In recent years, many travel brands have faced difficulties with their SEO strategies, turning to Facebook for advertising and using Facebook's login system to flow data to customers to deliver more relevant products and content, boosting conversion rates.

Global Travel NewsCompiled from Tnooz: In recent years, many travel brands have sought to use Facebook's power to optimize their digital marketing.

Part of the reason is that many companies' SEO strategies are in trouble, especially for Google, whose vast majority of search results are their own products (e.g. Google Maps, local services, flights, hotel searches, etc.).

In addition, Facebook is a leading advocate of "social maps" (compared with the inevitable decline of the social networking site Google Plus), which means that to attract these millions of social travelers, you have to learn to use Facebook for marketing.

But for many travel search engines, it remains to be seen how effective Facebook will be as an advertising channel, although it may be able to maximize the effectiveness of its marketing campaigns, giving them access to every user.

"Facebook users interact with friends on the platform, upload selfies or click to watch cat videos, but they don't click on ads." This is also understandable.

While it can be difficult to display ads on Facebook, it's possible to convince marketers to pay for them, and some travel brands have succeeded because they take advantage of Facebook's core values: connections, interactions and personalization.

The first to do so was TripAdvisor, the world's largest online travel media, which teamed up with Facebook to launch Trip Friends in 2010, allowing Facebook users to better understand hotels on TripAdvisor based on the sharing of friends within their circle.

Since then, many travel brands have started using Facebook's sign-in system, some starting to build their own sign-in systems, and others are starting to mine data.

Some argue that travel distributors may not be having a good time in this area, mainly because they often don't "own customers" or, at least, are struggling to promote offline customer experiences to online social feedback and interaction.

The dilemma of vertical search engines is even more obvious because they simply act as intermediaries, bringing users to third parties.

With that in in in common, Skyscanner, a travel search site, recently began using some of Facebook's tools to better understand its customer base and use mobile advertising more effectively.

At the heart of this approach is Facebook's login system as a new way to connect customers to their own websites.

Interestingly, the conversion rate (e.g., users continuing to use their services) has increased by 100 per cent, even if they only send messages to them when they first connect to Sky Patrol via Facebook.

SkyTransf uses the data stream from the login system to begin what Facebook calls "event-based target marketing", in which products and content are available on Skytrans' website for specific people at specific times.

The company says the click-through rate on content and products on its website has increased fivefold since it offered users more relevant products and services.

Finally, Skytran found that mobile app install ads (i.e., ads that appear on users' computers or mobile timelines) attract more people to download apps, and that the "lifetime value" of these customers (users are more viscous and more willing to spend money) is twice as high as existing ones. (Claire compilation)

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