Facebook's New Ad Preferences Help Brands Identify Most-Interested Travelers
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It couldn't be more clear that Facebook wants its users to see the highest quality and most relevant content possible and its latest ad preferences update could have big implications for travel brands that both serve compelling and uninspiring ads to consumers. Meanwhile, Expedia and Priceline are seeing a lot of success with Facebook and are both upping their spend.
Facebook will keep serving ads to consumers but the company is introducing new ad preferences for users' News Feeds that gives travelers more power over what kinds of ads they see from brands.
This week Facebook updated ad preferences with images that users can tap to indicate whether they want to see ads from a particular interest area, including travel. Facebook wants ads to be a part of its News Feed customization efforts, enabling users to see ads tailored to their interests. That's good for users and potentially more effective for brands.
Tapping on a travel image in ad preferences will expand categories under that category and help travelers decide if they're interested in seeing related topics such as hiking, food, ice climbing. Users who have added travel preferences can opt out of seeing ads from specific businesses or organizations.
What The update means for Travel brands
The ad preferences' update helps travel brands identify Facebook users clearly interested in travel or who are planning a trip to a particular destination. Visit New Hampshire, which uses several Facebook ad products, said the update will help it layer in behavioral targeting for users interested in New Hampshire with travel intent.
A Facebook spokesperson says this update, which began rolling out on August 9 on iPhone, Android and desktop browsers (see featured image for desktop), is
