facebook ad targeting for destinations
DESCRIPTION
A quick summary on Facebook Ad Targeting tools for the Travel industry, specifically for Tourism, Destination Management Organizations (DMOs), and Convention Visitors Bureaus (CVBs). Presented at the eTourism Summit. Covers Facebook Exchange, Facebook Custom Audiences, Facebook Open Graph, and the Ads Create Tool.TRANSCRIPT
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Momentum Design Lab
User Experience Focused Software Design & Development
AD TARGETING
[email protected] | +1.415.420.7508
Momentum Design Lab
User Experience Focused Software Design & Development
[email protected] | +1.415.420.7508
Bi-Coastal
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2002 2003 2004 2005 2006
2007 2008 2009 2010 2011
2012 2013
Since 2002
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We Work with Companies Large & Small
[email protected] | +1.415.420.7508 Apps + Backend platform that uses Social to drive User Engagement
[email protected] | +1.415.420.7508 Apps + Backend platform that uses Social to drive User Engagement
[email protected] | +1.415.420.7508 Apps + Backend platform that uses Social to drive User Engagement
[email protected] | +1.415.420.7508
RENO 411 - $30K IN AD SPEND
F L I C K R C R E D I T: R E N O T A H O E T E R R I T O R Y
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Facebook offers a full suite of
marketing tools, including:
1) Ad Products
2) Open Graph API
3) Facebook Exchange (FBX)
DUDE, WHERE DO I START?
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AD PRODUCTS
START AT THE TOP OF THE FUNNEL WITH AN AWARENESS CAMPAIGN
F L I C K R C R E D I T: W A L Z O F W I N N I P E G
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Facebook allows for some very granular
targeting on the Social Graph
1) Demographics (Age, Gender)
2) Location
3) Interest and Broad Category
4) Mobile
5) Facebook Connections
6) Education and Workplace
7) Placement
8) Advanced Targeting
AD TARGETING
F L I C K R C R E D I T: P U L I A R F
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SAMPLE RENO TAHOE PAGE
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SAMPLE RENO TAHOE PAGE
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ADS CREATE TOOL
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ADS CREATE TOOL (NEW!)
FACEBOOK ADVERT IS ING IS NOW MUCH S IMPLER & BASED ON ADVERT IS ING OBJECT IVES YOU UNDERSTAND.
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PROMOTE PAGE POSTS
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TARGET SKI RESORTS / TRAVEL
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BROADEN WITH CASINOS AND NIGHTLIFE
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THE FACEBOOK MANTRA: “LIVE IN BETA”
F L I C K R C R E D I T: B Y T E G I R L 2 4
Continually Test
Imagery, Copy
and Landing
Pages.
Double Down
on Conversions
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HUMAN-CENTERED DESIGN TARGETING
You already segment your customers.
Empathy will reveal core and edge use
cases you can target. F L I C K R C R E D I T: F A L L E N T O M A T O
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INTERESTING TRAVEL TARGETING
F L I C K R C R E D I T: L U K E K A I
Business Travelers who like United or Starwood.
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INTERESTING TRAVEL TARGETING
N Y T P H O T O : D A R R E N M I C H A E L S
Travelers who like #Reno 911! or Live Comedy
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INTERESTING TRAVEL TARGETING
Bachelor / Bachelorette Parties
P H O T O : T H E H A N G O V E R
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TARGET OTHER PHASES OF THE TRAVEL PLANNING LIFECYCLE
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POWER EDITOR
YOUR HOME BASE FOR ORCHESTRAT ING CAMPA IGNS AND ADVANCED TARGET ING
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CUSTOM AUDIENCES
F L I C K R C R E D I T: C A L A M I T Y M E G
Target your fans customers on Facebook using your
own customer data.
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LOOKALIKE AUDIENCES
P H O T O : D I A N E A R B U S
Extend your reach by finding NEW customers
similar to the ones you already have.
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RE-ENGAGE AUDIENCES
Downloaded once and lost interest?
Re-engage them again with a Custom
Audience made of past downloaders
of your app.
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ACTION SPEC TARGETING (BETA)
Target users based on ACTIONS they’ve taken.
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CONVERSION TRACKING
Target users likely to CONVERT via a Facebook Ad.
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FACEBOOK EXCHANGE (FBX)
News Feed FBX Ads
outperform
Web Retargeting
21x Higher CTR
79% Lower CPC
*AdRoll June 2013
Demand Side Platform that serves ads to your past
site visitors, within Facebook.
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DRIVE ORGANIC DISCOVERY WITH THE OPEN GRAPH API
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MOVE BEYOND LANDING PAGES WITH A MORE ENGAGING USER EXPERIENCE
F L I C K R C R E D I T: M c C L A V E R T Y
[email protected] | +1.415.420.7508
[email protected] | +1.415.420.7508
[email protected] | +1.415.420.7508
[email protected] | +1.415.420.7508
[email protected] | +1.415.420.7508
Momentum Design Lab
User Experience Focused Software Design & Development
THANK YOU!
Jay Ganaden [email protected] +1.415.420.7508 @jayganaden 848 Folsom Street, Suite 201 San Francisco, CA 94107