Facebook’s Dynamic Ads for Travel (DAT) was created to capture travel-specific intent signals to allow advertisers to deliver relevant content to potential customers. As an early adopter of the product, we’ve had a significant amount of time to observe how users behave based on the events the Facebook pixel captures and how they relate to the customer journey. In this blog post, we’ll explore a background on events and how to use them in DAT campaigns.
Defining Events on DAT
Events are the travel-specific intent signals that the Facebook pixel captures when a user performs an action on an advertiser’s site. These events include:- Search– A user performs a search for a specific location
- View Content– A user views a specific hotel
- Initiate Checkout– A user begins the booking process
- Purchase– A user completes a booking
1) Retargeting Audience Creation– DAT events fuel the ability to create audiences based on travel-specific intent signals. These events are at the core of understanding the advantage of DAT over DPA for travel brands.
2) Dynamic Values for Relevant Ad Copy– The Facebook pixel also captures parameters tied to a user’s preferences, such as check in-check out date, hotel city, and number of travelers. These values can be inserted dynamically in DAT ad copy to increase relevance and incentivize potential customers.
How Events Can Impact Campaign Strategy
As our understanding of DAT has grown, we’ve been able to test multiple variations of event-based strategies, such as bidding and messaging. To provide some insights on potential results, we’ve collected a sample from our platform to illustrate what we’re seeing.You may be interested in
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