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!