It is very important to include vacation rental Facebook ads in your digital marketing strategy. As a vacation rental owner you are constantly seeking for new methods to reach your target audience and drive more direct bookings. You have probably heard of or even experienced with vacation rental Facebook ads. However, succeeding with Facebook ads is not as simple as it may seem. When you fully read this article you will learn how you can use Facebook ads for your vacation rental business to drive more direct bookings.
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Why Facebook Ads for your vacation rental?
YOUR audience is on Facebook, reach them. There are huge chances for travel websites to take advantage of Facebook and its powerful algorithm and partner websites. To be more specific, Facebook has some unique targeting options designed for travel companies which will be covered later on in this article. After completely reading this article you will know how you can use Facebook advertising to its full potential for travel companies.
Facebook Ad Basics
In order to start advertising on Facebook you will need to have a Facebook page. If you have landed on this page you will probably already have a Facebook page, which is good. If you don’t have a Facebook page yet, don’t worry, it only takes a few minutes to set up a Facebook page. I suggest reading this article on how to set up a Facebook page for your business.
Facebook Ads Manager
Besides a Facebook page you will also need a Facebook ads manager account to start advertising. Setting up a facebook ads manager account is pretty easy, but make sure you read this article before you create a facebook ads manager. Moreover, I suggest creating a Facebook Business Manager account rather than using your personal advertising account. Read this article to fully understand why you’d want to set up a Facebook business manager account.
Setting up a Facebook pixel is a crucial step in your vacation rental Facebook ads succes. A Facebook pixel is a small piece of code that needs to be placed in the code of your website. Once the Facebook pixel has been installed correctly, it will collect data about your website visitors AND it will allow you to use that data in your targeting options. For instance, imagine that you have 10.000 website visitors per month but only 300 of them convert to real customers, you are now stuck with 9.700 website visitors who are interested in booking holiday, but who haven’t completed a booking on your website yet. Because of the Facebook pixel you can now create a target audience of those 9.700 people and show advertisements to them in order to make them visit your website again and hopefully book with you as well. Learn how to set up your Facebook pixel here.
Useful Facebook Ad Campaigns For Vacation Rental Businesses
Engagement campaigns are perfect for growing your vacation rental Facebook page. I recently ran a Facebook engagement campaign for one of my clients who just created their Facebook page and who felt the need to grow a following for their rental business.
When your target audience sees an engagement advertisement they only have to click on the ‘’like page’’ button and from then on you’ll have one more page like. Why would you do this? The more page likes you have the more people will see your organic Facebook posts. Pro tip: Make sure that you target people who are potentially interested in travelling to your destination. I will cover more on that later on in this article.
Conversion campaigns are campaigns that are optimized for certain events that you can track with your Facebook pixel. Assuming that you have an online booking system on your rental website you could optimize a conversion campaign for the ‘’purchase event’’. In other words, facebook will find similar people to your current online bookers (tracked by the Facebook pixel) and will show advertisements to these people. This is a powerful method of advertising your rental property.
Lead generation campaigns
Lead generation ads are extremely useful for you as vacation rental marketer. Lead generation ads are advertisements that when people click on them they can submit their contact details. Now why would they do this? To receive a discount coupon for example! One of the methods that I use is to show lead generation advertisements to website visitors who haven’t booked yet and offer them a 5% discount on their first booking if they submit their contact details.
This is beneficial for you in two ways:
1 ) You now have the contact details of your lead and you can use it in your e-mail marketing campaigns for the rest of your life! (assuming they won’t unsubscribe)
2 ) The lead has an incentive to complete the booking with your business and not with one of your competitors.
Messenger campaigns are a good method to get to speak to your potential guests and to eliminate any doubts that prevent them from booking with you. First of all, messenger campaigns are the campaigns that when people click on the call to action a Facebook messenger conversation will start. I personally use messenger campaigns in my retargeting methods and I use texts such ‘’Have you already found your perfect holiday villa? Get in touch with our reservations team so they can help you with finding your next dream property.’’
Traffic campaigns are a perfect way to reach a cold audience based on your knowledge of your ideal customer. In which country / region does your ideal customer live, what is their age, what is their gender, what are they interested in, what do they for a living, etc. These are all things that you can target on within the Facebook ads manager. To give you an example, one of my clients wanted to target rich people from country X and country Y so I targeted people who are likely to have a high income based on their profession and behaviour.
I suggest to use video advertisements in traffic campaigns for they tend to perform better when targeting a cold audience. Especially when you are renting luxury villas video advertisements will make you stand out from your competition and you could for example use drone videos of your properties in the advertisements.
Targeting Options for Vacation Marketers
Most importantly you have to know who your target audience is and where you can find them. The more data you have about your current customers the better you can reach them with Facebook advertising. Moreover, if you want to target a new market segment (for example a country that you are not generating bookings from at the moment) then you can use the data about your current customers as well. I am covering some of the most interesting targeting options for vacation marketers:
Target on age, gender, location, interests, behaviour AND combine these options
I love Facebooks advertising platform because it has so many targeting options AND it allows you to combine multiple targeting options. For example, if your ideal customers are: Women, 40-60 years old, live in the United Kingdom and are frequent travellers, then you can precisely target your ideal customer. This is a powerful method of reaching a cold audience who have never heard of your business before.
Retargeting campaigns means showing advertisements to people who have already interacted with your business at some point. For example:
1. Website Visitors
You can target your website visitors in the past X days with a retargeting campaign. Now why is this interesting AND crucial in your digital marketing strategy? Very simple, almost no one will book their holiday during their first website visit. People tend to orientate themselves online and also visit your competitors websites during this process. If you show advertisements to these potential guests after their first website visit then you are making sure that YOUR BUSINESS is staying top of mind rather than of your competitors. Retargeting campaigns often have the highest Return on Investment.
Choose website as your source to create a look a like audience based on your website visitors.
You can now choose the date range of website visitors that you'd like to target. For example every website visitor in the last 30 days.
2. Pages visited on your website
You can not only target all of your website visitors, you can also target website visitors based on the pages they have visited. To be more specific, imagine that you have 8.000 website visitors per month and only 120 of those website visitors book their stay with you. You could show retargeting advertisments to all 7.880 ‘’not-bookers’’ but you can also choose to only show advertisements to your ‘’hottest leads’’ by targeting the visited pages. For example:
Home page 8.000 website visitors
Property page 6.000 website visitors
Availability Page 2.000 website visitors
Contact details Page 1.800 website visitors
Booking page 1.200 website visitors
After Purchase page 120 website visitors