Facebook’s targeting capabilities continue to improve year-by-year, as the team introduces new ways for you to reach your customer-base. Facebook ads can be targeted to people by gender, location, interests, demographics, age, interests, connections and behaviour. More recently, you can also utilize more advanced targeting tools such as Lookalike Audiences. These allow you to target people similar to those who already engage with you either on Facebook or on your website. Another impressive feature of Facebook ads is retargeting website visitors through the use of the Facebook pixel.
Facebook ads can be a very powerful and affordable way of reaching potential guests and promoting your hotel online. When targeting is done right and you’ve figured out what creatives work best for your business, a little will certainly go a long way. And in our experience, compared to the cost of other online advertising platforms out there, Facebook ads will typically give you more bang for your buck, with a much lower average cost-per-click and a considerably higher click-through-rate.
The Facebook advertising platform offers a wide variety of ad creatives to choose from, allowing you to select and test what works well for your brand. Choose from single images, videos, slideshows, carousels, canvases and collections. What’s more, utilising Facebook’s effective measurement tools will allow you to learn how which ads are performing best. When selecting your images or videos, keep in mind that visual content is more likely to be remembered and reshared than written content, so always choose eye-catching components.
You may not be aware of it, but only a small percentage of your followers on Facebook see the posts from your business page. This is a sad reality, but 100% true. It is due to a number of algorithm updates made over the last few years, which decreases the visibility of business pages in news feeds. And as more and more content is being generated on the platform, the harder it is to get in front of your ideal customer base. The simple truth is, if you want potential guests to discover your hotel on Facebook, you need to be running Facebook ads.
Facebook ads are customised by your individual goals. Whether you want to encourage post engagement, drive users to your website or increase your total page likes, there are various campaign objectives to choose from. Guided through a simple step-by-step process, once you’ve selected your objective you can then personalize your copy, landing pages, ad design and much more.