Using Facebook ads is a cost-effective and easy was to promote your business, but when you’re just starting to develop an online presence, it can be hard to know which ad type is most suited to your needs.
In this post we discuss the best three Facebook ads for leverage and conversion in the tourism industry.
What You Need to Know
Before deciding which advertising format to use, it’s important to clearly understand your objectives.
Facebook makes this easier by giving you three clear objectives to choose from when creating an ad. They are awareness, consideration and conversion. These objectives define each stage in the buying cycle. Under each option there are specific goals such as increased reach and customer engagement.
Awareness and consideration are all about building brand recognition and generating interest to motivate viewers to find out more about what you’re offering.
At the conversion stage you want customers to take a specific action by making an online inquiry, registering for updates or booking your services. To get to this point it’s imperative to get the first steps right.
The ad types your select should support your objectives and goals.
How Your Business Will Benefit
Using the best ad type to fulfill your objective will greatly enhance your ad’s effectiveness and conversion rate. Video, carousel and dynamic ads have many benefits for tourism operators.
Video ads create awareness and interest for the tourism industry as this format allows you to showcase sweeping vistas, beautiful scenery and inviting accommodation. Your ad should tell a compelling story about your brand.
With video ads, viewers get a strong sense of being at the location, sparking desire. You can use music and other effects to increase engagement but bear in mind a large percentage of viewers watch videos without sound, so striking images are the top priority.
It’s important to produce video ads that look professional, but don’t be daunted if you lack advanced technical skills. Facebook recommends limiting ads to 5 -15 seconds so you don’t need a lot of film to make a good ad. There are many tools available online to help you design your ad to a high standard.
Carousel ads are great for telling a story. This format allows you to show 3-5 images with headlines and links. You can include multiple calls to action in a single ad which is why this format is used to generate interest and conversions.
When this format was introduced, advertisers saw a 30-50% reduction in cost-per-conversion, and 20-30% lowering in cost-per-click than single image ads with links. Facebook tracks which links perform best, and it can optimise the order images are shown based on data collected.
The more imagery and detail provided in an ad, the more chances you have to appeal to your target audience. Carousel ads allow tourism operators to showcase multiple facets of the business in a single ad, such as accommodation, local attractions and food.
Dynamic ads create conversions because they target people who’ve already taken action on your website or app. These ads use a template which draws on images and details from your catalogue, showing customers the items most likely to drive conversions. This approach is known as remarketing. To use this feature, you’ll need to get the Facebook pixel on your website and set up Facebook’s SDK on your mobile app if you have one. These two tools collect information about how people interact with your website and app. The formats available for dynamic ads are carousel, single image or collection ads.
The goal of dynamic ads is to keep your brand in the sights of those who’ve already expressed interest. Facebook is well-suited to this form of advertising due to its large number of daily users.
What You Need to Do
Clearly define your objectives and other features of your campaign before setting up your advertising.
Research each ad type as not all objectives and goals support all ad formats.
Open Ads Manager on your Facebook page, select and define your objective, audience, duration, budget and schedule.
Follow Facebook’s user-friendly instructions to create your desired ad type.
Choosing the right ad type for your objective will enhance awareness, consideration and conversions.