Hotel Facebook ads can deliver a very strong return-on-investment. However, in order for them to be successful, they need to target the right users. You don’t want to spend money on a campaign that reaches users with no interest in your property.
Luckily, that won’t happen if you follow these key tips:
Hotel Facebook Ads: How to Target the Right Users
Create Custom Audiences
Facebook currently boasts approximately 2.27 billion active monthly users. On the one hand, that gives you the opportunity to reach many potential hotel guests. On the other hand, the vast majority of those users won’t be genuine prospects.
That’s why you need to create Facebook Custom Audiences. This simply involves determining which types of users you want to target based on a variety of factors. These factors may include age range, interests, location, and more.
For example, maybe your hotel offers easy access to a popular ski mountain. You might want to run ads targeting users who are interested in skiing. Being specific helps you avoid wasting money on campaigns that reach users who, for whatever reason, are not likely to visit your property.
Leverage Existing Customer Lists
There are instances when you want to target new guests with your ads. However, there may also be times when you would like to target users who’ve already stayed at your property. Maybe you want to promote a loyalty program, or maybe you want to let them know about an upcoming event.
You can obviously target your existing Facebook followers when doing so. That said, because your Facebook followers don’t represent all guests who may be interested in your ads, you should also take advantage of the fact that Facebook lets you create audiences from other customer lists. For example, if you have an email list, you can upload it to Facebook to generate an audience of your email list followers.
Create Lookalike Audiences
Facebook is also a valuable marketing tool because the platform allows you to create “Lookalike Audiences.” This helps when you want to reach new users with a campaign, instead of reaching the same ones you reached with your last campaign.
For instance, maybe users in a particular Custom Audience engaged with your content frequently in the past. To target similar users (but not the same ones), you can create a Lookalike Audience consisting of users who are similar to those in the previous audience. This can also be an effective way to learn more about your ideal guests.
One of your hotel marketing goals should be ensuring guests book rooms directly through your site more often. If they book through an online travel agency, you’ll earn less due to commission fees.
You can achieve this goal with the Facebook pixel. This is simply a piece of code you can add to pages on your site that will track and monitor user behavior. You can then use the data from the pixel to create a new audience.
For example, you might use the pixel to create an audience of users who browsed the page on your site listing available rooms. This behavior indicates they were at least considering staying at your property. With the pixel, you can run ads that remarket to them.
As always, you should also follow key best practices when developing and running hotel Facebook ads. Make sure they are visually-appealing, include a strong call-to-action, and are properly monitored. By adhering to best practices and applying these tips, you’ll substantially boost your ROI.