Targeted Facebook ad campaigns can be a great source of revenue for your hotel, especially if you take advantage of big events in your local area by offering guests a special package to entice them to book. Not only do campaigns increase social media visibility, but they can also increase website traffic, and most importantly, drive revenue. By adhering to a few key practices and honing in on your strategy, you can use paid social to reach your hotel’s goals. Follow the steps our social media experts took to help one of our clients run a successful paid social campaign.
Establish a Goal for the Ad Campaign
It is important to first determine a goal for your campaign. Do you want to gain more followers on your Facebook Page? Do you want to see more engagement on a post? In this particular example, our client’s goal was to promote a special package they created for the State Fair of Texas. To do this, we directed traffic to the destination page of their website where more information about the package and booking options could be found. Utilizing a targeted Facebook campaign to promote this package was an excellent choice, as the State Fair of Texas draws over 2 million visitors annually and is located just minutes from the hotel, making the package even more enticing for potential guests.
Choose Your Audience
Next, we had to decide who we wanted to target for this campaign. Specific targeting helps ensure your Facebook ads are seen by the right people who are more likely to take action. Facebook offers a wide range of targeting options, such as interests, demographics, and locations to incorporate into your campaign strategy. Sometimes you are lucky enough to have demographic studies available to you, but most of the time you need to research the event, the area, and your hotel’s needs in order to determine the best course for targeting. In this case, we had a mixture of both. Eventcorp Services gathered attendeestats from 2017’s State Fair of Texas and made it accessible to the public. Using this in combination with information we gathered from the client and our own research efforts, we decided to target Texas and its surrounding states, men and women ages 23 to 55, and specific interests that were relevant to the event.
