Online advertising for leisure centers – 3 key tips

Online growth March 31, 2022
online advertising for leisure centers

Advertising your leisure business online can be challenging, especially when you’re competing with giant FECs or attraction parks with an endless marketing budget.

The race to be found online by your potential guests can be tough. Considering that reaping the benefits of SEO for Google may take several months or even years, it’s a good idea to turn to online advertising to generate traffic faster. You can do so on various platforms. 

Next, read our 3 tips to get started with online advertising for your leisure business. 

How do paid ads campaigns work?

Online advertising uses the internet to obtain website traffic and deliver the right message to the right customer. Ad campaigns can be anything from banners on websites to visuals on Facebook.

A well-known example of online advertising is Google Ads. Google Ads is Google’s advertising service that allows you to display ads on the Google search result pages. The ads appear on the top or the bottom of the pages.

You create and manage your Google Ads campaigns online. Google Ads, like most online advertising platforms, works with a pay-per-click (PPC) model. This means that you pay each time one of your ads is clicked.

You can pick and target specific keywords for which you want your ad to show up and make bids on those keywords. Keywords are the search terms that people use in Google or other search engines. You compete with other advertisers that target the same keywords by bidding on these keywords. The bids indicate the maximum you’re willing to pay for an ad. The ad goes to the highest bidder.

Running ads on different platforms

  • Google Ads – Google is the most frequently used search engine worldwide and it is therefore ideal to reach a large audience. People use Google to search and orientate. Google Ads give you the option to target specific demographic groups with your ads. You can even advertise in Google Maps. 
  • Bing Ads – Google may be the largest search engine, but Bing gets its share of traffic as well. Use Bing Ads to appear in these search results too. With Bing, you can target specific customers, similar to Google Ads.
  • Facebook Ads – Using Facebook Ads is a great way to reach people on social media, as Facebook is one of the most used social media platforms by your guests. You can target specific audiences with a wide range of ads formats. Bear in mind that not all audiences use Facebook, or social media in general, so make sure to find the right platform to reach your target groups. Some target groups might prefer Instagram or Tiktok.
  • Instagram Ads – Instagram is owned by Facebook and works essentially the same way. The platform usually works with images or video’s. 
  • Tiktok Ads – TikTok Ads are 5 to 60 second full-screen videos on the users’ For You page. Tiktok is great to reach a younger audience with your Ads.

Online leisure advertising tips

Here’s how your leisure business can optimally use ad campaigns.

1. Target your audience effectively 

By specifying keywords, location, language and age you’re able to reach people with specific interests. 

For example, if your venue offers go-karting and laser tag in Miami, FL, you can target people in your area that want to go go-karting or play laser tag and use keywords such as “go-karting near me”. Also, your data might tell you that most customers that come go-karting are under a certain age, 60 for example. If that’s the case, you can specifically target this age range with your ads.

Read more about targeting and retargeting the right groups with Google Ads.

2. Control your costs

You’re able to set up a maximum budget for your ads, so you always control your expenses. Decide how much you wish to spend per ad, per day and per month. There’s no minimum budget. You only pay when someone actually clicks on your ad.

You can use the ads whenever they benefit you.  For example, if some ads contain seasonal offers that you don’t want to sell all year long, you can turn these ads on and off whenever you want to sell them. Or if you’re usually fully booked during the summer, it’s smart to turn the ads off since your venue will be full anyways.

3. Measure your success and collect valuable data

Once your ads are up and running, you’ll be able to see if someone clicks on your ad and how much it costs you. You can also track whether their click resulted in a sale.

This data helps you further improve and adjust your ads. You know which ads work well and which ones you therefore should invest in. Use tools such as Google Analytics or Bing Webmaster to learn about your customers’ habits, for example for how long they research your deals before they buy it. Facebook, Instagram and other social media platforms give you similar insights.

Learn more about a data-driven approach with our free ebook.

Briq is here to make you successful online

Could you use some help with your online advertising? Briq can help you grow your business online and get more bookings and guests. Also, learn more about Briq Boost. Our growth marketer Niels Struik explains everything about this ticket platform that helps you get more bookings.

Discover the differences between SEO and SEA and when to use either strategy or both of them.

Not only do you automatically join our E-commerce Academy with customized growth courses, our listing websites can boost your webshop traffic and help you get more sales. 

Get in touch with us or register for your free trial.

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