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!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Guide to Create a Facebook Retargeting Campaign Driving your Hotel Booking Conversions

Are you a hotel marketer willing to bring a sense of magic to your potential hotel guests while they are exploring their Facebook feed? Indeed, seeing an ad in Facebook promoting your website previously visited may seem fascinating to your audience. This process is defined as retargeting method which is one of the most successful digital marketing techniques nowadays to capture the right customers. This tactic is simple to understand as it all about bringing back customers who browsed your website but did not proceed with a booking. The goal of those campaigns is to remind those prospect guests to reserve a hotel room with the promotion of offers they were interested in.

What Does Facebook Retargeting Stand for?

Retargeting is a powerful marketing initiative especially in the world of digital in which you can promote your property to those visitors who have already expressed interest in your website. This method will enable you to target the customers who are in-market so they remember how your hotel packages are appealing. Below is a visual illustrating the Facebook Remarketing Process:

Image taken from: https://blog.zydesoft.com/creating-retarget-campaign-in-facebook-266c4715f392?gi=ee32b2301541

Why is Retargeting Important for your Hotel?

This marketing technique is very efficient as it redirects people to what they loved about your property. This will allow you to reach an audience that is already familiar with your hotel packages and that is potentially interested in booking a stay. Facebook retargeting can allow you to develop ads specifically tailored to the people who already visited your website. Through those ads offering personalized experience, potential guests would likely feel special. This will make them want to come back to your website again. According to Facebook for Business, this popular digital marketing tactic can also be very helpful to attract repeat guests and build a strong brand loyalty. Indeed, you can launch retargeting ads promoting your new hotel offers to customers who already visited your property in the past so they come back.

How to Create a Retargeting Campaign

You first have to set up a Facebook Business account. Before creating your retargeting campaign, you have to make sure your website is connected to your Facebook account. If your website uses WordPress, here are the steps you must follow in order to link your Facebook page to your hotel site. Then, you have to install a snippet of code so-called Facebook pixel in your website so you can track your hotel consumer behavior when browsing your site. This will allow you to better understand what mostly attracted your potential guests as it shows which specific pages and contents captured their attention. Then, when creating your campaign, you can develop custom audiences of different segments. For instance, you can retarget to prospect guests who visited a specific page of your website or people who started the booking process but did not move forward with the checkout.

Below are the different stages to create your audience of interest for your retargeting campaign and create your pixel code that you can include in all your website pages:

  1. In your Facebook Ad Manager, click on audiences that you will find in the dropdown menu located on the left side of the interface.

Image taken from: https://adespresso.com/guides/facebook-ads-beginner/demographic-targeting/

2. In the audiences platform, select create audience and then custom audience in order to create a campaign tailored to people who already visited your hotel website.

Image taken from: https://www.socialmediaexaminer.com/how-to-use-facebook-page-engagement-custom-audiences/

3. Then, you will have to choose how you want to create your audience. In this step, you should choose website traffic as you want to concentrate on people who visited your website in the past.

Image taken from: https://charlielawrance.com/facebook-website-traffic/

4. Then, a dropdown menu will appear in which you can precisely select your target audience. For instance, the menu will give you the choice of choosing to target people who visited your website or engaged with specific pages. Here, you have to include the URL of your hotel website or one of your site pages already visited. You also have the possibility to choose a date range as well as giving a name to your audience.

Image taken from: https://www.acquisio.com/blog/agency/5-simple-steps-create-facebook-retargeting-campaign/

5. After all these steps, you will be able to obtain a pixel code that is necessary for your retargeting campaign to track your website visitors. It is a tiny code placed on the different pages of your website. This is the key to know who visited the different pages of your site and how people engage with your content. You can view your pixel through clicking on audiences in your ad manager and then selecting view panel. You will then see the pixel code of your campaign you can install in your website.

Image taken from: https://www.acquisio.com/blog/agency/5-simple-steps-create-facebook-retargeting-campaign/

Image taken from: https://blog.placeit.net/facebook-pixel-code-set-up/

Now that you know the required steps to create a retargeting ad, it is time to consider investing in this digital marketing initiative. If you are looking for an advertising strategy with the highest return on ad spend, then launching a retargeting campaign is what you need to do. Indeed, this technique is one of the greatest ways to re-engage with your potential as well as existing guests. In order to build an effective retargeting campaign, you have to make sure to create appealing ad creatives and content so you will give your guests a reason worth to come again in your website to proceed with a booking. You can consider promoting a room special offer in your retargeting campaign to entice people to visit your website and your property for a next stay.

 

 

Detailed Targeting: Key to Success for your Hotel Facebook Ad Campaign

Are you a hotelier planning on launching a powerful Facebook ad for your hotel to boost your bookings? Then, you should take advantage of the advanced capabilities of this social media platform when it comes to the detailed targeting option that allows to get you in front of your perfect audience. Before running your campaign, you must first start thinking about a specific audience that highly aligns with your ad goal. Facebook will give you the possibility to enter specific details about your targeted customers. This will enable you to successfully reach your ideal guests.

How is Facebook Audience Defined?

According to the Social Media Management Organization Hootsuite, Facebook audience can be defined by the market you want your hotel brand to be exposed to on this social media platform with you ads. Facebook offers limitless options when it comes to defining your guests very specifically to target those potentially interested in booking a stay at your property. Facebook Ad allows you to target your audience based on gender, age and location. In addition, you also have the opportunity to add detailed demographics, interests and behaviors information so you can appeal to a niche market considering a vacation in a hotel of your style.

Targeting Based on Gender, Age and Location

Gender, age and location are the first information users share when creating a Facebook account. Thus, the basis to reach any type of audience you are considering is to enter those details. Indeed, it is a must to think of the age category of the market you want to target so you create ads appealing to the generation you are choosing. An effective marketing tactic used by marketers is creating ads optimized to the different genders. You can consider designing ads for women and men with different creatives to better attract both genders.

You are also able to enter the exact geographical location by putting an exact address that will show on the map. For instance, if you are looking to attract people interested in booking a last-minute hotel deal, you can target people living in the geographical area where your hotel is located. The geographical targeting also allows to select from a drop-down menu from which you are able to select from different location options as below. This option can be very helpful for your campaign depending on your campaign’s goal.

Image taken from: https://www.travelboommarketing.com/blog/facebook-targeting-hotels/

Detailed Targeting: Demographics, Interests and Behaviors

The detailed targeting option allows you to input various demographics, interests, and behaviors information to better understand the hotel guests you want to attract to your property.

You have the ability to select your audience’s level of education, relationship status, income level, parents, etc. For instance, if you are operating a luxury hotel that has a high ADR (Average Daily Rate), you can target customers earning high incomes and are likely able to afford booking a stay at your property.  If, for example, your hotel is family-friendly, the “parents” category can be very helpful to reach families interested in taking vacations in a property that offers amenities for children. This way, you can think of promoting the attractions offered for children on-site such as waterslides, splash pools, etc. According to the travel digital marketing organization TravelBloom, you can narrow parents based on kid’s different ages (e.g: parents of preschoolers of 3 to 5 years old). Another example of an efficacious technique used by hotel marketers is targeting based on life events. In fact, you can reach people celebrating an upcoming anniversary. This is the opportunity for you to attract couples to book at your hotel.

Image taken from: https://www.travelboommarketing.com/blog/facebook-targeting-hotels/

Facebook also collects a lot of behavioral data of its users. Thus, you have the possibility through this platform to target people willing to purchase a specific product or service. For instance, if you are managing a hotel that mainly attract business travelers from the international market, you can then select this segment as below:

Image taken from: https://www.revinate.com/blog/facebook-ad-targeting-hotels/

Besides, you can have your Facebook ads exposed to people who have expressed interest in specific topics by liking or following pages related to those subjects. It includes a wide range of categories from business to food and drinks, fitness and wellness, hobbies and activities and much more. For instance, your audience may have shown interest for pages related to travel or follow hotel pages. This is the chance for you to pointedly target these people who enjoy traveling. You can enter any topic in the search box to have matching interests suggested by Facebook. You can here break down the “hobbies and activities” in the travel related category to reach potential travelers.

Images taken from: https://www.travelboommarketing.com/blog/facebook-targeting-hotels/

As a result-driven hotel marketer, it is crucial to have Facebook Ad as one of the main components of your marketing strategies especially in this digital era. Indeed, you will find a wealth of opportunities in this wide social media platform. After defining well the goal of your campaign and the travel sales funnel you want to address, it will be an easy task to define your guest’s personas. By creating ads highly tailored to your customers, you will create unique connections with your guests and make their dreams come true when deciding to book at your hotel for a getaway moment.  As Facebook offers a goldmine of data, take your time to rethink your target methods to create the most effective ads and maximize your property’s profits.