facebook’s
FACEBOOK AUCTION MECHANISM auction mechanism, visit Adphorus’ blog post
Reaching users less likely to convert All ads on Facebook compete to receive
on this topic.
impressions in Facebook’s Ad Auction.
Facebook ultimately rewards impressions
04
WOULD YOU BE HAPPY WITH A based on how it expects the ads will perform.
DAT CAMPAIGN
CREATE YOUR
LOWER COST IF YOU HAD LOW In determining which ads will be displayed,
VOLUME? Facebook considers bid amount, probability
For performance advertisers, the goal that users will take action on the ad, and LESSON:
of Facebook optimization is to increase quality score. When you are setting your bid, do not start
conversions while maintaining a positive with an amount below or equal to your
ROI. However, when your bid is too low, your If you’d like to make your ad more competitive target CPA. Instead enter the maximum
05
campaign spend decreases. You may be able in the auction, you may want to raise your bid. bid amount that you can sustain. Your
DAT CAMPAIGN
OPTIMIZE YOUR
to reduce the cost, but you will reach a low Facebook will only charge you the amount campaign will start generating conversions
volume of conversions. necessary to win the auction. The amount you for Facebook to estimate the conversion
are charged may actually be lower than the rate with a higher confidence level,
maximum bid you’ve set for your ads. So, we allowing it to decrease the actual CPA in
recommend entering your true maximum bid the long run.
for each ad set. 06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
02
INCREASE THE BUDGET
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
OF YOUR AD SETS
ROI Facebook recommends that your ad set budget

yields at least 25 conversions per day. LESSON:
Your ad set budget should
First of all, the more data Facebook has about your be sufficient to buy at least 03
ad set’s target audience, the more effectively it will 25 conversions per day.
SETUPS
PRE-CAMPAIGN
BOOK Reach
be able to optimize your campaign. Facebook needs This will allow Facebook
to know what kind of users in your target group are to quickly learn how to
more likely to convert in order to decide who your ads find users that are likely
Conversions to convert and hence
will be shown to. If the daily budget is sufficiently high
for each of your ad sets, Facebook’s optimization increase the number of
algorithm will accumulate more information about your conversions as your 04
Impressions
your target audiences. Thus, you will be able to reach campaign progresses.
DAT CAMPAIGN
CREATE YOUR
the most relevant users - users who are more likely to
complete your targeted actions - within each ad set.
Finally, a larger daily budget means more

impressions, greater reach, more conversions and
hence increased revenue. 05
DAT CAMPAIGN
OPTIMIZE YOUR
06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
AUDIENCE SIZE MATTERS
If you have a single large target group, then you
Female, are treating every user in that group as equally 02
Performed likely to convert.
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
“ViewContent” event
350k In practice, that large target audience contains
smaller groups of users who will have different
reactions to your campaign. Therefore, you should
split your audiences into smaller target groups. By
doing so, you will be able to monitor the performance 03
of each of your target groups individually, and assign
SETUPS
PRE-CAMPAIGN
customized bids and budgets to maximize the return
from your campaign.
Male, Female,
Performed Performed
25 - 45, living in the U.S., frequent When splitting your audiences, it is important to
“Purchase” event “Purchase” event
travelers (2.000.000) have a minimum reach of 30K per target group.
250k 200k
This is necessary to maintain continuous delivery 04
of the campaign and provide Facebook’s algorithm
DAT CAMPAIGN
CREATE YOUR
sufficient data to find the users likely to convert.
Male,
Performed
05
LESSON:
“ViewContent” event
DAT CAMPAIGN
OPTIMIZE YOUR
Split your target audience into smaller groups.
300k
Make sure each target group has a minimum
reach of 30K after splitting for DAT campaigns.
If any of your target groups have low potential
reach, consider combining them to satisfy the
minimum required potential reach. 06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
SEARCH
When someone has made a
travel-related search
OPTIMIZE AD DELIVERY FOR
THE MOST APPROPRIATE EVENT
When choosing what to optimize your campaigns 03
VIEW CONTENT for, the ideal scenario is choosing the stage in your
SETUPS
PRE-CAMPAIGN
When someone has viewed conversion funnel that matters to you most. Then,
details of a specific travel entity. you should set a daily ad set budget that will achieve
at least 25 conversions at that stage. This will allow
Facebook’s optimization algorithm to maximize the
performance of your campaign (as mentioned in
INITIATE CHECKOUT
When someone has begun the
Rule #2 above). 04
DAT CAMPAIGN
CREATE YOUR
booking process
In some cases, either you may not have enough
budget or a large enough audience to reach at least
25 conversions for each ad set per day. In this case,
PURCHASE you should consider optimizing for an event higher
When someone
has completed
up in the conversion funnel.
their travel
booking
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
02
OPTIMIZE AD DELIVERY FOR THE MOST APPROPRIATE EVENT (CONTINUED)
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
For example, let’s say you are an OTA company with the conversion funnel shown on the previous
page. Your main objective is driving purchases (bookings) for Website Conversions campaigns.
03
SETUPS
PRE-CAMPAIGN
The ideal campaign settings are shown below. LESSON:
If you either have a
limited budget or a limited
Conversion Event: Purchase
audience hindering you
from reaching at least 25
Optimize Ad Delivery For: Off-site Conversions
conversions for each ad 04
set per day, target the
Pay Per: 1000 Impressions
DAT CAMPAIGN
CREATE YOUR
conversion event that will
feed Facebook with enough
If you do not receive 25 ‘Purchase’ conversions for each ad set per day, you can move one step data for optimization. You
up in the funnel and change your Conversion Event to ‘ViewContent’. The underlying logic is that may even consider setting
there is a greater number of ‘View Content’ events relative to the number of ‘Purchase’ events. Optimize Ad Delivery For
If you still can not reach 25 conversions from the ‘ViewContent’ event, then you may try selecting
‘link clicks’. 05
“Search” as your conversion event. Ultimately, we suggest that you continue moving one level
DAT CAMPAIGN
OPTIMIZE YOUR
higher up in the funnel until you reach at least 25 conversions.
06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
02
BID SETTINGS CAN AFFECT DELIVERY
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
Thus far, we have explained the importance of bids, budgets,
audience sizes, and conversion events to maximize the performance
of your Facebook campaigns. There is one more question remaining: LESSON:
If your
What to pay per? campaign is 03
not delivering,
SETUPS
PRE-CAMPAIGN
There are multiple bidding options on Facebook depending on your pay per
campaign objective and optimization goal. For example, you can pay impression
for either each impression your ad receives or each app install you instead of per
receive from the campaign. action.
At first glance, the logical choice may seem to be to pay only for each 04
conversion because conversions are what you care about. However,
DAT CAMPAIGN
CREATE YOUR
even if this yields the lowest cost per conversion, it may result in limited
spend or results. The primary reason is that when you choose to pay
for anything other than impressions, you are forcing Facebook to make
an additional calculation. Since you are competing to show your ads
via the auction mechanism, Facebook compares your bid and pay
per selection with other advertisers. Facebook needs to calculate how 05
many impressions it can afford to vest before you get one conversion
DAT CAMPAIGN
OPTIMIZE YOUR
and make a payment instead of leaving those impressions to other
advertisers who are willing to pay per each impression.
06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
OPTIMIZE YOUR CAMPAIGN PERFORMANCE WITH ADPHORUS
02
Adphorus develops custom solutions to help
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
travel advertisers achieve their target KPI’s
and derive the greatest value from their
Facebook campaigns.
03
ACHIEVE TOP PERFORMANCE WITH MARVIN
SETUPS
PRE-CAMPAIGN
Manually optimizing campaigns while simultaneously trying to think
about more strategic decisions can get very challenging as your
number of campaigns increases.
Adphorus’ AI-powered marketing assistant, Marvin uses advanced 04

predictive models to optimize and automate your Facebook ads
DAT CAMPAIGN
CREATE YOUR
to achieve higher ROI. He also helps you easily adopt a scientific
approach to your marketing on Facebook by keeping track of all of
the tests you are running and determining the outperformers. Since
Marvin notifies you of bottlenecks on your campaigns, you can shift
your focus to higher-level strategy.
05
The following pages take a look at some of the ways that Marvin
DAT CAMPAIGN
OPTIMIZE YOUR
optimizes.
06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
02
MAXIMIZE CONVERSIONS WITH BID & BUDGET OPTIMIZATION
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
SETUPS
PRE-CAMPAIGN
Budget Allocation: Marvin distributes Bid Management: Bid Management: Marvin
your campaign’s budget among ad sets also determines the optimum bid amount on
by prioritizing the better performing ones. ad set level. Once you set your target CPA or
04
When a campaign is first created, budget ROAS, Marvin will optimize to maximize the
DAT CAMPAIGN
CREATE YOUR
is distributed evenly between ad sets. As number of conversions while meeting your
ads begin to receive impressions, budget target KPI.
is allocated across ad sets in a way that
maximizes the conversions with the given
target KPI.
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
SUCCESS STORY: 02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
SETUPS
PRE-CAMPAIGN
Travel search engine, momondo had the goal of increasing their
conversions through Facebook and Instagram while meeting their
ROAS targets. Momondo had been using Marvin to optimize their
campaigns by providing their target CPA. In order to optimize for
target ROAS, momondo went live with a DA test campaign by 04
providing Marvin with their target ROAS to measure uplift.
DAT CAMPAIGN
CREATE YOUR
Through Marvin’s optimization engine, momondo achieved a 48%
uplift in ROAS and a 34% increase in conversion.
05
48% INCREASE IN ROAS
DAT CAMPAIGN
OPTIMIZE YOUR
34% INCREASE IN
CONVERSIONS
06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
02
BID AT A PRODUCT LEVEL WITH DYNAMIC ADS OPTIMIZER
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
As a travel advertiser, the value of each of your destinations, flights, or hotels is not the same. Moreover, the value of any one “product” may
differ based on various factors, such as seasonality, weather conditions, or current events. However, if you are using one product catalog, you
are assigning the same bid and budget to audience segments, independent of their intended flight, destination, or hotel. Marvin’s Dynamic Ads
Optimizer clusters your “products” based on multiple metrics and assigns bids accordingly. As your campaign continues, Marvin uses machine
learning to recluster your destinations, reallocate budgets, and adjust bids to scale your spend and reach maximum ROI. 03
SETUPS
PRE-CAMPAIGN
04
DAT CAMPAIGN
CREATE YOUR
05
DAT CAMPAIGN
OPTIMIZE YOUR
WITHOUT DYNAMIC ADS OPTIMIZER WITH DYNAMIC ADS OPTIMIZER
06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
SUCCESS STORY: 02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
03
SETUPS
PRE-CAMPAIGN
Trivago, the world’s top hotel price comparison site, was looking
for a way to scale their ad spend and increase conversions for
their destination remarketing campaigns. Although trivago was
meeting their KPIs while running Dynamic Ad campaigns, they hit a
threshold on their ad spend and faced difficulty scaling further. 04
DAT CAMPAIGN
CREATE YOUR
Dynamic Ads Optimizer helped trivago scale its destination-
level remarketing campaigns in the US. Trivago increased its
volume of conversions in their biggest market by 59% over
three weeks with the Dynamic Ads Optimizer relative to manual
campaign management.
05
DAT CAMPAIGN
OPTIMIZE YOUR
59% INCREASE IN
CONVERSIONS
06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
02
CUSTOMIZE AD CREATIVES WITH DYNAMIC CREATIVE TEMPLATES
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
Attractive ad creatives have a significant impact on the performance of your Facebook ads. With this in mind, Adphorus lets you customize
your ad creatives with your brand assets and custom dynamic parameters from your product catalog through Dynamic Creative Templates.
Dynamic Creative Templates makes it possible to display ads that are highly relevant and customized for each user. For example, a user who has
searched for a hotel in Barcelona can be shown an ad with a photo of the hotel, with the name of the hotel and dynamic price placed directly on
the ad image. 03
SETUPS
PRE-CAMPAIGN
04
DAT CAMPAIGN
CREATE YOUR
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
IN DAT
YOUR PARTNERS
01
INTRODUCTION
SUCCESS STORY: 02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
One of the largest travel metasearch companies globally, conducted
03
SETUPS
PRE-CAMPAIGN
an A/B Test in the UK market to study the impact of using Dynamic
Creative Templates. The template was designed to display ads with
the company logo, a dynamic destination and a dynamic price.
The use of Dynamic Creative Templates significantly increased

the overall performance of the campaign. Cost per conversion
was reduced 3%, CTR increased 90%, and CPC decreased 16%,
04
compared to the same campaign with a static creative.
DAT CAMPAIGN
CREATE YOUR
CTR INCREASED 90%
CPC DECREASED 16%
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
IN DAT
YOUR PARTNERS
05
06
02
04
03
OVERVIEW OF
01
YOUR PARTNERS
IN DAT
06:
01
INTRODUCTION
02
FOR TRAVEL
DYNAMIC ADS
OVERVIEW OF
The road ahead
03
SETUPS
PRE-CAMPAIGN
We understand this guide has a
lot of information and you may 04
be wondering where to start
DAT CAMPAIGN
CREATE YOUR
your journey.
The good news is, you’re not alone. With the right
partners at your side, success is well within reach.
05
DAT CAMPAIGN
OPTIMIZE YOUR
06
IN DAT
YOUR PARTNERS
ABOUT PRODUCTSUP
Productsup is a globally recognized solution for

managing and optimizing product data.
Productsup provides an intuitive marketing software that specializes in the
advanced optimization of product data feeds and travel catalogs for agencies
and enterprise clients. Having won 8 technology awards to date, we’ve proven
successful in helping travel and ecommerce advertisers easily create high-
quality feeds for their marketing channels. No feed is too large. We are the
preferred solution for more than 800 businesses worldwide, including trivago,
Group M, and Mélia Hotels International.
With over 500 marketing and shopping channels connected with us, your
product data or travel catalog can be customized, optimized, and sent to as
many channels as you’d like, at no extra charge. Meanwhile, our international
team is located across 5 countries and 6 time zones, ensuring our outstanding
support is available 24/7.
Facebook personally recommends Productsup’s feed management platform

for its flexibility, usability and advanced data handling technology.
Looking to create and manage your travel catalog for DAT?

Try Productsup! Get in touch with us.
www.producstup.io cloudinfo@productup.io

ABOUT ADPHORUS
Adphorus provides travel brands with the most

scientific approach to travel advertising on
Facebook.
We develop custom solutions for travel and hospitality brands to grow
their volume of bookings on Facebook. Our platform makes executing a
marketing science strategy automated, scalable and easy. Meanwhile, our
team helps you design good experiments, choose meaningful hypotheses
to test, and derive actionable next steps from your results.

We are an official Facebook & Instagram Marketing Partner, working closely
with brands like trivago, Kayak, KLM, AirFrance, Singapore Airlines, NH
Hotels, and Traveloka. Adphorus is the only FMP focusing solely on the
travel and hospitality vertical. It is the one platform that is built by and
for travel marketers, dedicated to achieving performance at scale on
Facebook.

Get in touch with us for a free trial to test
Adphorus’ solutions for DAT!
www.adphorus.com hello@adphorus.com

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Your COMPLETE GUIDE to

FACEBOOK DYNAMIC ADS for TRAVEL

Note: Whenever we refer to ads or users on Facebook, Instagram and the

A PERFORMANCE MARKETER’S GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 1

TRACK TRAVEL-RELATED GUIDE THE TRAVELER FOCUSED TARGETING 04

Hotel feed Room & Pricing feeds

Hotel Room & Pricing feeds (optional)

The “Room Type Feed” lists the available

The setup for this feed is very simple.

Get detailed specifications for your flight feed here.

YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 19

Column name Description Notes Example Required

Column name Description Notes Example Required

YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 22

destination_ The IATA code for the destination BER Yes

address The address of the destination. Could be Yes

YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 24

Column name Description Notes Example Required

Column name Description Notes Example Required

- android_ A fully-qualified Activity class name for com.electronic.Example

YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 26

The more you share from You’ll save a lot of time

YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 28

For a detailed look at the specific ways

For advertisers in the travel industry,

This is especially useful if your data

Select a template from our video

YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 38

Search (to track interest)

Optional num_adults Number of adults that will be staying (e.g. 2) 04

Remember to test that the pixel is firing correctly!

YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 41

You can match the pixels with the 03

1. In the assets menu, click on ‘product catalogs’

2. Select your catalog

5. Assign pixels & apps to your catalog

The first step of the

On Adphorus, you can quickly select the

You should also set the remaining campaign

Selecting your target audience is

Categorizing your properties by creating

While creating different hotel sets increases the performance of your

Categorizing your properties by creating

You also have the option to exclude users who have 03

The Hotel Set ID has, by default, been filtered for 3+ star 04

Furthermore, you can also group users by their length of

The various rules for Promoted Sets and Travel Audiences

Then, create and a Promoted Travel Audience of users who

DYNAMIC AD TEMPLATE INCREASE CONVERSIONS WITH A CUSTOMIZED

Take a look at the Creative settings of a sample DAT campaign.

YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 62

YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 63

In Ad Set 2, only users who

YOUR COMPLETE GUIDE TO FACEBOOK DYNAMIC ADS FOR TRAVEL | 67

ROI Facebook recommends that your ad set budget

Finally, a larger daily budget means more

Adphorus’ AI-powered marketing assistant, Marvin uses advanced 04