# Targetologist for a hotel in Alanya (Meta)
**Format:** project work with the possibility of long-term cooperation for the season
**Niche:** hospitality / hotel business, Turkey (Alanya)
**Payment:** fixed fee for setup + % of the advertising budget or KPI bonus (to be discussed)
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## About Us
We are a marketing agency specializing in promoting hotels and apartment complexes on the Mediterranean coast of Turkey. We work for results: booking requests and occupancy rates, not "impressions for the sake of impressions." We are looking for a targetologist to join our team for a specific project — a boutique hotel in Alanya that is preparing for the summer season.
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## Project Description
**Object:** hotel in Alanya (category 3–4★, ~40–80 rooms, beach/city location — details to be clarified during the briefing).
**Campaign goal:** direct bookings through the website and requests via messengers (WhatsApp/Telegram/Instagram Direct), reducing dependence on aggregators (Booking, etc.).
**Geo targeting:** Germany, Poland, Ukraine, the UK, Scandinavia (Sweden, Norway, Denmark), Baltic countries, Czech Republic, Netherlands + domestic Turkish market. The final list will be agreed upon.
**Budget and reporting currencies:** EUR / USD / TRY.
**Ad languages:** English, German, Polish, Ukrainian, Turkish (texts will be provided or agreed upon through a translator — adaptation for the platform is required from you).
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## What Needs to Be Done (Scope of Work)
1. Audit of current accounts (if launched) and setting goals/KPIs.
2. Setup and launch of campaigns in **Meta Ads** (Facebook/Instagram) and **Google Ads** (Search + Performance Max / Display, remarketing).
3. Setup of events and conversions: Meta Pixel + Conversions API, Google Tag / GA4, tracking requests from forms and messengers.
4. Development of campaign structure, audiences (interests, LAL, retargeting), placements, and bidding strategies.
5. A/B testing of creatives and texts, optimization based on CPL/CPA and ROAS.
6. Weekly management, scaling of effective combinations, cutting ineffective ones.
7. Reporting in the agreed format (see below).
> We provide: access to advertising accounts, photos/videos of the hotel, unique selling proposition, landing pages. Production of creatives (design/editing) — discussed separately if you have this competence.
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## Requirements for the Performer
**Mandatory:**
- Confirmed targeting experience of at least 2 years, including relevant cases in **hospitality / travel / real estate** (hotels, guesthouses, tours, rentals).
- Experience launching in **foreign geos** (EU/UK), understanding of the seasonality of tourist demand.
- Confident use of Meta Ads Manager and Google Ads, setup of Pixel + Conversions API, GA4, UTM tagging.
- Ability to calculate unit economics: CPL, CPA, ROAS, cost per booking, budget payback.
- Analytical approach to reporting and ability to explain decisions in simple terms.
**Will be a plus:**
- Experience promoting Turkish properties / knowledge of the specifics of the Alanya and Antalya markets.
- Setup of lead forms and connections with WhatsApp/Telegram, chatbots, and CRM.
- Experience with TikTok Ads and YouTube for the travel niche.
- Proficiency in German/Polish/Turkish for ad adaptation.
- Skills in working with creatives (Canva / editing short videos).
**Soft requirements:**
- Punctuality in reporting, proactivity, willingness to be available during working hours.
- Transparency: access to accounts remains with us/client.
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## Brief for the Client (to be filled out before the start)
To be filled out together with the hotel during the introductory call — the performer receives the completed brief.
**1. About the Object**
- Name, category (★), number and types of rooms.
- Location: distance to the sea/center, key landmarks.
- Infrastructure: pool, spa, restaurant, all-inclusive / BB, children's area, etc.
- Accommodation format: beach vacation, family, for couples, for digital nomads?
**2. Product and Prices**
- Average check per night by seasons (low / high season), currency.
- Special offers: early booking, long stay, packages.
- Minimum booking period, cancellation conditions.
**3. Audience**
- Who is the main guest now (geo, age, composition)?
- Who do we want to attract additionally?
- What do they most often ask and what prevents them from booking (guest pain points)?
**4. Unique Selling Proposition and Positioning**
- 3–5 main advantages over neighboring hotels.
- Reviews, ratings, awards — what can be used in advertising.
**5. Goals and Economics**
- Target occupancy for the season, desired number of requests/bookings per month.
- Acceptable cost per request (CPL) and booking (CPA).
- Planned advertising budget (per month), currency.
**6. Resources**
- Links to the website, social media, profiles on aggregators.
- Availability of photo/video content, brand book, landing pages.
- Channels for receiving requests: website, WhatsApp, Telegram, Instagram, phone, CRM.
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## Work Plan (by Stages)
**Stage 0. Onboarding — 1–3 days**
Brief, access, material collection, agreement on KPIs and budget. Outcome: media plan and forecast for requests.
**Stage 1. Technical Preparation — 2–4 days**
Setup of Meta Pixel + Conversions API, GA4, conversion events, UTM tagging, checking tracking accuracy. Outcome: working analytics, tracking checklist.
**Stage 2. Launch — 3–5 days**
Building campaign structure, audiences, uploading first creatives and texts, starting with a test budget. Outcome: active campaigns in Meta and Google.
**Stage 3. Testing and Optimization — 2–3 weeks**
A/B testing of audiences, placements, creatives, and offers. Cutting weak combinations, finding effective ones. Outcome: confirmed combinations with projected CPL.
**Stage 4. Scaling and Management — entire season**
Gradual budget increase on effective combinations, retargeting, updating creatives against "burnout," maintaining target CPA/ROAS.
*Timelines are approximate and will be adjusted based on budget and readiness of materials.*
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## Reporting
**Weekly report (every Monday):**
- Amount spent for the week (by platforms), in EUR/USD/TRY.
- Impressions, clicks, CTR, CPM, CPC.
- Requests/leads, cost per request (CPL).
- Bookings/target actions and cost (CPA), ROAS.
- What was tested, which combinations are working/disabled, plan for the next week.
**Monthly report:**
- Summary dynamics across all metrics month over month.
- Final payback of the advertising budget (expenses vs revenue from advertising).
- Conclusions and recommendations on budget and strategy for the next period.
**Format:** Google Sheets / Looker Studio (live dashboard) + short text summary. Operational communication — in the agreed messenger, response during working hours.
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## Budget and Conditions
- Payment model is negotiable: fixed fee for setup + monthly fee for management, or fixed + bonus for KPI.
- The advertising budget is provided by the client separately (not included in the performer’s fee).
- Payment for work — by stages: advance at the start, the rest upon completion of stages/monthly.
- Trial period: the first month as a result check, then extension for the season.
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## How to Respond
In your response, please indicate:
1. **2–3 relevant cases** (preferably hospitality/travel): geo, budget, what was input and what result — CPL/CPA/ROAS. Screenshots of accounts are welcome.
2. Which platforms you work with and in which geos you are strongest.
3. Your approach to this project in 3–5 sentences: how you will start, what hypotheses you have regarding audiences for the hotel in Alanya.
4. Conditions and rate (payment model, what you charge for).
5. Availability and time zone — how many hours per week you are ready to commit.
**Responses without cases and with template text will not be considered.** We value specificity and numbers.
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