Four Facebook Advertising tools to help you run more effective Facebook Ads
Are you looking for ways to make your Facebook ads better? With more than 2.96 billion daily users, Facebook is a great way for travel agencies to reach the people they want to reach. But it can be hard to make ads that stand out in a market that is already full. This is where the tools for advertising on Facebook come in.
Let’s explore four amazing Facebook Advertising tools that can supercharge your ad campaigns. With these tools, including the Facebook Pixel and Dynamic Ads, you can effectively target your audience with the perfect message at the perfect moment. Say goodbye to ineffective ads and hello to successful campaigns with these powerful tools!
The right signs? Let’s dive in!
Facebook Pixel
The Meta pixel, previously known as the Facebook pixel, is a small piece of code you can add to your website. By doing so, you’ll be able to get insights into how your Facebook ads impact your audience’s behavior and gather data on how Facebook users behave on your website after clicking on an ad.
By implementing the Facebook pixel, travel agencies like yours can enjoy several advantages, such as:
- A Better understanding of how your Facebook ads influence travelers’ decisions.
- Optimizing your ad delivery to reach the most interested audiences.
- Reconnect with people who have already shown interest in your travel offers through remarketing.
- Creating Facebook lookalike audiences that resemble your most loyal customers makes your ads more effective.
- Improving and optimizing your Facebook marketing strategy to attract more travelers to your services.
Example of a travel business successfully using the Facebook Pixel to increase conversions
To help promote shoulder season business, Traverse City Tourism worked with TwoSix Digital, the agency that manages ad campaigns.
They used Facebook Pixel data to build a highly targeted audience.
- First, they identified people who had visited specific pages on our website about cherry blossoms.
- Then, they created a lookalike audience of people who share similar traits and characteristics to our custom audience, which helped us reach even more potential visitors.
- Finally, they narrowed down the group to specific geographic regions where people have shown the most interest in visiting Traverse City.
Here is what the company get after the campaign.
Custom Audiences
Did you know that your Facebook ads can be shown to specific groups of people who have already shown interest in your brand? It’s called a “Custom Audience” on Facebook, and it can help you meet your marketing goals more quickly.
The Facebook Custom Audience feature is one of the most powerful advertising tools that marketers can use on Facebook. It lets you target specific groups of people who have already shown interest in your brand. By using this tool, you can meet your marketing goals more quickly.
A Facebook Custom Audience is a clear group of people who already know about your travel business, like past customers or people who have visited your website or app.
One of the best things about Custom groups is that you can make groups that look like the ones you already have. These are new fans, followers, and customers who might be interested in your travel deals because they are similar to your current audience.
However, only some people are comfortable with data sharing, as some consider it an invasion of privacy
For instance, with the iOS 14.5 update, Apple turned off the Identifier for Advertisers (IDFA) by default, which tracked user behavior within apps, making it easier to create highly-targeted ads.
With the new update, users can choose whether to opt-in or out of data sharing for each app. However, only 25% of users have opted in so far. This change means advertisers and app developers are severely limited in tracking user activity without the default IDFA setting.
As a travel agency, you can benefit significantly from using Facebook Custom Audiences, which offers several advantages, including
- Retargeting ads to people who have engaged with your Facebook posts, allowing you to remind them of your travel services and potentially convert them into customers.
- Creating ads tailored to specific audience segments, such as your email list of people who are close to making a booking, helps you increase conversions and revenue.
- Upselling new travel products or services to existing customers who are already familiar with your brand and more likely to make repeat purchases.
Example of a travel business successfully using Custom Audiences
Discover Puerto Rico’s target group was made up of high-value customers, such as Active Adventurers, Beach Extremists, Foodies, and a mix of Arts & Culture Lovers, History Buffs, and Cultural Immersion Travelers.
To start, the campaign was aimed at the people above in key DMA feeder markets with direct trips to the island of Puerto Rico. It was also played over and over again in markets where Discover Puerto Rico had run TV ads before. This helped them build a “mirror media” following that was ready to get leads.
Halfway through the campaign, the frequency went up to more than 2.5, so they stopped only targeting DMAs and started targeting the states where their paid and unpaid content did the best.
After looking at Discover Puerto Rico’s other digital marketing data and doing more study on the destination, they were able to accurately target a number of high-value customers for the campaign.
Lookalike Audiences
Facebook Lookalike Audiences is a sophisticated matchmakers between your brand and new fans.
It is also a powerful advertising tool to help you effectively reach potential customers. Let’s find out more about it!
A Lookalike Audience on Facebook refers to a tailored advertising audience that allows you to target individuals who share similarities with your existing customers.
Using Lookalike Audiences, travel businesses can connect with potential customers more likely to engage with your content than the general public. This makes Lookalike Audiences a valuable tool for your ad targeting strategy.
Here are some additional reasons why travel agencies should choose Lookalike Audiences over other types of targeting on Facebook:
- Easier to find high-quality leads outside your customer list. You can specifically target people who share similar characteristics to your top customers. This means they are more likely to be interested in your travel offers.
- Provide more value for your ad spend. With this method, you can experiment with multiple audiences at once without creating several campaigns, which helps you find the best-performing ads without spending more money.
- You don’t need additional work to find audiences interested in your travel deals. If you already have an existing audience, you can use it to find Lookalike Audiences and reach potential customers immediately, which saves you a lot of time!
Example of a company successfully using Lookalike Audiences to increase website traffic
AdEspresso did a really cool experiment to find out which targeting choice was best for a conversion campaign to get people to sign up for a webinar. In an A/B test, they used two groups to compare Lookalike targeting to Interest targeting.
They used a 180-day custom crowd from the webinar registration pixel event and a 1% US Lookalike crowd with an age filter of 21–64 to make the Lookalike Audience. AdExpresso chose the interests with the best affinity score by using the Facebook audience insights tool. In the end, they had 1.9 million viewers, which is the same number as the Interest-based crowd.
So, what did they find out? Well, the Lookalike Targeting option turned out to be the winner! It had a 13% lower CPA, a much better clickthrough rate, and a cost per click. Pretty awesome.
Dynamic Ads
You can make Facebook Dynamic Ads for Facebook, Instagram, Messenger, and the Audience Network.
You don’t have to make a new ad for each product you want to sell, which is different from regular ads. Instead, you use images and product list details to make a template.
Dynamic ads use information from your website to show up on the screens of people who have already shown interest in your goods.
For example, if someone goes to your website and looks at a certain item, that person may later see an ad for that item on Facebook or Instagram. Dynamic ads help you show people who are more likely to be interested in your goods.
Facebook Dynamic Ads can be an excellent tool to help your travel agency reach potential customers with personalized and relevant ads. Here are the benefits of Facebook Dynamic Ads:
- Facebook Dynamic Ads are highly personalized and tailored to users’ interests and behavior.
- You can focus on promoting specific products, which is great for travel agencies that want to showcase their travel packages, tours, or accommodations.
- These ads are updated in real-time. Any changes you make to your product inventory will be automatically reflected in your ads.
- Facebook Dynamic Ads are optimized for cross-device targeting, meaning your ads will be displayed on various devices, including desktop, mobile, and tablet.
Boost Your Engagement with Facebook Advertising Tools: A Travel Business Case Study on Dynamic Ads
Kayak utilized their own first-party data, which they provided to Facebook. The Facebook ads created visually appealing ads containing key information curated for travelers who had previously expressed interest in a specific tour or destination. This approach successfully achieved the campaign’s objectives.
Conclusion
So there you have it! By using the right tools in your Facebook Advertising strategy, you can boost your ad campaigns’ effectiveness. The four tools we’ve discussed – Facebook Pixel, Custom Audiences, Lookalike Audiences, and Dynamic Ads – are all really powerful and can help you target the right people, make ad creation more accessible, and keep track of how your ads are performing.
When you take advantage of these tools, you can optimize your Facebook Advertising campaigns and achieve better results, which means more success for your business on the platform!
Thanks for taking the time to read this! If you have any questions or want to learn more about Facebook Advertising, don’t hesitate to contact us. We’re here to help you take your ad campaigns to the next level!
