Does Facebook Ads Marketing work for Hotels and Hotel Boutiques? Hi, my name is Francisco, and I am the owner of Planet Marketing, a Digital Marketing agency. My company specializes in Facebook Ads, Google Ads and Remarketing. I have been in business for over a decade. In that time, I have helped quite a number of Hotels and Hotel Boutiques get their footing through Facebook Marketing. This post is aimed as sharing that knowledge. So, sit back and relax as I show you how to set up your Facebook ads to get more bookings for your hotel. The post is divided into the following sections;
There is a Huge Place on Facebook for Hotels
Should hotels and hotel boutiques take their marketing to Facebook? That’s a question that I get a lot from people in the business. Heck, it’s probably the first question that I get asked when people approach me!
And my answer is always the same. Yes, businesses in the hospitality industry have a huge place on Facebook in terms of advertising. Hotels in particular, stand to benefit a lot from Facebook Ads Marketing. But why is that the case?
Facebook is a big platform
Facebook plays host to over 2.7 billion monthly active users. It's one of the biggest social networking platforms in the world. That makes it a good hunting ground for businesses looking to meet their target audiences. You can see the current number of monthly active Facebook users in the graph below from Statistica.
Find more statistics at Statista
If you go through this blog, you will notice that I have written a lot of articles on Facebook Ads Marketing. I have covered quite a number of businesses. That includes small businesses such as Kindle publishers, gyms and restaurants.
All these businesses stand to benefit from advertising on Facebook. So, if a self published writer can profit from marketing their book on Facebook, how about a hotel or a hotel boutique? Clearly the benefits are many!
It’s easy to target the right audience on Facebook
Being big is one thing, but it won’t mean much if you are unable to target the right audience with your ads. Indeed, the pool can be so vast that there is a danger that you could very well lose your way somewhere in its depths.
Fortunately, one of the major attractions of Facebook Ads Marketing is that it’s easy to target the right people. You are given all the tools that you need to define and refine your audience. We will look at some of these tools later in this article.
Facebook Advertising is affordable
Most businesses, particularly those that are just getting started, worry that they won’t have enough resources to spend on marketing. Indeed, most startups spend very little on advertising, which is one of the major reasons why a large number do not survive through their first few years in operation.
The good news if you are worried about cost is that Facebook Ads Marketing is a very affordable option for hotels and hotel boutiques. In fact, you can get started for as little as $5 a day.
People often ask me whether or not advertising on Facebook is cheaper than on Google. The answer is yes. Facebook Ads Marketing can be set up to reasonablyy achieve great results even on the most frugal of budgets.
You can create your own Facebook Ads
If you want to have Facebook Ads for your Hotel done by a professional then get in touch with me. Facebook Marketing is what I do on a daily basis!
However, you can actually learn how to create your own Facebook Ads. It takes some time, but it can be done. If you have people doing marketing for you in-house, have some of them learn how to navigate their way around the creation of Facebook Ads.
Where most people stumble is the getting set up part. That’s why I have come up with a Facebook Ads Set Up Plan. Sign up and you get everything set up by a professional. You also get 2 live ads and a kick-ass landing page. From there, you can take over running of your own campaigns.
Getting Set Up
There are a few things that we are going to need to put out of the way as we set out to do Facebook Ads Marketing for Hotels and Hotel Boutiques. This section is crucial and you need to read it carefully. Before getting started creating your first Facebook Ad, you need to take the steps given below to get stet up;
Be clear what you wish to achieve
Having clarity of objectives tends to make the job easy as far as creating your ad is concerned. Facebook Ads Marketing has a lot of branches. The route that you take depends on what you hope to achieve. This is something on which I am going to dwell later. But you need to be clear on your objectives. For hotels and hotel boutiques, the following are some of the things that you will be gunning for;
- Your aim is to get bookings for your establishment.
- You could also be looking to create awareness of your brand.
- Maybe you wish to show people images or videos of your hotel as a way of highlighting its beauty.
Install a Facebook Pixel on your Website
That’s absolutely crucial. Facebook Pixel is how Facebook manages remarketing. It’s how they track people’s interest from your website to Facebook.
If you have not converted a person on your site, you get a second chance to do so when they visit their Facebook profiles. They get shown your ad, which increases your conversion rate by as much as 400%.
So, Pixel is important. It’s more or less similar to how Google handles remarketing. Getting traffic to any website is not a simple thing.
Most people do SEO. Others do Google Ads. Whatever the method that you use, the dismal fact is that only around 2% of eCommerce website traffic converts. Remarketing is a good way of trying to boost that figure. Anyway, talk to me if you need help here.
You need to create a Facebook Page for your Hotel
I have previously written on how to properly manage a Facebook business page. A Page is a necessity for businesses that wish to do marketing on Facebook. The good thing is that you can create one free of charge. Yet the benefits are many;
- A page is a platform on which to showcase your business.
- You can use it to engage current and prospective customers in conversation.
- It’s a useful tool for generating a target audience for your Facebook Ads. You can, as an example, target people who have liked your Facebook Page.
You also need to create a Catalog
If you really want to create Facebook ads that rock for your Hotel, you need to take this step. Remember we noted that one of our objectives is to show people whether or not we have rooms available in our hotel at any given point in time. But how do you do that?
Well, that’s where the need to create a Catalog becomes apparent. To be fair, this tends to be the most difficult task for people when creating Facebook Ads. So, feel free to talk to me if you need help. But having a Catalog and using Pixel makes life easy for you well into the long run.
Creating Facebook Ads for your Hotel
Those are the basics of Facebook Ads Marketing for Hotels and Hotel Boutiques. Now we get to the part where I show you how to create your own ads. Facebook Ads are created in Ads Manager. Generally speaking, there are 4 steps to creating an ad;
- First, you need to create an Ad Account
- You need to choose a Campaign Objective
- Next, you need set up your Catalog
- Finally, you can create the Ad itself
Choose a Campaign Objective
After creating your Ad Account, the next step that you need to take when creating Facebook Ads for your hotel is to choose a Campaign Objective. Facebook gives you 11 Campaign Objectives from which you can choose only one for each ad. The following are the available Facebook Ads Campaign Objectives;
- Catalog sales
- Store traffic
- Video views
- Brand awareness
- App installs
Which Campaign Objective works best for Hotels and Hotel Boutiques?
I need to point out that the Campaign Objective that you choose tends to have a bearing on how creation of your ad flows. Things are different depending on the choice that you make here. So, which Campaign Objective works best when doing Facebook Ads Marketing for Hotels and Hotel Boutiques?
Well, the answer is; it depends. What do you wish to achieve? What are your overall goals? That’s why I noted that you need to be clear on your aims before getting started. It you wish to have people visit your website from Facebook, you can go with Traffic.
You can also opt for Brand awareness if that is your aim. Another option is Messages. You can choose that if you wish to have people contact you. They can reach out to you using Messenger or on WhatsApp.
For this example, we are going to go with Catalog sales as our Campaign Objective. I have previously written on doing Facebook Ads for Shopify stores. I firmly believe Catalog sales is the best Campaign Objective for eCommerce businesses. That includes hotels and hotel boutiques that accept bookings online.
Setting up a Catalog
Having chosen Catalog Sales as the Campaign Objective for our Facebook Ads, we are going to need to create the Catalog. Just to repeat myself here, the aim is to make sure that your ads display the level of occupancy in your hotel. A Catalog works with Pixel to show people ads that relate to their interest when they visited your site.
How to set up a Hotel Catalog for Facebook Ads
How many rooms do you have in your hotel? Facebook recommends that businesses that have less than 50 items in their inventory set up their catalogs manually. Catalogs on Facebook are created in Catalog Manager.
You can get started from Ads Manager or by going straight to Catalog Manager. The process tends to be involved, so you will probably spend a lot of time here. The following are some of the things that you need to do;
Create and Upload your feed
After creating your Catalog, you will need to upload your feed. Your feed should be made up of items that are more or less static. As an example, images of your hotel probably do not change that much. You can also give your price ranges. Your hotel name and location are also static. You create your feed on your computer and then upload to Catalog Manager as CSV, TSV, HTML or XML files.
You may want to group hotels for which you are doing marketing by price, theme, and so on. To do so, you need to create Hotel Sets. Hotel Sets are added in Catalog Manager. A Catalog can have many hotel sets.
Connect a Pixel to your Catalog
I have already talked about Pixel. At this point, you will need to link pixel with your Catalog. That way, you will be able to show ads dynamically. What this means is that a person will be shown an ad depending on their interest on your website. If they were interested in your Presidential Suite, as an example, they will be shown an ad featuring that in their feeds.
Step by Step Guide to Creating a Catalog
The pictures below gives you a basic outline of the process of creating a Catalog when doing Facebook Ads Marketing for Hotels and Hotel boutiques;
1. First you need to go to Ads Manager and click on Create
2. Next, Choose a Catalog Sales as your Campaign Objective
3. Click on Continue and Choose to Create a Catalog. You will now get the page below;
4. You now need to name your Catalog
5. You now need to name your Catalog
6. Now you can add items to your Catalog
7. Now you can add items to your Catalog
Creating your Ads
When you are done with your Catalog, you can head back to Ads Manger to complete creation of your Ad. This is the final step on the way to creating Facebook Ads for Hotels and Hotel Boutiques. The first question that most people have here relates to formats. Which one is the best when creating Facebook Ads for hotels?
Facebook Ads Formats
Facebook provides you with 3 ads formats. These are video, single image and carousel. In my experience, video ads tend to perform better than most for this particular industry. Remember though, that you do not have all the time in the world when creating your ad.
On Facebook, it’s advisable to make your Video ad no more than 15 seconds long. People are not actually there to see your ads. They have better things to do, such as reading the latest celebrity gossips and watching dogs and donkeys doing tricks.
The Primary Text appears at the top of your ad. However, don’t overdo things here. People are largely visual animals. A picture appeals to them more than a thousand words.
I usually tell people to make their primary text no more than 2 lines long. If you cannot put forward your message in that short a span of time, then you need to go back to the drawing board.
The headline is another piece of real estate where you can make your pitch. Again, this needs only be a few words long. Otherwise some of the words in your carefully crafted headline will not be visible to your target audience.
Call to Action
A call to action is important. It prompts people to move towards the desired outcome. Without this prompting, people will see your ad and they may simply walk away. You have a large number of options in terms of the call to action. For this example, the best would be Book Now.
The Landing Page
The Landing Page is created away from Facebook. But it’s one of the most important aspects. You may do everything that we have been talking about here, but you won’t convert that many people without a properly crafted landing page. So, you need to seriously work on this. Talk to me about creating a landing page that converts.
That’s how to do Facebook Ads Marketing for Hotels and Hotel Boutiques. You will have noticed that I sped through some of the sections, including the creation of a Catalog. That’s because there is much work that needs to be done in there. I would need several articles to talk about everything.
However, I have hopefully given you the basics of creating your own Facebook Ads. From here, you should be able to start running your own Campaigns. As noted earlier, you can learn more about creating Facebook Ads by enrolling for my DIY Facebook Ads Marketing Course.
Also feel free to sign up for my Facebook Ads Setup Plan. If you sign up, I will do the basic work for you, including helping you set up Pixel and a Catalog. Afterwards, you can take over the task of running your own Campaigns. Or you can leave me in charge. Whatever suits you the best! Anyway, feel free to leave a comment below!