German operator Ameropa-Reisen has become the pilot customer for travel offers to be displayed on Facebook and Instagram in the country.
The company is promoting itself via so-called dynamic ads for travel in a marketing campaign managed on the bidding platform of software specialist Peakwork’s US marketing partner Koddi.
Users of the social networks can now be targeted with relevant travel offers directly from the Peakwork Player-Hub network.
Ameropa-Reisen is delivering more than 20,000 hotel offers and rail package holidays to Facebook and Instagram to be displayed in Germany.
Peakwork has developed a Facebook adapter, which delivers high quality data from the operator to Facebook.
Ameropa-Reisen can control who sees its offers through a variety of targeting parameters including families, adults, destinations and display time.
This allows the operator to directly target its adverts to achieve higher conversion rates.
Facebook users will be forwarded directly to the booking page of the corresponding offer on the Ameropa-Reisen website, where they receive further details and can complete bookings.
Ameropa-Reisen has chosen Koddi to manage the Facebook dynamic ads for travel bidding.
The specialist in metasearch management offers e-commerce bidding platforms for the travel industry and is used to achieve optimal ROI in advertising on Facebook, Google, Trivago, TripAdvisor and other metasearch sites.
Nicholas Ward, president and co-founder of Koddi, said: “Facebook’s user oriented approach brings a unique set of challenges for the travel advertiser to analyse and optimise hundreds of thousand possible permutations, requiring industry leading technology and expertise to manage the complexity.
“This is at the core of Koddi’s expertise and we are proud to be able to offer these services to the world’s leading travel brands.
“Facebook’s native environment and highly engaged user base combined with Koddi’s advanced bid automation and reporting suite have proven to provide returns for travel marketers and simultaneously build brand equity in a way that we haven’t seen before.
“Peakwork enables us to work with high performing offer data in order to increase conversion.“
Ameropa-Reisen head of e-commerce, Dirk Meyer, said: “We are the first tour operator in Europe to launch the new dynamic ads for travel on Facebook.
“Last year, we introduced the first white label booking path for Hotel+Rail and were a pilot partner for the launch of Google HotelAds.
“With more than 20,000 hotels and train fares starting at €19, we offer our customers the perfect range of services for a first-class short holiday in Germany and Europe.”
Peakwork chief executive, Ralf Usbeck, added: “Enormous traffic travels across social networks daily, especially regarding travel.
“These applications are becoming more and more extensive and will serve their users more and more with all desired content.
“We are pleased to offer our customers the opportunity to leverage highly qualified users and travel potential through connectivity to Facebook.”