Have your Hotel tried Facebook Ads and failed?
No worries, you are not alone. A lot of Hotels and brands have a misperception of Facebook Ads.
It is not your fault. There are a lot of individuals and brands online today that take advantage of Hotels that have not taken the time to educate themselves on the power of Facebook Native Advertisement.
To help with understanding more about how to create Facebook Ads check out this guide from Upbeat.
There is a demand from Hotels that need help with their Facebook Native Advertisement campaigns.
Facebook Native Advertisements can be as simple or as sophisticated as you want them to be. Our mission is to make Facebook Native Ads as simple and as effective as possible for Hotels.
Are you ready to get some simple insight into what makes an effective Facebook ad for Hotels?
What is Native Advertising?
Online advertising has today for many Hotels become a complex challenge that they often outsource to individuals or advertising agencies.
Often, we see Hotels’ primary focus is on the Click-through ratio (CTR) or Clicks through impressions. These metrics only tell a very small fraction of the real process.
Today’s smart Social Media Marketers focus on creating advertising campaigns in context with value and relevance.
Facebook Native advertising takes advantage of technology and a sophisticated algorithm that matches the look, feel, and function of the media format in which they appear. Native ads are often found in the Facebook feeds on desktops, laptops, mobiles, and tablets, or as recommended content on a Hotel landing page.
Unlike display ads or banner ads, native ads don’t look like ads. They look like part of the flow of the Facebook feed. The key to native advertising is that it is non-disruptive.
Even though we still have to follow FTC regulations Facebook Native Advertising is extremely effective when done right.
Creating Facebook Native Advertising Campaigns in context with value and relevance
Your Hotel Facebook Native Advertising Campaigns work best when you focus on what you want to achieve in context with value and relevance.
Every Facebook Native Ad consists of several components that play an important role when you define your Hotel’s primary objective.
Hotels need to design their advertising campaign as a connected series of operations that will achieve the primary objective.
And each campaign should focus on a dedicated theme.
Facebook Native Ads is designed to focus on three primary objective areas;
- Awareness
- Consideration
- Conversion
With Awareness the objectives relate to getting people’s attention;
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Brand Awareness
- Increase the overall awareness of your Hotel by showing ads to people who are more likely to pay attention to them.
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Reach
- Showing your Hotel ads to a maximum of people in your network while staying within your budget. Here you can also choose to reach only people near your location.
With Consideration Hotels becomes more specific with objectives in context with value and relevance;
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Traffic
- Grow the number of people who visit your Hotels website, app, or Facebook Messenger conversions. Increase the likelihood they’ll take valuable action when they get there.
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Engagement
- Get more people to Like your Hotels Facebook page or engage with your posts through comments, shares, and likes. You can also choose to optimize for more event responses or offer claims.
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App Installs
- Drive more installs of your Hotel app by linking directly to the App Store and Google Play store. You can also target high-value users.
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Video Views
- Show your Hotel videos to people who are most likely to be interested in them and watch them to completion.
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Lead Generation
- Make it easy for interested people to learn more about your Hotel. Encourage them to Sign Up for more info or Book Now.
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Messages
- Prompt people to open more Facebook Messenger interactions. Scale your Hotels’ ability to have more personal interactions with them so you can answer questions, collect leads and boost more direct bookings.
The purpose of Conversion objectives is to get people to take action;
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Conversion
- Increase action on your Hotel’s website or app. Whether you want bookings, leads or registrations, or other types of conversions, this objective prompts actions.
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Store visits
- Bridge the gap between peoples’ online and offline booking journeys by driving visitors to your Hotel, and other valuable actions at your physical location.
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Catalog sales
- Move more inventory by automatically promoting the most relevant products. Simply upload your Hotels catalog and set up your campaign and it will show the right product to the right customers.
Start your Hotels Facebook Native Advertising campaign by creating a hashtag for your theme – for example #bizwomen.
FREE access to our Hotel Social Media Community – Get more insights and training about Facebook Native Ads for Hotels!
Tip: Create three ad sets for this theme. And start with an Awareness campaign to create momentum.
Take advantage of Facebook Native Ads with high-value retargeting campaigns
One of the real advantages of Facebook Native Advertising is the ability to retarget. Retargeting allows your Hotel to reach out to visitors again with high-value relevant offers after they left your Hotels website.
There are three primary ways to retarget ads;
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Customer List
- Retarget customers that are on your Hotels email list.
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Hotel Website Traffic
- This allows your Hotel to target visitors to your website.
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App activity
- If your Hotel has an established app you can target visitors that recently used the app.
We will focus on the Hotel Website Traffic option.
Again, we focus on putting everything in context with value and relevance.
Now we put the Facebook Native Ad Campaign through a dedicated funnel reaching the ideal customers at the right time with high-value offers.
Facebook Pixels
One of the primary requirements to create an effective and high-value retargeting campaign is to install Facebook Pixels.
Facebook Pixels is a code that is required to be installed on your Hotels websites to track both website visits and actions. And the purpose is to educate the Facebook Algorithm about your Hotels website audience and their actions or lack thereof.
Over time this will help Facebook with delivering your ads to people that are more likely to take certain actions.
If we, also, help Facebook create a dedicated funnel, we increase relevancy which will positively impact click-through rate (CTR) and cost per click (CPC).
This will dramatically increase the effectiveness of your Hotels advertising retargeting strategy.
Studies show that 72% of online shoppers will abandon their carts before making a purchase. However, 26% of them will return to complete their purchase later if they are retargeted.
Today’s modern advertising strategies focus on dynamic strategies that put your Facebook Native Ad strategies in context with ongoing high-value offers that improve your Hotel’s relevance.
Simplify your Hotels Facebook Native Ads Campaigns with Intent
Looking at the Facebook Social sphere there is a ton of users.
How in the world is your Hotel supposed to get in front of the right users at the right time?
Facebook not on created a ton of ad-targeting parameters to help Hotels, but they implemented relevancy scores so you can laser target your ads.
FREE access to our Hotel Social Media Community – Get more insights and training about Facebook Native Ads for Hotels!
Facebook Native Ads Intent is one of the hidden gems that are important for Hotels to implement into their dedicated funnels.
The key is to set up a dedicated funnel that aims to meet an end-user intent that is, what they want or needs in that micro-moment.
Here we take these micro-moments and put them in context with what is important for Hotels.
We see this in context with an RFM (Recency – Frequency – Monetary) funnel.
RFM Funnel
The RFM funnel focuses on principles for behavior-based customer segmentation.
It groups customers based on their transaction history how recently, how often and how much they spent in a relationship with your Hotel.
The point is that every Hotel has a customer base that falls into different groups. And different groups of people will react differently to various types of offers.
A high-value offer for one group may have little or no impact on another group.
In traditional advertising, a graphic advertisement can be easily ignored, as people are constantly inundated with marketing ads throughout their day. Facebook Native advertising allows Hotel brands to get their message across with a greater likelihood that it gets consumed by the target audience.
Today we use Facebook Native Ads as a catalysator for both organic and earned content.
At the end of the day, Hotel Owners or Management teams ask WHY they should use Facebook Native Advertisement.
Facebook has provided success stories from brands like Hyatt, IHG, and Fairmont Hotels & Resorts. They compared the results with other ad formats used by these brands in previous campaigns.
The results trended in areas like;
- Increase in Return on Ads Spend
- Higher click-through rate
- Increased awareness
- A decrease in cost per booking
We are in this together!
I need to let you all know that we are in on this together. If you need to vent, talk, cry, or just have someone to talk with then I am here listening. Since I am working part-time at the local Kroger, I will to the best of my ability work it out around my schedule.
But you can reach me here:
Email: hotelblogger@aremorch.com
Also, join us at our Facebook Group – Hotel Social Media Community
We will get through this unprecedented event together! #hotelstrong #hospitalitystrong
For any specific information on COVID-19, I recommend going to CDC, WHO, AHLA, AAHOA, and HSMAI. Also, follow information from your local authorities.
NOTE
We are starting to reopen some hotels again (Yay!!!). Make sure you follow their guidelines and say THANK YOU to those that now show a unique spirit to serve, and help us all get through this!! #hotelstrong #hospitalitystrong
About Are Morch
Hi, I am Are Morch. Your Digital Marketing Coach and Customer Experience Expert specializes in creating effective digital customer experience offer for hotels while growing and scaling customer acquisition and revenue.
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