How to use the Facebook Pixel to get more bookings on your escape rooms website

Hey friends, and welcome to part 3 of our 3-parter covering the Facebook Pixel and how you can use it to market your escape room and get lots of bookings!

Before I get started, I sincerely hope you and your loved ones are healthy.

Last week in part 2, I covered how to create and install your Facebook Pixel to your website so that you can start getting bookings from it.

Today I’m going to cover how you can get more bookings from using the Facebook Pixel. I’ve collated 3 very specific (and effective) strategies that can be used by themselves, or in combination with each other, in order to generate more bookings.   

Note, Facebook Ads and the Facebook Pixel are amazing tools, but can often be confusing. Whilst there is only so much detail I can go into today – and I want to focus on specific strategies – If you have any questions or problems don’t hesitate to get in touch with me directly on dan@virallybot.com and I’ll do all I can to help.

Strategy 1: Retargeting

Retargeting is the art of marketing to people who have shown interest in your escape room by visiting your website, but didn’t make a booking or attempted to. The best people by far to advertise to, are those who have already heard of your escape room – and those who have already checked out your website!

The Facebook Pixel allows you to track all of those people who visit your website, enabling you to then run Facebook Ads directly to them. There are 3-steps you need to follow for this strategy:

Step 1 – Creating the website visitors audience

Firstly 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 – Creating the ad

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

Strategy 2: Abandon Carts

The second strategy for getting bookings with the facebook pixel is another form of retargeting which targets specifically abandon carts – those who go to your bookings page, but don’t make a booking.

These are people who have shown additional interest to general website visitors, so much so that they even went to your bookings page. But something stopped them from booking. But by retargeting and advertising to these people, you can get them to come back to your website and finish what they started!

Here’s the steps you need to take

Step 1 – Creating the booking page visitors audience

  • 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 2 – Creating the ad

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 1
  • Under conversions select the one you just created in strategy 1, 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

Strategy 3: Direct advertising to lookalikes of existing visitors

The 3rd and final strategy builds on the audience created in strategy 1 – website visitors. By taking this audience gathered from your Facebook Pixel, you can create lookalike audiences: People with similar demographics/interests as those who have visited your website. This makes them ideal people to target next with direct advertising, getting them to come to your website and to book.

Here’s the steps you need to take:

Step 1: Creating the lookalike audience

  • Go to the audience you created in strategy 1
  • Click Actions -> Create Lookalike
  • Select audience location – ie country
  • Leave audience size as 1%
  • Create a suitable name that indicates it’s a lookalike of the original audience ie ‘lookalike of website visitors’

Step 2: Creating the ad

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 “Direct Advertising”
  • 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 created in strategy 1, step 2

Again, stick with image ads for the time being. When picking images, keep in mind that you’re advertising to an audience that has probably never heard of you. So branding will not mean a lot to them.

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

Are you up to the challenge of taking on one of our escape rooms?

Face any of our escape rooms with a group of 4 or more, and receive 10% off your booking!

[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: Are you up to the challenge?

Call To Action Button: Book Now

And there you go – how to use your Facebook Pixel to get more bookings, split across 3 proven and effective strategies.

Ensure you never miss future escape room marketing blogs by subscribing below:

And on a personal note I wish you all and your loved ones all the best in the coming days and weeks

Thank You 😊

BOOST YOUR WEBSITE BOOKINGS:

People are significantly more likely to book one of your rooms if they are engaged with you and your content. The BEST way by far to engage visitors to your website, is to get them to play a little free game, puzzle or brain teaser.

There’s two different ways of doing this. 

The most proven method is the Game Popup from VirallyBot which has been proven to increase bookings by 15%+. The Game Popup is an interactive experience where players have “get out of the house”.

And best yet, it’s easy to install (literally takes seconds) and is available for free for 30 days.

To learn more, click here.

Similar to putting mini-games on your website to engage with people, you can do the same with static puzzles or brain teasers. Simple images that offer some kind of challenge is a fantastic way of engaging with visitors, getting them to stick around longer and making them more likely to book.

There are many websites that can inspire you to make your own puzzles or brain teasers, or you can sign up to receive weekly branded puzzles straight into your inbox for FREE by clicking here.

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