THE ULTIMATE GUIDE TOFACEBOOK NATIVE

ADVERTISEMENT FOR HOTELS

Are MorchHotel Blogger and Social Media Consultant

RECENCY FREQUENCY MONETARY

The freshness of the customer activity,be it booking or visits

The frequency of the customer transactionsor visits

The intent of the customer spend orpurchasing power

Time since last bookingor last stay

Total number of transactions or average time between transactions

Total of average Transactions value

1LURKERS

2FANS

3BRAND

ADVOCATES

4BRAND

AMBASSADORS

5INFLUENCERS

Customer Journey Starts Considerations Engagement Experience

AWARENESSAQUIRE NEW FANS

REACHREACH

BRAND MESSAGE

ENGAGEMENTINTERACT WITH

BRAND MESSAGE

AMPLIFICATIONSHARE RELEVANT

CONTENT

GOALIMPROVE REVENUE

AND CUT COST

FACEBOOK AD HOTEL LANDING PAGE HOTEL THANK YOU PAGE

REQUIRED ON LANDING PAGE:• FACEBOOK PIXELS• GOOGLE ANALYTICS

REQUIRED ON THANK YOU PAGE:• FACEBOOK PIXELS• GOOGLE ANALYTICS• GOOGLE GOAL

HOTEL CORE OFFER HOTEL OPTIMIZED OFFER

REQUIRED ON CORE OFFER:• FACEBOOK PIXELS• GOOGLE ANALYTICS• GOOGLE GOAL

REQUIRED ON OPTIMIZED OFFER:• FACEBOOK PIXELS• GOOGLE ANALYTICS• GOOGLE GOAL

RETARGETING AD RETARGETING AD RETARGETING AD RETARGETING AD

FADS PSYCHOLOGY

• Reciprocity• Commitment• Social Proof• Liking• Authority• Scarcity• Unity

FACEBOOK AD CHECKLIST

Theme:

Campaign:

AWARENESS

Brand

CONSIDERATION

Traffic

EngagementReach

App Install

Video views

Lead generation

Messages

CONVERSION

Conversions

Catalog sales

Store visits

Create Custom Audience

Theme:

Campaign:

Process:

Audience:

Funnel:

Hotel Landing Page

Install Facebook Pixels

Install Google Analytics

Setup Google Goals

Retargeting Ads

Use Custom Audience (exclude visitors booked last 30 days)

Campaign

Create Custom Audience (visitors last 7 days)

BRAND PROFILE

Brand Image and Name

GRAB ATTENTIONQuestion – Pain Point –Curiosity – Specificity

PROVIDE SOLUTION

VISUAL PSYCHOLOGY

Image / Video that triggers attention, butdon’t look like an ad!

LIMITED TEXT

Facebook prefer native images with little orno text.

CALL TO ACTION

Facebook Call To ActionButton helps click through rates

SOLUTION

Reiterate the solution. Tell customers what todo

HEADLINE

Tell customer what theyget when they Sign Up

SOCIAL ENGAGEMENT

Compelling relevant offers will engage

LIKE PAGE

Enable users to engage With your Hotels Facebook Page updates

Campaign:

Ad Set#1 Ad Set#2 Ad Set#3Geographic : USDemographic: Women, 35-60,

Small BizPsychographic : ExerciseBehavior : Brand loyaltyKeywords: SMB Saturday

Geographic : USDemographic: Women, 35-60,

EntrepreneurPsychographic : WifiBehavior : Value of priceKeywords: Entrepreneur

Geographic : USDemographic: Women, 35-60,

CEOPsychographic : ConferenceBehavior : ReputationKeywords: Conference Room

Ad #1 Ad #2 Ad #3 Ad #4 Ad #5 Ad #6

Theme:

DYNAMIC ADS

LEAD ADS

DYNAMIC ADSAutomatically promote the most relevant items from your Hotels portfolio, and retarget people who have shown interest in your productsand service.

LEAD ADSLead ads are so much more than just a form they can help you drive objectives from the top of the funnel like brand awareness and reach through customer acquisition. Optimize your lead ads for quick follow-ups or higher-quality leads with custom features.

FACEBOOK ADVERTISING AUDIENCES

CUSTOM AUDIENCE

Hotels can automatically create Custom Audiences based on actions people have taken in your app or on your website.

Custom Audience is native ad targeting that let your Hotel findpeople who already know you on Facebook.

LOOKALIKE AUDIENCE

Lookalike audiences allow you to easily reach new people who are likely to be interested in your business because they're similar to your most valuable existing customers. We look at the common qualities of the people in a source audience, such as demographics and interests, and then find people who most closely “look like” that source audience.

DATAINTENT

GeographicDemographicPsychographicBehavior

BOOKED

Theme:

Campaign:

Process:

Audience:

Funnel:

Hotel Landing Page Custom Audience

RETARGETING

CUSTOM AUDIENCES

FACEBOOKCOMMUNITY

DATAINTENT

GeographicDemographicPsychographicBehavior

BOOKED

Theme:

Campaign:

Process:

Audience:

Funnel:

Hotel Landing Page Lookalike Audience

RETARGETING

VALUE-BASED LOOKALIKE AUDIENCES

FACEBOOKCOMMUNITY

CREATING FACEBOOK PIXELS FOR YOUR HOTEL LANDING PAGES

CREATE FACEBOOK PIXELS

FACEBOOK PIXELS

STEP 1. GOTO PIXELS TAB UNDER THE EVENT MANAGER

STEP 2. CREATE A PIXEL PART 1

STEP 3. CREATE A PIXEL PART 2

NOTE: WE RECOMMENDSETTING UP BUSINESSMANAGER FOR YOUR HOTELS FACEBOOK PAGE

INSTALLING FACEBOOK PIXELS ON YOUR HOTEL LANDING PAGES

INSTALL FACEBOOK PIXELS CODE

FACEBOOK PIXELS CODE

STEP 1. LOCATE HEADER SECTION FOR LANDING PAGE

STEP 2. COPY AND PASTE THE FACEBOOK PIXEL CODE

STEP 3. CHECK THAT THE FACEBOOK PIXEL CODE IS WORKING

SEND TEST TRAFFIC

WHEN CODE SAYS “ACTIVE” IT IS INSTALLED CORRECT

FACEBOOK ADVERTISING AUDIENCES

CUSTOM AUDIENCE

Hotels can automatically create Custom Audiences based on actions people have taken in your app or on your website.

Custom Audience is native ad targeting that let your Hotel findpeople who already know you on Facebook.

LOOKALIKE AUDIENCE

Lookalike audiences allow you to easily reach new people who are likely to be interested in your business because they're similar to your most valuable existing customers. We look at the common qualities of the people in a source audience, such as demographics and interests, and then find people who most closely “look like” that source audience.

DATAINTENT

GeographicDemographicPsychographicBehavior

BOOKED

Theme:

Campaign:

Process:

Audience:

Funnel:

Hotel Landing Page Custom Audience

RETARGETING

CUSTOM AUDIENCES

FACEBOOKCOMMUNITY

DATAINTENT

GeographicDemographicPsychographicBehavior

BOOKED

Theme:

Campaign:

Process:

Audience:

Funnel:

Hotel Landing Page Lookalike Audience

RETARGETING

VALUE-BASED LOOKALIKE AUDIENCES

FACEBOOKCOMMUNITY

FACEBOOK NATIVE ADS

NATIVE ADS

Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear.

Native ads are often found in Social Media feeds, or as recommended content on a Hotel web page.

Unlike display ads or banner ads, native ads don't really look like ads.

They look like part of the editorialflow of the page.

The key to native advertising is that it is non-disruptive

FACEBOOK ADS KEY PERFORMANCE INDICATORS

1. FACEBOOK ADS RELEVANCE SCORE2. COST PER 1000 IMPRESSION3. COST PER CLICK (CPC)4. COST PER LEAD (CPL)

2 4 6 8 10

RELEVANCE SCORE

COST PER CLICK (CPC)

CLICK-THROUGH RATE (CTR) – RELEVANCY SCORE 1-3

CLICK-THROUGH RATE (CTR) – RELEVANCY SCORE 4-7

CLICK-THROUGH RATE (CTR) – RELEVANCY SCORE 8-10DOLLAR

2%

4%

6%

8%

$0.25

$0.50

$0.75

$1.00

The higher the Relevance Score is, the lower the Cost Per Click (CPC) is and the better the Click Through Rate (CTR).

The key to a successful Facebook Ads Campaign is agreat design and targeting the ideal customers.This will create a very good CTR and engagement. And again lead to a lower CPC and to a higher Relevance Score.

FACEBOOK ADS PROCESS

1 2

STEP 1. Someone visit your Hotels landing page.

Facebook Pixels track them and add them to Custom Audience.

STEP 2. The just look around atyour Hotels Landing Page.

They leave without booking orleaving their email address.

STEP 3. They see your value-basedRetargeting Ad.

You bring them back to a High-value Hotel landing page.

3

FACEBOOK ADS TRACKING

FACEBOOK PIXELS FACEBOOK CUSTOM AUDIENCE FACEBOOK VALUE TRACKING

STEP 1. INSTALL AND CREATE FACEBOOK PIXELS

STEP 2. CREATE CUSTOM AUDIENCE STEP 3. TRACK THE ACTIONSTHAT REALLY MATTERS

FACEBOOK ADS OPTIMIZATION

HOTEL LANDING PAGE FACEBOOK ADS ROI VALUE-BASED LOOKALIKE AUDIENCE

STEP 1. UNDERSTAND THE ACTIONPEOPLE TAKE AFTER SEEING YOUR HOTELS FACEBOOK AD

STEP 2. OPTIMIZE AND IMPROVEFACEBOOK ADS ROI

STEP 3. REACH NEW EXCITING CUSTOMERS

FACEBOOK PIXEL EVENTS

STANDARD CUSTOM

• Add to cart: Track when items are added to a shopping cart (ex: click, landing page on Add to Cart button

• Add payment info: Track when payment information is added in the checkout flow (ex: click, landing page on billing info

• Add to wishlist: Track when items are added to a wishlist (ex: click, landing page on Add to Wishlist button)

• Complete registration: Track when a registration form is completed (ex: complete subscription, sign up for a service)

• Contact: A telephone/SMS, email, chat or other type of contact between a customer and your Hotel

• Customize Product: The customization of products through a configuration tool or other application your business owns

• Donate: Track donation of funds to your organization or cause• Find Location: Track when a person finds one of your locations on the internet or application with

the intention to visit• Initiate checkout: Track when people enter the checkout flow (ex: click, landing page on

checkout button)• Lead: Track when someone expresses interest in your offering (ex: form submission, sign up for

trial, landing on pricing page)• Purchase: Track purchases or checkout flow completions (ex: Landing on "Thank You" or

confirmation page)• Schedule: Track the booking of an appointment to visit one of your locations• Search: Track searches on your website, app or other property (ex: product searches)• Start trial: Track the start of a free trial of a product or service you offer (ex: trial subscription)• Submit application: Track when a registration form is completed for a product, service or program

you offer (ex: credit card, educational program or job• Subscriber: Track the start of a paid subscription for a product or service you offer• View content: Track key page views (ex: product page, landing page, article)

You can use custom events if you can't add standard events to your Hotel Landing page, or you want to split or customize standard or custom events placed on your landing page.

The maximum number of custom events per ad account is 100, but you can delete ones you don't want to use anymore and create new ones

You can't use custom events with dynamic ads (carousel, single image, single video and slideshow)

Custom events may be less accurate than standard events as there's more room for error

FACEBOOK ADS REPORTS

BREAKDOWNS METRICS FILTERING

STEP 1. CUSTOMIZE INFORMATIONFOR REPORTS

STEP 2. SELECT AD PERFORMANCEMETRICS

STEP 3. USE FILTERS TO FIND SPECIFIC CAMPAIGNS, AD SETS OR ADS TO CUSTOMIZE AND OPTIMIZE THE RESULTS

FACEBOOK MEASURE & OPTIMIZE

AUDIENCE OUTCOME BRAND OUTCOME SALES OUTCOME

STEP 1. MEASURE AND IMPROVE HOW YOU REACH YOUR AUDIENCE

Focus on Reach and Frequency.Reach is the number of people who saw your ads at least once, which is different from impressions,which may include multiple views of your adsby the same people.Frequency is the average number of times each person saw your ad.

STEP 2. MEASURE HOW YOUR ADSIMPACT YOUR HOTELS BRANDOBJECTIVESHow many impressions did your brand campaign receive?What was your ad recall?Was there a lift in consideration for your product?How can you make my brand standout from the rest?Was there a shift in your brand’s perception?Did your ads generate awareness of new products?Were your ads memorable?

STEP 3. MEASURE HOW YOURADS IMPACT SALES ANDCONVERSIONSFacebook ads reporting allows Hotel advertisers to see how many online and offline conversions resulted from yourads delivered across Facebook, Instagram,Messenger and Audience Network (FacebookAdvertising Network for Mobile Apps)

HOTEL

NEED HELP WITH FACEBOOK NATIVE ADVERTISEMENT

FOR YOUR HOTEL?

LEARN MORE

*NOTE* JOIN OUR HOTEL SOCIAL MEDIA COMMUNITY FOR MORE IN DEPTH LESSONS ON FACEBOOK NATIVE ADS