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.