Step 1: Facebook Ad

Facebook Ads allow you to target people who are interested in your tour in your local area to drive them to your Giveaway Page.

Below is a pre-built Facebook Ad and Target Audience that we use for one of our rafting tour clients. While it’s built specifically for a rafting tour, I’ll show you how to apply the best practices to any kind of tour:

• 1. Ad

  

  Text

  Start with a short, cheeky sentence to pull people in. Then show a call-to-action to tell them to Enter now for the chance to WIN. Then show the aspects of the grand prize in a bullet list, with eye-catching emojis, so it’s easy for them to read. And finish by tell them that the contest ends soon to create a sense of urgency.

  Image

  Use an exciting, eye-catching image with a blue border. In our experience, this kind of image with a colorful border is what will stop people when they’re scrolling in the Facebook Newsfeed and read your Ad. And show a text headline in the image. This will get people reading your Ad right away.

  Headline

  This headline format, WIN [PRIZE]!, does a great job of immediately drawing people in and exciting them. Having WIN in all-caps draws people’s attention to it. They’ll then see what the prize is that they can win, which gets them excited and keeps them reading all the way to the end – where the Call-to-Action is for them to click.

  Newsfeed Link Description

  Provide a sentence or two with some extra details on the prize.

  Call-to-Action

  This is the button people click on the Ad to be taken to your Campaign. Facebook only gives you a few options for this. For Giveaway Campaigns like this one, Learn More performs best as none of the other options are applicable for it.

• 2. Target audience

  Your Target Audience will depend on the type of tour you’re giving and where your customers usually come from to take your tour. Here’s the targeting we recommend:

  Interests/Behaviour Targeting

  Facebook’s Interest and Behavior targeting allow you to show your Ad to people who are interested in specific things and activities. Their system has become very sophisticated and is now able to target the right people incredibly accurately.

  Here’s what we recommend:

  • For any outdoor tour (hiking, rafting, boat tours, etc.), target people with the Outdoor Activities Behaviour.
  • Target people who are interested in the type of activity that your tour is: For example, if you offer a hiking our then target people interested in hiking.
  • If Facebook tells you your audience is too small when you just target people interested in your tour activity, then also target people who are interested in similar activities. For example, if you’re targeting people interested in hiking then you can also target people interested in kayaking, rafting, and mountain biking.

  Age, Gender, Language and Location Targeting

  Age, Gender, Location and Language targeting should reflect who your most common customers are. If you have an adventure tour that generally attracts people in their 20’s and 30’s, then you should target people in that age group. If you’re unsure which Location to target, we recommend targeting people within a 4-hour drive of your own location: This is a close enough distance for most people to be content with driving to you.

  Why are Facebook Ads effective for this Campaign?

  The reason they’re effective is because they’re shown to people who are interested in your type of tour and are in your local area, or travelling to it. Facebook is great at knowing people’s interests based on their behavior, which is what makes their Ad targeting so effective.

  Google Adwords, on the other hand, don’t work well for limited-time offers. This is generally because people don’t search on Google for limited-time offers. And the ones who do search for giveaways are just people who are interested in getting something for cheap, and are not always the best customers as they are so price-sensitive.

Step 2: Offer Page

The Giveaway Page is where people enter the Giveaway. It has two jobs:

• 1. Makes it easy for people to enter the Giveaway:

  The entry form is right at the top of the page so people can immediately see it. And the title and subtitle directly explains what a person should do on the page: Enter to win a tour from your tour company.

• 2. Builds interest in your Tour:

  The page includes several sections to explain the aspects and experience of your tour. This builds people’s interest in your tour and makes it easy to follow-up after the giveaway to turn them into a customers.

Giveaway Page Sections

Step 3: Thank You Page

After a person submits the entry form on the Giveaway Page, they are sent to the Thank You Page. Show a Thank You message to confirm their entry, tell them when the winner will be drawn and provide buttons to share the giveaway on social media.

Thank You Page Sections

How to create this Campaign in Wishpond

The Tour Bonus Entry Giveaway Campaign is available for free on any plan in Wishpond. Here’s how to use it:

1. Sign up for a Wishpond account.
2. Select Tours as your Industry
3. In the Campaigns Dashboard, click on View More, then scroll down and click Tour Bonus Entry Giveaway .
   • This will take you to Wishpond’s drag-and-drop Campaign Builder where you can edit the Giveaway Page and Thank You Page. They will look exactly the same as they do above, and you’ll be able to edit and style them however you like.
4. Publish your Campaign on your website or a wishpond.com URL.
5. Create your Facebook Ad and set the Ad’s Destination URL to the Campaign URL.