One of the most overlooked factors that can make or break your hotel’s Facebook marketing campaigns is the number of ads you run at any given time.
NB: This is an article from gcommerce
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While on the surface, it may seem like it’s beneficial to always run more ads, offers, and campaigns than your competitors, a spray-and-pray approach will almost always bring worse results than an effective, controlled hotel ad campaign strategy.
What we’re talking about today has a lot to do with the conversation around ad frequency we posted earlier this year. We’d recommend giving that blog post a read first, but if you don’t have time, here’s a short synopsis:
In order for your hotel’s ad messaging to stick with your target audience, your audience has to see the same message between 2 and 10 times. Running too many hotel ad campaigns to a large audience ends up diluting your messaging, wasting ad dollars, and confusing your customers. It’s important to keep this frequency number in mind when planning your campaigns.
Why shouldn’t our hotel run as many offers/ads as possible?
On the surface, running more hotel offers and ads seems to make sense. On Facebook, we’re serving ads to diverse audiences, from retired people who can easily accommodate a weekday vacation to parents of young children on a long weekend to young professionals looking for a romantic date. Doesn’t it make sense to run offers for all of these groups and more?
This thinking often leads to diluted messaging, confused customers, and fewer conversions as a result. Read on to find out why.
What does a good hotel retargeting campaign strategy look like?
In a hotel retargeting campaign, we’re delivering ads to people who have previously shown interest in staying at your hotel or have recently visited your website. These are customers who probably already know who you are but need a push to be reminded why they should actually book a stay. When considering how many ads and offers to run in your hotel’s retargeting campaigns, we have a few guidelines we recommend:
Run six or fewer ads at a time
Running more than 6 ads at a time makes it hard for the Facebook algorithm to learn enough about your ads to deliver them effectively. Don’t believe us? Take it from them. We recommend having a daily budget of at least $5 per ad, if possible. If your daily budget is $15/day, it is probably wiser to run only 3-4 ads.
Run 3 or fewer offers of hotel messaging types
Now that you’re running six or fewer ads, we can talk about offers. We recommend not running more than 3 offers at any given time, giving room for around 2 ads per offer. For example, you might run 2 ads for a 20% savings offer, 2 ads for an extra night offer, and 2 evergreen ads that aren’t tied to offers at all.
This allows Facebook to deliver the same type of messaging to the same user in multiple ways instead of always having to deliver the same ad to a user that might resonate with a 20% savings offer, for example.
