Owners and Managers of Vacation Rentals and Airbnb Rental, this article is for you! Have you been struggling to fill your rooms with clients in these trying times? Are you wondering whether or not Facebook Ads Marketing will do the trick for you? If yes, then you have come to the right place. Hi, my name is Francisco, and I am the owner of Planet Marketing, a digital marketing agency. My company specializes in Google Ads, Facebook Ads and Remarketing. I have been doing what I do for over a decade. In that time, I have successfully worked with people in your line of business to clients using Facebook Ads. In this article, I am going to;
- Talk about the importance of having clear goals when doing Facebook Ads Marketing
- Discuss Audience targeting options for Vacation and Airbnb Rentals.
- Answer the question; “Is Facebook Marketing for Vacation and Airbnb Rentals?”
- Show you how to get start creating your own Facebook Ads.
Seriously Think About your Goals Before Getting Started
Before you jump into creating your first Facebook Ad, you need to seriously think about what you wish to achieve for each Campaign. What are your goals? Facebook Ads are great and they work great for almost any business. However, they are not going to work very well for you if you do not do serious planning beforehand.
I am often taking on clients who wish to have me run their Facebook Ads Marketing campaigns. One thing that I do right at the beginning is sit down with the client to try and understand what they really hope to achieve. From there, I can formulate the best strategy to bring them to those goals.
Thing is, Facebook Ads are multifaceted. No 2 ads are ever going to be the same. And the choices that you make earlier on are going to be instrumental on how your ad will shape up. For Vacation Rentals and Airbnb Rentals, the following could be your goals;
- Maybe you wish to get people to visit your website or a landing page. In this regard, it’s advisable not to send traffic to your listing on Homeaway and Vrbo.
- Perhaps you want to increase awareness around your brand.
- Another possibility is that you wish to have people send you messages so that you can have direct engagement.
- Do you have a Facebook Page? Maybe your goal is to make your pitch to people who have engaged you in one way or the other on Facebook.
Facebook Audience Options for Vacation and Airbnb Rentals
How do you create successful Facebook Ads for Vacation Rentals and Airbnb Rentals? The power of Facebook as a Digital marketing platform comes in its ability to have ads delivered to the right audience at the right time and at the right cost. But how does this work? Facebook provides you with the following Audience targeting tools;
Use Remarketing to get the right Target Audience
As a vacation rental owner, chances are high that you already have a great website. You have probably been doing lots of content marketing on this site, and you get a good amount of traffic on a daily basis. What’s good? Well, let’s assume here that you get up to 40 organic visitors to your site every day.
Remarketing works by tracking these visitors who come to your site. The assumption when they do so is that they are planning a vacation and they are still researching where to stay. The problem is that people do not really make a booking the first time around. At least not the majority of people.
You need to install Facebook Pixel on your site
On Facebook, Remarketing works with Facebook Pixel. This is a code that Facebook uses to track visitor interest on your site. The next time they go to Facebook, they are then shown your ads (assuming you are running Facebook Ads) in their feeds. That way, you will have a second chance to convince people to book to stay at your Airbnb Rental.
For this to work, you actually need to install Facebook Pixel on your site. If you don’t know how and where to get started, get in touch with me today and I will be very glad to help you out. Facebook Ads are my forte and this is something that I do every day. So, I know exactly what you need to take your business to the next level by advertising on the platform.
Use a Pixel generated Audience
You can target people who have already visited your site, as tracked using Pixel. This is something that I have already talked about. These people are much more likely to convert because they are already interested in what you have to offer.They just need a little nudge to turn that interest into a conversion.
You can create an audience based on inquiries on your listings
You can target people based on an email list. But where do you get this list? Well, one of the primary goals for any website should be to gather as many names and contact details as is possible into a mailing list. You can also get names from people who have previously inquired about your business listing on VRBO or Flipkey or Homeaway or anywhere else where you may have a listing.
You can use Lookalike audiences
This is the third port of call as far as targeting the right kind of audience when doing Facebook Ads Marketing for Vacation Rentals and Airbnb Rentals is concerned. Lookalike audiences on Facebook are generated based on the custom audience that you will have uploaded. Let’s say that you have an audience that is composed of people in your mailing list. If you use the lookalike audience option, Facebook will look for other people on the platform similar to the ones in your custom audience.
You can create a new target audience
Finally, you have the option to create an entirely new audience for your Facebook Ads for Airbnb and Vacation Rentals. You would probably do this if you don’t have pixel on your site and if you don’t have a mailing list. The challenge with new Audiences is that you are making your pitch to people who have not inquired about your particular business.
They may, therefore, not be that interested in what you have to offer. With new audiences, you may find it difficult to find people with the right intend. You can make things a bit better by also targeting your Connections. These are people who have interacted with you in one way or the other on Facebook. But again, though they may be interested in your business, they may not have an immediate plan to go on vacation.
Why Vacation and Airbnb Rentals should advertise on Facebook
Before plunging into the steps for creating your first Facebook Ad, I am going to give your some motivation. Why should Vacation Rental and Airbnb owners and managers bother advertising on Facebook? Well, Facebook Ads marketing is the place to be for these businesses for the following reasons;
- Anybody can create their own Facebook Ads. That’s the goal for this article. The section below will show you how to get started creating your own Facebook Ads for Vacation and Airbnb rentals. And if you do not have the time to set up everything, simply sign up for my Facebook Ads Setup Plan. That way, you will leave all the hard work to me. And you will get 2 live ads in the bargain.
- As noted in the above section, you have a wide range of targeting options when creating Facebook Ads for your business. This gives your ads greater CTR and Conversion rates.
- It’s not that expensive to run Facebook Ads. In fact, you can do it for as little as $5. So, there is no excuse for anybody not to start advertising on the platform. And the returns are greater than with other advertising channels that are out there.
Creating your first Facebook Ad for your Vacation Rental or Airbnb business
So, how do you start creating your own Facebook Ads for your business? Well, Facebook Ads are created in Ads Manager. You need to sign up to get started. You can do so using your personal Facebook credentials. The process of creating Facebook Ads has the following 3 basic steps;
- Choosing a Campaign Objective
- Setting up your Target Audience
- Creating the Ad
Choosing a Campaign Objective for Facebook Ads for Vacation Rentals
Once you hit the Create button in Ads Manager, the first thing that you are going to need to do is to choose a Campaign Objective. In Facebook, you have 11 Campaign Objectives to choose from. The catch, however, is that you can only have one Campaign Objective per Campaign. That’s the reason why I emphasized the need to have clarity regarding your goals earlier on. You need to know what you wish to achieve. With that knowledge, you will be able to easily pick the correct Campaign Objective to take you to those goals. The following are the available Campaign Objectives when doing Facebook Ads;
- Lead generation
- Store traffic
- Catalog sales
- Brand awareness
- Video views
- App installs
We will go with Traffic for this example
Most people wish to know with Campaign Objective is best for their particular businesses. However, the thing to note is that there are prescriptions here. Rather, your Campaign Objective should align with your aims. If you wish to have people get in touch with you, the Messages should be your Campaign Objective.
If you wish to have people install an App, then you should choose the appropriate Campaign Objective. For this example, we will go with Traffic. That’s because we want to direct people to a Landing page on our website where they can get more information and do their bookings.
Setting up your Target Audience in the Ad Set
You probably won’t spend that much time choosing a Campaign Objective. However, you should spend lots of time working on your Target Audience in the Ad Set. This section determines whether your Facebook Ads for Vacation Rentals and Airbnb Rentals are going to fall flat or whether they are going to bring the desired results. In the Ad Set, you need to work on the following sections;
Budget and Schedule
This is the first section on which you need to work in the Ad Set. The worry for most people is that they are not going to be able to afford running Facebook Ads. However, that is hardly the case. As noted earlier, Facebook Ads are a lot cheaper than the alternatives. You do need, however, to keep control of your spending.
This can be done by either setting a Campaign Budget or by setting a start and end date for your ads. You can see what I am talking about in the above screenshot. If you forget to set your budget spending limit, Facebook will keep on running your ad and they will go on deducting money from your credit card. So, this is an important area.
From the Budget and Schedule section, you go to the Audience section. This is probably the most important section in the Ad Set. It is here that you define to who you wish to have your Facebook Ads delivered. It is also here that you narrow down on your Target Audience. Facebook gives you several Audience targeting tools;
Where do you wish to have your Facebook Ads delivered? Well, let’s assume that you run a Vacation Rental or Airbnb Rental somewhere near the Blue Ridge Mountains in West Virginia. What would be the target location(s) for your ads in that case? Well, you could probably target people in the whole of the United States in that instance.
However, most businesses can only target people living so many miles around them. These localized businesses need to be able to reach out to these people because they constitute the core of their customer base. If you own a restaurant, as an example, it would be a waste of time to have your ads delivered across the United States, unless, of course, if you are part of a restaurants chain.
This setting can also be useful when creating Facebook Ads. It allows you to narrow your targeting to a specific age range. As an example, we are going to have our ads delivered to people who are between 25 and 45. People older will probably no longer be interested in mountain hikes.
Facebook also allows you to target your Audience based on Gender. If you are a gender specific business, then this is something that you should do.
It’s also possible for businesses to target people based on their languages. If you wish to have your ads delivered only to Spanish speakers, as an example, this is something that you can do using this Languages setting.
Demographics, Interests and Behaviors
In this section, you have the option to really narrow down on the people that you wish to target with your Ads. For our example, we will probably be targeting people who have expressed an interest in the Blue Ridge Mountains and in Mountain hiking.
In my view, the Connections setting is absolutely essential, particularly when creating a new audience. That’s particularly the case when doing Facebook Ads Marketing for Vacation Rentals and Airbnb Rentals. Vacation plans tend to be rather long term. So, it may be difficult to target entirely new people based on their interests.
Perhaps they have liked pages related to the Blue Ridge Mountains, but they are not planning to go on vacation any time soon. Of course, you could convince them to do so using your ad. However, the Connections settings allows you to narrow the gap between custom and new audiences. You get to target people who have liked your page or others who have attended your Facebook events. These people are much more interested in what you have to offer.
Creating the Ad
Creating the Ad is the final step on the way to creating Facebook Ads for Vacation Rentals and Airbnb Rentals. The Ad, needless to say, is absolutely important. It’s what your target audience will see, after all. So, make sure that it’s good. When creating your Ad, you have several options in terms of ad type;
- You can create a single image ad
- You can create an ad in the form of a carousel.
- You can have a video ad.
What works best for Vacation and Airbnb Rentals?
I am not going to prescribe which works best here. Each business will be a bit different. What I can say is that you should do a lot of A/B testing the first time you create your Ad. You can start by creating a video ad, as an example. Then you can replace that with a single image ad. Work on your settings till you strike gold. That’s another major attraction for Facebook Ads. You don’t have to be stuck with one format if it’s not working. Even if a format is working, don’t be shy to tweak it to get the most out of your investment.
You can see a preview of our Ad in the above screenshot. Note that we have put in the landing page for our ad. That’s where people who click on the ad will be taken. Make sure that the landing page is geared to convert their interest into a booking. Next, we have the Primary Text. It should be good and should convince people to want to click on the ad.
We also have a call to action button on our ad. Again, the aim is to prompt people to click on the ad so they can be taken to our landing page. Also present is a headline. Make this short and catchy to help further sell the point to your prospects.
Those are the basics of doing Facebook Ads for Vacation Rentals and Airbnb Rentals. Hope this information has been helpful to you. Just to summarize, you should have Pixel on your site to track visitors. You can then create a Target Audience based on these visitors. And when these people go to Facebook, you will be able to make your pitch to convince them to book a holiday with you. Getting it right on the Audience section is to key to success. If you need help, feel free to get in touch with me and I will help your get started with Facebook Ads for your business. It’s what I do, after all!