REACHING TRAVELERS ON FACEBOOK

The Advertiser’s Guide for
Travel
booking
is becoming
mobile
first
$3.35B
20% mobile
2014
Digital Spend
50% mobile
2017
Digital Spend
$4.96B
The rapid adoption of mobile is changing how people research and book travel.
OFFER TIME-BOUND DEALS
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Driven by the AMP 2.0 marketing platform, an
online travel booking site generated 239% ROAS
by targeting people with interests associated to
major airports
CAPTURE CUSTOMERS ON YOUR APP
Ampush used Mobile App Install Ads to drive 34% more
downloads at a 19% lower CPI for a last-minute travel
booking app.
FACEBOOK IS A KEY CUSTOMER ACQUISITION CHANNEL ON MOBILE
945 Million
Monthly Active
Users on Mobile
of Time on
Mobile is Spent
in Facebook App
Travel is the #1
Shared Topic on
Facebook
18%
San Francisco | Chicago | New York
www.ampush.com | info@ampush.com
1.877.AMPUSH.1
Ampush is an advertising technology company that helps brands and direct response advertisers achieve measurable business results on mobile-first native platforms
such as Facebook and Twitter. Our AMP 2.0 marketing software takes the complexity out of native platform advertising by combining programmatic media
optimization tools with rich audience data and end-to-end measurement solutions to deliver targeted reach at scale. Ampush is a top Facebook Ads Strategic
Preferred Marketing Developer (sPMD) powering fully-managed solutions for brands and direct response advertisers across travel, e-commerce, financial services,
entertainment, and CPG. Ampush is based in San Francisco with offices in Chicago and New York.
Citations
Compete. “Infographic: The State of the Mobile Summer “
https://blog.compete.com/2013/06/21/infographic-the-state-of-mobile-summer-traveler/
Daily Mail. “Travel is the main theme among Facebook posts - and we can't stay offline
while away.” http://www.dailymail.co.uk/travel/article-2517369/Travel-dominant-
theme-Facebook-postings--stay-offline-holiday.html#ixzz2vn4VVcoQ
Facebook. “Facebook Reports Fourth Quarter and Full Year 2013 Results.” http://
www.prnewswire.com/news-releases/facebook-reports-fourth-quarter-and-full-year-2013-
results-242637731.html
Flurry. “Flurry Five-Year Report: It’s an App World. The Web Just Lives in It.”
http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Just-
Web-Lives-in-It
HubSpot. “Photos on Facebook Generate 53% More Likes Than the Average Post.”
http://blog.hubspot.com/blog/tabid/6307/bid/33800/Photos-on-Facebook-Generate-
53-More-Likes-Than-the-Average-Post-NEWDATA.aspx
MarketingWeek. “Facebook says wooing travel industry will be 'key focus' in 2014.”
http://www.marketingweek.co.uk/news/facebook-says-wooing-travel-industry-will-be-key-
focus-in-2014/4008746.article
San Francisco | Chicago | New York
www.ampush.com | info@ampush.com
1.877.AMPUSH.1
Travel intenders research travel nearly equally across devices
and 47% make travel-related purchases on multiple devices.
Mobile device users prefer to make travel purchases in apps. Use
video creative or images of people using your app to garner more
installs. Encourage current app users to 'Book Now' or 'Learn More'
about an offer with mobile app ads that deep link to a conversion
page within the app. The fewer clicks the better!
USE MOBILE APP ADS TO ACQUIRE NEW
APP USERS BOOST CONVERSIONS AND
INCREASE APP RETENTION.
Offers such as "Save $100 on flights to Chicago - Ends
Monday" demonstrate value and create a sense of urgency -
encouraging people to book travel plans even if they had not
been planning to travel.
APPEAL TO TRAVELERS’ APPETITE FOR A
‘GOOD DEAL’ BY CALLING OUT LIMITEDTIME
OFFERS IN AD COPY.
TIME IT RIGHT
Considering most people travel Friday, Saturday, and Sunday,
ads shown at these times will reach people when they are most
likely to book.
BOOST AD SPEND ON WEDNESDAYS AND
THURSDAYS AT 9 A.M., 12 P.M., AND 5 P.M.
HYPER-TARGET
SUB-GROUPS OF TRAVELERS
Precisely target frequent fliers, business and leisure travelers, people
that are currently traveling, people that recently returned from a trip,
and people that intend to travel to a specific destination, to name a
few. Further qualify audiences by their mobile usage and likelihood to
book on mobile.
USE PARTNER AND FACEBOOK CATEGORIES
TO TARGET SPECIFIC TYPES OF TRAVELERS
AND TRAVEL INTENDERS.
RETARGET TRAVEL RESEARCHERS
Use the Facebook remarketing pixel to create Custom
Audiences of previous website visitors or mobile app
users, then retarget customers where they are most likely
to make a purchase.
TRACK AND DELIVER ADS TO INDIVIDUALS
AS THEY RESEARCH AND BOOK TRAVEL
PLANS CROSSPLATFORM.
SEGMENT AUDIENCES
WITH PIXEL DATA
Group audiences by their flight route, frequency of purchase,
frequent flier milestones, hotel reward status, lifetime value
(tiered out from low to high), and other proprietary data,
then customize campaigns for each segment.
USE PIXEL DATA FROM YOUR WEBSITE OR
MOBILE APP TO CREATE HIGHLY TARGETED
AUDIENCES OF TRAVELERS.
CUSTOMIZE TARGETING &
CREATIVE BY LOCATION
Create ad copy where city names can easily be swapped out for fast
campaign scaling. Always test variations of creative and copy to
determine the most effective pairing, and refresh creative at least
every two weeks to prevent ad fatigue.
CATER ADS TO INTENDING TRAVELERS OR
PEOPLE THAT ARE CURRENTLY TRAVELING
WITH CITYSPECIFIC AD CREATIVE.
CPC & oCPM
BIDDING FOR CONVERSIONS
The average cost per click (CPC) is generally $0.60 - $0.80
for the travel vertical. oCPM bidding ensures ads are shown
to people most likely to take the desired action (i.e. book a
room) by adjusting the price based on competition.
DETERMINE THE BASELINE COST TO REACH
YOUR AUDIENCE WITH CPC THEN SWITCH
TO oCPM.
A Facebook Strategic Preferred Marketing Developer (sPMD)
and Twitter Marketing Platform Partner (MPP)