# 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 — 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 an 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 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.
**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 a 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.
- Format of accommodation: beach vacation, family, for couples, for digital nomads?
**2. Product and Prices**
- Average price 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 guests 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, verification of tracking accuracy. Outcome: working analytics, tracking checklist.
**Stage 2. Launch — 3–5 days**
Assembly of campaign structure, audiences, uploading initial 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 increase of budget on effective combinations, retargeting, updating creatives against "burnout," maintaining target CPA/ROAS.
*Timelines are approximate and can 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 for 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 fee + 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 performance 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 for the 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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