When you make your Optimisation for ad delivery choice for an ad set, you're choosing how you want us to deliver ads to people based on what you're trying to achieve. Your selection affects who sees your ads to get you the best results for the lowest cost.

When you activate the trip consideration feature to prioritise delivery to people who plan to travel, you can optimise ad delivery to people who have shown general travel intent but have not yet expressed intent for a specific destination. For example, people who browse several travel sites but only land on the home page of those sites.

Unlike dynamic ads for travel with broad audience targeting, which utilises catalogue creative, this feature uses static creative that you select.

Use this guide to learn more about trip consideration:

• Benefits
• Requirements
• Setup
• Best practices

Benefits

• Simplified setup: No catalogue is required.
• Creative flexibility: Define the specific creative you want to use.
• Optimised for intent: Expand your reach to people who show travel intent.
• Enhance your existing audience: You can combine this feature with other audience targeting.

Requirements

Setup

1. In Ads Manager, select the Conversions objective.

2. At the ad set level, select Audience to define who you want to see your ads and select your Placements.

   Note: You can add audience targeting on top of campaigns that use this feature. When you use targeting, the targeting parameters act as an audience filter. After the targeting parameters (filters) have been applied on the audience, we will optimise for people who have travel intent within that audience.
3. Select Budget & schedule.
4. Underneath Optimisation for ad delivery, choose how you want us to deliver ads to people based on what you're trying to achieve. Select an option from the drop-down menu.

5. Toggle on the option to Prioritise delivery to people who plan to travel.

6. Continue completing your Optimisation & delivery options.

7. At the ad level, select your Identity, format and links.

   Note: We recommend using creative to showcase top travel deals, popular destinations/inspirational destinations or brand-building creative.

8. Click Review to see your selections or Confirm to place your ad.

Ready to get started?

Best practices

• Audience/targeting: We recommend selecting a broad audience when using trip consideration; using small audience sizes or narrow targeting may result in poor delivery. To get the best results, we recommend using an audience size of seven million or larger. You may use trip consideration in combination with your existing targeting (such as interest targeting or Lookalike Audience targeting) but again, we recommend maximising your audience size whenever possible.
• Optimisation: Under the Website Conversion objective, we recommend optimising for search, initiate checkout or purchase events.
• Bidding: We recommend starting with autobid, as this will help to maximise delivery. If your campaign is delivering well after the three days (fulfilling 80% or more of your daily budget), you can test specific bid targets if the cost per conversion is above your target.
• Campaign period: We recommend utilising trip consideration as an always-on campaign strategy. We will continue to optimise for people with travel intent, so by running trip consideration on an always-on basis, you will increase your potential for reaching people who are newly demonstrating intent to travel.
• Measuring success: We recommend measuring the success of trip consideration by evaluating the impact on the event that you are optimising for. For instance, if you are optimising for search events, we recommend evaluating success based on cost per search and the volume of searches.
• Creative: The creative options available for trip consideration are static image, carousel, single video or collection. There are many types of creative that can be successful with the use of trip consideration, and some examples include showcasing a carousel of popular destinations or travel deals, displaying various types of trips that people can take, such as beach holidays or hiking trips, or using inspirational travel creative that highlights the value proposition of your brand. We recommend testing various creative options to improve performance.

Learn more about using dynamic ads for travel.

* Nguồn: Facebook