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THE ULTIMATE GUIDE TOFACEBOOK NATIVE
ADVERTISEMENT FOR HOTELS
Are MorchHotel Blogger and Social Media Consultant
RECENCY FREQUENCY MONETARY
The freshness of the customer activity,be it booking or visits
The frequency of the customer transactionsor visits
The intent of the customer spend orpurchasing power
Time since last bookingor last stay
Total number of transactions or average time between transactions
Total of average Transactions value
1LURKERS
2FANS
3BRAND
ADVOCATES
4BRAND
AMBASSADORS
5INFLUENCERS
Customer Journey Starts Considerations Engagement Experience
AWARENESSAQUIRE NEW FANS
REACHREACH
BRAND MESSAGE
ENGAGEMENTINTERACT WITH
BRAND MESSAGE
AMPLIFICATIONSHARE RELEVANT
CONTENT
GOALIMPROVE REVENUE
AND CUT COST
FACEBOOK AD HOTEL LANDING PAGE HOTEL THANK YOU PAGE
REQUIRED ON LANDING PAGE:• FACEBOOK PIXELS• GOOGLE ANALYTICS
REQUIRED ON THANK YOU PAGE:• FACEBOOK PIXELS• GOOGLE ANALYTICS• GOOGLE GOAL
HOTEL CORE OFFER HOTEL OPTIMIZED OFFER
REQUIRED ON CORE OFFER:• FACEBOOK PIXELS• GOOGLE ANALYTICS• GOOGLE GOAL
REQUIRED ON OPTIMIZED OFFER:• FACEBOOK PIXELS• GOOGLE ANALYTICS• GOOGLE GOAL
RETARGETING AD RETARGETING AD RETARGETING AD RETARGETING AD
FADS PSYCHOLOGY
• Reciprocity• Commitment• Social Proof• Liking• Authority• Scarcity• Unity
FACEBOOK AD CHECKLIST
Theme:
Campaign:
AWARENESS
Brand
CONSIDERATION
Traffic
EngagementReach
App Install
Video views
Lead generation
Messages
CONVERSION
Conversions
Catalog sales
Store visits
Create Custom Audience
Theme:
Campaign:
Process:
Audience:
Funnel:
Hotel Landing Page
Install Facebook Pixels
Install Google Analytics
Setup Google Goals
Retargeting Ads
Use Custom Audience (exclude visitors booked last 30 days)
Campaign
Create Custom Audience (visitors last 7 days)
BRAND PROFILE
Brand Image and Name
GRAB ATTENTIONQuestion – Pain Point –Curiosity – Specificity
PROVIDE SOLUTION
VISUAL PSYCHOLOGY
Image / Video that triggers attention, butdon’t look like an ad!
LIMITED TEXT
Facebook prefer native images with little orno text.
CALL TO ACTION
Facebook Call To ActionButton helps click through rates
SOLUTION
Reiterate the solution. Tell customers what todo
HEADLINE
Tell customer what theyget when they Sign Up
SOCIAL ENGAGEMENT
Compelling relevant offers will engage
LIKE PAGE
Enable users to engage With your Hotels Facebook Page updates
Campaign:
Ad Set#1 Ad Set#2 Ad Set#3Geographic : USDemographic: Women, 35-60,
Small BizPsychographic : ExerciseBehavior : Brand loyaltyKeywords: SMB Saturday
Geographic : USDemographic: Women, 35-60,
EntrepreneurPsychographic : WifiBehavior : Value of priceKeywords: Entrepreneur
Geographic : USDemographic: Women, 35-60,
CEOPsychographic : ConferenceBehavior : ReputationKeywords: Conference Room
Ad #1 Ad #2 Ad #3 Ad #4 Ad #5 Ad #6
Theme:
DYNAMIC ADS
LEAD ADS
DYNAMIC ADSAutomatically promote the most relevant items from your Hotels portfolio, and retarget people who have shown interest in your productsand service.
LEAD ADSLead ads are so much more than just a form they can help you drive objectives from the top of the funnel like brand awareness and reach through customer acquisition. Optimize your lead ads for quick follow-ups or higher-quality leads with custom features.
FACEBOOK ADVERTISING AUDIENCES
CUSTOM AUDIENCE
Hotels can automatically create Custom Audiences based on actions people have taken in your app or on your website.
Custom Audience is native ad targeting that let your Hotel findpeople who already know you on Facebook.
LOOKALIKE AUDIENCE
Lookalike audiences allow you to easily reach new people who are likely to be interested in your business because they're similar to your most valuable existing customers. We look at the common qualities of the people in a source audience, such as demographics and interests, and then find people who most closely “look like” that source audience.
DATAINTENT
GeographicDemographicPsychographicBehavior
BOOKED
Theme:
Campaign:
Process:
Audience:
Funnel:
Hotel Landing Page Custom Audience
RETARGETING
CUSTOM AUDIENCES
FACEBOOKCOMMUNITY
DATAINTENT
GeographicDemographicPsychographicBehavior
BOOKED
Theme:
Campaign:
Process:
Audience:
Funnel:
Hotel Landing Page Lookalike Audience
RETARGETING
VALUE-BASED LOOKALIKE AUDIENCES
FACEBOOKCOMMUNITY
CREATING FACEBOOK PIXELS FOR YOUR HOTEL LANDING PAGES
CREATE FACEBOOK PIXELS
FACEBOOK PIXELS
STEP 1. GOTO PIXELS TAB UNDER THE EVENT MANAGER
STEP 2. CREATE A PIXEL PART 1
STEP 3. CREATE A PIXEL PART 2
NOTE: WE RECOMMENDSETTING UP BUSINESSMANAGER FOR YOUR HOTELS FACEBOOK PAGE
INSTALLING FACEBOOK PIXELS ON YOUR HOTEL LANDING PAGES
INSTALL FACEBOOK PIXELS CODE
FACEBOOK PIXELS CODE
STEP 1. LOCATE HEADER SECTION FOR LANDING PAGE
STEP 2. COPY AND PASTE THE FACEBOOK PIXEL CODE
STEP 3. CHECK THAT THE FACEBOOK PIXEL CODE IS WORKING
SEND TEST TRAFFIC
WHEN CODE SAYS “ACTIVE” IT IS INSTALLED CORRECT
FACEBOOK ADVERTISING AUDIENCES
CUSTOM AUDIENCE
Hotels can automatically create Custom Audiences based on actions people have taken in your app or on your website.
Custom Audience is native ad targeting that let your Hotel findpeople who already know you on Facebook.
LOOKALIKE AUDIENCE
Lookalike audiences allow you to easily reach new people who are likely to be interested in your business because they're similar to your most valuable existing customers. We look at the common qualities of the people in a source audience, such as demographics and interests, and then find people who most closely “look like” that source audience.
DATAINTENT
GeographicDemographicPsychographicBehavior
BOOKED
Theme:
Campaign:
Process:
Audience:
Funnel:
Hotel Landing Page Custom Audience
RETARGETING
CUSTOM AUDIENCES
FACEBOOKCOMMUNITY
DATAINTENT
GeographicDemographicPsychographicBehavior
BOOKED
Theme:
Campaign:
Process:
Audience:
Funnel:
Hotel Landing Page Lookalike Audience
RETARGETING
VALUE-BASED LOOKALIKE AUDIENCES
FACEBOOKCOMMUNITY
FACEBOOK NATIVE ADS
NATIVE ADS
Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear.
Native ads are often found in Social Media feeds, or as recommended content on a Hotel web page.
Unlike display ads or banner ads, native ads don't really look like ads.
They look like part of the editorialflow of the page.
The key to native advertising is that it is non-disruptive
FACEBOOK ADS KEY PERFORMANCE INDICATORS
1. FACEBOOK ADS RELEVANCE SCORE2. COST PER 1000 IMPRESSION3. COST PER CLICK (CPC)4. COST PER LEAD (CPL)
2 4 6 8 10
RELEVANCE SCORE
COST PER CLICK (CPC)
CLICK-THROUGH RATE (CTR) – RELEVANCY SCORE 1-3
CLICK-THROUGH RATE (CTR) – RELEVANCY SCORE 4-7
CLICK-THROUGH RATE (CTR) – RELEVANCY SCORE 8-10DOLLAR
2%
4%
6%
8%
$0.25
$0.50
$0.75
$1.00
The higher the Relevance Score is, the lower the Cost Per Click (CPC) is and the better the Click Through Rate (CTR).
The key to a successful Facebook Ads Campaign is agreat design and targeting the ideal customers.This will create a very good CTR and engagement. And again lead to a lower CPC and to a higher Relevance Score.
FACEBOOK ADS PROCESS
1 2
STEP 1. Someone visit your Hotels landing page.
Facebook Pixels track them and add them to Custom Audience.
STEP 2. The just look around atyour Hotels Landing Page.
They leave without booking orleaving their email address.
STEP 3. They see your value-basedRetargeting Ad.
You bring them back to a High-value Hotel landing page.
3
FACEBOOK ADS TRACKING
FACEBOOK PIXELS FACEBOOK CUSTOM AUDIENCE FACEBOOK VALUE TRACKING
STEP 1. INSTALL AND CREATE FACEBOOK PIXELS
STEP 2. CREATE CUSTOM AUDIENCE STEP 3. TRACK THE ACTIONSTHAT REALLY MATTERS
FACEBOOK ADS OPTIMIZATION
HOTEL LANDING PAGE FACEBOOK ADS ROI VALUE-BASED LOOKALIKE AUDIENCE
STEP 1. UNDERSTAND THE ACTIONPEOPLE TAKE AFTER SEEING YOUR HOTELS FACEBOOK AD
STEP 2. OPTIMIZE AND IMPROVEFACEBOOK ADS ROI
STEP 3. REACH NEW EXCITING CUSTOMERS
FACEBOOK PIXEL EVENTS
STANDARD CUSTOM
• Add to cart: Track when items are added to a shopping cart (ex: click, landing page on Add to Cart button
• Add payment info: Track when payment information is added in the checkout flow (ex: click, landing page on billing info
• Add to wishlist: Track when items are added to a wishlist (ex: click, landing page on Add to Wishlist button)
• Complete registration: Track when a registration form is completed (ex: complete subscription, sign up for a service)
• Contact: A telephone/SMS, email, chat or other type of contact between a customer and your Hotel
• Customize Product: The customization of products through a configuration tool or other application your business owns
• Donate: Track donation of funds to your organization or cause• Find Location: Track when a person finds one of your locations on the internet or application with
the intention to visit• Initiate checkout: Track when people enter the checkout flow (ex: click, landing page on
checkout button)• Lead: Track when someone expresses interest in your offering (ex: form submission, sign up for
trial, landing on pricing page)• Purchase: Track purchases or checkout flow completions (ex: Landing on "Thank You" or
confirmation page)• Schedule: Track the booking of an appointment to visit one of your locations• Search: Track searches on your website, app or other property (ex: product searches)• Start trial: Track the start of a free trial of a product or service you offer (ex: trial subscription)• Submit application: Track when a registration form is completed for a product, service or program
you offer (ex: credit card, educational program or job• Subscriber: Track the start of a paid subscription for a product or service you offer• View content: Track key page views (ex: product page, landing page, article)
You can use custom events if you can't add standard events to your Hotel Landing page, or you want to split or customize standard or custom events placed on your landing page.
The maximum number of custom events per ad account is 100, but you can delete ones you don't want to use anymore and create new ones
You can't use custom events with dynamic ads (carousel, single image, single video and slideshow)
Custom events may be less accurate than standard events as there's more room for error
FACEBOOK ADS REPORTS
BREAKDOWNS METRICS FILTERING
STEP 1. CUSTOMIZE INFORMATIONFOR REPORTS
STEP 2. SELECT AD PERFORMANCEMETRICS
STEP 3. USE FILTERS TO FIND SPECIFIC CAMPAIGNS, AD SETS OR ADS TO CUSTOMIZE AND OPTIMIZE THE RESULTS
FACEBOOK MEASURE & OPTIMIZE
AUDIENCE OUTCOME BRAND OUTCOME SALES OUTCOME
STEP 1. MEASURE AND IMPROVE HOW YOU REACH YOUR AUDIENCE
Focus on Reach and Frequency.Reach is the number of people who saw your ads at least once, which is different from impressions,which may include multiple views of your adsby the same people.Frequency is the average number of times each person saw your ad.
STEP 2. MEASURE HOW YOUR ADSIMPACT YOUR HOTELS BRANDOBJECTIVESHow many impressions did your brand campaign receive?What was your ad recall?Was there a lift in consideration for your product?How can you make my brand standout from the rest?Was there a shift in your brand’s perception?Did your ads generate awareness of new products?Were your ads memorable?
STEP 3. MEASURE HOW YOURADS IMPACT SALES ANDCONVERSIONSFacebook ads reporting allows Hotel advertisers to see how many online and offline conversions resulted from yourads delivered across Facebook, Instagram,Messenger and Audience Network (FacebookAdvertising Network for Mobile Apps)
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*NOTE* JOIN OUR HOTEL SOCIAL MEDIA COMMUNITY FOR MORE IN DEPTH LESSONS ON FACEBOOK NATIVE ADS