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HOTEL BUSINESS REVIEW

FEBRUARY FOCUS: Social Media

 

Running Facebook Ads for Hotels

By Stephanie Smith Founder & CEO, Cogwheel Marketing | February 2020

If you have never run Facebook ads for your hotel, it is a low-cost option to try.  You can get started with as little as $20 and do some testing. 

It is important to go into running ads on social media with a different mindset as compared to Expedia Travel Ads. When running ads through Expedia Travel Ads, that user is currently farther in the booking cycle and actively looking to make a transaction.  When someone is scrolling through their Facebook feed, they may not be inclined to leave their friend space to make a transaction at that time. 

While clicks to your website are important, also give value to engagement.  If you can engage with future customers now, then it is more likely your hotel will be in their consideration set when it is time to make a booking. 

Facebook has seriously awesome targeting parameters to get your hotel in front of potential customers that align with a business' target market and need periods.  The same cannot be said for Google Adwords or any other platform (that I know of…yet).

Brainstorm Targeting Ideas

Hotels have endless options to align with their demand generators and target markets in specific geographic areas. 

Most large demand generators show up as an interest.  To get the ideas flowing, think about some of these that might have a strong following:

  • Music Venues
  • Sports Stadiums
  • Universities and Colleges
  • Amusement Parks
  • Zoos & Museums
  • Convention & Conference Centers
  • Shopping & Outlet Malls
  • Festivals & Events

For event specific targeting, you have a few options.  If the event has an event page on Facebook already built, consider 1) sharing to your page and 2) commenting about your offering on the event page.  Then, you can choose to put funds behind those efforts.

For events at music or sports venues, look to see if it aligns with dates where occupancy may be low.  If this is the case, consider targeting those who like the specific musician or band that is playing with drive radius.  Similarly, for sports venues, your home team likely has a great following, but consider targeting the opposing (travel) team's followers that may be more likely to need a hotel.

Facebook ads is a great way to leverage local packages you have created with other partners, like restaurants, public transportation facilities or demand generators.   

If you are interested in booking weddings in your event space, you can select Newly Engaged as a parameter, broken down into 1 year, 6 months or 3 months. Then, align that with a geo parameter, like a 25-mile radius around your city or choose specific zip codes.  For this style, be sure to choose Lead Generation in Step 2 below.  This feature allows you to create an RFP in which the user's profile auto populates many fields, making a mobile submission easier.

If you are a flagged hotel, you can target those followers of your specific brand, and couple that with feeder cities to your city.  Some large brands have a separate page for their Rewards platform.

If you are a pet friendly hotel, you can get creative and select Pet Lovers or Dog Lovers, then add an addition parameter (Must Also Match) that they like Hotels or Travel.  Lastly, since most people travel with their pet in their car, target cities along the interstate nearest to your hotel.

Does your CVB (Convention Visitors Bureau) charge to become listed on their website?  Well, consider paying via Facebook to target their audience.

How to Run a Facebook Ad

These instructions will walk you through step by step on how to run a Facebook ad in about 30-40 minutes the first time you do it.  And then when you have a better idea of strategy and a plan moving forward, it should be faster. This is best completed on a desktop.

Step 1 – Focus on the Creative and Messaging

If you choose to create a post, then "Boost" it, your current audience has a greater chance of seeing the article.

If you build the ad at the end of the process, within the ad platform, only those people that meet the determined parameters will see the ad.  The creative options for ad creation in Facebook are extensive, so for beginners, try doing a regular post to put funds behind.

The content and imagery should be targeted to a specific audience and whoever you select in Step 3.  Yes, I know this is semi backwards, so you can skip this and create the ad in Step 6 if you prefer.

Ensure the ad copy and image are relevant to catch the attention of your target audience.  If you are targeting dog lovers, use a picture of a dog, and so forth.

For the imagery, be sure there is very little content in the image.  Facebook has a rule that no more than 20% of the ad can contain text.  Here is a quickie tool to check for percentage of text. 

Once you have created the content with related imagery and/or link, go to the top right and click Create in the top right hand corner and select Ad.  (This assumes you are not using Facebook Business Manager. In Business Manager, select Ads Manager from top left then Create.)

Step 2 – Determine Purpose

Facebook offers a variety of different marketing objectives. Traffic works well but you get little info about the individual visitors from Facebook and you would have to rely on your website analytics for more info. 

Brand Awareness is good for new, ongoing exposure or local businesses to get the word out within their community.  For the purposes of which will become clear in Step 8, Engagement is a favorite. Select Engagement for this ad.

Step 3 – Select the Audience

Let the fun begin and see what sets Facebook's platform above the rest!  First, determine your geographic preferences; you can also exclude certain areas. Obviously the narrower, the better.  You can then continue narrowing your audience by age, gender and language.

This is where you start to build out ideas brainstormed in the intro.

The next area is where you can truly target specific likes and dislikes in the section. To grow or reduce your potential audience, you can expand the sections and select multiple behaviors.  You can target followers of specific pages or interests. Any interest or page with at least 10K (estimate) will generally show up as a parameter.

Don't select too many parameters…run a different ad if the groups are different so you can gauge success better. 

For smaller budgets (addressed in Step 5), try to narrow your audience to under 50K by looking at the Audience Size on the right hand panel.  Preferably, a target of 10K to 40K is ideal for a $100 ad. Or, you can run split tests to target audiences, placement, creative or delivery.

Step 4 – Select Placement

Depending on the ad copy and your target market, consider removing some of the placement options. If you are focused on branding or have a strong image or video, keep Instagram and Audience Network.  If your ad is not a video, remove the 2 video options from Facebook. Note, you can leave Instagram selected even if you do NOT have an Instagram account.

Step 5 – Pick Budget and Schedule

Since Engagement was chosen at the start of this ad, Optimization for Ad Delivery should be Post Engagement.  Focusing on Impressions and Reach is good for exposure and branding. But avoid annoying people by showing your ad over and over.

Setting your budget under Budgets and Schedule is up to you.  You can determine a daily budget or lifetime budget with a start and end date.  Your actual daily spend may fluctuate. You can set up an evergreen ad to run continuously, but don't allow your content to get stale.  Facebook will estimate your spend based on your parameters.

Ads can do quite well with a budget as little as $50 to $100 per ad.  Give your ad enough time to get traction and be shared, i.e. 30 days.  If you are only running your ad for a few days, the organic reach achieved through comments and sharing may be limited. 

There are more parameters that can be selected in terms of scheduling and delivery, but this can be left alone unless you have data to support it. 

Step 6 – Select Ad with Call to Actions

If you have already created your ad in Step 1, then select Use Existing Post.  Make sure the right Facebook page is selected. If you chose Instagram in Step 4, select an Instagram account.  Then select the Post in the drop down. If the post is scheduled for the future, it may not show up, but you can enter the Facebook ID instead.  Depending on the ad, you have the option to add a call to action, which is recommended.

The URL parameter and Facebook tracking pixel should be used if you have strong analytics set up.  Otherwise, you should still be able to see your Facebook referrals in your website analytics. If you are running many ads at once, the expanded tracking is beneficial. 

If your ad contains too much text, as mentioned in Step 1, you may see an error like this:

Your Ad's Reach May Be Slightly Lower – You may reach fewer people because there's too much text in the ad image. Facebook prefers ad images with little or no text. Consider changing your image before placing your order. Get guidance on reducing image text.

You can request a manual review or modify the ad.  They sometimes let your ad run for a day or two before denying or accepting your ad.  If denied, look forward to starting over.

Step 7 – Performance Metrics

Throughout the running of the ad, you will see your performance metrics.  Depending on your goals and objectives, any number of metrics are valuable. Cost per Engagement is key. This includes Likes, Comments, Shares and Clicks combined. Cost per engagement would be key for this ad, as Engagement was chosen as the original marketing objective.  And if your targeting parameters are specific, hopefully this is being presented to new, incremental target markets.

At the end of the day, conversions, leads and revenue are clearly paramount. 

Step 8 – Invite Engagements to Like your Page

After completion of the ad, click on the list of people that Liked/Loved and invite them to Like your page to create a long term relationship.  See step by step instructions on getting that free second round of engagement on Facebook.

This simple guide to running a Facebook ad is fairly elementary, as Facebook has continued to enhance the features and functionality. 

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You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

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