How to Run a Targeted Facebook or Instagram Campaign That Actually Works

In this blog post, we’ll walk you through the key steps to running a successful and targeted Facebook or Instagram campaign, specifically for tourism businesses in Nova Scotia. From setting clear objectives to crafting compelling ads and choosing the right audience, you’ll learn how to maximize your advertising efforts and get real results.

Why Facebook and Instagram?

Facebook and Instagram are two of the most widely used social media platforms, with over 3.5 billion active users across the globe. For tourism operators, this presents a huge opportunity to reach a wide audience. The platforms also provide a variety of ad formats, from image and video ads to carousel and slideshow ads, allowing you to showcase your business in dynamic and engaging ways.

Additionally, both Facebook and Instagram are owned by Meta, which means you can manage both platforms from a single ad manager interface. This makes it easier to streamline your campaigns and monitor their performance in one place.

Step 1: Set Clear Campaign Objectives

The first step in any successful campaign is to define your objectives. What do you want to achieve with your Facebook or Instagram ads? Do you want to increase website traffic, generate more bookings, grow your social media following, or promote a special offer?

Once you have a clear goal in mind, you can tailor your campaign to align with that objective. Facebook and Instagram provide various campaign objectives, including:

• Traffic: Driving visitors to your website or landing page.

• Engagement: Encouraging likes, shares, comments, or other interactions with your post.

• Conversions: Driving actions like bookings or sign-ups on your website.

• Brand Awareness: Increasing the visibility of your business.

For tourism businesses, common objectives include driving traffic to your booking page, increasing awareness of special offers or events, or growing your social media community.

Step 2: Choose the Right Audience

Facebook and Instagram’s advertising platforms offer robust targeting options that allow you to hone in on your ideal audience. You can target users based on:

• Location: Reach people who are in or near your tourism destination, or those planning to visit.

• Demographics: Target based on age, gender, income, education, and more.

• Interests: Target people who have shown an interest in activities related to travel, adventure, local events, or your specific tourism services.

• Behaviours: Target people who have recently booked travel or shown interest in booking similar services.

• Custom Audiences: Upload your own customer lists or create lookalike audiences based on your existing clients.

For a tourism business in Nova Scotia, you may want to target people who have previously visited the region, are interested in eco-tourism, or are planning a vacation to the Atlantic Canada area.

Step 3: Create Compelling Ad Content

Once you’ve defined your objective and audience, it’s time to create your ads. The content you use is critical to the success of your campaign, as it needs to capture attention quickly and encourage people to take action.

Here are some tips for creating compelling tourism ads:

Use High-Quality Images and Videos: Showcase the beauty of your destination with stunning visuals of the landscape, activities, and experiences visitors can expect. Video ads tend to perform better than static images, so consider using short, engaging video clips that highlight what makes your tours or accommodations unique.

Write Engaging Captions: Your ad copy should speak directly to your audience’s desires and pain points. For example, if you’re running a tour promotion, focus on the experience of exploring Nova Scotia’s hidden gems or relaxing on a coastal cruise. Include a call to action (CTA) like “Book Now” or “Learn More” to guide potential guests.

Highlight Special Offers: Offering a limited-time discount or promotion can create a sense of urgency and encourage people to act quickly. Make sure to clearly display any offers or promotions in your ad copy.

Test Different Ad Formats: Experiment with different ad formats, such as carousel ads (which allow you to showcase multiple images or videos), slideshow ads, or collection ads. This will help you determine which format resonates best with your audience.

Step 4: Set Your Budget and Schedule

When it comes to budgeting for your Facebook or Instagram campaign, you have several options. You can choose between:

Daily Budget: Set a fixed daily amount that you’re willing to spend on your campaign.

Lifetime Budget: Set a total amount to spend over the entire duration of your campaign.

Both options allow you to set the maximum bid you’re willing to pay for each action, like a click or conversion. It’s essential to regularly monitor your budget and adjust it if needed to ensure you’re getting the best value for your ad spend.

When scheduling your ads, consider when your target audience is most likely to be online. For example, if you’re targeting travellers planning a vacation, you might want to run your ads during the winter months when they’re likely thinking about their next trip. Alternatively, if you’re promoting a local event or tour, run your ads leading up to the event to maximize interest.

Step 5: Monitor and Optimize Your Campaign

Once your ad is live, the work doesn’t stop there. It’s crucial to monitor the performance of your ads and make adjustments as needed. Facebook and Instagram provide detailed analytics to help you track key metrics like click-through rates (CTR), conversion rates, engagement, and return on ad spend (ROAS).

Look at what’s working and what isn’t, and be prepared to tweak your campaigns. For example, if you notice certain demographics are engaging more with your ads, you can adjust your targeting to focus on those users. If your video ad is driving more engagement than your image ad, consider shifting your budget towards video content.

Final Thoughts

Running a successful Facebook or Instagram campaign requires planning, creativity, and continuous optimization. By setting clear objectives, targeting the right audience, creating engaging content, and regularly analyzing your campaign’s performance, you can run a targeted ad campaign that delivers real results for your Nova Scotia tourism business.

Whether you’re looking to increase bookings, drive website traffic, or grow your social media following, Facebook and Instagram provide powerful tools to help you achieve your goals. Take the time to experiment, test different strategies, and adjust your campaigns for maximum impact.

Ready to take your tourism business to the next level?

If you're looking for personalized guidance on marketing strategies, website optimization, or social media growth, let's chat! Book a free, no-obligation consultation with Shelley Bellefontaine, your trusted tourism marketing consultant, and get expert advice tailored to your business needs.

Book Your 60-Minute Consultation Now