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Since their release two years ago, Facebook Dynamic Ads (previously known as Facebook Dynamic Product Ads) have grown to become one of the most popular remarketing formats for e-commerce.
Considering the complex nature of the industry, travel marketers have made surprisingly good use out of Dynamic Ads. However, the travel industry is unlike any other, consisting of many different sectors and business types, from hotels and airlines to flight comparison sites and travel agencies.
Since Dynamic Ads cannot cater for the highly specialized, varied, and unique industry requirements, travel marketers were in need of a better solution – something capable of handling the unique structure of their industry’s environment.
That’s where Facebook Dynamic Ads for Travel (DAT) comes in. DAT is the first and currently the only industry-specific extension of the dynamic ads format.
Released in May 2017, the aim of the format is to facilitate the needs of each layer of the travel industry ecosystem.
To do this, Facebook has adapted its product catalog that is required for any Dynamic Ads campaign –
Introducing the Travel Catalog.
Essentially, the Facebook Dynamic Ads for Travel product catalog contains all the products and product information that you would like included in an advert.
The product catalog currently has three categories. For each category, retailers in the travel industry can upload a single feed or multiple smaller feeds.
The hotel aspect of your campaign actually consists of multiple feeds with both static and dynamic information. The static feed is your mandatory Hotel Feed, containing your inventory, which in this case would be hotels.
The feed can be static since it contains information that does not need to be updated, such as hotel names, location, starting price and images.
The dynamic feeds are the Room Type Feed and the Pricing Feed. The room type feed contains the available room types for a given hotel, while the pricing feed dynamically lists pricing for different scenarios, such as duration of stay or the time of the year.
While these feeds are optional, they are highly recommended for a successful campaign performance.
Inventory contained in the Flight Feed is, unsurprisingly, all the individual flights that you display on your website or app. Departure and arrival airport – indicated by the IATA code – is naturally the most important information.
For your Destination Feed, the inventory items are the destinations to which you accommodate travels.
The idea behind the destination feed is to entice travelers to visit locations by utilizing accompanying visuals and providing the lowest starting price (e.g. a package deal) for a trip to a particular destination.
Once a shopper has expressed interest, Facebook can target them with specific hotels and flights from your other catalogs, which are dynamically tailored to their interests and requirements.
With far more variables and attributes than traditional dynamic ads, Facebook Dynamic Ads for Travel is more complex.
That’s why Productsup has left no stone unturned to bring you everything you need to know about DAT. Along with our partner Adphorus, we bring you our free ebook – Your Complete Guide to Dynamic Ads for Travel. We’ll cover everything you need to know, including:
We’ve also integrated templates for all the travel product catalogs into the Productsup software. Simply by activating each feed, the software will automatically map your data. This makes it quick and easy for travel businesses to create dynamic travel ads.
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