First thing's first, let's clear up exactly what Facebook remarketing is: essentially this is the process whereby businesses can advertise to people who have already visited the company website and shown an interest in a product or service.
It is a tactic that helps to boost conversions and also lowers the overall cost of new customer acquisition. It is also very effective, as ads are only pushed out to people who have already shown an interest; for example people who have (as stated) visited a website but not made a purchase, or who are existing customers or who have shown an interest in similar products or services.
So how can Facebook remarketing be used by travel companies? Tnooz recently reported on how travel brands can use Facebook remarketing to boost their booking numbers, so here are some of the top tips from the experts:
Define a product / service catalogue
For some businesses, defining their products is incredibly easy. For travel companies it is a bit more complicated and that makes it harder when it comes to remarketing – but not impossible. Facebook uses Dynamic Product Ads (DPAs) to help advertisers retarget their users on the site; but in order to do this the products need to be sorted. This may mean different catalogues for flights, hotels and travel hire. Doing this is an essential first step for effective remarketing and will make the final ads more effective.
Introduce a relevant pixel structure
This may sound techy, but it's simpler than it seems. When a user is browsing on a website, there are various steps that take them closer to conversion. For example, the steps could be: search, view, proceed to booking, payment info, and lastly making a purchase. Travel advertisers need to place Facebook tracking and conversion pixels at every stage so that the appropriate ad appears for each user on Facebook. If a user is simply browsing destinations, an ad with different destination deals should appear – rather than an ad tailored to someone further down (for example if someone is already looking for car hire information in a specific city.)
Understand retention windows
Again, this may sound techy – but it's really not. The retention window is the time between when a customer shows initial intent to buy and then when they convert. This is different for different travel products – the retention window for flights is usually significantly shorter than for hotels. Understanding the best time to use remarketing depending on the product being searched for is crucial; leaving ads too late for flight bookings, for example, will not result in conversion but neither will bombarding users with hotel information from day one if they want time to browse. It's best to analyse audience preferences and come up with an optimal strategy that makes the most of advertising budgets depending on the product or service.
Apart from the above three tips, travel businesses looking to use Facebook remarketing also need to consider the aesthetics and creative look of their ads. Visually engaging images and content that makes users reconsider closing a sale are what all marketers should be aiming for.
If you represent a travel business and are seeking to utilise Facebook remarketing, drop us a line and see how we can help with your online travel marketing needs.