There’s no doubt about it, Facebook is one of the most important digital advertising platforms. With over 2.7 billion active users, comprehensive targeting options, and a variety of ad formats, it’s a powerful advertising tool. It’s no different for travel brands; whether your goal is to increase brand awareness, drive website traffic or generate leads, Facebook should be a key part of your advertising strategy.
However, not all roads lead to Rome. There are different ways of placing an ad on Facebook; in order to maximize performance it’s important to understand the ins and outs of each. More specifically, you can use a mechanism called “boosted posts” or you can create ads via the Facebook Ads Manager.
While we strongly recommend using the Facebook Ads Manager (we’ll dive into this below), we unfortunately see many travel and hospitality brands relying on boosted posts. Why is this?
What are Boosted Posts?
A boosted post is the most basic advertising format on Facebook. They are created by allocating budget to a post shared via a Facebook page. There are some benefits to this method. Firstly, you do not need to create new content; instead you can leverage content planned in your organic social media calendar. Secondly, it’s pretty easy to do, making this method accessible to those who aren’t particularly comfortable with paid social.
What is Facebook Ads Manager? Why is it the advertising paradise for travel brands?
Facebook Ads manager is a platform that helps you manage and analyze your advertising campaigns. The functionality of this tool is far broader than boosted posts and therefore allows for much more sophisticated advertising activity. For example, you can leverage campaign objectives, different ad formats, expanded targeting and more in-depth data.
Ready to get started with Ads Manager? Unfortunately, the interface can be a bit confusing and overwhelming. Hang in there, we’ve put together a few tips for you to help you set up and implement diversified and successful campaigns.
Download our Facebook Ads Manager Guide
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