Are your social ads bringing you exposure, engagement and extraordinary results?
The science of ad creation has taken on a life of its own. Let’s sort thru some of the details and best ways you can make sure your social ads reach the right people at the right time with the right style of conversation.
To Boost or Not?
To Boost or not to Boost! That’s the question on top of the minds of many travel pros. While Boosting a post on Facebook is really easy, it may not afford you the best use of your advertising dollars….or it may! It becomes a tradeoff of quick and simple versus time and talent.
After you click “Boost” in the lower right corner of your own Facebook post, here’s what the Boost post options look like.
Boosting a post can be an effective way to reach more of your fans when you select one of these boost options:
“People you Choose thru Targeting” works well once you have a number of custom audiences set up in Ads Manager or Power Editor. Be sure your post relates to your selected custom audience. For example, don’t target beach lovers with a post that focuses on skiing!
Not sure how to set up a custom audience? More details here.
Upside: This is a quick way to reach your preferred audiences.
Downside: You don’t have as much control over the timing of your ads as you would going directly to Ads Manager or Power Editor.
“People Who Like your Page” works better than too broad a target audience. This is a great way to reach more of your fans for a small investment.
Upside: If you have a dedicated fan base filled with people who like your product and aren’t just lurking fans, this is a good option to start with.
Downside: If you have a low number of fans and/or fans that aren’t particularly interested in your business, this isn’t a great option.
Fans and Friends
“People Who Like your Page and their Friends” isn’t a bad option if your fans fit your ‘perfect client’ category.
Upside: One can possibly assume that your ‘perfect clients’ have friends that are like them and would be a good fit for your product.
Downside: If you don’t really know much about your fan base, then this may not be as valuable an option as higher targeted options.
Overall, the timing & targeting options on Boost Post are fairly limited. If you want your ads to be shown only during daytime hours or only evenings on the weekend, Power Editor is a better option for you.
Social ads can be intimidating at first, but they are super effective and easy to navigate once you get started.
Who will you target for your next social posts?
Social Marketing Strategies for Travel and Tourism