David Inches

Marketing Consultant


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Targeting Facebook Ads to Holiday Travellers

Targeting Facebook ads to holiday visitors is one of the most powerful ways of reaching key tourism audiences. To remain competitive, your business should be making the most of Facebook advertising to generate leads and sales.

How Do Targeted Ads Work?

Facebook ads are an effective marketing tool because they make use of both location, behaviour patterns and data mining. Facebook analyses its users’ demographic information along with their history of ‘likes’ and those of their network, to choose the most relevant ads to display to each user.

Information commonly shared on Facebook includes location, age, employment, marital status, family connections and leisure activities. People also provide information about the brands and companies they like or have bought from recently, and major life events. All this information determines which ads will appear on users’ Facebook pages. If your on holiday what are you searching for? Holiday experience right so your tourism Ad is likely to be served to people visiting your region.

Advertisers can tap into this valuable information by setting parameters on their ads. For instance, a Bungy site may choose to target its ads to twenty-something women and men visiting Cairns. This can be narrowed down further by the users’ interests, relationship status and even the type of car they drive. A restaurant owner may target Facebook Ads promoting early bird dining, a tour could promote last minute seats that require filling.

How to Make the Most of Facebook Ads

It’s easy to target ads based on traditional demographics, but to fully benefit from this platform you need to get creative. Use your market research to drill down into the lifestyle and interests of target groups. Personalised ads are more likely to speak to potential customers and entice them to act.

These categories will help you refine your criteria:

  • Purchasing behaviour. Previous buying behaviour is the best predictor for future actions, making this a great category to use. There are subcategories for different products and markets, as well as profiles for target groups, such as Fashionistas, Foodies and DIYers. Facebook provides data on how many users you can target in each category.

  • Life Events. Many businesses are reliant on major life events such as engagements and weddings. Facebook allows advertisers to target people at key moments in their lives. Subcategories include birthdays, new relationships, anniversaries and relocations. Even businesses that aren’t obviously connected to major life events can find creative ways to use this category.

  • Custom Audiences. This feature allows you to upload your contact list or mailing list to locate customers. You can then use subcategories to target ads at small groups, or even individuals. Alternatively, contacts can be excluded from campaigns if they’ve already been targeted. You can even create a custom group based on visitors to your website, and narrow it down further by the pages visited. ‘Hyper-marketing’ is the term used to describe this extremely personalised approach which is has become possible due to advances in technology.

Targeting Facebook ads to visitors is a smart and effective way to build brand awareness and increase sales.