Open post facebook ads for tour operators

How Tour Operators Can Reach More Tourists with Facebook Ads

Are you a tour operator looking for ways to increase your bookings without breaking the bank?

The tourism industry is massive and highly competitive. Last year, the global tourism industry contributed $7.6 trillion USD to the global economy1. With a booming economy coupled with a burgeoning middle class all signs point to continued growth within the industry. And with this growth comes massive opportunity!

In order to capitalize on this opportunity as a tour operator,  you’ll need to take a modern approach to advertising. You need to think outside the box and reach customers where they are in 2018, not where they were in 1990.

Say no to direct mailers, radio ads, and travel brochures.

Say yes to Facebook Ads.

Traditional forms of advertising take a shotgun approach; get your name out there, everywhere, and hope someone notices you. Time and time again we’ve seen businesses waste thousands of dollars on flyers and brochures. The result? A handful of sales that are, themselves, difficult to attribute to any single advertising campaign.

Tour operators shouldn't waste their money advertising in travel brochures
Travel brochures are so 1990.


Those who have taken a stab at digital marketing via Facebook have had a hard time building an audience and determining the effectiveness of their efforts. Step one usually involves creating a Facebook Page but then.. crickets.

Unfortunately, the age old adage, “if you build it, they will come” does not hold true.

So the next step for tour operators on Facebook is to buy likes. They spend copious amounts of money buying Likes, but to what end? How do you quantify your ROI on the number of followers you have? You can’t.

The thing is, you don’t need a massive Facebook following to have an effective Facebook advertising campaign.

Focusing your entire digital marketing strategy on your Facebook Fan Page is extremely short sighted approach and, in our opinion, completely backwards. Most people in this position eventually throw in the towel and give up on Facebook as a way to grow their business.

But we’re here to tell you there is a better way!

Facebook can be an extremely powerful tool for tour operators who want to attract new customers. With over 2 Billion active users, Facebook knows a lot about its users. You as an advertiser can leverage this data reach highly targeted audiences for a fraction of a cost when compared to traditional techniques.

We’ve written about Facebook advertising and the benefits of the Facebook Pixel before. If you’re brand new to Facebook Ads, I’d recommend starting there. If not then read on!

Below we cover two methods that you, as a tour operator, can use to target customers that have worked and continue to work really well for our tourism clients.

Method #1: Target Tourists, and Only Tourists

Facebook offers a multiple of different demographic, behavioral, and interest-based parameters which you can use to target your ideal customer. Of these, the most applicable targeting option for tour operators is the users Location.

Facebook offers four location targeting options:

  • Everyone in this location
  • People who live in this location
  • People recently in this location
  • People traveling in this location

At a bare minimum, you’d want to select People traveling in this location to target tourists in your city.

facebook ads audience people traveling in this location
Facebook allows you to target people traveling to your city.

By using this in a large city such as San Francisco, we’re able to reduce the target audience from 1.5 million (Everyone in this location) to 82,000 (People traveling in this location). With a high enough budget, you’d be able to reach every single Facebook user who is visiting your city every few days.

Not bad, huh?

Now, for best results with an audience of 82,000, you’d probably want to narrow this audience down a bit more using some interest-based or behavioral targeting. However, in some cases it might make sense to advertise your product (or maybe just a blog post) to every single user and then remarket to those engaging with your ad. It really depends on your overall strategy, the size of the target audience, and as always, how experienced you are with Facebook Ads.

Tourist advertising inspiration

Here are some advertising ideas that you can use for inspiration. Some of these tactics and offers we’ve used and have proven to be very effective.

Welcoming new visitors to our city

You could provide a welcome offer at the beginning of their trip. Ads that offer a “free tip” or “free gift for new arrivals” work really well, especially for brick and mortar businesses.


Reaching families

Tour operators can target families on vacation using facebook ads.
Example targeting for families.

Families are a perfect audience for offering tours that are “family friendly.” Restaurants that feature “casual dining” or “great for kids” can see a big impact as well. Make sure your ad copy is on point.

Interest based targeting

Tour operators can target travelers who like adventure using facebook ads
Example targeting options for adventure travelers.

Example targeting options for different types of travelers.Your tour company may align with one of the many travel-based interests Facebook provides. If you run a dive company, you might want to target people intersted in “scuba travel” or “adventure travel.” Operate a spa or near a resort? Targeting “leisure travelers” might be a good option for you. You can also layer in other interests which can result in extremely focused, highly converting audiences.

Targeting newlyweds on their honeymoon

Tour operators can target newlyweds using facebook ads.
Example targeting for newlyweds.

In the rush to get married, most couples leave planning their honeymoon to the last minute. Why not jump in and provide value? Offer a “honeymooners guide to your city” or “the most romantic destinations in your city.” Since newlyweds tend to honeymoon for a a week or more, remarketing offers to them later in their trip can be really effective.

Here’s what an ad for honeymooners in Hawai’i might look like.

an example facebook ad tour operators can use targeted at honeymooners.
An example Facebook Ad targeting honeymooners in Hawai’i.

No matter how you initially setup and run your ads, your best results will come about through multiple rounds of rigorous testing. Everything from how you define your audience (e.g. location, interests, behaviors, ad placement, etc.) to your ad copy to your image/video selections needs to be examined to help determine the what your audience responds to and what they ignore.

Method #2: Reach your website visitors through remarketing

Remarketing is all the rage these days and for good reason. Remarketing is the concept of advertising to potential customers that have already interacted in your business in some way. By serving ads to only those who have an interest in your business (i.e. have visited your website), remarketing can result in dramatically less expensive marketing budgets and higher conversion rates.

By tracking Facebook users who visit your website through the Facebook Pixel, you are able to build audiences (or lists) of Facebook users . You’re even able to segment the lists the page (or pages) the user visits. In fact, we’re building a list of users who visit this page right now.

Here’s how we create the audience on Facebook:

tour operators can create audiences of users who visit a specific page on their website
Creating a custom audience on Facebook.

Building an audience of visitors to this blog post.

While the focus of this section has been on remarketing to your website visitors, the concept of remarketing can be utilized when a customer has any sort of touchpoint with your business, not just online.

Other sources of remarketing audiences include user who…

  • interact with your Facebook Page,
  • utilize your mobile app, or
  • complete in in-store purchase and your brick and mortar store.
tour operators can create custom audiences on facebook
Creating a custom audience which can be used for remarketing.


Remarketing in practice

At this point you might be wondering how remarketing on Facebook actually works. Let’s look at a practical example of remarketing out in the wild. This is an actual example of remarketing directed at me.

I’m a Dropbox user – so I’ve been to the Dropbox website before – and I see the below add all the time.

dropbox remarketing example
Dropbox remarketing ad on Facebook
Why do you think I’m seeing this ad?

Let’s break it down:

  • I’m a current Dropbox user.
  • I do not have a business account.
  • I am the owner of a small business who utilized other cloud services.

From Dropbox’s perspective, I seem like someone who might be interested in moving to a paid subscription. As such, they advertise to me with an offer of “free business Dropbox for 30 days.”

While Dropbox’s core business has nothing to do with running a tour company, the advertising strategy is the same.

Typically, visitors to a new city will shop around to multiple sites before they decide to book a tour. Remarketing an offer to those who have, say, visited your website but have not booked can be very effective in closing the sale.

Other examples of how tour operators can utilize remarketing include:

  • Targeting website visitors who navigated to your checkout page, but have not completed a purchase.
  • Utilizing an email list of your past customers who frequently travel to your city.
  • Reaching Facebook users who have interacted with your Facebook page, but have not booked a tour.

Recap: Tour operators and Facebook ads

There is a massive opportunity for tour operators to leverage the largest social media network in the world to grow their business. Our analysis shows that, when it comes to tour operators utilizing Facebook Ads, the market is largely untapped. Utilizing the Facebook Ad strategies outlined above – location targeting and remarketing – could prove fruitful for tour operators in a large percentage of tourist destinations around the world.

  • Ready to start marketing your tours and activities on Facebook?

    We work with tour operators across the country to help them setup, manage, and optimize their Facebook Ad campaigns.

    Ready to get started? Click the button below to schedule a FREE 30-minute strategy session and learn how Facebook Ads can help you attract more customers and grow your tour business.



Open post discover the facebook pixel

Upping your Small Business Marketing with the Facebook Pixel

Facebook is one of the most powerful business marketing tools on the planet. Through it’s advertising platform and the large scale deployment of the Facebook Pixel, Facebook has been able to develop a detailed demographic breakdown of every single one of it’s 2 Billion-plus monthly active users. And yes, that’s Billion with a “B.”

Like it or not, Facebook knows a lot about you. Your activity on Facebook – the stories you share, groups you are in, and what you post on your News Feed – are analyzed by Facebook to better understand you, what you like, and what you like to engage with. It’s reach goes beyond just too. Facebook has built out an arsenal of widgets and tools for business, advertisers, and content publishers alike to integrate into their own websites. Each tool helps Facebook build a better profile of you as a user.

The Facebook Pixel is one of the newest tools to be introduced to help study user behavior but it’s not the first. Have you ever “Liked” a page or commented on a webpage using your Facebook profile? Facebook has been using these tools for almost a decade to better understand their users.

facebook like share button
Among other methods, Facebook targets you based on your “Likes.”

All of this data seems a bit Orwellian but there is a massive opportunity for advertisers both big and small. If Facebook knows all this about you, they also know it about your customers. You as a business owner can leverage Facebook’s ad platform to help your business grow through highly targeted ads that cost a fraction of what they would compared to conventional methods.

Facebook Advertising

Before we get into the nitty gritty on how Facebook uses the Facebook Pixel, it will help to understand how Facebook advertising works.

Facebook makes the vast majority of its revenue from advertisements that people like you and I place every day. Last quarter alone Facebook made $9.3 Billion in revenue and $9.2 Billion of that came from advertisements [1]. That’s over 98% of their revenue from advertisements!

With advertisement revenue being Facebook’s cash cow, it’s in their best interest to know everything they can about you to better serve their advertisers.

The sheer amount of data Facebook collects is staggering. There is a lot of complex data mining that goes on behind the scenes but it all boils down to understanding two key metrics. Facebook wants to know what sites you visit and what you like to do while on those sites.

  • What sites do you visit on a regular basis? How much time do you spend reading the articles?
  • What do you click while on sites? Do you read blog posts, watch videos, or look at images?
  • Are you a shopper? If so, where do you shop, how often do you make purchases, and what type of items do you buy?
  • Do you like to engage with others on Facebook? How often do you like or comment on posts?

Answers to questions like these and more help Facebook build a profile of you. The use this profile to determine what ads you’re most likely to interact with.

Sponsored Posts

Unlike conventional banner advertisements, Facebook advertisements are actually quite subtle. They blend right into your homepage without taking to much away from the posts from your friends and family.

Advertisers have a few placement options when purchasing ads including directly in your feed, the right column, on your mobile device, and on Instagram. (If you didn’t know, Facebook bought Instagram back in 2012 for a cool $1 Billion.)

facebook advertisement placements
Facebook advertisements placement options

If you’re not actively searching for ads, you might overlook them. A good way to determine if a post is an advertisement is checking right below the main link. If you see Sponsored then that post is an ad (see example image below).

facebook pixel helps target users for sponsored posts
Facebook used the Facebook Pixel to determine my browsing habits and target me with this ad.

The image above is a sponsored ad that appeared in my newsfeed. It’s a great example of Facebook targeting someone who might be interested in what Alexa has to offer.

It’s critical for you to understand that I’m seeing this because an advertiser specifically targeted me based on my browsing habits. When advertisers place ads, they have access to thousands of categories that can be used to place an advertisement in front of a very specific demographic. Some of the categories include:

  • Basic demographic information like gender, age, or location of a person
  • Their interests based on pages they have liked
  • Their activity on websites across the internet, your site included

So why do you think Facebook served me this ad?

Well, I write for a digital marketing blog (the one you’re reading right now!), I manage an digital marketing agency, I’m a member of a number of digital marketing and SEO Facebook groups, and I frequent similar blogs on a daily basis.

It’s a little creepy to admit, but this is a perfect ad for me to see. Facebook did a great job breaking down my internet usage habits and showing me something I had a high likely hood of interacting with.

How did they learn all this? The answer is the Facebook Pixel!

How the Facebook Pixel Works

The Facebook Pixel is a small bit of code (javascript, for the techies out there) provided by Facebook but installed on your site.

For example, our Facebook pixel code that’s running on this site right now looks like this:

<!-- Facebook Pixel Code -->
 s.parentNode.insertBefore(t,s)}(window, document,'script',
 fbq('init', '300876390394950');
 fbq('track', 'PageView');
<noscript><img height="1" width="1" style="display:none"
<!-- End Facebook Pixel Code -->
A page with the Facebook pixel installed showing the code running the Facebook pixel. Very meta.

This Facebook Pixel code gets executed on every single page and is one of the primary ways Facebook learns about you and your interests. When you visit a Facebook Pixel enabled site, Facebook is actively monitoring your activity, and the activity of any other user, that is simultaneously logged into Facebook.

This mountain of data makes Facebook advertising much more effective. Not only do you have a better idea of who your target audience is, you can also determine how well your advertisements are performing. When placing ads, Facebook provides a number of key features enabling you to become power marketer: Conversion Tracking, Custom Audiences, and Lookalike Audience.

Features of the Facebook Pixel

Conversion Tracking

The most important feature enabled by the Facebook Pixel is Conversion Tracking. A conversion is occurs when a user performs an action on your site that you define. A conversion can be literally anything you want but common conversions include:

  • Adding items to a cart
  • Completing a purchase
  • Signing up for your mailing list

Compared to conventional advertising, Conversion Tracking via the Facebook Pixel is revolutionary. Traditionally advertising helped drive traffic to your site but once a user got there there was no guarantee they would stay, let alone convert (e.g. buy your products, sign up for your mailing list, etc.). On the other hand, conversion tracking allows you to buy an ad with a specific goal and monitor its performance as it is displayed to customers.

Better still, a number of popular online tools support the Facebook Pixel out of the box. The list includes:

  • eCommerce: Shopify, WooCommerce
  • Blogging: Wix, Weebly, Squarespace
  • CMS: WordPress, Joomla, Drupal

You can can also implement your own custom conversions but these might require configuration and coding.

Conversion Tracking powered by the Facebook pixel allows you, the advertiser, to quickly know which ads are working and which ads are not effective. In fact, Facebook itself will monitor the conversions of your ad and optimize when and where it is shown to increase your conversion percentage.

Monitoring your conversions through the Facebook Pixel and allowing Facebook to optimize your advertisements over the long term can lead to more leads, more sales, or more brand awareness and overall business growth.

Custom Audiences

Question: what would be more effective?

  1. Running an ad randomly to one of the 2 Billion monthly active Facebook users or;
  2. Running an ad to a subset of users who have visited your site in the last 30 days?

I don’t know about you, but I’d pick #2 everyday of the week. A user who has recently visited my site is:

  • More likely to be intersted in my other content or what I have to say.
  • More likely to view me as an authority.
  • More likely to want to buy something from me.

Since the Facebook Pixel can detect users who visit your site and are simultaneously logged into Facebook, building a list of users who visited in the past 30 days is a trivial task. Facebook provides you the ability to advertise to this specific group of users through a feature called Custom Audiences.

create a custom audience based website traffic via the facebook pixel
Creating a Custom Audience audience based on website traffic.

A Custom Audience based on website traffic is by far the most common. The website traffic is determined by (you guessed it) the Facebook Pixel. When creating Custom Audiences you have a bunch of options:

  • people who visited your site within the past 30, 60, or 90 days.
  • the to 25% of people who spent the most time on your site.
  • people who visited a specific page and took a specific action.

You can also combine a number of these rules for some really targeted advertisements.

World renowned marketer Dr. Jeffrey Lant originally proposed that you need to reach your potential customer seven times before they will buy anything. While seven may not be a hard and fast rule, the key takeaway is that you must reengage with your users on a frequent basis. Custom Audiences via the Facebook Pixel enables you to do just that.

Lookalike Audiences

Another powerful feature is Lookalike Audiences. These are similar to Custom Audiences but instead of a list of users who visited your site, Lookalike Audiences contain a list of users who look similar to those who have visited your site.

Let me explain.

Since the Facebook Pixel enables Facebook to track users, regardless of how they found your site, Facebook can build a detailed profile of what your ideal customer looks like. Facebook then matches other users from across Facebook and allows you to advertise to them. These audiences could be something like:

  • 45 year old females who live in New York City, owns a dog, and likes Jamba Juice.
  • 25-30 year old males who live in California, works for a Fortune 500 corporation, and like to play guitar.
  • 35-65 year olds who live in Florida, leans moderately Republican, likes to tinker with electronics.

Get the picture?

creating a Lookalike audience with the facebook pixel
Creating a Lookalike Audience of users who Only One T within the last 90 days.

What’s great about Lookalike Audiences is that you don’t need to do anything other than install the Facebook Pixel and wait. Once Facebook has collected enough data, you’ll be able to create and filter a Lookalike Audience based on your end goal.

How the Facebook Pixel helps your business

If it’s not already abundantly clear, the Facebook Pixel can help your business grow. Whether you sell physical goods or digital products, are looking to build your mailing list, or want to increase your brand awareness, the Facebook Pixel can help.

Once installed on your site, the Facebook Pixel will optimize your ad placements and allows you to track performance in real-time. As a result, you can quickly end poor performing ad campaigns or scale up those which are performing well.

If you want to take advantage of things like Custom and Lookalike Audiences, you should install the Facebook Pixel now! It takes some time for Facebook to build up a list of users who visited your site – generally 30 days. If you plan on running any Facebook advertisements in the near future, install the Facebook Pixel today!

The steps to create advertisements and custom audiences and how to track conversions is something I will touch on in another post. But I hope you’ve seen the value of what the Facebook Pixel can do for your business.

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