Learn Dynamic Insertion Retargeting for Travel Sites
Published: April 28, 2014
Author: Molly Shotwell
Retargeting can vary widely for different types of websites. E-commerce websites, for example, can be very different compared to travel websites. If a user browsed a product on an e-commerce site and left without converting, he/she could be retargeted with dynamic product ads full of relevant details from the product feed, including product name, image, and price.
Feed-based, dynamic retargeting is incredibly effective, but what if you don’t have a feed? Can you still run an effective dynamic retargeting campaign?
Fortunately, the answer is yes.
We’ve helped tons of global travel companies drive volume, both with and without a product feed. One company, a global airline without a product feed, grew volume by 282% in the first six months running dynamic FBX campaigns!
There’s a wide variety of travel websites where a product feed may not exist – such as OTAs, fare aggregators, and travel-specific search engines. For these websites, we recommend something called Dynamic Insertion.
Dynamic Insertion works best for these websites for two reasons:
1. A standard product feed may not exist
2. These websites generally have an internal site search from which they are tracking user search details
With Dynamic Insertion, advertisers can still serve highly relevant retargeting ads based on exactly what the user was searching for, as opposed to a specific hotel page visited. Instead of pulling specific hotel attributes from a feed, the dynamic ads pull from the dates, location, travel type, and other details entered in the internal site search. This makes for an incredibly relevant, personalized ad experience.
Dynamic Insertion is a much more agile approach compared to feed-based dynamic creative, with the following caveats:
-You must be able to pass all information through the pixel in the exact format desired in the ad copy. This is because of how these ads are created; dynamic elements are inserted directly from a user’s pixel record into a preset template upon ad delivery.
-You won’t be able to serve dynamic images (though static images, like logos, often perform better for these types of campaigns).
For Dynamic Insertion campaigns, everything depends on the pixel implementation, so you’ll want to ask yourself the following before getting started:
-Can we place a pixel that fires dynamic elements on every search result page?
-Can we pass information like departure date, price, destination, and permalink in human readable format?
If you answered yes to these questions, you’re all set to begin an incredibly effective dynamic retargeting campaign. Many of the world’s largest travel websites are seeing epic ROI with this approach, so get ready to join the club.