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Tools for Targeting your Ideal Audience

Tools for Targeting your Ideal Audience

January 31, 2019

Would you like to fill more seats on your next tour with LESS effort? Sounds great, right?

That’s where pixels come in. A pixel is a ‘behind the scenes’ snippet of code that will track potential clients who view your website. That information is then communicated to Facebook so that you can remarket directly to the individuals who have previously visited your website.

This may sound a bit technical, but I promise that this is worth your time! Let’s explore some ways that pixels can work for your travel business.

Let’s say you have a series of Facebook ads running that showcase different group tours or upcoming events. You can even target viewers who have looked at different ads over specific dates. This will work great if you have an ad running for 1 month showcasing an upcoming cruise group. Then the next month your ad showcases a coach tour of the Wild West.

Each month you can create a new audience of viewers for each of these tours. When downloading your new pixel audience select a date range so you can further remarket specific tour information to these people.

Now imagine that you’d like to reach out to more people that have the same interests as the ones that have clicked your social ad and visited your website. You can create a Look Alike Audience in Facebook that has similar traits to your new pixel audience. Facebook helps you expand your potential client base by matching demographics and interests of your pixel audience and creating a new Look Alike audience for you. Sweet!

Did you know that you can finesse these audiences even more by targeting people who are considering going on a trip? With the new Trip Consideration ad option, you can refine your new pixel audiences to tease out and target people who are in the early stages of trip planning.

Not advertising yet?
Even if you haven’t created your first Facebook or Instagram ad yet, now’s a great time to set up your Facebook pixel as you can begin building awesome audiences to make your first ad even more successful.

Let’s put on our geek hats and embrace the future as marketing wizards. High-tech is now giving us more time to be high-touch while we put more “heads in beds” and as many in our industry say: “butts in seats!”


Catherine HeegWritten by Catherine Heeg, an international speaker and trainer who focuses on social media marketing strategies for the tourism and hospitality industry. Join the conversation and connect with her at and socially.