This week Facebook launches dynamic projection ads (DAT)，This is a local re-targeting precision marketing solution for tourism companies，This article is Adphorus COO  Burcu Gobuluk’s point of view. 

As a Facebook Marketing Partner focused on travel，Adphorus is one of the first partners to support DAT。 

How is it different from dynamic ads?

so far，Tourism companies have been using dynamic projection advertising (formerly called dynamic product advertising) to re-target precise marketing promotion。Dynamic advertising is also Facebook’s most effective re-targeting precision marketing product so far。 

This is also the case in various subdivisions of the tourism industry such as meta-search engines、OTA、Airlines and Hotels，They all have different user groups and business models。DAT was created specifically for the travel industry，It allows tourism companies to implement the core of their business models，Convert to newly created ad model，Effectively promote enterprises to push their business to the most relevant audiences。

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For tourism companies，The definition 188bet online sports betting of product is different from the definition of product in e-commerce。For tourism companies，The product may be a hotel、Destination、Rent a car, etc.。The junior version of DAT will focus on hotel companies，Enable them to conduct precise marketing at the hotel level。Hotel companies will soon launch regional advertising。In the coming months，DAT can also be applied to destinations and other travel products。

2、Promote more related product combinations，New travel-specific product catalog available

DAT’s new product catalog includes: additional hotel-specific parameters such as detailed address、Hotel chain、Price and star rating。After using these parameters，Enterprises can be classified by value or create more segmented combinations，Such as "a four-star or above hotel"，This can also provide a more effective quotation。

3. Capture intent data based on user groups

After using DAT，Tourism companies will not have to adjust their user groups to adapt to the requirements of e-commerce websites。Opposite，Default events are automatically updated to suit the needs of tourism enterprises。DAT will use the following signal events to capture different levels of intent data:

• Perform travel-related searches

• View a certain tourism entity such as a hotel in detail

• Start booking

• Complete travel booking

4. Capture flight intention data for the hotel’s target market

One of the biggest advantages of DAT is that it can scrape flight data from company websites。In other words，If you sell air tickets on your website, you also provide room reservations，You can use flight data to target 188bet online sports betting hotels for precision marketing。

For example，User has searched and booked flights to Barcelona，Then you have been pushing Barcelona hotel information to this user before the flight takes off。

5、Utilize precise target markets and effectively utilize intention data to increase profitability

DAT allows tourism companies to take advantage of many variables，For example, the number of days of stay、Number of weekend days from check-in to check-out、Number of travelers and star rating，To create a more cohesive target market。Also，Tourism companies can also choose target markets based on user intentions。Under new structure，You can target users with higher intention，For example, users who have searched for the same hotel more than 3 times。

For example，You can create a user combination search，such as "past 15 days、At least 3 times、Traveler staying in hotel for 8 nights，Not yet booked”。The effect of this is，You can offer a higher price to target groups who have stayed longer，Also optimize ROI more effectively。

6. Accurately place ads through the "exclusion method"

When you are on vacation，Tourism companies keep showing the same marketing advertisement，Most people would be annoyed in this situation。One of the commendable changes DAT has made to target marketing is，Exclude users whose check-in date is not in your target group。This feature can help you save time and energy by no longer showing ads to users who have checked in。Because there is no need to spend energy and time，The investment recovery rate may increase。

7. Dynamic pricing and room availability 

Not as relatively fixed as 188bet online sports betting e-commerce prices，Price and availability change frequently in the travel industry。DAT supports dynamic pricing on ads。Due to frequent price changes in the tourism industry，DAT can update hotel prices in real time，Provide more effective advertising resources，Thus improving performance。

8. Improve conversion rate through customized creativity

By adding parameters on the hotel directory or attracting users，Enterprises can create more customized ideas。For example，Use check-in date to convey a more personalized message。

9. Personalized login page

Each user’s check-in and check-out preferences may also allow companies to customize the jump URL for each advertisement。Therefore，Once the user clicks on the ad，The page will jump to the hotel homepage，The home page displays the check-in and check-out dates of the user's last stay。

Our previous testing shows，Customized ideas for user check-in and check-out dates、Personalized login page，Plus a variety of new target markets offered by DAT，These measures have significantly improved the business performance of tourism enterprises。

10. Formulate an up-selling plan to increase return on investment

Businesses can also work with DAT on upselling。For example，Push high-priced hotel ads to users who are viewing or searching for low-priced hotels nearby，Vice versa。

In short，We believe that the DAT launched by Facebook will open a new chapter for tourism companies。

* Author of this article: Li Haiqiang (personal WeChat ID: lhq434849653)，Zhihui travel expert author，Welcome to follow，Please indicate "name + unit + position" when 188bet online sports betting adding for convenience，Thank you very much for your support！

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