Facebook Produktkataloge für die Hotellerie

How to manage your travel feeds and fight creatives fatigue

Feed Management for DAT

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Who is Productsup?

45 people in Berlin & San Francisco

750+ customers worldwide

S e a r c h & Social

Marketplaces & CSE

Re-Targeting & Affiliate

The example retailer uses Productsup to distribute their product offering to relevant marketing channels and marketplaces.

M a r k e t i n g automation

The product feed ecosystem (Growing complexity)

Problem: Lack of IT resources to deal with all the partners and requirements

The example retailer uses Productsup to distribute their product offering to relevant marketing channels and marketplaces.

Ecosystem Partners

Feed creation & Feed optimization

Campaign creation & Campaign optimization

Leverage cross-device intent signals to automatically Promote relevant products from your inventory with

unique creative on Facebook

Feed management

Dynamic video + images

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How does it look?

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How does it look?

Search vs. Retargeting – What it means for the feeds

Search ads Retargeting via DAT

Shown on SERP as a result of a query from a user

What is important? •  Keywords •  Ad text/content •  Bidding

Shown across Facebook / Instagram after the user visited your website

What is important? •  Images •  Audiences •  Ad text/content •  Bidding

You need to be found! You already know the user Catch their attention!

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You need to be a real feed fighter these days

Hotel Catalog Feed

List of hotels

Room and Pricing Feed

Hotel room typePrice for checkin dates

Destination Catalog Feed

List of destinations

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You need to be a real feed fighter these days

Flight Feed

Set of flights

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The feeds along the customer journey

Maldives from 299 7 nights in October for 899 €

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Hotel Destination Feed

Hotel Catalog Feed


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Hotel Catalog. Providing a list of hotels.

Hotel Catalog Feed

List of hotels

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Hotel Catalog. Also describing a single hotel.

Hotel Catalog Feed

Description Name

Address Neighbourhood

(e.g. Soho) Base price

Guest ratings Loyalty programm

Contact details

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Hotel room and pricing feed


Room nameRoom price

Currency Tax

Sale_price Sale_price_tax

etc.

Prices for 07.11.16 – 08.11.16 / Twenty Nevern Square Hotel

References hotel_id from Hotel Catalog

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Destination Catalog


Set of destinations

Address Latitude

Longitude Image

Type (city, beach, landmark, hiking, history

etc.) URL Price

…

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Destination Catalog


Set of destinations

Address Latitude

Longitude Image

Type (city, beach, landmark, hiking, history

etc.) URL Price

…

Beaches in Florida

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Flight Feed

Flight Feed

Set of flights

Origin airport Destination airport

Image Description

Price

List of flights

Feed Specifications

Hotel Catalog Room & Pricing

Can be used in ads: Example Hotel Name Grand Hotel Stockholm Description Situated in the best waterfront location imaginable, the hotel overlooks the

Royal Palace and Gamla Stan

Hotel Chain Name (Brand) Grand Hotel City Stockholm Country Sweden Link www.grandhotel.se/youroffer Base Price 199 EUR Total Price (requires Room & Pricing feed + travel dates) 1259 EUR for 5 nights Price (Average dynamic price per night) 229 EUR

Feed Specifications

Hotel Catalog Feed


Destination Catalog

Flight Feed

Set of flights

Can be used in ads: Example Travel Start Date 02.04.2017 Travel End Date 07.04.2017 Destination Name Stockholm Destination Description The capital of Scandinavia City Stockholm Country Sweden Price 1599 EUR including flights

Feed Specifications



Flight Catalog

Can be used in ads: Example Destination Airport ARN Destination City Stockholm Origin Airport BER Origin City Berlin Flight Description Direct flight from Berlin to Stockholm Flight Price 340 EUR Departure Date 02.04.2017 Returning Date 07.04.2017

Typical Challenges



Flight Catalog Attribute Issue Image formatting Carousel ads: 600x600px - Single ad: 1200x630px Missing images General images of cities for flights and destination ads Geo coordinates Not many advertisers have Longitude and Latitude in their databases Landing URL Often missing for Destination ads. A general page about London, containing

inspiration and information. Example: Weather information, “10 things to see in London”, “36 hours in London”

Data formatting Descriptions often contains HTML codes <b></b> or broken character encodings Ö = Ã¶ and Ä = Ã¤

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Stuff you might run into

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Enrich your feeds

40th Floor, Tower A, Business Central Towers, Sheikh Zayed

Road ،Dubai Media City - Dubai

Lat.: 25.100449 Long.: 55.169492

WeatherdataDubai, 19.01.2017: 29 degrees

Atlantis, The palm (29 degrees ) Hotel Alps, 80cm powder snow

Promoted Product Set



Through the campaign setup you can create sets of Hotels, Destinations and Flights

•  set of filters on a product catalog •  lets you collate a group of products •  More control

What is a Product Set? (Produktpaletten auf Deutsch)

Attribute Example Use Case Base Price Differentiate between Budget and Premium Hotels Brand Name One set for RAMADA Plaza and one for RAMADA Limited City Showcase multiple Hotels in one specific city Country Market multiple Destinations in one specific country Star Rating Differentiate between 3 and 5 star hotels

Why is this important? It allows you to determine the best performing sets and bid accordingly

Other requirements: Pixel

Inordertobuildyouraudiences–youneedtheFacebookPixelimplemented

YourITdepartment

TagManagers

Themoreyoutrack,themoreyoucanretarget!

Events:•  Search•  ViewContent•  IniNateCheckout•  Purchase

Parameters:•  Checkin_date•  Checkout_date•  City•  Region•  desNnaNon•  Num_adults•  Num_children

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What is creative fatigue and why should you care?

The average user in the US sees…

5,709 ads per quarter

1,903 ads per month

63 ads per day

Source: comScore Digital Age

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The effect of ads on users

merely

14% of internet

users remember the last ad they saw


only

8% recall the company

or product promoted

just

2.8% thought the adwas relevant

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1996 2015

2.1 %

0.1 % Average Clickrate


1.5x CTR

increase

Cutting through the noise

2x CTR

increase vs static ads

Cutting through the noise

“The highest of all digital ad formats”,

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How to create dynamic videos

Title: Sheraton Berlin

Price: 102 € p.N.

URL: Call to action

Hotel Catalog Feed

Description Name

Address Neighbourhood

(e.g. Soho) Base price

Guest ratings Loyalty programm

Contact details

Final rendered video

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Create thousands of videos based on your inventory


Hotel Catalog Feed

Video 1(Hotel 1)

Video 2 (Hotel 2)

Video 3 (Hotel 3)

Video n (Hotel n)

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Thank you for travelling with Facebook & Productsup ;) Stay tuned for DAT guide!

Facebook Produktkataloge für die Hotellerie

Marketing

Transcript of Facebook Produktkataloge für die Hotellerie