What's the actual goal here?
OK, so we're the creative agency for a warm-weather resort client and Somebody Else does the social media. Right now, it's cold as hell in the Northeast, but, of course, toasty warm at the resort property.
So, the client wants to get some Facebook ads placed right quick pointing this out to their target.
OK now believe it or not, Facebook has different ad specs if you want to drive business to your website and if you want to generate page likes.
We sort of assumed the goal was to drive people to the website. You know to, um, well book a room? The social agency patiently explained to us that their goal is to generate page likes, so we need to re-size the ad.
So, to repeat: It's cold where the target lives, warm where the resort property is and rather than try to get people to visit the web site to book a room our goal is to generate page likes?
That might make the social agency look good, but isn't the ultimate point here to sell rooms?
What am I missing?