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!
By now, many of you have heard us talk about Google Analytics 4 (GA4). This new analytics update is part of a series of steps that will bridge the divide between database driven analytics and privacy concerns. The GCommerce team has been implementing GA4 for our clients over the past year and now Google has officially announced that the existing Google Universal technology will no longer receive new data as of July 2023, the clock is truly ticking.
Download our free ebook that will tell you everything you need to know about GA4 - what it is, what to expect and why it’s important to your business.
Facebook is not just a social site to connect with friends and family, it is now a platform used by many businesses to promote their products and services. Facebook Ads have proven to be one of the most effective ways to promote your business and get your CTA to the appropriate consumer. But, are you creating content for this platform that will be successful?
Download our free ebook that will tell you everything you need to know about Facebook Ad Optimization, including copy analysis and the value of successful Facebook Ads.
Tropicana Inn & Suites' New Website Increases Conversion Rate and Revenue
Have you ever wondered just how important a website is to a business?
GCommerce launched a beautiful new website for Tropicana Inn & Suites in Anaheim, CA in October 2017. A deep focus on branding, user experience and design with a focus on conversion rate optimization had a dramatic impact on the hotel’s digital presence and bottom line.
Functionality plays a huge part in the overall user experience and performance for any website. The creative and design team at GCommerce Solutions understands this and makes sure to implement hospitality specific best practices to all of our website builds and designs.
In the case of Tropicana Inn & Suites, it was a Design Ready Architecture (DRA) build that was put together with their new branding and content initiatives. The Tropicana specific DRA that was used took into consideration keeping a user on the website and giving them all the information needed right at their fingertips.
The most important factors considered for Tropicana’s layout & design was:
Having a testimonial section right on the website.
This keeps a user on the page and provides transparency; keeping them from having to search for another website’s reviews helping to ultimately keep the user on the property’s website.
This shows success in the 6% increase in average session duration since the launch of the new website.
Highlighting the most visited pages right on the homepage to help keep the user engaged and easy navigation to find the information they require.
High quality and professional photography. Per Hospitality Net, after price, photography is the most important factor for travelers and prospects.
LET’S TAKE A LOOK AT THE ACTUAL NUMBERS AND HOW THE NEW WEBSITE HAS IMPACTED DIFFERENT MARKETING CHANNELS
The following results were found after comparing data from the old website vs. the new website post launch.
OVERALL WEBSITE PERFORMANCE
Lets delve deeper and review how the new website helped the individual digital marketing efforts.
PAID SEARCH ADVERTISING
Well designed with user experience and conversion rate best practices in mind, a new website can make a dramatic difference in your hotel’s performance and bottom line. Your website is your online storefront, You want it to be welcoming and portray a true representation of the property’s experience. The user experience should be easy to navigate and help lead your user through the booking funnel. Such as the snap navigation and booking widget used for Tropicana Inn & Suites that affixes to the top of the browser and follows the user down the page. You want the user to be able to navigate your site from anywhere and allow them to book their room from any point of their journey.
GCommerce Solutions would be happy to help with your new website. You can submit a request for more information here or give us a call at 435-214-5301.