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Targeted advertising for Villa Ozera Dnipro

How to build a booking attraction system via Facebook and Instagram to increase the number of calls and ensure a stable flow of inquiries

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Input data

Client: Villa Ozera Dnipro – a countryside family hotel for relaxation.

Timing: 1 year.

Team: targetologist, designer, project manager, proofreader.

Problem: before the start of cooperation, social networks were not used as a stable channel for attracting guests.

Tasks:

build an effective booking attraction system via Meta Ads;

determine target audiences;

create creatives for different user segments;

test advertising hypotheses;

optimize campaigns to receive the maximum number of calls.

List of works

We built an audience structure. We segmented potential guests by interests, behavior and interaction with the client's social media accounts. Separately formed audiences for cold audiences, retargeting and re-engagement with users who were already interested in vacation.

We developed a creative concept. Prepared a series of static and video creatives that demonstrated the key advantages of Villa Ozera: a spacious pool, modern rooms, breakfasts included in the price of accommodation, SPA zone, family vacation format and current seasonal offers.

We tested advertising setups. Launched advertising campaigns with the Message goal. In parallel, tested different offers, advertising messages, creative formats and audience segments to determine the most effective combinations.

We regularly optimized campaigns. Reallocated budgets, updated creatives, turned off less effective ad setups and scaled advertising to audiences that showed the best results.

Results

Thanks to systematic audience testing, regular creative updates, and constant campaign optimization, we managed to ensure a stable flow of requests throughout the year, namely:

- 1,573 booking requests received via Direct per year;
- UAH 119 – average cost of one request;
- 150+ requests per month on average thanks to advertising campaigns.

Summary campaign results: number of messages, average price, and reach

Conversion dynamics

Results

Summary campaign results: number of messages, average price, and reach

Conversion dynamics

Conclusions

A comprehensive approach to campaign setup and optimization allowed us to turn social networks into a stable channel for attracting guests for Villa Ozera Dnipro. Thanks to the correct audience segmentation, regular testing of advertising creatives, and scaling of effective campaigns, we managed to ensure a predictable flow of booking requests and maintain advertising effectiveness throughout the year.

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