Targeting tourism on social media in 2018

1. Crafting audiences for tourism social advertising
09.27.18

2. Madeline Elliot
• Digital Strategist for
FSC Interactive
• Expert in Facebook
(Instagram) Business
Manager platform
• Market for travel bureaus,
hotels, and travel attractions
• Lover of travel
• Proud New Orleans native

3. Social Advertising for
tourism in 2018

4. Major
industry
Changes
Facebook changed its algorithm to
show more content from family and
friends
January 2018
March 2018
GDPR or General Data Protection
Regulations went into effect for those
marketing to EU citizens
May 2018
Facebook announced the removal of 3rd
party data as partner categories on
Business Manager

5. What does this mean for the
tourism industry?
• Loss of “leisure traveler” and “businesstraveler”
behavioral targeting
• Income targeting unavailable
• Customer requires approval for remarketing
• A greater need for data on customers
• A greater need for strategies that nurture
customers from first interaction to arrival
• A greater need for captivating creative
Image: Shutterstock

6. Identifying your audience

7. Avenues to
find your
audience
• Core audiences
o Interest based, association based targeting
• Custom audiences
o Email list (GDPR compliant)
o Customer lists
o Site traffic
o Socially engaged on FB and/or IG
§ Watched a video, commented, filled out a lead form, engaged
with a canvas ad, signed up for an event
• Where to learn more
o Audience insights on Business Manager
o Social listening by Community Managers

8. Building
your
audience

9. Core
audiences

10. Customer
File

11. Website
traffic

12. Social
engagement

13. Lookalike
audiences

14. Audience
insights

15. Social
Listening

16. The marketing Funnel

17. AWARENESS
Lead CONVERSION
• Core Audiences
• Lookalike AUDIENCES
Brand awareness
UNFAMILIAR WITH YOUR BRAND
Consideration
KNOWS YOUR BRAND BUT NEEDS TO
CONSIDER IT ASA TRAVEL OPTION
• WEBSITE TRAFFIC
• PREVIOUSLY ENGAGED ON SOCIAL
Conversion
CONVINCING AUDIENCE TO BOOK,
DOWNLOAD, SIGNUP OR PURCHASE
• WEBSITE TRAFFIC ON HIGHER
INTENT PAGES
• EMAIL LISTS
• CUSTOMER LISTS
Retention
PROVIDING RESOURCESFOR THE
TRAVELER TO GET THE MOST OUT OF THE
TRIP
• NEWLY BOOKED
• ”TRAVELING IN” TARGETING
17

18. 18
ThE Funnel on Business Manager

19. Creative that connects

20. Creative
tips
• Video is king
• Assume your audience is on mobile
• Video 10 seconds or less
• Brand first in video
• Create ad units that work across multiple
delivery options
• Create copy that clearly speaks to your
audience and their stage in the consumer
journey
• Don’t be afraid to use your phone!
• Try new things!

21. Creative Examples

22. Thoughtful sequencing

23. Landing page
optimizations
• Does the destination match the intent?
• KISS (Keep it Simple, Stupid)
• Are you asking one clear action?
• Does the creative have consistency
through the entire campaign?
• Bring the CTA above the fold
• Track actions through event coding

24. Landing page Examples

25. Landing page Examples

26. Landing page Examples

27. Track your success

28. Tracking • Utilize UTM codes to further attribute
website behavior to ads
• Hard code any website events like
downloads, purchases, clicks to call, etc.
• Know the value of each event to report
return on ad spend
• Report solely on the goal/objectivethat
you set

29. Questions?
Madeline@fscinteractive.com https://www.linkedin.com/in/madeline-elliot/