“Creative without strategy is called art. Creative with strategy is called advertising” – Jef Richards
Only a few years ago an organization could build a Facebook following, post information, and their Fans would see every update. As the saying goes, “all good things must come to an end” and as we all know, that happened with Facebook and it’s much talk about algorithm. Organizations can no longer execute their digital marketing plan without an advertising strategy. Here are three ads every DMO or tourism organization should we utilizing.
1. Audience Builder
Usually called a Followers or a Likes Ad. This one is simple to create and pretty cheap to maintain (as low as a $1/day!). We call this an “always on” ad, because it should be always on and running in the background of your ad strategy that changes based on priorities. With such a low buy-in, every DMO should utilize an Audience Builder Ad. These can be changed up seasonally or left to run as long as your CPR (Facebook calls this, cost per result) or ROI (what us normal folks use) stays within an acceptable range.
“Integrating ticket sales directly with a Facebook event can DOUBLE ticket sales so it’s worth considering.”-AdEspresso