Facebook is a pay-to-play platform these days. Organic posting has a place, but it’s nowhere near as effective as the Facebook Ads feature - when used correctly.
This should come as no surprise - Facebook is a business, after all - but if you’ve never used Facebook Ads before, you might feel understandably trepidatious about getting involved.
It’s worth it, though. And, if you’re an independent hotelier, it could be a great source of extra bookings in 2020.
Here are some simple tips for making the most of Facebook Ads in 2020.
Set your objective
Before you go anywhere near the Facebook Ads platform, you need to set an objective or two. What do you want to get out of it?
For some hotels, it will literally be the case of gaining more direct bookings. For others, they may want to gain extra likes from people who may one day become customers, or simply get word out about their new restaurant menu.
Think of an objective that you can measure and which, ultimately, should prove profitable for the hotel.
Figure out your audience
One of the best things about Facebook Ads is the ability it provides to curate tightly defined audiences.
You can build an Ads audience based on age, location, interests and much more. The key lies in creating an audience that isn’t too broad, but which precisely matches the type of people you want to attract to your hotel.
The best way to do this is to create what’s known as an ‘audience persona’. This is a fictitious character who represents your ideal customer. Think about the generation in which they reside, their likes and where they’re most likely to live.
Remember - you can have more than one audience, too. In fact, if you attract both millennials and baby boomers, for instance, you’ll need separate ads for them anyway, so make sure you create personas for both.
Think about when you’ll run the ad
Scheduling is vitally important in the world of Facebook Ads. Place an ad at the wrong time of the year, and it’ll gain little engagement.
Much of this will come down to what the ad is for. If it’s for a seasonal stay package, you’ll want to start advertising it a few weeks (if not months) out. If it’s a simple ‘like’ campaign, you need to think about when your audience will most likely engage with it.
Think about the length of time you want the ad to run, too. If you’re just dipping your toes into the Facebook Ads waters for the first time, a two-week trial period might be all that’s required. For longer campaigns, carefully consider the shelf life of your ad and set the duration to that.
The ad itself
The good news? Anyone can make a Facebook Ad look great - you don’t need to be a designer.
They provide brilliant, easy-to-use tools for creating ads, even if you simply have a bunch of images you want to display. Their slideshow feature also provides lots of great looking templates you can use to turn those images into something that moves and engages.
If you’re just getting started, we recommend playing around with the platform first to get a feel for how the ad creation process works. It’s pretty addictive once you get going, but always keep in mind your audience and the kind of visuals and messaging they’re most likely to engage with.
Facebook Ads is a big topic which we’ll cover in more depth during 2020, but the above is a great starting point if this is new ground for you. Stay tuned!
Welcome Anywhere has over 30 years of experience in helping independent hoteliers deliver guests an unforgettable experience with its simple property management system that controls your daily activities. The best part - it’s all cloud hosted! We develop scalable solutions for your property such as PMS, a Booking Engine and Channel Manager. Our team has a wealth of experience in the hospitality industry and we serve you to better serve your guests.
Call us today at + 44 (0) 33 0100 1090, or email us at firstname.lastname@example.org. We will be happy to walk you through Welcome Anywhere’s all-in-one solution for your property management needs.