Trip Consideration Overview
Trip Consideration allows Facebook to optimize ad delivery towards people who have expressed an interest in travel but have not yet selected a destination. You can use trip consideration with static creatives in e.g. upper funnel campaigns or deal/promotion campaigns that are applicable for people with travel intent.
For example, you could show Carousel of top travel deals for various destinations while using trip consideration and Facebook would optimize the delivery to people who have expressed an intent to travel in general but haven't chosen the destination.
You can find trip consideration optimization under the Bidding section. It is available only when using the following optimization goals:
- Offsite Conversions
- App Installs
- Link Clicks
- Landing Page Views
For the best results, a minimum audience size of 7 million people is recommended. The larger the audience, the more there's space for Facebook's algorithms to find the right people.
How is trip consideration different from lookalike audience or interest targeting?
Trip consideration is an optimization solution and not a targeting option. This means that Facebook will try to optimize the delivery towards people with travel intent, you can still define the targeting options similarily as when not using the optimization. However, please note that this may limit the audience to some extent, so using trip consideration with narrow audiences is not advisable.
How is trip consideration different from Dynamic ads for travel for broad audiences?
For trip consideration, you use a static image, while dynamic ads for travel with broad audiences get creative from the product catalog. Trip consideration also optimizes towards people who have a travel intent in general, while dynamic ads for travel with broad audience optimizes towards people who have an intent to travel to some specific destination. As a rule of thumb: trip consideration is more suitable for upper funnel campaigns while dynamic ads for travel works better mid-funnel campaigns.
How should I test if trip consideration works for me?
We recommend setting up an Ad Study with two test cells:
- Demographic targeting (location, country, age)
- The same demographic targeting with Trip Consideration enabled
Both campaigns should be newly created for the test in order not to have history bias, as well as identical in every other aspect such as having the same creatives.