Facebook advertising for charter companies – A great lead campaign

Digital marketing is becoming more and more important every year. Meanwhile the area has even the same expenses as the offline marketing area. And we are sure that digital marketing will surpass offline marketing in the future.

Many companies have also noticed this development and are also engaged in online marketing. In most cases, a specialist is hired for this or an external agency is commissioned.

However, this investment is worthwhile for most, because online marketing is not only easier to scale but also offers very good analysis and optimization possibilities.

As you probably already know, there are many ways to do online marketing. We have already talked a bit about Google Ads, Search Engine Optimization (SEO) and Facebook. Since we are sure that Facebook advertising is really a promising option for charter companies, we want to give you an example of a possible campaign in this article.

The structure of Facebook advertising campaigns for charters

First of all, it is important to understand that one ad alone will not achieve good results. This is mainly because people don’t know you and your offer. In principle, you have to imagine this as a first date. There you also do not ask the person at the first time if they want to marry you. For this reason we should also not assume that it works to expect that all people will buy from you with the first advertisement.

What we need is a funnel that picks people up at the right place and takes them to the next station. In our last article we explained exactly what a funnel is and how it is built. You can find it here.

In this case we will divide the advertising campaign into 3 parts to win new customers.


In the following we will explain each part in more detail. At the end there will be exactly 3 Facebook advertising campaigns you as a charter company will have to create in your Facebook ad manager.

Cold Facebook campaign to draw customers’ attention to the charter company and the services it offers

In this phase we clearly recommend a video. This not only gives us the biggest reach for our money but also gives you many ways to get people into the WARM level at the same time.

Depending on your budget you can think about creating 2 videos. Once with the right format for mobile devices (4:3) and once with the right format for the Facebook feed (16:9) and therefore also computers. However, this is not absolutely necessary and you can also simply create a video with a 1:1 ratio and use it for both placements.

If you are wondering what should be shown in the video, you can have a look at this video. It shows people who are obviously having fun on a yacht. It’s also the best weather and you long to be there. 

However, it is important that the video is not so long for our purposes. It should not be longer than 45 seconds in this case. It is recommended to show your own logo with the company name (if not already included in the logo) at the end of the video. You could also add the link to the website.

Once you have the video, you can open your Facebook Business Manager and create a new campaign. There you select video views as your goal. If you’ve never used Business Manager before, you can read more about it in this article from us.

Then all you have to do is determine your target group and where you want to place your ad. You should be able to determine the target group yourself. Choose demographics or interests that are most similar to your customers.
For placements, we recommend that you only select the Facebook feed and optionally the Instagram feed.

Then give a budget per day or for the entire duration. It should be at least 10€ per day, otherwise you won’t be able to achieve much.

Then you can click on continue and just upload and set your video as Creative. Optionally you can define a headline, a call-to-action with a link and a subheadline. On the right you can see how it will look in real on facebook or instagram later. 

Congratulations, now all you have to do is click “Finish” and your first COLD Facebook advertising campaign for your charter company has been created.


WARM Facebook campaign to make customers familiar with the offer of charter

In this section we are now creating a campaign for all the people who have interacted with our first ad. In this case this means that the people have been watching our video for a certain period of time. By taking a video as our first ad, we can now create a custom audience for a target group of people who have watched at least 50% of our video.

However, everything in its time. As the very first we will create a second campaign. But this time we will choose “Conversions” as our target. On the next page we can specify exactly what kind of conversions we want. There we click on “Leads”.

We now select our Custom Audience as our target group. If you haven’t created one yet, you can click on Create Custom Audience and create one from all those who have seen 50% of your first video. It will look something like this.

Then, as before, you set a budget that should not be less than 10€. Only if your target group is extremely small (1000 people for example) you can take less budget.

Then click on continue and create another Creative. Here you could again use a video showing people on a yacht, similar to the first video. However, the video should have more text content by explicitly mentioning your offer, showing the conditions and integrating a call-to-action, which invites your viewers to act. This could mean, for example, clicking on “More” to get to the offer. The maximum length should be 1 minute.

If you don’t have any material for a video, then you can of course just create a carousel with some nice pictures and maybe a logo of yourself and write all information in the headline above the pictures.

Once you have completed it, you can click on “Finish” again and your WARM campaign is now finished.


HOT Facebook campaign to to convert prospects into customers of your company

This campaign is very similar to the WARM campaign. However, it is of extreme importance to create this campaign anyway, as most people will become paying customers here.

We again create a campaign in the Facebook Advertisement Manager and select conversions as the target. In the next step, we select “Leads” as the exact conversion target.

We now have to create a custom audience again for the target group. But this time we choose all people who were on your website with your offer. This works just before with the Video Views. As period you can choose 180 days.

Again set a budget as before and continue to the creative. 

In this step it is sufficient to use a simple image. This should look good and include your logo. So the people who see it will automatically remember your charter company and your offer. You are welcome to give an additional incentive so that all those who still have doubts can decide to give you their contact details. Write something like “Save now 10% discount on your trip in June” or “Free drinks for a whole week on a yacht”.

When you are done, then click on “Finish” and finally also your HOT Campaign is ready. 

There are a lot of options when it comes to facebook marketing and general campaign structure. If you have no idea, feels free to use this guide as inspiration. 

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