eMarketer forecasts that one-third of all display ad dollars will be spent on Facebook this year, so travel marketers can’t afford to sit on the sidelines. New to Facebook? Here are our top ten tips for making the most of Facebook, allowing you to drive more sales and generate more revenue.
NB: This is an article by Ashley Proceviat, Marketing Manager EMEA & APAC at Sojern
#1: Be bold with colours
Don’t be afraid to use bright colors to stand out in the news feed. Facebook warns against using too much blue and white in your creative, as it might blend in a little too well. FYI – yellows and oranges stand out best from blue.
#2: Show off something unusual
Do you have a really cool pool configuration or luxury spa? Make sure those amenities are featured in your creative. Here’s a beautiful ad I was served from Trivago. Did I know I wanted a hammock over my own private pool before I saw it? NO. Do I want one now? YES, YES I DO.
#3: Personalize your offerings, where possible
If travelers have already visited your site, stay top of mind by re-engaging with them in a bespoke way. Facebook’s Dynamic Ads for Travel (DAT) is that solution. Not only can you re-message a potential customer with the exact hotel property or flight they were looking for, but you can create urgency by providing real-time availability and pricing, leading them to revisit your site to book. Check out the work we at Sojern have done with Fairmont and DAT to tailor creatives and offerings to drive more direct bookings.
#4: Grab their attention
You have a split second to get a person’s attention with a Facebook ad, so highlight discounts, package rates, or upgrades in order to get people to pay attention.
#5: Use video to shine
Facebook now sees 100 million hours of video watched every single day, and it’s a great way to showcase your best offering, whether it’s your spacious airplane cabins, luxurious rooms, or white, sandy beaches.
If you don’t have existing videos and don’t want to invest the time and resources into making one, Facebook has the solution! Their Slideshow format allows you to use your existing photo assets to create a stunning video without the upfront costs.
#6: Include a crystal clear CTA
If you’ve inspired people enough that they either want to know more or want to book direct with you – make it easy for them! Create urgency with a crystal clear Call to Action (CTA).
#7: Try something unexpected
Facebook has several formats where you can combine video, display, and other interactive components, including Carousel, Canvas, and Collection. These are relatively new formats, so stand out by being one of the first to experiment with these. Check out how Carnival Cruise Line increased engagement through the Canvas format.
#8: Put effort into the copy
No matter how engaging your visual, don’t slack on the writing! Make sure your images or videos are accompanied by text that inspires and engages.
#9: Be informative
Use your Facebook advert to announce new launches or initiatives, and keep people in the know. For example, we love this ad from British Airways, which has just launched a new route between London and New Orleans.
#10: Don’t do it alone
Facebook is the place to be for travel advertisers, but it can be challenging to maximize performance and keep up-to-date with the latest and greatest innovations. Get in touch now to find out how we can help you make the most out of Facebook.
