Facebook advertising is one of the most affordable and influential digital advertising channels today. This is also where the majority of people spend their time. With 2.7 billion monthly active users, or more than a third of the total world population, and nearly 30 minutes of time spent on average daily by subscribers on the platform, Facebook remains one of the best channels. to reach people with messages, in the company of Instagram, YouTube, and other social networks. What does this mean for businesses working in the tourism industry, especially during this difficult time marked by the COVID-19 pandemic? This means that a large part of your target audience uses Facebook,
In addition, the social media giant has implemented a growing range of online tools and services related to the travel industry, which can enable users to find inspiration, seek travel recommendations from, and friends and even book hotels.
As more and more users flock to Facebook before, during, and after their trips, there is a marketing tool that all tourism professionals, and in particular hoteliers, whether French, Swiss or American, should be aware of: Facebook hotel ads known as “Travel Ads” (formerly “Facebook Dynamic Ads for Travel”).
Facebook Travel Ads provide a way for brands and businesses operating in the travel and tourism industry to reach different audiences at different stages of their shopping journey with personalized messages, helping to attract early attention. of users and stimulate direct bookings. Based on analyzes made by several consulting firms specializing in tourism, Facebook Travel Ads is able to provide a higher ROAS (Return On Ad Spent) than standard retargeting strategies. found in the online advertising market, making it a high value-added resource for all hotel marketers.
What are Facebook Travel Ads?
Facebook Travel Ads is a native marketing solution for the travel industry that delivers highly personalized advertising products on Facebook, Instagram and various websites within Facebook’s “Audience Network”.
You can use Facebook Travel Ads to reach people who visited your website but left before booking, as well as people who haven’t visited your website but have expressed an interest in your destination. by browsing the internet.
Facebook’s dynamic retargeting ads / ads are different from standard retargeting solutions because they allow you to target users with ads based on the actions they have taken on your site, their dates of stay, types of desired rooms and other more specific details they may have provided.
These ads use dynamic values and real-time data provided by search engines dedicated to booking hotel rooms, such as room rates, number of visitors and dates of stay). Since these ads contain very relevant information, they can generate higher conversion rates and ROAS than standard retargeting.
Convert more travelers with Facebook Travel Ads
To help your hotel maximize its investment in Facebook Travel Ads, here are three tips you should consider:
1. Narrow Your Audience: Narrow Your Audience allows you to target users with the right message, at the right time, based on their behavior and interactions on your hotel or travel agency website. Based on this, you can get a pretty good idea of their purchase intention and where they are in the booking journey, and tailor your message accordingly.
Here are some simple but useful things to consider for every user:
You can then use the answers obtained from these questions to create more personalized ad copy. For example, you might want to target people traveling with young children, who have visited your website several times in the past two weeks, but have not yet taken the decisive step, i.e. say made a reservation. In this specific case, create an ad for that segment, promoting your child-friendly amenities, for example, or with a tempting Ecuador Cell Phone Numbers List offer for your rooms or suites intended for families.
Facebook Travel Ads allow you to further refine your audience by targeting users based on their geographic location, age, gender, behavior, relationships, and personal interests. So, if you want to make even more precise selections and categorizations, it is possible. Why not consider creating mini advertising campaigns, aimed at only 20/30 people, who have passions like ecotourism, water sports, or yoga?
While you might not want to be that specific, the possibility of very specific segmentation can help you increase conversion rates by promoting relevant selling points to different groups of customers.
2. Be smart with your ad spend: Smart targeting is the key to maximizing your ROI. One of the useful features of Facebook Travel Ads, among other things, is the ability to filter out people whose arrival dates have already passed. This allows you to cut down on unnecessary ad spend and not irritate customers with irrelevant messages while they are enjoying their trip or have already returned home and quietly watching videos on their tablet. .
Facebook Travel Ads also allows you to adjust the bid and budget for each customer segment based on their value. For example, you might want to place a higher bid for users who are interested in making a reservation in the next 7 days because they have a fairly strong purchase intention, which makes them more likely to convert. You can also target groups who wish to book for a minimum of 14 days to maximize your return on investment.
How do hotels benefit from Facebook Travel Ads?
Many companies that operate in the tourism industry have tested Facebook Travel Ads campaigns, to see how they would possibly be more effective compared to standard retargeting campaigns.
And according to most of the professionals who have tried, the results are there.
Most of them have seen significant improvements in their cost per conversion, conversion rate and ROAS when using Facebook Travel Ads compared to standard retargeting.
And here are the top three factors that made Facebook Travel Ads successful in boosting conversion rates:
Efficient use of the budget
The advertising budget of hotels that bet on Facebook Travel Ads was spent more efficiently, as the ads only served to people who expressed a strong intention to book. Since users were theoretically targeted based on their booking window, ads also couldn’t reach people whose desired arrival and stay dates predate the running of the ad campaigns. which made ad spend more efficient.