A new self-service ad product has been launched by TripAdvisor: Media Manager. The tool is available to marketers on TripAdvisor’s platform, and designed for small to medium businesses and agencies.
Although the formats are graphical and include retargeting, the customer intent profile is aligned more with search marketing. The purpose of the design is to reach high-intent, in-market travel customers or those who are doing research on specific travel destinations.
The ad creation process is pretty easy. Just name your campaign, select whether you want the ads to appear on desktop or mobile and select an audience targeting option.
Then, select a budget, a start and end date for the campaign and a geographic targeting option. TripAdvisor says, “the less granular the destination,” the lower the CPM. The audience targeting options also include behavioral targeting and destination retargeting.
Users will be able to uploading their own creative or user a wizard to build creative on the platform. There’s even an A/B testing option and frequency capping. Ads will appear as native ads within the feed or search results.
The company says that if the campaign “doesn’t receive as many views as you requested, we’ll automatically refund you for the difference.”