Facebook Produktkataloge für die Hotellerie
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Transcript of Facebook Produktkataloge für die Hotellerie
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
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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The feeds along the customer journey
Maldives from 299 7 nights in October for 899 €
1 2 3
Hotel Destination Feed
Hotel Catalog Feed
Room and Pricing Feed
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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 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
Destination Catalog Feed
Set of destinations
Address Latitude
Longitude Image
Type (city, beach, landmark, hiking, history
etc.) URL Price
…
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Destination Catalog
Destination Catalog Feed
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
Room and Pricing 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
Room and Pricing Feed
Destination Catalog Feed
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
Room and Pricing Feed
Destination Catalog Feed
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 = ö and Ä = ä
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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
Room and Pricing Feed
Destination Catalog Feed
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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What is creative fatigue and why should you care?
The effect of ads on users
merely
14% of internet
users remember the last ad they saw
Source: comScore Digital Age
only
8% recall the company
or product promoted
just
2.8% thought the adwas relevant
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What is creative fatigue and why should you care?
1996 2015
2.1 %
0.1 % Average Clickrate
Source: comScore Digital Age
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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
Room and Pricing Feed
Hotel Catalog Feed
Video 1(Hotel 1)
Video 2 (Hotel 2)
Video 3 (Hotel 3)
Video n (Hotel n)