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Travel Targeting

January 3, 2025

Importance of Travel Targeting

Travel targeting is crucial for improving the relevance of travel ads, optimizing campaign performance for advertisers, and enhancing the overall value proposition for travel agencies. Currently, travel advertisers lack the ability to tailor their bids and target specific traveler segments, leading to missed opportunities and potentially lower conversion rates. This feature directly addresses this gap by providing granular control over targeting parameters and bid adjustments.

Key Benefits

  • Increased Relevance: Travel targeting allows advertisers to tailor their ads to specific travel windows, traveler types, and other criteria, ensuring that their offers are shown to the most relevant audience. This increases the likelihood of conversions and improves campaign effectiveness.
  • Improved Campaign Performance: By targeting specific traveler segments and adjusting bids accordingly, advertisers can optimize their campaigns for better performance and higher return on ad spend (ROAS).
  • Enhanced Advertiser Satisfaction: Offering granular targeting capabilities empowers travel advertisers to achieve their specific campaign goals and cater to their target audience more effectively, leading to increased satisfaction and potentially higher ad spend.

How it works

We introduced travel targeting capabilities for sponsored listings, allowing advertisers to adjust bids based on user and search attributes.

  1. Targeting Options: Advertisers can target users based on:
    • Travel Window (start and end dates)
    • Check-in Day of the Week
    • Traveler Type (family, couple, solo, group)
    • Length of Stay
    • Site (user location)
    • Vertical (hotels or packages)
    • Booking In Advance (days)
  2. Bid Adjustment: Each targeting option has a multiplier (between 1x and 5x) that adjusts the bid for matching users/searches.
  3. New Auction Endpoint: The travel auction endpoint includes new fields (travelStartDate, travelEndDate, travelerType) to support targeting.
  4. Targeting Logic: The system will apply the highest applicable multiplier if a user matches multiple targeting criteria.
  5. Partial Travel Window Match: Bids will be boosted even if the travel window overlaps for only one day.

This feature requires integration changes.

Considerations

  1. The feature is be available only for sponsored listings.
  2. The UI allows selecting multiple targeting options and multipliers.
  3. Only one option per target can be sent in the auction request.
  4. Partial travel window matches will activate the multiplier.
  5. Manual bidding and autobidding are both be supported.