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Snapchat now offers dynamic ads for travel

Snapchat has launched an easy and automated way for businesses to reach travelers. The new product is called Dynamic Travel Advertising.New advertisi

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Snapchat has launched an easy and automated way for businesses to reach travelers. The new product is called Dynamic Travel Advertising.

New advertising features. According to Snapchat’s announcement, the new ads will include the following components:

  • Customized catalogs designed to meet the needs of travel advertisers
  • Advanced audience targeting based on intent
  • Suitable delivery locally based on destination popularity

Good news for travel brands. Originally developed for companies like Booking.com, Dynamic Travel Advertising allows advertisers and businesses to upload catalogs or feeds and display targeted ads to serve users based on their travel preferences and intent.

The announcement comes just months after many pandemic-related restrictions on masks and testing were lifted, giving tourism a chance to return to pre-2020 levels.

Audience targeting uses machine learning and product ranking to serve ads to users who have not previously visited the advertisers’ website. Locally relevant targeting dynamically retargets users who have visited your website or app with lists you might be interested in.

Early results. Booking.com recently adopted the new strategy, showing ads with locally relevant listings of properties that users have already viewed. The results were 20 times lower than the purchase cost, 1.3 times higher pass rate, and 10.7 million impressions.

Booking.com has used dynamic ads on Snapchats to provide locally relevant listings to those interested in their properties

What does snapchat say. “With the summer holiday season approaching, travel companies are looking to improve reach and increase conversions,” said Sharon Silverstein, Snap US President, in a statement. “Snapchat users are a particularly prominent audience for the industry, with many eager to travel and more likely than users to travel.” Other platforms. Dynamic travel advertising is delivering impressive results for our partners, and we look forward to rolling it out to more businesses as the travel industry enters its busiest season.”

The official Snapchat documentation. Read the full ad setup instructions here.

Why do we care. When it comes to dollars spent on advertising, Snapchat lags behind industry giants like Facebook and Instagram. But Snapchat is gaining momentum, with most of its users falling into Generation Z and millennial age groups. And since these groups are the most diverse of travelers, Snapchat is a great place to advertise airline deals, hotels, new destinations, and popular hotspots.


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About the author

Nicole Farley is an editor at Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA, and a penchant for true crime, podcasts, travel, and snacks.

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