Facebook has become the fastest growing ad platform in the history of the digital age. During 2018 it’s expected that ad spend on Facebook will eclipse $5 billion for the first time ever.
Not only is advertising on Facebook easy to get started, it’s easy to see why it’s popular – US Adults spend nearly an hour on the app or website daily, and 91% of your guests have an account. Nearly any accommodations company can benefit from properly targeting Facebook Ads. But, you’ll want to step down the right path to see success.
Winning with Facebook Ads requires you to first step outside of your own goals and instead think about the guest. This is one area where it’s not “advertising as usual” if you want to see success.
The What / Who / How framework lets you understand the underlying “structure” of Facebook and how to use their ad platform for success no matter the budget.
What Action Do Need To Use To Gain Attention
The first area of WWH is defining what action you need the guest to take. Carefully note that we used “need” here, not want. We know you want an online booking, but Facebook isn’t about what you want! You’ll first have to think about how you can open the conversation with a guest. A “book now” message won’t be compelling to those who have never heard of you before.
“What” you need to do by targeting cold traffic (people who haven’t heard of you) is to build interest. Using Post Engagement or Video Views with fun and engaging creative will help bridge the gap between a lead that doesn’t care and one that’s ready to book.
Who Do You Target To Engage With Your Facebook Content
Next up, we have to define who you want to show your message to. This is where you can define audiences, past guests, website visitors and more.
The Ad Set level inside of Faceook Ads houses the “who”. Many would argue that your targeting is the most critical part of any campaign build. Not all targeting is made equal!
Targeting cold traffic takes far more skill and patience than targeting your website visitors or past guests.
Who you’re targeting may take into account their age, demographics, financial status and behaviors like website activity, interesting targeting & so much more.
Who you target with Facebook ads is critical to see success. A nice-looking ad shown to the wrong person will never convert.
How Can You Show Off Your Destination + Rental In An Engaging Way
Lastly, you have to design an ad that shows how and why the guest should be interested. Facebook’s Newsfeed is made for quick-scrolling: how can you get them to stop and bounce back to your post?
Designing ads with beautiful and visually appealing large landscape or beach photos is often a winning strategy. But, not all destinations are made equal. It often takes 4-5 levels of testing copy + images to make sure the “How” that you’re showing potential guests matches with what they need from an ad to click, buy or comment.