Once you’ve got a Facebook (Meta) Ads account setup and linked to BuildUp Bookings, here’s a bit more background on how we’ll approach building the Facebook (Meta) / Instagram Ads campaign.

At BuildUp Bookings, we use Facebook (Meta) Ads to target guests at different stages of the guest booking journey. By targeting guests at each layer of the journey, we can maximize our advertising efforts and drive more bookings. In this KB document, we will explain our targeting approach for the three stages of the guest booking journey: Top Funnel (ToFu), Middle Funnel (MoFu), and Bottom Funnel (BoFu).

Targeting Approach for ToFu (Top Funnel) #

ToFu is the top of the guest booking journey, where we target cold audiences that have not yet heard or experienced the properties. Our targeting approach for ToFu includes:

1. Demographic targeting: We use demographic targeting such as age, gender, location, and interests to reach potential guests that fit our target audience.
2. Lookalike targeting: We create lookalike audiences based on our existing guests or website visitors to target people with similar interests and behaviors. Higher lookalike percentages (1% – 3%) are more apt for a ToFu campaign.
3. Interest targeting: We use interest targeting to reach people who have shown interest in similar properties, travel, or lifestyle.

By using these targeting strategies, we aim to create brand awareness and generate interest in our properties among potential guests who may not have heard of them before.

Targeting Approach for MoFu (Middle Funnel) #

MoFu is the middle of the guest booking journey, where we target warm audiences that have already interacted with the properties, such as website visitors, past guests, and social media followers. Our targeting approach for MoFu includes:

1. Retargeting: We use Facebook pixel to retarget website visitors who have interacted with our website or specific pages, such as a landing page or a property detail page.
2. Custom audience targeting: We use custom audiences to target past guests who have provided their email address or phone number, engaged with our page (Facebook or Instagram) and who have stayed with us before as past guests.

By using these targeting strategies, we aim to re-engage potential guests who have already shown interest in our properties, and convert them into actual bookings.

Targeting Approach for BoFu (Bottom Funnel) #

BoFu is the bottom of the guest booking journey, where we target guests who have visited the checkout page but have not yet converted. Our targeting approach for BoFu includes:

1. Retargeting: We use Facebook pixel to retarget people who have visited the checkout page but have not completed the booking process.
2. Custom audience targeting: We can use a custom audience of people who’ve visited the checkout but not converted, asked for a quote in the last 30 days or less or messaged the Page asking to book… these are all examples high intent BoFu audiences.

By using these targeting strategies, we aim to incentivize potential guests who have shown a strong intent to book but have not yet completed the process, and drive more bookings.

Targeting guests at each layer of the guest booking journey can help maximize our advertising efforts and drive more bookings. By following the targeting approach outlined in this KB document, we aim to create brand awareness, re-engage potential guests, and incentivize them to complete the booking process.