DeepDive von Magnus Törn und Marcel Hollerbach auf der AllFacebook Marketing Conference 2017 in München. Mehr Informationen: http://conference.allfacebook.de/session/produktkataloge-fuer-die-hotellerie/

1. How to manage your travel feeds and fight creatives fatigue
Feed Management for DAT

2. 2
Who is Productsup?
45 people in Berlin & San Francisco
750+ customers worldwide

3. 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

4. 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

5. Leverage cross-device intent signals to automatically
Promote relevant products from your inventory with
unique creative on Facebook
Feed management
Dynamic video + images

6. 6
How does it look?

7. 7
How does it look?

8. 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!

9. 9
You need to be a real feed fighter these days
Hotel Catalog
Feed
List of hotels
Room and Pricing
Feed
Hotel room type
Price for checkin dates
Destination Catalog
Feed
List of destinations

10. 10
You need to be a real feed fighter these days
Flight
Feed
Set of flights

11. 11
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

12. 12
Hotel Catalog. Providing a list of hotels.
Hotel Catalog
Feed
List of hotels

13. 13
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

14. 14
Hotel room and pricing feed
Room and Pricing
Feed
Room name
Room 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

15. 15
Destination Catalog
Destination Catalog
Feed
Set of destinations
Address
Latitude
Longitude
Image
Type (city, beach,
landmark, hiking, history
etc.)
URL
Price
…

16. 16
Destination Catalog
Destination Catalog
Feed
Set of destinations
Address
Latitude
Longitude
Image
Type (city, beach,
landmark, hiking, history
etc.)
URL
Price
…
Beaches in Florida

17. 17
Flight Feed
Flight
Feed
Set of flights
Origin airport
Destination airport
Image
Description
Price
List of flights

18. 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

19. 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

20. 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

21. 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

22. 22
Stuff you might run into

23. 23
Stuff you might run into

24. 24
Stuff you might run into

25. 25
Enrich your feeds
40th Floor, Tower A, Business
Central Towers, Sheikh Zayed
Road ،Dubai Media City - Dubai
Lat.: 25.100449
Long.: 55.169492
Weatherdata
Dubai, 19.01.2017: 29 degrees
Atlantis, The palm (29 degrees )
Hotel Alps, 80cm powder snow

26. 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

27. Other requirements: Pixel
In order to build your audiences – you need the Facebook Pixel implemented
Your IT department
Tag Managers
The more you track,
the more you can
retarget!
Events:
• Search
• ViewContent
• IniNateCheckout
• Purchase
Parameters:
• Checkin_date
• Checkout_date
• City
• Region
• desNnaNon
• Num_adults
• Num_children

28. 28
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

29. 29
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 ad
was relevant

30. 30
What is creative fatigue and why should you care?
1996
2015
2.1 %
0.1 %
Average
Clickrate
Source: comScore Digital Age

31. 1.5x
CTR
increase
Cutting through the noise

32. 2x
CTR
increase
vs static ads
Cutting through the noise
“The highest of all digital ad formats”,

33. 33
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

34. 34
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)

35. 35
Thank you for travelling with Facebook & Productsup ;)
Stay tuned for DAT guide!