In 2019, TripAdvisor launched TripAdvisor Connect. The branded content ad product pairs the travel site’s audiences with the ad inventory and targeting capabilities of third-party sites like Facebook and Instagram. The ads that you run can be targeted using Facebook’s targeting and customization features and TripAdvisor’s audience profiles. This implementation offers brands the scale of Facebook and Instagram with extra data from TripAdvisor to target potential customers who are already searching for travel, dining, and more.
“Fueled by deep consumer insights, we can help advertising partners reach, engage and activate new and large high-intent audiences beyond the TripAdvisor website and app,” said Christine Maguire, Vice President, Advertising Revenue, TripAdvisor, Inc. in a statement.
The TripAdvisor Connect ads can link to your website, or to your business listing on TripAdvisor if you have one. TripAdvisor even says that 60% of the travelers who book online say they go to the site during the decision-making process.
So how does TripAdvisor calculate your ranking on their platform and how can Facebook ads help to increase your ranking on TripAdvisor?
TripAdvisor calls their ranking algorithm the TripAdvisor Popularity Index. TripAdvisor says that the Popularity Index algorithm is based on three key ingredients: the quality, quantity, and recency of reviews. TripAdvisor says, “Ratings refers to the number of reviews you have on Tripadvisor. … Recency refers to the number of new reviews for your restaurant. While older reviews still count toward your ranking, newer reviews better reflect the current experience of your restaurant. … When someone is searching for a place to eat, they don’t just search for restaurants in a city. They search for dinner or pizza or pad thai in a city. Because of this, you don’t have just one ranking for your restaurant. You have many rankings on all kinds of criteria, from meal type to cuisine type and everything in between.”
In order to raise or keep your ranking on TripAdvisor, you’ll need a balance of quality and quantity of reviews. You can re-target ads for TripAdvisor reviews to your audience regularly to increase the number of reviews (and hopefully your average review score). TripAdvisor says that the best way to raise your ranking is to get more reviews. You can even connect TripAdvisor reviews directly on your website.
You can encourage your past customers to review you on TripAdvisor by re-targeting them through Facebook ads. With all of Facebook ad’s customizations, Facebook advertising has no longer become a way just to target new, potential customers. It is also a great way to reconnect with your past and existing customers.
You can build your audience of customers and Facebook “likes” by:
1. Linking your available TripAdvisor data with Facebook
2. Creating advertisements directed to grow your Facebook audience
3. Building a custom audience from your website with the Facebook Pixel
4. Asking existing customers to like you on Facebook in person
5. Running social media and in person promotions to encourage Facebook likes