Not to knock the treasures of the decade — at BKMedia Group, we’ve been known to watch Full House while spinning Public Enemy on occasion (or basically every day).
But that doesn’t mean we let nostalgia seep into our digital marketing strategy.
We’re all about using the newest tools to get the best results. That’s why we use social media platforms like Facebook and Instagram to drive people to our travel clients’ websites through both paid ads and organic traffic.
But just being on those platforms is old hat. Crafting a successful social media strategy means understanding our clients, developing content that speaks to each client’s personas, and using social media to put that content in front of the users who’ll be most interested — whether we’re trying to sell an African safari or an adventure to Denali.
And at BKMedia Group, we’re good at what we do. When we applied our approach to a client’s Facebook page, we saw social traffic increase nearly 660%!
Of course, that kind of success doesn’t come easy. Ideating, creating, and managing ads is a full-time job. But if you get it right, the pay-off is definitely worth it.
This is where the power of Facebook dynamic ads can be a valuable ally in your social media marketing efforts. They increase the likelihood of achieving that pay-off by tailoring your pitch to each person who sees it.
What Are Facebook Dynamic Ads?
With dynamic ads, you get the best of both worlds: less work for more customers.
How? A Facebook dynamic ad is special: it looks like a normal Facebook ad, except behind the scenes, algorithms working with the instructions you’ve provided customize each ad with the right details to suit whoever it’s being shown to.
Every single time the ad is shown, the details might change. Everything from what product is being pitched to images, dates, pricing and more are all up for grabs.
With that kind of power, you can set up a dynamic ad one time, and let the computer program take it from there.
That power of automation is key. Each user is totally unique, and you can’t design an ad for every person by hand.
So if your travel company is promoting 20 different trips, you can set up one dynamic ad to advertise all of them.
Facebook’s algorithms will put the right trip in front of the right customer, tailored to what it knows about their specific interests, and even their actions.
For example, say a user is searching for information about a locale where you also happen to offer trips. If they haven’t already booked a trip with you (or any other company for that matter), then that user is a perfect candidate to be served an ad featuring their desired location.
Dynamic ads figure that out by looking at the data Facebook has about the user’s past actions and interests. And with all the brands, services and more on the platform (not to mention the other companies it owns like Instagram and WhatsApp), there’s a lot of data to be mined.
Set it up once, then dynamic ads will take it from there — while you sit back and play with your Tamagotchi (or NES, if your parents were cool).
How Facebook Implements Dynamic Ads for Travel
Facebook has prioritized travel marketing in the way it designed its dynamic ad system.
It’s got a few travel-centric features that make it a particularly powerful tool:
Turn an idea for a trip into a booking
- Even if someone has never visited your site, you can serve them your ad if they’ve shown interest in the destination you’re promoting.
Upgrade someone’s existing trip
- If someone has already booked a trip or flight to a locale where your company offers tour packages or experiences, your dynamic ad can offer them a sort of upgrade to their planned trip, even if they booked it through another company.
- Imagine Joe has booked a flight to Thailand and is going to be there for 10 days. This is a perfect opportunity for a dynamic ad to pitch your 2-day camping excursion in Khao Yai National Park. You can even give them a discount to sweeten the pot.
Seal the deal
- For customers who’ve been on your site and checked out specific trips, you can serve them an ad that promotes that exact trip, and even the precise dates that suit their availability — along with some “exclusive” pricing to lock that booking down.
There’s no doubt about it — dynamic ads are where it’s at. But with great power comes great responsibility.
Just kidding — with dynamic ads, great power comes with less responsibility.
While the dynamic ad does the heavy lifting, you can focus on other work – or on watching your Beevis & Butthead tapes.
Or you can focus on actually running your business, all while boosting the effectiveness of your advertising dollars.
Of course, all the dynamic ads in the world won’t help much if you don’t know your customer as well as you think you do. That’s why BKMedia Group takes a special interest in persona development.
Persona Development and More — A Holistic Approach to Digital Marketing
Before writing a single word of content, we use a data-driven approach to help our clients develop audience personas.
By knowing your different personas inside and out, we can more effectively reach them (whether it be Susie, the 55-year-old obsessed with Boy Meets World or Doug, the 22-year-old Toaster Strudel fan).
For example, for our client Steuben Press, persona development played a huge role in an 1,800% increase in quote requests.
And when we combined persona development with our Facebook strategy for CollegiateParent, we saved them a lot of money — cost per clicks went down almost 70%.
But even killing it on social media isn’t enough to win in today’s digital landscape, which is why BKMedia Group takes a holistic approach to digital marketing.
We’ve got experts in everything from social media and email campaigns to SEO, web dev and content creation. And we’ve got a long track record of doing all that for some world-class travel clients.
So why not let us do the same for you?
We’ll create your customer personas, grow your email list, build a website, fill it with original content and then pull it all together to create new leads for your company from a combination of SEO, organic traffic and dynamic ads.
All that’s left for you to do is take people on the trips of their dreams. So put on your JNCOs and Starter Jacket, and let’s get started.