Do you own a local business that relies on tourists to stay afloat? If so, you know the struggle of reaching out to travelers visiting your country.
Traditional marketing methods might not always work, and you need a more targeted approach to bridge the gap between online-to-offline retail. Meanwhile, Facebook Ads offer endless possibilities to engage with tourists visiting your country and turn them into loyal customers.
- Is it possible to target individuals who are going to travel to a given locale only after they book their flight or hotel or airbnb?
- I assume targeting of people traveling in this location will also take in people who are traveling due to work right?
- I choose the "people traveling in this location option" and select the city. But still, there are locals that are living in the city that are liking my ad for some reason.
Don't worry; we've got you covered.
In this comprehensive guide, we'll discuss multiple approaches to target travelers using Facebook Ads effectively, optimize your Facebook ads for tourism, and improve your cost per acquisition (CPA).
Understanding Tourists Behavior on Facebook
Before diving into the world of Facebook Tourism Ads, it's crucial to understand the traveler persona and their needs during travel. Tourists use Facebook to stay connected with their friends and family, share their experiences, and gather information about their destination. They might search for nearby attractions, restaurants, or events that could be of interest to them.
This is where your business comes in!
How to Target Tourists on Facebook Ads
To target tourists effectively, you need to consider a combination of broad, life events, relationship status, location, interest, and behavioral targeting options on Facebook Ads.
Below are a few recommended strategies to help you reach the right audience:
1. Leverage Life Events and Relationship Status
One effective strategy is targeting people who've recently experienced a life event or changed their relationship status. For example, newlyweds might be looking for a romantic getaway, while someone who just graduated may be interested in exploring new places. By combining these targeting options, you can reach a specific audience interested in your offerings.
2. Geofencing and Local Business Location
Geofencing is an excellent tool to target travelers in your area. By setting up a virtual fence around your business location, you can deliver ads to people within a specific radius. This approach is particularly useful for restaurants, attractions, or hotels looking to attract tourists already in their vicinity.
3. Target Travel-related Interests and Behaviors
Take advantage of Facebook's detailed interest and behavior targeting options. You can target users who have shown interest in traveling or specific destinations, and even those who have recently booked flights or accommodations. Combine this with other targeting options to create a highly relevant audience for your ads.
4. Exclude Your Local Audience
Another essential aspect of targeting tourists on Facebook Ads is excluding local audiences who are not traveling. This is because certain promotions or offers may only be applicable to foreigners. To avoid showing ads to the wrong audience, use the "Exclude people who match" option under Facebook's detailed targeting settings. This way, you can focus your Facebook marketing budget on the right people and avoid wasting precious resources.
The Secret Sauce: Effective Tourist Targeting Combinations on Facebook Ads
Now that you know the various targeting options available, it's time to mix and match them to create the perfect recipe for success. Here are 5 targeting combinations that offer a broader approach while still being focused on specific traveler types and interests:
1. Family Vacationers + Local Attractions + Destination
Target families looking for fun activities during their trip by combining "Travel" and "Family" interests with specific local attractions such as amusement parks, museums, zoos, and the destination they're visiting. This combination will help you reach families in search of entertaining experiences for their trip.
2. Recent Graduates + Adventure Travel + Destination
Engage recent graduates looking for a thrilling experience by targeting "recent graduates" life events, interest in "adventure travel," and the destination they're visiting.
3. Frequent Travelers + Accommodation + Events
Attract tourists who often travel and are looking for unique experiences by targeting those with a high travel frequency, interest in "accommodation," and events happening in your area.
4. Solo Travelers + Adventure Activities + Geofencing
Engage solo travelers who are interested in adventurous activities by targeting those with interests such as "solo travel" or "backpacking" along with specific adventure activities (e.g., hiking, scuba diving, bungee jumping) and a geofence around your business location. This combination will attract independent tourists looking for unique and thrilling experiences.
5. Cultural Enthusiasts + Cooking
Attract tourists passionate about experiencing the local culture by targeting users with interests in "cultural travel" and "cultural tourism" along with cooking-related targetings. This combination will help you reach travelers who are eager to immerse themselves in the local culture, taste authentic cuisine, as well as attending local cooking classes.
Remarketing to Engage Past Customers
Don't forget the power of remarketing when it comes to Facebook Ads for tourism. Engage with tourists who have visited your website, walked into your physical location, or interacted with your Facebook pages & Instagram profiles within the past 7 days by creating custom audiences. This way, you can showcase relevant ads to retarget those who have already shown interest in your offerings and increase the chances of them returning to your business to complete the purchase.
Collaborate with Local Businesses and Influencers
A great way to enhance your Facebook Ads strategy is by collaborating with other local businesses or influencers. Partner with complementary businesses to create unique packages or experiences that cater to tourists. Additionally, leverage the power of influencers to create User Generated Content (UGC) that can promote your business to their followers, further expanding your reach to potential customers.
Targeting tourists on Facebook Ads can be a game-changer for your business, but it requires a strategic approach. Stay ahead of the competition by continuously experimenting and refining your Facebook Ads targeting strategies. By leveraging the techniques and strategies shared in this guide, you can unlock the potential of Facebook Ads and make your business thrive in the competitive tourism industry.