Are social ads a part of your marketing strategy?
If not, now is the perfect time to add ads into your social marketing repertoire. Over half of Millennials actually feel that ads are becoming more relevant (Source)! And as a travel pro, you’re probably familiar with Millennial’s immense buying power.
Once you’re travel biz is onboard with social ads, there are several strategies that will help you get the most bang for your buck. Let’s explore the latest technologies and techniques to maximize the benefits of ads:
Is Advertising Worth My Money?
Many in our industry have mentioned to me that their ads just aren’t bringing in business and lighting up their bottom line. Do you find that your ads are reaching a high number of people, but that no one is taking any action? Here’s some things to take your ads from mediocre to marvelous!
Ads Relevance Score
How would you like to know how people really reacted to your ad? When an ad finishes you’ll find a ‘Relevance Score’ on your Ads Manager dashboard. You can now use quality ranking, engagement rate ranking and conversion rate ranking together to understand how relevant your ads were to audiences reached. This will tell you how effective your ad was as compared to your ad goal. If you find that your ad relevance is low, here’s a couple of tweaks you can put into play.
- Adjust your audience to better fit your ad. Simple adjustments to the demographics, interests and even the timing of your ad placement can make a big difference. Targeting tips here.
- Adding relevant emoji can make your ad more eye-catching
- Adding video captions is found to attract scrollers with the audio off.
- A call-to-action button helps viewers take the desired action
- Split-test your ads and use ‘Dynamic Ads’ to learn what appeals to your audience
Do you want to have a better idea of who your ad is actually reaching? Even if you’ve targeted a highly specific audience, you may be reaching viewers who don’t yet have a relationship with you.
After your ad is completed you can easily check your Audience Insights to learn more about the people you’ve reached with a paid ad. Power-up your next ad with the audience info found here: Business Manager < Ads Manager < Plan < Audience Insights
The next key tactic is to reach ‘warm’ contacts and win new fans and clients. But how do we do that with an ad?
If you’re looking to reach out to ‘warm’ contacts; people who have interacted with your website, social site or booking engine, setting up your pixel is key. A pixel is a snipped of code generated thru Facebook that you then add to your website. With the pixel in place you can track and reach back out to people who have accessed your website from Facebook or Instagram. Creating an audience from your pixel is simple and gives you an opportunity to deliver ads to just those people.
Don’t have your pixel set up yet? Here’s my favorite guides with easy to follow directions:
Facebook Ads Pixel Set up Guides & Tips:
Do you ever wonder who’s really watching your videos? With the magic of algorithms and privacy we don’t know exactly WHO is watching, yet we can target ads to our video viewers. Confusing? Well, the good news is that we can create an ad audience of people who have viewed our videos and video ads! What an amazing way to once again reach back out to people who have taken the time to watch our video and begin their journey of getting to know us better.
While we don’t know all the inner secrets of social algorithms we are able to inspire the right people and build stronger relationships with social media. With a brighter light being focused on the relevance of our posts and ads we’re better able to navigate the world of social marketing and reach the people who matter.
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.