Picking up from where we left off in the previous video, where we wanted to retarget website visitors who made a search for at least 3 nights, by offering them a discount.
Now that our Custom Audience has been created, today I’m going to show you how an example of how a retargeting ad may look like and how to set up and a campaign of this such on Facebook.
After setting up the parameters or conditions that define our Custom Audience and giving it a name, we can start creating our campaign.
When users visit your website but don’t make any booking search, high chances that these visitors are not yet ready to book.
These people are likely in the middle of the funnel, therefore our retargeting campaign may be more effective if it aims to get more traffic, or more engagement.
Instead, those visitors who not only visited your website, but also made a booking search, are likely closer, or more ready, to make a reservation.
Thus, we may be a bit more “aggressive”, aiming at a Conversion goal for our retargeting campaign.
After that, in the AdSet we can now select our previously created Custom Audience, remember? Visitors who made a search for at least 3 nights.
You might have situations where you want to further narrow the audience to included only visitors from certain countries, or certain age. For our example, I’ll just leave everything very broad.
As soon as you change any of the parameters in the AdSet, the right column will update itself by showing the potential reach, meaning the potential number of people that FB prevents you will be reaching with such a setup.
Since I’m this is a demo page that is getting data from a Test or Demo pixel, there are no real events tracked, therefore FB is showing me that the reach is very little, less than 10 people.
If the setup is properly done, though, there is nothing you should be worried about, as you should see the real potential reach.
The last step of our campaign, is the creating of the ad, meaning how your target will physically see your advertisement.
In this case I’ve created a single-img ad, very simple, short copy, only 3 lines as Primary Text, that get straight to the point and clearly offer the opaque discount.
A double CTA, the native Book Now button on the bottom of the ad, but also a short-link that points to the same URL.
The same CTA is being announced also in the image, because that’s likely the first thing your target will see. In fact, images catch the attention way more than any plain text and, as a matter of fact, the primary goal of any ad is to grab people’s attention.
Finally, in the link, be sure to include the URL of the booking engine. In fact, we want the prospect to be redirect to the IBE directly, not to the website. But in our case, of course, we need to be sure to include also the URL parameter that triggers the discount code in your booking engine.
This parameter clearly depends on your booking engine provider, so if you are not sure what is the parameter that you should be using, you might want to ask your provider.
On the right is the preview of how my ad will look like, depending on the different placements, like FB mobile, FB desktop, Instagram, etc.
Now, this is just an example, I could have set up an A/B test to test many different things, like a video rather than a single image. Or different Primary texts or Headlines.
This is not the purpose of today’s video, though.
My goal, is to show you the terrific and endless possibilities when it comes to retargeting the right people, based on how they behaved on your website and booking engine.
Like I said, retargeting is the most efficient and cost effective marketing strategy we all can count on.
Because driving DIRECT bookings costs too, indeed. But knowing what to do and how to use the budget, DIRECT is ALWAYS beneficial, for any hotel, in any situations.
Again, this was just an example, but if you want, I’d be happy to share more and more ideas and examples of what you too, can achieve.
That’s it for today.
As always, stay tuned, stay safe, and be well.
Hugs and cheers
Ciaoooo
