Striving for new ways to retarget your guests on Facebook?
The social media platform has recently made some changes to its Custom Audiences tool to help you get even more refined with your Facebook advertising. Thanks to the update, you can now choose to target segments of your audience based on their behaviours and level of engagement with your content, meaning you can reach out to the very guests who are most likely to be hyper-responsive to your hotel’s ads.
You’ll find the Custom Audience tool within your hotel’s Facebook Ads Manager, under All Tools on the menu button. Click Audiences > Create Audience and choose Custom Audience from the dropdown menu. Finally, select Engagement as the kind of audience you’d like to start building, and you’re ready to get started.
Here’s a quick guide to some of the different audiences you can create to boost the performance of your hotel’s Facebook campaigns.
1: Target People Who Clicked on One Of Your Calls-to-Action
This custom audience allows you to target members of your audience who have clicked a Call To Action on your hotel’s page (Book Now, for example).
Why is this useful? It’s a powerful way to retarget people who were interested enough to click your CTA, but not enough to actually complete the action and convert – whether that refers to an email list sign-up or booking.
To create this audience, simply select your hotel’s Facebook page from the dropdown menu, then click People Who Clicked on Any Call-to-Action Button from the list below. Next, choose your audience engagement duration (180 days for example), come up with a name for your audience and click Create Audience. You’ll receive a Facebook notification when it’s ready for use, which will be within 30 minutes.
Tip: The larger the audience engagement duration you choose, the bigger your audience will be. But don’t forget that opting for a longer duration period can negatively impact the success of your campaign. After all, people who engaged with your content a year ago are less likely to recognise your hotel name and still be considering booking than those that engaged just a few weeks ago or sooner.
2: Target People Who Sent You A Message
Does your hotel receive a lot of messages on Facebook? Then this custom audience is for you. It allows you to target an audience of most likely hyper-responsive people who have already taken the time to get in touch with you to find out more about your hotel. If they were engaged enough to communicate in the first place, why not target them directly with an enticing offer to book?
To build this custom audience, select your Facebook page and choose People Who Sent a Message to Your Page. As before, you need to decide on an audience engagement duration and a name for your audience.
3: Target People Who Saved Your Content
Sometimes guests will stumble across your hotel’s page or a specific post on your page, like what the see, and save it to return to later. Sometimes they will, other times it will slip their mind.
To reengage these people who previously found your content interesting enough to save, just click People Who Saved Your Page or Any Post for your audience criteria, choose your audience duration, name your audience and you’re good to go.
If you want to target more ‘warm’ prospects on Facebook in 2017, the platform’s latest updates to the already useful Custom Audiences tool makes it easy to do so. How will you be using this feature moving forward? Let us know in the comments below!