A quick summary on Facebook Ad Targeting tools for the Travel industry, specifically for Tourism, Destination Management Organizations (DMOs), and Convention Visitors Bureaus (CVBs). Presented at the eTourism Summit. Covers Facebook Exchange, Facebook Custom Audiences, Facebook Open Graph, and the Ads Create Tool.

1. Momentum Design Lab
User Experience Focused
Software Design & Development
AD TARGETING
jay@momentumdesignlab.com | +1.415.420.7508

2. HELLO!
I’M JAY GANADEN
@jayganaden
jay@momentumdesignlab.com | +1.415.420.7508

3. Momentum Design Lab
User Experience Focused
Software Design & Development
jay@momentumdesignlab.com | +1.415.420.7508

4. Bi-Coastal
jay@momentumdesignlab.com | +1.415.420.7508

5. Since 2002
2002
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2011
2012
2013
jay@momentumdesignlab.com | +1.415.420.7508

6. We Work with Companies Large & Small
jay@momentumdesignlab.com | +1.415.420.7508

7. Apps + Backend platform that uses| Social to drive User Engagement
jay@momentumdesignlab.com +1.415.420.7508

8. Apps + Backend platform that uses| Social to drive User Engagement
jay@momentumdesignlab.com +1.415.420.7508

9. Apps + Backend platform that uses| Social to drive User Engagement
jay@momentumdesignlab.com +1.415.420.7508

10. RENO 411 - $30K IN AD SPEND
F L I C K R C R E D I T: R E N O T A H O E T E R R I T O R Y
jay@momentumdesignlab.com | +1.415.420.7508

11. DUDE, WHERE DO I START?
Facebook offers a full suite of
marketing tools, including:
1) Ad Products
2) Open Graph API
3) Facebook Exchange (FBX)
jay@momentumdesignlab.com | +1.415.420.7508

12. START AT THE TOP OF THE FUNNEL
WITH AN AWARENESS CAMPAIGN
F L I C K R C R E D I T: W A L Z O F W I N N I P E G
AD PRODUCTS
jay@momentumdesignlab.com | +1.415.420.7508

13. AD TARGETING
Facebook allows for some very granular
targeting on the Social Graph
1)
Demographics (Age, Gender)
2)
Location
3)
Interest and Broad Category
4)
Mobile
5)
Facebook Connections
6)
Education and Workplace
7)
Placement
8)
Advanced Targeting
F L I C K R C R E D I T: P U L I A R F
jay@momentumdesignlab.com | +1.415.420.7508

14. SAMPLE RENO TAHOE PAGE
jay@momentumdesignlab.com | +1.415.420.7508

15. SAMPLE RENO TAHOE PAGE
jay@momentumdesignlab.com | +1.415.420.7508

16. ADS CREATE TOOL
jay@momentumdesignlab.com | +1.415.420.7508

17. ADS CREATE TOOL (NEW!)
FA C E B O O K A D V E R T I S I N G I S N O W M U C H S I M P L E R & B A S E D
O N A D V E R T I S I N G O B J E C T I V E S Y O U U N D E R S TA N D .
jay@momentumdesignlab.com | +1.415.420.7508

18. PROMOTE PAGE POSTS
jay@momentumdesignlab.com | +1.415.420.7508

19. TARGET SKI RESORTS / TRAVEL
jay@momentumdesignlab.com | +1.415.420.7508

20. BROADEN WITH CASINOS AND NIGHTLIFE
jay@momentumdesignlab.com | +1.415.420.7508

21. THE FACEBOOK MANTRA: “LIVE IN BETA”
Continually Test
Imagery, Copy
and Landing
Pages.
Double Down
on Conversions
F L I C K R C R E D I T: B Y T E G I R L 2 4
jay@momentumdesignlab.com | +1.415.420.7508

22. HUMAN-CENTERED DESIGN TARGETING
You already segment your customers.
Empathy will reveal core and edge use
cases you can target.
jay@momentumdesignlab.com | +1.415.420.7508
F L I C K R C R E D I T: F A L L E N T O M A T O

23. INTERESTING TRAVEL TARGETING
Business Travelers who like United or Starwood.
F L I C K R C R E D I T: L U K E K A I
jay@momentumdesignlab.com | +1.415.420.7508

24. INTERESTING TRAVEL TARGETING
NYT PHOTO:DARREN MICHAELS
Travelers who like #Reno 911! or Live Comedy
jay@momentumdesignlab.com | +1.415.420.7508

25. INTERESTING TRAVEL TARGETING
PHOTO:THE HANGOVER
Bachelor / Bachelorette Parties
jay@momentumdesignlab.com | +1.415.420.7508

26. TARGET OTHER PHASES OF THE
TRAVEL PLANNING LIFECYCLE
jay@momentumdesignlab.com | +1.415.420.7508

27. INTENDER
Become part of one’s itinerary during Intent Phase
jay@momentumdesignlab.com | +1.415.420.7508

28. CURRENTLY TRAVELING
Drive REPEAT BOOKINGS while In-Destination
jay@momentumdesignlab.com | +1.415.420.7508

29. RECENT TRAVELERS
Inspire while the Memories are FRESH
jay@momentumdesignlab.com | +1.415.420.7508

30. SPONTANEOUS TRAVELERS
Run your own LAST MINUTE DEALS
jay@momentumdesignlab.com | +1.415.420.7508

31. POWER EDITOR
Y O U R H O M E B A S E F O R O R C H E S T R AT I N G C A M PA I G N S A N D
A D VA N C E D TA R G E T I N G
jay@momentumdesignlab.com | +1.415.420.7508

32. CUSTOM AUDIENCES
Target your fans customers on Facebook using your
own customer data.
jay@momentumdesignlab.com | +1.415.420.7508
F L I C K R C R E D I T: C A L A M I T Y M E G

33. LOOKALIKE AUDIENCES
PHOTO: DIANE ARBUS
Extend your reach by finding NEW customers
similar to the ones you already have.
jay@momentumdesignlab.com | +1.415.420.7508

34. RE-ENGAGE AUDIENCES
Downloaded once and lost interest?
Re-engage them again with a Custom
Audience made of past downloaders
of your app.
jay@momentumdesignlab.com | +1.415.420.7508

35. ACTION SPEC TARGETING (BETA)
Target users based on ACTIONS they’ve taken.
jay@momentumdesignlab.com | +1.415.420.7508

36. CONVERSION TRACKING
Target users likely to CONVERT via a Facebook Ad.
jay@momentumdesignlab.com | +1.415.420.7508

37. FACEBOOK EXCHANGE (FBX)
News Feed FBX Ads
outperform
Web Retargeting
21x Higher CTR
79% Lower CPC
*AdRoll June 2013
Demand Side Platform that serves ads to your past
site visitors, within Facebook.
jay@momentumdesignlab.com | +1.415.420.7508

38. DRIVE ORGANIC DISCOVERY
WITH THE OPEN GRAPH API
jay@momentumdesignlab.com | +1.415.420.7508

39. F L I C K R C R E D I T: M c C L A V E R T Y
MOVE BEYOND LANDING PAGES WITH
A MORE ENGAGING USER EXPERIENCE
jay@momentumdesignlab.com | +1.415.420.7508

40. jay@momentumdesignlab.com | +1.415.420.7508

41. jay@momentumdesignlab.com | +1.415.420.7508

42. jay@momentumdesignlab.com | +1.415.420.7508

43. jay@momentumdesignlab.com | +1.415.420.7508

44. THANK YOU!
Momentum Design Lab
User Experience Focused
Software Design & Development
Jay Ganaden
jay@momentumdesignlab.com
+1.415.420.7508
@jayganaden
848 Folsom Street, Suite 201
San Francisco, CA 94107
jay@momentumdesignlab.com | +1.415.420.7508