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REACHING TRAVELERS ON FACEBOOKThe Advertiser’s Guide for
Travel
booking
is becoming
mobile
first
$3.35B 20% mobile
2014 Digital Spend
50% mobile2017 Digital Spend $4.96B
The rapid adoption of mobile is changing how people research and book travel.
OFFER TIME-BOUND DEALS
THE 8 KEYS TO REACHING TRAVELERS ON FACEBOOK
Driven by the AMP 2.0 marketing platform, an online travel booking site generated 239% ROAS by targeting people with interests associated to major airports
CAPTURE CUSTOMERS ON YOUR APP
Ampush used Mobile App Install Ads to drive 34% more downloads at a 19% lower CPI for a last-minute travel booking app.
FACEBOOK IS A KEY CUSTOMER ACQUISITION CHANNEL ON MOBILE
945 Million Monthly Active Users on Mobile
of Time on Mobile is Spent
in Facebook App
Travel is the #1 Shared Topic on
18%
San Francisco | Chicago | New York
www.ampush.com | [email protected]
1.877.AMPUSH.1Ampush is an advertising technology company that helps brands and direct response advertisers achieve measurable business results on mobile-first native platforms
such as Facebook and Twitter. Our AMP 2.0 marketing software takes the complexity out of native platform advertising by combining programmatic media
optimization tools with rich audience data and end-to-end measurement solutions to deliver targeted reach at scale. Ampush is a top Facebook Ads Strategic
Preferred Marketing Developer (sPMD) powering fully-managed solutions for brands and direct response advertisers across travel, e-commerce, financial services,
entertainment, and CPG. Ampush is based in San Francisco with offices in Chicago and New York.
Citations
Compete. “Infographic: The State of the Mobile Summer “https://blog.compete.com/2013/06/21/infographic-the-state-of-mobile-summer-traveler/
Daily Mail. “Travel is the main theme among Facebook posts - and we can't stay offline while away.” http://www.dailymail.co.uk/travel/article-2517369/Travel-dominant-theme-Facebook-postings--stay-offline-holiday.html#ixzz2vn4VVcoQ
Facebook. “Facebook Reports Fourth Quarter and Full Year 2013 Results.” http://www.prnewswire.com/news-releases/facebook-reports-fourth-quarter-and-full-year-2013-results-242637731.html
Flurry. “Flurry Five-Year Report: It’s an App World. The Web Just Lives in It.” http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Just-Web-Lives-in-It
HubSpot. “Photos on Facebook Generate 53% More Likes Than the Average Post.” http://blog.hubspot.com/blog/tabid/6307/bid/33800/Photos-on-Facebook-Generate-53-More-Likes-Than-the-Average-Post-NEW-DATA.aspx
MarketingWeek. “Facebook says wooing travel industry will be 'key focus' in 2014.”http://www.marketingweek.co.uk/news/facebook-says-wooing-travel-industry-will-be-key-focus-in-2014/4008746.article
San Francisco | Chicago | New York
www.ampush.com | [email protected]
1.877.AMPUSH.1
Travel intenders research travel nearly equally across devices and 47% make travel-related purchases on multiple devices.
Mobile device users prefer to make travel purchases in apps. Use video creative or images of people using your app to garner more installs. Encourage current app users to 'Book Now' or 'Learn More' about an offer with mobile app ads that deep link to a conversion page within the app. The fewer clicks the better!
USE MOBILE APP ADS TO ACQUIRE NEW APP USERS, BOOST CONVERSIONS, AND INCREASE APP RETENTION.
Offers such as "Save $100 on flights to Chicago - Ends Monday" demonstrate value and create a sense of urgency - encouraging people to book travel plans even if they had not been planning to travel.
APPEAL TO TRAVELERS’ APPETITE FOR A ‘GOOD DEAL’ BY CALLING OUT LIMITED-TIME OFFERS IN AD COPY.
TIME IT RIGHT
Considering most people travel Friday, Saturday, and Sunday, ads shown at these times will reach people when they are most likely to book.
BOOST AD SPEND ON WEDNESDAYS AND THURSDAYS AT 9 A.M., 12 P.M., AND 5 P.M.
HYPER-TARGET SUB-GROUPS OF TRAVELERS
Precisely target frequent fliers, business and leisure travelers, people that are currently traveling, people that recently returned from a trip, and people that intend to travel to a specific destination, to name a few. Further qualify audiences by their mobile usage and likelihood to book on mobile.
USE PARTNER AND FACEBOOK CATEGORIES TO TARGET SPECIFIC TYPES OF TRAVELERS AND TRAVEL INTENDERS.
RETARGET TRAVEL RESEARCHERS
Use the Facebook remarketing pixel to create Custom Audiences of previous website visitors or mobile app users, then retarget customers where they are most likely to make a purchase.
TRACK AND DELIVER ADS TO INDIVIDUALS AS THEY RESEARCH AND BOOK TRAVEL PLANS CROSS-PLATFORM.
SEGMENT AUDIENCES WITH PIXEL DATA
Group audiences by their flight route, frequency of purchase, frequent flier milestones, hotel reward status, lifetime value (tiered out from low to high), and other proprietary data, then customize campaigns for each segment.
USE PIXEL DATA FROM YOUR WEBSITE OR MOBILE APP TO CREATE HIGHLY TARGETED AUDIENCES OF TRAVELERS.
CUSTOMIZE TARGETING &CREATIVE BY LOCATION
Create ad copy where city names can easily be swapped out for fast campaign scaling. Always test variations of creative and copy to determine the most effective pairing, and refresh creative at least every two weeks to prevent ad fatigue.
CATER ADS TO INTENDING TRAVELERS OR PEOPLE THAT ARE CURRENTLY TRAVELING WITH CITY-SPECIFIC AD CREATIVE.
CPC & oCPM BIDDING FOR CONVERSIONS
The average cost per click (CPC) is generally $0.60 - $0.80 for the travel vertical. oCPM bidding ensures ads are shown to people most likely to take the desired action (i.e. book a room) by adjusting the price based on competition.
DETERMINE THE BASELINE COST TO REACH YOUR AUDIENCE WITH CPC THEN SWITCH TO oCPM.
A Facebook Strategic Preferred Marketing Developer (sPMD)and Twitter Marketing Platform Partner (MPP)
