We have all seen the ads on Facebook. We have all clicked on some as well. And that is no accident. During the COVID pandemic, most of the nation was online and avoiding human interaction. And a lot of that was on Facebook. And as we all know, we are not the customer of Facebook—we are the product. Over the past 18 months, Americans have been feeding the Facebook monster incredible amounts of information. And that is exactly why, as travel professionals, we need to make sure we tap into that and utilize Facebook advertising. Why? Well, here are my top 5 reasons!
Your Audience Is On Facebook
And are they ever. 1.9 billion active daily users worldwide. 190 million active users in the United States. 10 million companies advertising to 2.4 billion worldwide users. 75% of the users earn more than $75,000 per year. The average United States user clicks on 12 ads per month. And 18.3% of the United States users have purchased something from a Facebook ad in the past year.
Facebook Ads Are Easy
Facebook Ads so easy to set up and customize. You can see exactly what your ad will look like on all sorts of devices, they have guides to help you craft the best ad, and it goes through an approval process as well.
Facebook Ads Are affordable
You do not need to have a huge budget for Facebook ads. Your budget can be as low as a few dollars per month, or…well, the sky’s the limit! A neat feature is that you can determine how long to run the ad and Facebook will adjust the reach accordingly.
Facebook Targeting Is The Bomb
When you advertise in your local newspaper (does anyone do that anymore?) you are advertising to their subscribers regardless of interest in your product. Do you really want the town drunk as a client? With Facebook ads, you can filter the ads to the people that want to see them. Filter by income, geography, or a myriad of interests. That way your advertising money is being spent on those that should be receptive to the message.
Going back to all that information we have been feeding Facebook over the past 18-months; this information allows Facebook to let their advertisers know all about you (to a degree). Their reports can tell you how many ads were served, who they were served to (in a general sense), who clicked, who clicked twice, and much more. And Facebook allows you to re-market to a sub set of your target audience—very similar to re-targeting those who clicked or opened up your emails.
Facebook advertising goes a long way to level the playing field for travel professionals. We can go toe-to-toe with the mega-agencies and OTAs of the world—of course not in volume. As we move from being shuttered in our homes for more than a year, to traveling the world once again and re-building our businesses, we would be remiss if we did not take advantage of every opportunity that comes our way.