TripAdvisor has launched a new self-service ad product: Media Manager. The tool is designed for small and medium businesses and agencies and is available globally to marketers on TripAdvisor’s platform.

Simple ad creation and targeting. While the formats are graphical and include retargeting, the customer intent profile is more aligned with search marketing. It’s designed to reach high-intent, in-market travel customers or those doing research on particular travel destinations.

The ad creation process is fairly simple. Marketers name their campaigns, select whether they want the ads to appear on desktop or mobile and select an audience targeting option.

Marketers then set 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 can upload their own creative or use a wizard to build creative on the platform. There’s also an A/B testing option and frequency capping. Ads 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.”

Why we should care. For companies seeking highly qualified travel audiences, this may well be a strong complement or alternative to paid search on Google — although marketers pay for CPMs not CPCs. But for SMBs in hospitality and travel-related services that are currently doing self-service Google Ads, this may be a simpler and cheaper option.

About The Author

Greg Sterling is a Contributing Editor at Search Engine Land. He writes about the connections between digital and offline commerce. He previously held leadership roles at LSA, The Kelsey Group and TechTV. Follow him Twitter or find him on LinkedIn.


TripAdvisor launched TripAdvisor Connect this week. The branded content ad product pairs the travel site’s audiences with the ad inventory and targeting capabilities of third-party sites. It is rolling out first on Facebook and Instagram, and the company said it plans to bring the ads to more media channels soon.

The ads will appear as co-branded content posts with TripAdvisor’s logo and company name and the “Paid Partnership” language at the top of the ad:

he TripAdvisor website and app,” said Christine Maguire, Vice President, Advertising Revenue, TripAdvisor, Inc. in a statement.

According to the company, 49% of travelers claim the site “inspired” them to visit a new destination. In other words, a large segment of consumers searching for a new travel or dining experience have visited TripAdvisor. TripAdvisor advertisers can now retarget those audiences on Facebook and Instagram.

More on the news

  • The TripAdvisor Connect ads will link to the advertisers website, or to the advertiser’s business listing on TripAdvisor if one exists.
  • Pricing varies depending on audience size and targeting and can be based on a CPM model or performance model, including CPC, cost-per-engagement or cost per video view.
  • TripAdvisor reports that 60% of travelers who book online say they visit the site during the decision-making process.

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