Creating a Custom Audience in Facebook Ad to Retarget your Hotel Website Visitors

If you are looking for an effective targeting solution to reach potential hotel guests, creating a custom audience in Facebook could definitely guide your strategies. Indeed, advertising with this social media platform offers you the opportunity to promote your offers to people who already built a relationship with your property. This is the key if you are willing to create a successful ad appearing in front of the right people considering an upcoming hotel stay.

How is Custom Audience from your website Defined?

A custom audience in Facebook Ad allows you to target a specific group of potential hotel guests who already had previous interaction with your brands. Creating a custom audience will allow you to target your ads to people based on their behavior while browsing your website at the different stages of the sales funnel. Indeed, Facebook is able to match people’s profiles in the social media platform with your website visitors. You have the ability to target to all your site users. You can also retarget to potential guests who have visited specific pages of your hotel website to design ads based on those pages content.

Setting Up a Facebook Pixel to create your Custom Audience

In order to be able to create a Custom Audience to launch a retargeting campaign, you first have to make sure to set up a Facebook Pixel. Here are the different steps you should follow to set up your pixel:

Once you are logged in in your Facebook business account, go to business settings. In the dropdown menu, click on Data sources and then select Pixels. Then, the screen where you can set up your pixel will appear in which you can click add.

Images taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

A window will open to start the process of connecting your website activity to Facebook using a pixel. You can there enter the name for your pixel and the link of your website. Then, click continue and select Set up the Pixel Now.

Images taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

A window will open to start the process of connecting your website activity to Facebook using a pixel. You can there enter the name for your pixel and the link of your website. Then, click continue and select Set up the Pixel Now.

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Set up Your Pixel with a Partner

If you select to set up with WordPress for example, you have to login in your WordPress account, click on plugins and select add new, and then select Facebook for WordPress to download it and click activate. Then, select settings from the left dropdown menu and click Get Started.

Images taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Then, you have to send a test traffic through entering your website URL in the next step.

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Then, you can set up your events by selecting Facebook pixel and click on connect and confirm in the last step.

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Then, you have to make sure that your pixel is activated with the green light at the top of the screen next to your pixel ID as below:

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

In your pixel dashboard, make sure you add people who can edit and manage your pixel. You can select your name and add other people working in the hotel marketing department. You can select partial or full control of pixel events, audiences, etc for people you add.

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Set Up your Pixel Manually

You can also enter your pixel code manually to your website by selecting set up manually instead of set up with WordPress. A window will appear with your pixel code where you will press Copy to clipboard.

You then have to login in your WordPress account, select plugins in the dropdown menu and Add New. You will then write in the search bar Headers and Footers and download the “Insert Headers and Footers by WP Beginner” and click activate. Then, you can click on settings on the left side and select insert headers and footers. You will then paste the pixel code in the Header section and click save.

Setting up your Events in Event Manager

In this step, you have to click on all tools from Facebook dropdown menu on the left side and select Event Manager. Then the event screen will appear in which you have to click on settings. On the events settings, you will have to select Open Event Set Up tool and enter your website URL which will direct you to your site.

Then, a page will appear where you will click next. Make sure to have Facebook Pixel Helper extension installed in your browser. You can then select Track New Button in the Facebook Pixel Helper extension that looks like a puzzle on the left side of your browser. Then, you can select the event of your choice based on your campaign strategy (e.g: add to cart, initiate checkout, lead, purchase, add payment info, complete registration, contact, subscribe, etc). These events will allow you to retarget your visitors with your campaign based on the specific behaviors you choose when setting up the event.

Creating your Custom Audience After Setting Up your Pixel

Now that you have your pixel on, you are ready to create a custom audience. You can click on business settings, then all tools and select audiences. Then, a page will open where you can click on Create a Custom Audience.

Images taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

From the different custom audience sources, you can click on website as you will be creating your audience based on the website traffic.

Image taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Then, another window will appear in which you have to select the pixel you set up for your retargeting campaign. Make sure you have the correct Pixel ID showing in Source. Then, you can select events from the dropdown menu that will give you several options. You have the choice of selecting to target “all website visitors”, “people who visited specific pages” or “visitors by time spent”. You can decide on your timeframe that goes up to 180 days. You can then give a name to your audience and add a description. Facebook will then prepare the audience in about half an hour according to the social media marketing organization Hootsuite.

Images taken from: https://business.facebook.com/latest/home?nav_ref=bm_home_redirect&asset_id=107154715094232&business_id=411905870372659

Now that you have your Facebook pixel connected to your website and created one or several custom audiences, you can proceed with the development of your retargeting ad in your Ads Manager. Make sure to select your desired custom audience when refining your target audience during the ad set up. Through this whole process, you will be able to create a Facebook retargeting campaign. In this way, you will remind your potential guests who already developed a connection with your brand about your hotel packages that likely appealed to them. Be prepared to boost your booking conversions by implementing this digital marketing strategy!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Thinking AIDA model to Create Mind-Blowing Advertising Campaigns in the Food and Beverage Industry

Are you a working professional thinking about launching memorable marketing campaigns for your restaurant? You might be thinking about the model you should follow to create powerful promotional material. When you start using the AIDA model, you will be surprised how good you will be at creating effective advertising campaigns that will be remembered by your target audience. Indeed, AIDA framework is very popular among advertisers in all types of businesses including in the food and beverage industry. Through thinking about the different steps of this model to design advertisements, marketers have the ability to make their offers look more appealing than ever.

How is AIDA model defined?

AIDA is a widely used model in nowaday’s advertising world. It can be defined by the different steps consumers are going through when being exposed to a promotional campaign. According to Elias Lewis (Links to an external site.) who is the first designer of this model in the late 1800s, the goal of any advertising is to be convincing enough for consumers to move forward with a purchase. Indeed, it has to first catch people’s attention before driving their interest, bringing desire to stimulate the action of buying the product or service promoted. Indeed, attention, interest, desire and action are the four stages of the buyer’s journey proposed by the AIDA model.

Below are the different steps defined:

Attention: It is how advertisers grab the attention of the customers at first sight.

Interest: At this stage, advertisers are stimulating the interest of the viewers in a way to make their consumers consider their brands.

Desire: Through unique offers, advertisers are making their customers desire their products or services.

 Action: This is the ultimate goal of the advertiser trying to persuade their customers to take action and proceed with a purchase.

An article written by the marketing organization Hubspot mentions Lewis (Links to an external site.) formula which shows how the different phases of the model are related to each other:

“The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.”

How is the AIDA model used to create astonishing advertising in the food and beverage industry?

In the restaurant business, photoshoots have been essential to promote food and beverage offered. Thinking about AIDA model has allowed advertisers to innovate to create appealing promotions. While capturing camera shots, marketers have worked on gabbing their audience attention, interest and desire through ensuring unique look of the food they are photographing. Indeed, they are making sure the food appears delicious through attractive colors, size, textures, etc.

Examples of Innovative Strategies used During Food Photoshootings for Advertising Campaigns

Here are tricks used by marketers to manipulate photos according to a video posted by the organization TopTrending (Links to an external site.)mentioning how the shootings are a long process to make the food look perfect on the ads. This video shows examples of ingredients and products that advertisers use to make food appear attractive on camera.

Cotton:

Advertisers are making their food looks steamy on camera through the use of cotton. In fact, they place cotton inside and around the food so there is an effect of steam appearing. This likely attract customers desiring a hot delicious dish.

Mashed Potatoes:

Mashed potatoes are used to make the volume of the food looks bigger. It is usually utilized to fill meat and roast chicken on the inside. As consumers have the tendency to associate food of big size with being appetizing, they can easily be captivated by this effect and likely build desire towards it. Ice cream is another example of food in which mashed potatoes is used to make it look exquisite. Indeed, it is difficult to capture shots of ice cream as it is quickly melting. As a result, painted mashed potatoes is used to make perfectly shaped and colored ice balls. As viewers will see those nice-looking tasty ice creams, it is likely enticing people to buy them.

Glue:

Glue is used to replace milk to retain its white and thick appearance on camera. Glue is commonly poured in thick layers to enhance the look of the cereals mixed with milk. Indeed, cereals do not sink and stay hard and dry inside of glue. Thus, the cereals looks even more beautiful and delectable with this effect which would likely catch the attention of people craving for a bowl of cereal.

Shoe Polish:

Advertisers are making steak appear grilled at perfection through looking juicy and pinky. The grilled marks are enhanced thanks to shoe polish. Hair color sprays are also used to paint chicken in golden brown so it appears beautifully roasted. This makes customers exposed to the advertisement tempted to try such stunning marvelously cooked steak and chicken.

Shaving Creams:

As whipped cream usually melts in seconds, shaving creams is used to replace it on photoshoots as it holds up for a longer time. Indeed, shaving creams does not melt and is easy to shape to make it look like a perfectly crafted whip cream likely attracting viewers.

Wax and Deodorant:  

Wax and deodorant are used to make fruits look very shiny. As a result, people are likely associating this effect with naturalness which appeals to consumers looking for fresh fruits. Wax is also used to add consistency to sauces as they appear watery and thin on camera. Indeed, advertisers have used colorful wax to make the sauces appear with robust consistency which strengthen its flavorsomeness in the eye of the customers who would likely build desire towards it.

Cardboards

Cardboards have been used by marketers to enhance the look of burgers and cakes for instance. Indeed, cardboards are used to design perfectly even layered and uniformed cakes and burgers to make it look irresistible to people watching the ads.

Motor Oil:

As syrup is easily absorbed by pancakes, advertisers have used 10W30 car engine oils to enhance the effect of maple syrup pouring on pancakes. Indeed, car oil does not melt and with its thick consistency, the pancakes with maple syrup look even more succulent to the audience.

In a world in which advertising is becoming more and more competitive, following the AIDA model is necessary to create high quality promotional campaigns and distinguish in the market. In the digital age, AIDA model has been the basis of marketing strategies and is essential to consider if you are willing to generate business to your restaurant through your advertisements. Thinking about AIDA model has allowed marketers to innovate to grab people’s attention and stirring up their interest and desire so they purchase their products. As seen previously, the food and beverage industry is a perfect example in which businesses have come up with mind-blowing campaigns following AIDA model. If you are a restaurant operator, definitely consider the tips listed in this article that advertisers use to make your food look more appealing. You will be astonished how you will be able to create a strong impact with your advertising in the eye of your customers!

 

Make your Ad Stand Out with Kinetic Typography

Are you a marketing expert planning on creating an engaging promotional video for your company ? Then, consider using Kinetic Typography to make the message of your advertising more powerful.

These terms might look very sophisticated for you, and you might be wondering what does Kinetic Typography stand for. Those fancy words are simply the moving texts that appear on the ads to support the message of your ad and communicate the essential information about your company. When creating your ad, you have to make sure your moving texts are in high quality definition to be attractive to the viewers.

Below are three reasons why you should absolutely use Kinetic Typography in your advertising. Take a look at three main benefits of moving texts for your ad:

1. Highly Attractive :

If you want to impress your supervisor, you should definitely include moving texts in your ad.Your managers will appreciate it if the moving texts add value to your advertising by showing the essential points of your brand. Having moving texts complements all the elements like sound and colors that make an ad attractive. In addition, the viewers are likely to better understand the company’s purpose with well-designed texts. Using stylish moving texts is an efficient way to promote your brand as it highly catches the viewer’s attention. Those moving texts can make the video more interactive, so people are less likely to get distracted when watching the ad. The text movements can make your ad more dynamic and make the animation more fun to watch which make the video more appealing. As it makes the ad more attractive, it reinforces people’s understanding of the advertising’s core concepts. Thus more customer’s engagement can result from having Kinetic Typography in your ad.

2. Highly Informative :

Promotional videos that contain moving texts are usually shorter. Indeed, by using kinetic typography, you are more likely transmitting the message faster and in a more effective way. Indeed, including the essential facts of your brand through moving texts allows you to create shorter videos. Many studies have shown that the customer engagement is more important when ads do not last too long. Thus, creating a video containing Kinetic Typography is highly effective as it makes the video quicker to watch. In this way, people are less likely to abandon watching the video, and this will contribute in attracting more customers. As the ad include useful information with moving texts, people are less likely to get bored. Below is a figure that shows how the customer engagement drops as the video gets longer :

Source : https://meetmaestro.com/insights/how-long-should-your-video-be/

3. Highly Focusing on Essential Points :

Having moving texts included in your video can help you highlight the main ideas of your ad. Indeed, there are parts of your ad that are more important than others, and having Kinetic Typography on the essential visuals of your ad can help you focus on the most important points of your video. This can highly contribute in supporting the message that you want to deliver. As previous studies found that many viewers watch videos without turning the sound, having moving texts can be highly favorable to transmit the essential points of your message. According to a research done by Instagram and Facebook, 85% of the viewers mute the sound to watch advertising videos. Nevertheless, viewers are likely to read your texts even in a mute mode which can make your ad productive anyway.

In sum, it is worths it taking your time learning about how to add Kinetic Typography in your ad. There are many softwares that can be used to create moving texts for your video, and there are kinetic typography makers that can even be used for free. Indeed, moving texts can be so powerful in an ad as many viewers are likely to engage with your brand and take action when watching your video containing Kinetic Typography. Adding moving texts to your ad is not costly and is highly grabbing the viewer’s attention. Thus, do not hesitate to have Kinetic Typography in your ad as it will make it more captivating and will help you drive more revenues for your company as a result !