How A Full Marketing Funnel Helps Boost Your Facebook Ads
Have you ever wondered how both a prospecting and retargeting campaign can help move your potential customers through the funnel and eventually lead to conversions? Keep reading to learn how we use this in our Facebook ads and the results we have seen.
The marketing funnel starts at the top with awareness. Awareness campaigns help educate your audience on your hotel, product, or anything else unique about your company that will help you stand out from the crowd. Usually this can include amenities, activities, or experiences you offer at your hotel that will make it enticing for the next person to learn and eventually book with you. In awareness campaigns we utilize lookalike audiences which is a segmentation tool that finds people whose demographics and interests are similar to your current followers. We also use Adara audiences that have specific audiences that we can target based on their interests, hotel experiences, location, travel, and more. There is also detailed targeting and location targeting that helps us get the best results with our ads.
Then we go into consideration. Consideration can include ads or Facebook posts. You can go into more detail about your hotel, product, or service that will make your potential customer consider buying from you.
Next, we try to convert our audience through Facebook ads. This is how we move people through the funnel to eventually booking with us. This would be in a retargeting campaign where we try to attract that user who showed interest and target them and remind them about us. In retargeting, we promote ourselves and usually offer some kind of incentive such as an offer, deal, or discount code to bring them in to eventually converting. When it comes to targeting we utilize website visitors, social media engagement, or customer lists to remarket to potential customers.
Lastly, we have engaging your audience on Facebook ads. This could involve customers interacting with your ads and leaving positive feedback about their experience with you or this could also include boosted posts on Facebook to get more engagement and interest in what you are promoting or offering.
Below we will show some data from our hotels’ Facebook ads campaigns that use this full funnel approach and how it helps them move potential customers through the funnel and to eventually convert. The data is shown from the whole month of July.
Hotel A received 44,036 impressions, 519 outbound clicks, and a 7.16% CTR.
Then for retargeting we saw 169 clicks, 11.58x ROAS, and 12 conversions.
Then we move onto Hotel B that also uses this funnel approach.
In this prospecting campaign we got 103,303 impressions, 3,943 outbound clicks, and an 8.58% CTR.
In retargeting we got 212 outbound clicks, 74.54x ROAS, and 19 conversions.
How were both of these hotels so successful in their Facebook ads campaigns? First, they had their prospecting campaign. This campaign included details about the hotel, experiences, and special features. Then they had the retargeting campaign that features special events, promotions, or limited time offers to hook in their customer in booking with them. Then to keep engagement with past, present, and future customers they post regularly on their social media and utilize boosted posts that promote an offer or something that is exclusive to either educate their audience or remind them to book with them.
The marketing funnel approach works to move people through the funnel to converting with your hotel, product, or service you are offering. Make sure you stand out from the crowd and show off images of your property, special features, amenities, and exclusive offers. Is there a deal you are offering that you don’t want people to miss? Promote the deal, but also focus on the experience that someone can have at your hotel. What does it feel like to stay there? What experiences, adventures, or activities near your hotel are there for your guests?
Hopefully this has provided a better understanding of the marketing funnel and how to best use it for successful hotel Facebook ad campaigns. Contact us today to get started on your hotel’s Facebook advertising strategy!