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Understanding your target audience and their interests and demographics is crucial to effective Facebook Ads.   As an example, let's look at a campaign we ran in October to increase page likes (or followers) for the Destiny Exclusive Hotel Facebook page.


Working with the hotel's marketing manager, we researched the demographics of our target audience, analyzed our previous Facebook campaigns and existing followers, and matched our target audience to the strengths of Destiny Exclusive Hotel.  In particular, the hotel is just a few minutes from O.R. Tambo International Airport and is popular with guests arriving or departing through the airport. We decided to emphasize this aspect of the hotel, educating potential customers of its convenient access to the airport. Here is a copy of the campaign: 

Facebook’s estimated reach for the campaign was approximated at 3 – 14 likes per day (valuable likes as they will come from the specified target audience which could translate into potential customers).  The budget was set at ZAR25 (under $3) per day for 7 days with a focus on targeting international customers.

The campaign easily exceeded these estimates (and our own higher expectations), bringing in over 1,000 followers (potential customers) for Destiny in four days. The campaign took the Destiny Exclusive Hotel’s Facebook page likes from 1 700 to 3 390 (and counting) and boosted www.destinyhotel.co.za in Google's search ranking, which is great news as it’s a new website we recently launched for the hotel.

Not all posts perform so well: clearly selecting your audience is an art and a science. In our experience, though, the best posts (paid or otherwise) resonate with the needs of the audience and match those needs to the strengths of the client's offering. In this case, we worked closely with the hotel's Marketing Manager to define those needs, listening carefully to her experience when dealing with bookings and hotel guests.  This helped refine our desired target audience and produced excellent value for the client.  Their cost of acquisition of a follower was less than two cents per potential customer.    


Keen to find out more?  Contact us on +27 11 782 7127 or E-mail info@fourysh.com and we’ll fill you in on the details of this Ad Campaign’s success!