To set up your first retargeting ad campaign, follow these steps:
1. Go to the Ads Manager and select Create
2. Select Traffic as the goal (this will optimize for link clinks to your website) – there are ways to optimize for events on your direct bookings site, like bookings, but this requires a more sophisticated set-up that not all direct booking sites can accommodate at this time.
3. Hit next and proceed to the Ad Set Settings
4. In the Ad Set, set the following:
– set traffic to website
– set your daily budget (something small $2-$5 is sufficient)
– set your start date
– search for your retargeting audience name and set that as the audience
– set your location to at a minimum your country of operation
– Ensure Audience Expansion is Off (this will make sure you only target your actual guests)
– For Placements, I would recommend selecting Facebook and Instagram Feeds only as a starting point and adding more placements as you get more comfortable with different ad creative requirements.
5. The next step is to create the specific ads. You can create as many as you like and Facebook with automatically serve all of the different variants, optimizing for the best performing one over time.
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