Facebook Advertising for Resorts
Hey welcome to Resort Marketing Vids.
If you’re not using Facebook Ads yet, you should be. And if you don’t have a facebook account set up yet, you need to.
Whether or not you have a facebook account, I guarantee that a lot of your prospects do.
In fact, let me give you an example that proves it. What are the main criteria you use when qualifying a lead? Age / Location / Marital Status / Income / and Interest, right?
Well, what if I told you that you could knock out four of the five right off the bat? When setting up a Facebook ad campaign you can configure it so that if people don’t meet all your criteria, they don’t even see the ad.
So in a test, I set up an ad and told facebook I only wanted my ad to appear to people between the ages of 35 and 65. Standard, right? I said I only wanted people that live in the zip code surrounding the resort (which, by the way, if you use Zip-Codes dot com you can target zip codes by average household income).
Then I told Facebook I only wanted my ad to appear to married people. And in order to see my ad, they had to’ve expressed an interest in Cabins, Camping, Fishing, RV’s or Golf.
Now, when you’re setting up your ad, Facebook tells you in real time how large your audience is. When I did this test it told me that, based on the criteria I entered, the ad would appear to about 2,000 people.
Now to prove my point, that’s 10% of the population inside that zip code. You can find area population information on Zip-Codes dot com.
But what that means is, when that ad runs, one in every ten people inside that zip code will see it.
So, ten percent of my target prospects, in my area, in my age range, with my marital status, and interests, have a facebook account. That’s one in every ten people that lives near the resort. So don’t ever scoff at social media and say that your prospects aren’t on Facebook, because they are.
And, real quick, here’s another cool feature. If your members have already Liked the facebook page for your resort, they won’t see the ad. They can automatically be filtered out, so as not to make your advertising redundant.
It’s incredibly easy to set up a Facebook ad. There are only three sections of information to fill out: Ad Content / Demographic Info / And Payment Information.
Anyone can set one up in just 15 minutes, and that’s if you’re not tech savvy.
Go to Facebook dot com slash Advertising. Click “Create a New Adâ€
Enter your title and copy information for the ad using your targeted keyword, which we covered in an earlier video. Then direct your ad to your Promotion Tab, which is nearly identical to a Welcome Tab, that we also covered in an earlier video. The chief difference is that a promotion tab is solely for prospects and may have a different offer on it.
Upload a photo that draws attention to it, then continue to the next step.
Enter the city, or zip code you want to target. Follow that by entering your desired age range. If you want to advertise gender specifically, click the male or female radio buttons.
Then you’ll enter your qualifying interests. This should be based off of the keyword research you’ve done. Use words like Camping, Fishing, Cabins, and RV’s. I use about 12 interest categories per ad.
After that you’ll have the option to filter out members who have already liked your page.
Then, after that, all you have to do is choose to pay for Clicks or Impressions. Facebook has these options set as CPC – Cost Per Click, and CPM – Which is the Cost Per every thousand Impressions.
It’s as easy as that. Facebook can even start running your ads right away. And because you control the amount spent, you can ensure that your advertising cost never gets out of control. You can spend as little, or as much as you want, and you can change that amount at any time.
I hope this helps you get started with Facebook Ads and that, in time, you’ll branch out into more areas of online advertising. I’m Michael Grimm for the Resort Developers Association. I’ll see you later.