Paid Advertising

Opportunities for Targeted Facebook Advertising

Many holiday park owners will be well versed in the concept of Google Adwords and PPC, but Facebook advertising has become one of the most powerful ways to market your park today.

Facebook is very good at putting the right adverts in front of the right people. Their ultimate goal is to show their users what they want to see, and they work really hard to ensure users are only being shown relevant ads.

Holiday park targeted Facebook Ads

Example ads for a well-known holiday park group

As an advertiser though, Facebook allows you to identify an objective for your campaign, and then puts your ad in front of the right segment of its users.

So for example, if you were interested in getting clicks to a particular piece of content on your park website, Facebook would show your ads to people more likely to click through to your website.

If you were selling a park home or lodge and looking for more out of your ads, you might select “Lead Generation” as the marketing objective for your campaign. Facebook would then display them to people more likely to respond to a sales opportunity.

As Facebook owns Instagram, you can also use the highly efficient Facebook marketing system on the Instagram platform as well.

One of the reasons why Facebook marketing is so effective is the level of sophistication it delivers when creating the audience your ads will be shown to.

For example, Facebook allows you to target by:

  • Age
  • Gender
  • Language
  • Geographic Location
  • Connections
  • Demographics
  • Behaviours
  • Interests
  • and more…

As you can imagine, you can get pretty specific. In fact, if you only wanted to target women who were 55+, recently married, worked in finance, lived within specific postcode locations in North London, and were interested in camping, you could certainly do that.

But you can take Facebook advertising to a new level when you use it for retargeting.

Facebook Retargeting

Retargeting is a fairly straightforward concept: Simply put, retargeting is marketing to people after they have visited your park website.

You’ve probably been retargeted plenty of times.

Have you ever visited a website, browsed a few pages and then left, only to find their advertising following you around on other site for days or even weeks?

That’s retargeting.


How does retargeting work?

Facebook provide a simple piece of code that you can install on your website. This code is called a Pixel and sits quietly in the background on your website waiting for a visitor. When a user visits a page, the pixel gets fired and alerts Facebook. Depending on the settings you’ve included in your advertising campaigns, Facebook then determines whether that visitor should be shown an ad when they leave your site.

Facebook retargeting

But here’s the clever bit, you can also decide to leave the audience targeting up to Facebook. As your page gets visitors, Facebook starts to build a view of those people – (if they are a Facebook user they know an awful lot about their online habits and interests already) – and creates a custom audience. And here’s where you take your digital marketing to a new level – you can then get Facebook to target “look-a-like” audiences based on those website visitors, regardless of whether they are using their desktop or mobile. Amazing!

Facebook lookalike audience

You don’t need a lot of budget to make Facebook advertising effective. However, the more targeted you can make your advertising, the more effective it becomes. With the help of the pixel, Facebook gives you the opportunity to implement highly targeted adverts to unique targets on a variety of devices in different locations.



David Lakins

Dave Lakins is no stranger to the holiday park industry... Read More

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