How to Create Likes Engagement Facebook Ads – Q4Launch Support Knowledgebase

Goals:
1. Low CPC
2. Increasing fans within target demographics of customer
3. Efficiency
Before you start
1. 6 images of property
  1. Ideal:
    1. Experiential photos (put viewer of image in place of experiencing property)
      1. Empty Adirondack chairs
      2. Room photos
      3. Food photos
      4. Balconies
      5. Views
      6. Make sure focal point of image is at center (top and bottom gets cut off)
      7. Good and bad examples at end of page
    2. Do not use:
      1. images with text that covers more than 20% of the image
      2. stock images (or at least avoid them as much as possible)
  2. If not ideal:
    1. Get 6 images up anyway
    2. Facebook will A/B test based on image and select the winner in terms of CPC
    3. Plan to switch-out images that are underperforming in terms of cost per click
    4. Stock images of views perform better than bad images of rooms, though professional pictures of the property perform better than all
2. Facebook Admin Access
3. Google Analytics Access
Open:
1. Google Analytics
  1. Go to: Audience>Geo>Location (Set date picker for 1 year. (June 1, 2019, to June 1, 2020.)
  2. Select Country with highest amount of traffic (usually USA for us)
  3. Under Primary Dimension, select Metro
    1. Review top metro areas, select comparable DMAs in Facebook
    2. If possible, prioritize targeting metro areas that have previous eCommerce conversions
    3. If no eCommerce tracking, prioritize (in order of preference)
      1. tracked goal conversions (ex: Vacation Guide)
      2. good behavior (low bounce rate, high time on site, high number of pages viewed)
      3. geographic proximity to customer’s location
      4. traffic amounts
  4. Do a final check for just city, in case there are international markets we should target based on previous performance
2. Facebook Ads/Ads Manager
  1. Click “Create” on left side of the page.
  2. Select ENGAGEMENT for the type of campaign you want and then scroll down and select PAGE LIKES, set ad budget of $1 per day (or whatever the budget is.) Now, select A/B Test.
  3. Name the campaign “Ad Set Name” (ie: Blackburn Inn LIKES Campaign). Select the correct customer FB Page.
  4. Create a New Audience:
    Choose age range and gender
    1. Recommended: over 22, to avoid breaking Facebook’s rule against targeting underage recipients with alcohol-related ads (including boosted posts in the future)
    2. In majority cases, women respond much more strongly to our ads, especially for B&Bs, though better to A/B test to be sure
  5. Select DMAs in Facebook comparable to top metro areas of customer in Google Analytics
    1. If no previous data, guesstimate based on:
      1. Major American demographic locations (top cities)
      2. Metro areas within driving distance (6 hours, or 360 miles)
      3. Metro areas within an hour plane ride, if necessary
  6. Detailed Targeting:
    Select fans of other pages (or behavior profiles) based on target demographics of customer
    1. Examples for basic travel
      1. Adventure travel
      2. Travel magazines
        
        Travel + Leisure
        
        Southern Living
        
        Food & Wine (if they have a nice on-site restaurant)
      3. Used a travel app
        
        Past month
        
        Past two weeks
      4. OTAs
        
        Booking.com
        
        Hotels.com
        
        TripAdvisor
      5. Fans of town, city, or geographic area of customer
      6. Fans of major tourist destinations and attractions near customer
    2. Examples of wedding venues
      1. Recently engaged
      2. Friends of recently engaged
  7. Copy
    1. There’s a brief section above each image to place text
      1. Don’t use the name of the business, it will appear above and below the ad, and that space is too valuable to repeat text
      2. Highlight:
        
        Major features
        
        Action words
        
        Escape
        
        Luxury
        
        Use Coschedule
        
        Location (ad will be targeting people across the country)
      3. Google the description of the actual business to see what is used to describe there if you need a pointer or two

Review and Analyze

After a month of Facebook automatically testing each sample ad (A/B tests are based on different images only), review results (Update 6/8/20: Facebook makes you pay $1-2 per campaign to A/B test. Run a test for 7 days on 4 different ads and use the remaining funds to pay for the winning campaign for the rest of the month.)
Switch-out images that performed the worst in terms of cost per like
Review results again a month later
The best-performing images in terms of cost per like or click are likely compelling enough to warrant incorporating into campaigns consistently on behalf of your customers. Use them in places like:
1. header images of homepages
2. social media posts
3. owner-posted images to social media and review platforms