Do you want an easy way to re-connect with past clients?
Do you want to attract potential new clients?
As a busy travel & tourism pro you’re probably faced with the dilemma of where to spend your precious time and marketing efforts. (aren’t we all?) Attracting potential new clients and keeping strong relationships with current clients is likely at the top of your to do list, but may often times get buried beneath accounting, phone calls and creating itineraries.
Did you know that 84% of marketers are using Facebook ads? Yet there are so many changes and fine details that are easy to miss, it’s no wonder that there are more questions than clear answers.
Here are some great questions I hear frequently from travel pros along with some proven hacks to make your life easier.
Social Ad Set-up
- Q1: Which is better for setting up ads easily; Power Editor or Ads Manager?
A1: Guess what—they’ve merged! Now there’s a single ad platform so you don’t have to choose! The new version, called simply Ads Manager, is easy to use.
We still have ‘Quick Creation’ and ‘Guided Creation’ in the new combined tool and Facebook will automatically opt you in to the tool you’ve used most often. (You can always change to the other method if you want). The best news is that in the new version you have the option to save your work as a draft. (Great news for busy travel pros)
The best news is that now you’ll have 1 easy place to access your ads reporting. No more time wasted looked for certain metrics on Ads Manager and other details on Power Editor. In the new combined ad platform you’ll find charts, activity history, breakdowns, summary rows, date benchmarks, exported insights reports and more. EASY!
Novice tip: The ‘Guided Creation’ option is still the easiest way to dive into Facebook and Instagram ads.
Advanced tip: The new combined tool will show all your ad analytics and metrics in one place. What a time-saver!
Ad Targeting + Your Client List = Success
- Q2: How can I target ads to my own client list?
A2: There’s a really simple way to add your own list of client emails to Ads Manager in Facebook and then target your ads to this unique audience. Yep, that’s right—your own clients!
Simply create an Excel spreadsheet of your client email addresses, save it as a .csv and then upload it to Ads Manager. Tip: When creating your Excel spreadsheet, insert your client emails into ONE column and don’t use any column header.
Once you have your list complete head over to Facebook Ads Manager to set up your new Custom Audience.
Here’s the navigation: click on the ‘hamburger’ icon at the top left of your screen, then select ‘All Tools’, then ‘Assets’. In the Assets drop-down menu select ‘Audiences’. Next select ‘Create Audience’ and then ‘Custom Audience’, then ‘Customer File’. Then follow the prompts to upload your client list.
Wah Lah! Facebook matches up the email addresses from your list into a new audience for your advertising pleasure! Easy!
It looks like this:
Brand Loyalists and Social Ads
- Q3: Can I target people who have interacted with my Facebook or Instagram posts?
A3: YES and YES! Imagine if you could reach out to people who have taken that first big step as a potential new client of yours by clicking “like, comment or share” on your post.
Here’s some examples of focused ways to turn them into brand loyalists.
- Target your next ad to people who have interacted with a recent Facebook Event of yours. Simple!
- Connect with anyone who has reacted or interacted with your business page. Simple!
- Do you have a video that was viewed by a ton of people? You can create an audience of just those viewers. Simple!
Here are the choices you’ll find in Ads Manager when you select ‘Custom Audiences’ and then ‘Engagement’. (see navigation above)
Once in the ‘Engagement’ section you have a variety of options. Popular options outlined here.
Now that you have a better idea of how to pinpoint your ad audience, what will you do differently for your next placed ad?
Social Marketing Strategies for Travel and Tourism
About Catherine Heeg
Catherine Heeg is a recognized social media trail blazer passionate about social media and marketing in the tourism and hospitality industry. She takes the mystery out of marketing!
She creates and delivers meaningful, dynamic workshops that meet your unique needs in the Travel, Tourism & Hospitality Industry.
Catherine and her team help travel, tourism and hospitality pros design and implement social media marketing strategies and tactics that drive traffic to their social and web sites. Learn more…
Professionals who are serious about taking consistent, winning actions every day to build their business and achieve measurable results love working with Catherine.