How To Get 10% More Bookings Using Remarketing

Hey, and welcome to the last escape room marketing blog of January! Where has this month gone?!

Last week I talked about Gamification Marketing – The Future of Escape Room Marketing. Click here to read that now.

Today however, I want to talk about a way you can get 10% more bookings for your escape room!

When it comes to the Escape Room industry, it’s so much harder to market and advertise to people compared to nearly any other industry. Take restaurants for example. People who enjoy a restaurant may come back again, and again, and again.

But for escape rooms, many customers only want to play the same room once and what happens when they’ve played all of your rooms?

It’s critical therefore that as an escape room owner or marketer you get the most out of every bit of interest you receive from potential customers, and ensure you maximise the bookings you receive!

The strategy to achieve this involves remarketing, but specifically using Facebook Ads. Remarketing is a concept of marketing specifically to certain people depending on the actions they’ve taken with you – in particular on your website.

There are ways of tracking who goes on your website and what activity they do before they leave. You can then advertise to them different ways to get them to come back and book a room! But this strategy will focus on using just Facebook Ads to achieve this.

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Remarketing is a great strategy that every escape room should be using. It enables you to maximize your bookings from all of your other methods of marketing. The very best targets for this strategy are not just those who have been on your website but, in particular, those who visited your booking page but then didn’t book.

This strategy works well because you’re not marketing to people who have not heard of you before – you’re marketing to people who know you and have been on your website. You’re also marketing to those who showed so much of an interest in your escape room that they even visited your booking page. They only need a little push in the right direction, and they will book!

And in doing so, all of your different marketing methods will benefit and gain increased conversion rates (10%+) – for very little extra work!

Before I dive in and share exactly how to achieve this result, a quick reminder for those of you who are new to my blog.

You’re here and reading this right now because you want to grow your escape room and get more bookings, right?

I’m going to show you how you can achieve this, but you have to go out there and take action. There is no use in reading this and not implementing what you learn! So take notes, schedule some time in your diary to implement and take action 😊

Before We Get Started

Before we dive into the strategy and the steps you need to take, here’s a quick list of things you need:

A Facebook Ad account linked with a payment method

-Your Facebook Ad Pixel installed on your website correctly and your booking software if possible (you can Google quick guides on this)

-A minimum of $5/day budget

-A generic booking confirmation page – this allows you to track who does book, and stops you from advertising to them!

1. Getting Started

This is a strategy of two halves. The first half will be able to start a lot sooner than the second half. The first half will allow you to advertise to everybody who visits your website, and the second half will allow you to advertise to all of those who have been on your booking page but didn’t book.

Before you can run any Facebook ads, you need an audience of at least 1,000 people. So for the first half, you need at least 1,000 visitors to your website who haven’t booked with you. This shouldn’t take long.

The second half requires 1,000 people who have been on your booking page but didn’t book. This will take longer but will generate more bookings!

NB: The Facebook Ad platform is constantly being updated and improved, so a step-by-step guide to using it will easily become outdated and useable. So we’re going to briefly cover the steps you need to take, but you should use official Facebook Ad guides to aid you when setting up.

Step 1 – Creating The Website Visitors Audience

Firstly and with your pixel successfully installed, you need to create a Facebook audience of all of your website visitors – apart from those who book a room.

  • Open up the Facebook Ad manager
  • Click on Audiences -> Create New Audience -> Website
  • Click on Exclude People
  • Under the Exclude People section, click on the dropdown button where it says All website visitors
  • Select People who visited specific web pages
  • In the box provided, paste the rough URL that people end up on after they have successfully booked
  • Name your audience “Website Visitors Who Didn’t Book” and click Create Audience

Step 2 – Creating Your Booking Conversion Event

If you’re unfamiliar with Facebook Ads, you may not be aware that you can accurately measure the results (bookings, visits, etc.) that your ads create. By setting the specific conversion event you want for your ads – in this case, the creation of a booking, you’ll not only be able to view your results, but your ads will automatically optimize to maximize your results. Win-Win!

  • Go to Custom Conversions -> Create Custom Conversion
  • In the URL box, paste the same URL you entered in step 1 that people end up on AFTER booking
  • Name the conversion “Booked Escape Room” and click create

Step 3 – Ad For Website Visitors

Now for the fun part! Let’s create your Ad.

  • Go to your Facebook Ads Manager, click New Campaign and name it “Website remarketing”
  • You need to choose an objective for your campaign. Ensure you pick Conversions
  • Set the daily budget to at least $5/day
  • When picking an audience, ensure you pick the custom audience you created in step 1
  • Under conversions select the one you just created in step 2

As a starter, we suggest sticking with image ads for the time being – pick a great one (or several in a carousel) of your escape rooms with some nice branding, etc. The images are there to attract your audiences attention.

The text in the ad will then sell you – speaking of which, here’s a little text template we suggest using and playing around with for this ad (you don’t have to offer a discount if you prefer not to):

Main Text Box

As a THANK YOU for visiting our website recently, we want to give you 10% when you book one of our rooms in the next week!

You can use this discount on a booking of 5 or more people in any of our rooms:

[Apocalypse Now]

[Pyramid Plunder]

[Baker Street]

Just click our link below to get your discount and book your visit. We look forward to seeing and locking you up, very soon 😊

bit.ly/2PHx13T

Headline: Get 10% off when you book a room!

News Feed Description: Try your hands at one of our escape rooms

Call To Action Button: Book Now

Step 4 – Creating The Booking Page Visitors Audience

As you wait for your first ad to be approved by Facebook and start running, you can start setting up your next one. As we’ve said, it will take longer for the audience to reach a big enough size, but you can have everything ready.

  • Open up the Facebook Ad Manager
  • Click on Audiences -> Create New Audience -> Website
  • Click on All website visitors and select People who visited specific web pages
  • Paste in the URL of your booking page
  • Next, click Exclude People
  • Under the Exclude People section, click on the dropdown button where it says All website visitors
  • Select People who visited specific web pages
  • In the box provided, paste the rough URL that people end up on after they have successfully booked
  • Name your audience “Booking Webpage Visitors Who Didn’t Book” and click Create Audience

Step 5 – Ad For Booking Page Visitors

Now for the – you guessed it – the fun part! Let’s create your Ad.

  • Go to your Facebook Ads manager, click New Campaign and name it “Booking page remarketing”
  • You need to choose an objective for your campaign. Ensure you pick Conversions
  • Set the daily budget to at least $5/day
  • When picking an audience, ensure you pick the custom audience you created in step 4
  • Under conversions select the one you just created in step 2

Again, stick with image ads for the time being. When picking images, keep in mind that not only has your audience been on your website, and they know of you already – they’ve also been close to booking a room! So make the images exciting, make them want to go back and book!

Here’s another handy template you can use for the text – again the discount is optional but works very well for any escape room marketing strategies:

Main Text Box

Hey! Thanks for your interest in booking one of our escape rooms. If you couldn’t find a time to suit you or you were unsure if to finish booking – we have some great news!

If you finish your booking in the next 7 days you quality for a 10% discount!

You can use this discount on a booking of 5 or more people in any of our rooms:

[Apocalypse Now]

[Pyramid Plunder]

[Baker Street]

Just click our link below to get your discount and book your visit. We look forward to seeing and locking you up, very soon 😊

bit.ly/2PHx13T

Headline: Get 10% off when you book a room!

News Feed Description: Try your hands at one of our escape rooms

Call To Action Button: Book Now

P.S. here’s a little bonus strategy. You can create a lookalike list of your website visitors and booking page visitor audiences. This is where Facebook will analyze the profiles and demographics of your list and create an audience of people most similar. These are people similar to your visitors, making them ideal to target other ads to 😉

Have You Got What It Takes?

So there you go, there is exactly how you can increase your bookings by 10%+ using Facebook Ad Remarketing!

The question now is, have you got what it takes to take action? You don’t need a lot of time or money to get started, and you have all the instructions you need – so let nothing hold you back from growing your escape room!

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Thank You 😊

Free Weekly Branded Puzzles:

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