facebook ad targeting for destinations

jay@momentumdesignlab.com | +1.415.420.7508

Momentum Design Lab

User Experience Focused Software Design & Development

AD TARGETING

HELLO!

I’M JAY GANADEN @jayganaden

Momentum Design Lab

Bi-Coastal

2002 2003 2004 2005 2006

2007 2008 2009 2010 2011

2012 2013

Since 2002

We Work with Companies Large & Small

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

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

Facebook offers a full suite of

marketing tools, including:

1)  Ad Products

2)  Open Graph API

3)  Facebook Exchange (FBX)

DUDE, WHERE DO I START?

AD PRODUCTS

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

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

AD TARGETING

F L I C K R C R E D I T: P U L I A R F

SAMPLE RENO TAHOE PAGE

ADS CREATE TOOL

ADS CREATE TOOL (NEW!)

FACEBOOK ADVERT IS ING IS NOW MUCH S IMPLER & BASED ON ADVERT IS ING OBJECT IVES YOU UNDERSTAND.

PROMOTE PAGE POSTS

TARGET SKI RESORTS / TRAVEL

BROADEN WITH CASINOS AND NIGHTLIFE

THE FACEBOOK MANTRA: “LIVE IN BETA”

F L I C K R C R E D I T: B Y T E G I R L 2 4

Continually Test

Imagery, Copy

and Landing

Pages.

Double Down

on Conversions

HUMAN-CENTERED DESIGN TARGETING

You already segment your customers.

Empathy will reveal core and edge use

cases you can target. F L I C K R C R E D I T: F A L L E N T O M A T O

INTERESTING TRAVEL TARGETING

F L I C K R C R E D I T: L U K E K A I

Business Travelers who like United or Starwood.

N Y T P H O T O : D A R R E N M I C H A E L S

Travelers who like #Reno 911! or Live Comedy

Bachelor / Bachelorette Parties

P H O T O : T H E H A N G O V E R

TARGET OTHER PHASES OF THE TRAVEL PLANNING LIFECYCLE

INTENDER

Become part of one’s itinerary during Intent Phase

CURRENTLY TRAVELING

Drive REPEAT BOOKINGS while In-Destination

RECENT TRAVELERS

Inspire while the Memories are FRESH

SPONTANEOUS TRAVELERS

Run your own LAST MINUTE DEALS

POWER EDITOR

YOUR HOME BASE FOR ORCHESTRAT ING CAMPA IGNS AND ADVANCED TARGET ING

CUSTOM AUDIENCES

F L I C K R C R E D I T: C A L A M I T Y M E G

Target your fans customers on Facebook using your

own customer data.

LOOKALIKE AUDIENCES

P H O T O : D I A N E A R B U S

Extend your reach by finding NEW customers

similar to the ones you already have.

RE-ENGAGE AUDIENCES

Downloaded once and lost interest?

Re-engage them again with a Custom

Audience made of past downloaders

of your app.

ACTION SPEC TARGETING (BETA)

Target users based on ACTIONS they’ve taken.

CONVERSION TRACKING

Target users likely to CONVERT via a Facebook Ad.

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.

DRIVE ORGANIC DISCOVERY WITH THE OPEN GRAPH API

MOVE BEYOND LANDING PAGES WITH A MORE ENGAGING USER EXPERIENCE

F L I C K R C R E D I T: M c C L A V E R T Y

Momentum Design Lab

THANK YOU!

Jay Ganaden jay@momentumdesignlab.com +1.415.420.7508 @jayganaden 848 Folsom Street, Suite 201 San Francisco, CA 94107

facebook ad targeting for destinations

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