Before using Facebook ads, hotels should understand the advertising platform. As with any advertising medium, the objective of using Facebooks ads is to increase your business. Facebook ads have the power to do this, but as their representatives often state, their platform is primarily in demand generation rather than demand fulfillment.1
In other words Facebook considers itself to be a platform where you can generate interest in your brand – demand generation, which typically happens at the top of the sales funnel. Once consumers have decided to take action, they may conduct more specific searches on Google, which can be used for demand fulfillment. Facebook ads are used more to stimulate interest in a brand, and engage with customers early in the buying & decsion making cycle. As the Facebook marketing slogan states, ‘Find your customers before they search.’
What are Facebook Ads?
Facebook ads appear on the right-hand column of the Facebook pages and are highly targeted to the users’ profiles and interests. Advertisers can easily create ads through their own account, and can set a minimum budget for as low as $1 a day. You can choose to bid by CPC (cost per click), or by CPM (cost per thousand impressions).
Only three ads may show at a time on a page, and the ads to be displayed are determined by an algorithm that takes into account the ad performance and the bid. Advertisers can run multiple ads simultaneously, and can set up start and end dates up to 30 days in advance. You can then track the performance of your ads through the Facebook reports and your analytics software.
How can my hotel benefit from using Facebook Ads?
Facebook compiles personal information from its users’ profiles and interests, and will display your ads to people who match the criteria you specify. This is extremely beneficial for hotels, because they typically have different segments with different target audiences that will require different ads.
For example, you may want to create an ad to promote weddings at your hotel. You can specify that your ads be shown only to females, who are engaged, between the ages of 20-35, and who live in a specific state, or province. You could also create ads about your spa, restaurant, or meeting space, and select different demographics for each ad.
The targeting options you can choose from include location, age, birthday, sex, keywords, education, workplaces, relationships, interested in men or women, languages, connections, and friends of connections. Below is a brief description of how these options can help your hotel send targeted messages:
Target people in different countries, cities, or states:
This option is very useful to hotels. For example, a beach resort that is a short distance from a city may run a summer campaign targeted exclusively to people who live in that city. You may also want to run an international campaign to promote your hotel to an overseas market.
Create ads that will appeal to different age groups:
Different types of hotels may appeal to different age groups. For example, a golf resort may want to target an older demographic than a modern urban hotel.
Send people special offers on their birthdays:
Create a separate ad with a birthday image and perhaps a special offer.
Target to men or women:
Different ads will appeal to different genders. For example, you could create two ads for the same weekend getaway, one that would appeal more to women, and one that would appeal more to men.
Use keywords that match users’ interests:
This is the most important targeting option. When a Facebook user sets up an account, they can reveal a lot of personal information about themselves, including their basic information, where they went to school, and where they work. There is also a personal profile where users can list their favorite activities, interests, favorite music, favorite TV shows, and favorite books.
As an advertiser, you can select words (keywords) to target, and your ad will be displayed to people who have used that word somewhere in their profile. For example, if I am creating an ad to promote my hotel restaurant, I would need to think of the words that someone interested in food and dining might include in their profile, such as such as, ‘dining out,’ ‘gourmet food,’ or ‘cooking.’ If I include these words in the keyword section, my ad will be displayed to people who have used these words in their profile.
You should create different versions of your ads to match different profiles. For example, think of the city or town you are in. Why do people go there? Some go to ski, to see a sports event, to shop, to see the sights, to go to a show, to visit a museum, etc. You could create an ad for your hotel that includes an image of a museum in your city, and display it to people who are have expressed an interest in art or in visiting museums. You could take the same ad, and include an image of a famous sports event in your town, and display it to people who are interested in sports, a specific team, or a specific event.
Customize your ads to students of specific universities:
Send an ad to students of a specific university, and offer them a special discount for family members. For example, if I was a student at Emerson, and I saw an ad that said, ‘Hey Emersonians – Special Discount for Your Parents!’ it would get my attention. The National Center for Education Statistics can give you a list of all the Universities in your area.
Include the name of a specific workplace in your meetings ads:
Create a meetings ad and include the name of the company that you are targeting. For example, employees of ‘Compstar Rhode Island’ would be interested in an ad that stated, ‘50% Discount on Weekend Retreat for Compstar, Rhode Island Employees!’
Target wedding ads to couples who are engaged, or offer weekend getaways for married couples:
Relationship targeting is very useful to hotels. You could promote weddings at your hotel to couples who are engaged. You could even go a step further and create a separate ad for the bride-to-be, and another one for the groom-to-be. With Facebook ads you can also target married couples of various age groups, and offer weekend getaways.
Create ads in different languages:
People respond better to ads that are in their own language. Create ads that will appeal to foreign language speakers and tap into new markets.
Create ads exclusive to your fans with Connection Targeting:
Connection targeting allows you to send ads targeted to people who are fans of your page, people who have used your applications, members of any groups you may have, or people who have RSVP’d to one of your events.
Send your connections a special offer, and encourage them to share it with their own network of friends and family. Your connections have already proclaimed their interest in your brand, and they will be happy to engage with you. You also have the option to exclude your connections from seeing an ad, for example if you are sending an ad to promote your Facebook page, you may not want to send it to people who are already fans of your page.
Source O’Rourke Hospitality.com to continue reading Click here