Translated from the socialmediaexaminer.com blog by Carma Levene.
Do you use Facebook Events to promote your events?
Want to know how to use Facebook Events ads?
In this article, you will learn how to manage ticket sales for your event using Facebook ads.
How to use Facebook advertisements to sell tickets for your Facebook event
# 1: Set up a ticket for your Facebook event
Do you want to make the process of buying tickets for an upcoming event as simple as possible? For this purpose, there are a number of platforms that integrate with Facebook events pages for onsite ticketing such as Shopify, Eventbee and Eventbrite.
If you use Eventbrite to post your tickets, you can integrate them into your Facebook event so people can buy tickets without leaving Facebook. It’s best to set up your Eventbrite event before creating your Facebook event, but you can also do this later.
Before launching your Facebook event, make sure you add a Facebook pixel (or any other utm tag for tracking) to Eventbrite to receive data that you can use for retargeting. Once you’ve set up your event in Eventbrite, go to the Manage tab and then to the Pixel Tracking section.
Click on Facebook Pixel and enter your Pixel ID and other details. While you’re here, you can also add utm tags for tracking, for example for Google Analytics. There is never too much data!
Once the Eventbrite event is set up with full data tracking capabilities, you can publish your event and add it to Facebook. Eventbrite will most likely prompt you to do this and walk you through the process.
Add this event to Facebook.
Get more reach and sell more tickets on Facebook at no extra cost
If Eventbrite does not offer to add the event to Facebook, you can do it manually. On the Manage tab, click Invite & Promote and select Add to Facebook from the drop-down menu.
Either way, you need to select an event and select a Facebook page to host the event. You must be the administrator of the Facebook page you use to host the event.
When you’re done, click “Add to Facebook”.
Your event will be added to your page and will also appear in a message in the news feed. This is how a Facebook event will look to you if you are an administrator:
If your page and event are set up correctly, your attendees can test buying tickets for your event on Facebook, as shown here. Making it easy to purchase tickets for an upcoming event!
# 2: Add Venue & Sponsors to Facebook Event as Co-Owners
Adding co-owners to your Facebook event will allow them to post about the event itself. When you post content, users who have responded to your event will receive a notification. This will keep the conversation in one place (make the most of notifications) and allow relevant people to answer any questions about your event.
To add custom collaboration profiles, you must be familiar with the person, or you can add their pages.
You can add co-owners when setting up an event for the first time or after creating it. To add a co-owner to an existing event, click Edit on the event page.
You or other interested parties can display the event on your Facebook pages. It’s easy to do and it’s a good idea to add the event to any relevant pages without creating duplicates.
If you are the administrator of the stakeholder pages where you want to add an event, click the three-dot button at the top of the event page and select Add to Page.
Select the desired page from the drop-down menu.
If you are not an administrator, you or your stakeholders can add the event to your pages in a similar way. Navigate to the event, click the three-dot button and select Add to Page. When prompted, select a page from the list of available pages.
# 3: Tips for posting to your Facebook event page
The Facebook event page can be an information-rich place. You want to make the most of it because it is contacted by an interested audience of people who want to attend or are considering attending your event.
Olga Suray, blog columnist, SMM specialist:
“Updating the event feed is very important. The person who has expressed interest in the event will be notified of new publications. And once again he will receive information about your event. This can serve as exactly the drop that will outweigh the weight for making a decision in your favor, or rather, in favor of coming! “
But you also don’t want to overdo it and annoy your audience, so take advantage of the new ability to schedule posts on your Facebook event wall.
To encourage people to attend, tell them what to expect on the day (or evening) of the event. For example, if you are conducting a seminar, share information about the speakers.
You can also let people know about the amenities and services available at your event. This can be information about parking, a map of the place, transportation, information about food and payment methods.
# 4: Get the first 15 event attendees on Facebook
You can pay for advertising your event only if at least 15 people answer that they will attend the event. So how do you attract the first 15 members? Facebook will primarily invite people who are your friends and who like your homepage to attend your event.
Olga Suray, blog columnist, SMM specialist:
“This is not true. You can run ads for an event that has no subscribers at all. ”
But you can invite any of your friends. Do this selectively and only invite people you sincerely want to see at your event.
You, your sponsors, the venue (if necessary) and speakers (if it is a conference or seminar) should share this event on your pages. Also share your event with any relevant Facebook groups, customers from your customer database (be careful and comply with privacy laws in your area), and any past event listings if this is a recurring event or your business has hosted similar events in the past. .
If your event is interesting, well described, has good clear illustrations, is held at a time and place where and when it is convenient for people to get to, and at a reasonable price – you should have no problem inviting the first 15 participants. Then you can use Facebook advertising tools to get more attendees to your event!
# 5: Create 4 Custom Audiences for Facebook Ads
When you’re targeting your Facebook campaign to drive ticket sales for your event, it’s important to split test the creative, copy, call to action, and audiences themselves. Interest targeting will work in some cases, but to get the best conversions to purchases, there are four main user audiences worth considering. Let’s walk through the algorithm for creating them step by step.
Your existing customers + look-alike
look-a-like, lookalike, that is, an audience of users with similar interests and behavior)
If your business is hosting an event, this is probably very important to your customers. If your customer data has been collected with the correct permissions to be used for marketing (check your local laws if in doubt), you can upload customer data to Facebook to create a custom audience.
To do this, open Business Manager and select Audiences in the Assets column.
When you are in the Audiences section, click Create Audience and select Custom Audience from the drop-down menu.
Then you will see a list of options by which you can create your own custom audience. For the audience you are creating, select Customer File to upload your customer data.
To create the desired audience, you can upload your customer database as a CSV file, remove and add data from / to it, or import data from your MailChimp account.
For example, below is the option “Add Clients from Own File or Copy and Paste Data” is selected.
Then specify the data source, upload your file and give your audience a name. When done, click Next.
Facebook then matches the data with the available IDs. The image below shows the four displayed data fields: first name, last name, email address, and phone number.
If everything is correct, click “Download and create” and the list will start to fill.
Facebook hashes data so that it cannot be hacked or stolen, or used to identify your customers. Then you will see below message if download is successful.
The next step is to create a look-alike audience. When you do, Facebook will select an audience to target based on the affinity with your existing customers from the source database. When you see the page shown below, click “Create a look-alike audience”. You are then prompted to select a region and click Create.
This is how you created your first custom audience and a look-alike audience to use in your ad campaigns!
Previous visitors + look-alike audience
If you’ve hosted this event before, or if it’s similar enough to any previous event that might be of interest to the same people as the new event, you can create a custom audience (as well as a Look-alike audience) from your previous attendees. .
Follow the same steps as described above, but this time use the database of previous attendees of the event instead of your current clients. Make sure you give this audience a name that you can easily find, because later you will be able to compare performance metrics across audiences.
Also create a look-alike audience. This audience will include people who have similar characteristics to previous attendees of your events. This can be an effective way to target your ad campaign.
People who are interested in your event + look-alike audience
The course “SMM: Promotion of Projects in Social Networks” was created for those who promote their brand in social networks. You will learn how to schedule publications, launch advertising campaigns, analyze performance and conversion rates.
There are probably people who are interested in going to your event and have looked at the event page but haven’t purchased tickets yet. Since they have shown interest in your event by interacting with it, you can create your own audience based on this interaction and use it in your advertising campaign.
Start the setup in the same way as setting up a custom audience that you created from your client database. When you get to the How would you like to create this audience screen, select Interaction.
Next, you’ll see options for creating a custom audience based on interaction. Select the “Event” option.
Then you will see a window for creating an audience. From here, you can choose how the people displayed in your Facebook event will interact, choose a time frame for that engagement, and exclude anyone you don’t think is relevant to your audience.
Since Facebook will only allow you to use this audience in your ad campaigns if it is large enough (you need a minimum of 1000 people to meet the given criteria), you may need to experiment time to find the audience that suits your needs.
If you have a large-scale event, you can make these selection criteria detailed enough. However, if you are running a small business and hosting a local event, use broader criteria so that there are enough people to engage in audience engagement.
You can create as many audiences as you like, choose which ones to use later as soon as they are full, and specify the size you want.
For example, you can create your audience based on people who answered “Going” or “Interesting,” but exclude people who have already purchased tickets.
After creating such a custom audience, you will also be prompted to create a look-alike audience. As with previous audience segments, it is a good idea to test such an audience in your ad campaign.
Olga Suray, blog columnist, SMM specialist:
“I really don’t share the author’s approach to connecting audiences this way. Look-alike audiences are cold audiences. Of course, it is as similar as possible to the audience of your customers, but nevertheless, they are not your customers. Therefore, the communication, namely – the text of the advertisement and images, should be different from the calls that you use for your customers, or people who have already communicated with you. ”
People who have interacted with your Facebook page or Instagram account
As with a custom custom audience based on interactions with your Facebook event, you can also create an audience based on interactions with your Facebook page and Instagram business profile.
If you post relevant and engaging content on your branded channels that aligns with the theme of the event, it’s likely that the people who interacted with you will be interested in attending your event.
As with the previous audience segment, start with the Audiences tab to create a new custom audience. When asked how you want to create this audience, select Interaction again and then Facebook Page.
Now you need to specify the criteria that people must meet in order to be included in this audience. Since this audience will include people who interact with your page, but not with your Facebook event page, choose less passive types of interaction, such as interacting with a post, clicking on a call to action button, sending or saving a message. These are the more active types of interactions that a user can apply to your page.
As with the audience engaging with a Facebook event, you need to make sure the audience is large enough to launch. If you have a high level of engagement with your Facebook page, you can afford to set more detailed selection criteria. If the interaction is less active, then you will have to set more general criteria.
Of course, you can create several audiences with different selection parameters and, if desired, run a test.
Unlike other custom audiences, I’m not using a look-alike audience here. I don’t believe that people like those linked to your Facebook page have enough intentions to purchase an event ticket. However, if you think this will work on your page, create a look-alike audience and add it to your audience mix!
You can then create a similar audience that engages with your Instagram business profile. Please note, you cannot create this custom audience type for your personal Instagram profile. This should be an Instagram business profile associated with your Facebook page and Business Manager account.
As with the Facebook audience, create a new custom audience based on your business profile interactions, but this time select the Instagram Business Profile option.
In the audience creation window, you can select a specific time period and specific parameters of interaction with your business. Again, you need a certain minimum number of people before this audience can be used in an ad campaign. Depending on the level of visitor engagement for your Instagram account, adjust the settings accordingly.
Remember that this audience will only respond to your suggestions if the content you post on your Instagram matches the main purpose of the event.
Always exclude buyers
When launching a Facebook campaign, it is often more important what you exclude from your targeting than what you include. To maintain a high relevance rating and a low negative review rate (which affects the cost of your campaigns), make sure the audience that sees your ads is open to suggestions in them.
Olga Suray, blog columnist, SMM specialist:
“This is a very valuable and important thought. When creating an audience, you always need to think about which audience you want to exclude. This helps you avoid wasting your advertising budget on people who have already bought tickets or attended your last event. This tactic works not only for advertising events, but also for any targeted advertising. ”
If someone has already bought tickets for your event, showing them ads offering to buy tickets is wasteful. So how can you exclude those who have already bought tickets? There are several ways to do this.
First, you can grab the event database on a daily basis and create a custom audience like in the first example, but this time it will be composed by people who already have tickets. Then, when you create ad targeting, select that audience to exclude. While this tactic is very accurate, it is time-consuming because you must constantly create and adjust your ad targeting.
An easier way is to use your website and pixel data. Using the URL displayed when you complete your ticket purchase (whether visiting the Thank You page or the Purchase Confirmation page), build your own audience based on website traffic to exclude people who bought your ticket.
When you create this custom audience, select the “Website Traffic” option.
In the Create Audience window, set your audience parameters based on the activity of people on the site, including the pages viewed and the time spent on the page.
In the example below, as soon as the purchase is processed, a unique receipt URL is sent to the user, where all URLs “contain” the parameter “/ receipt /”. If you have a purchase confirmation landing page, you must select URL Equals and paste the exact URL into the box.
Finally, give your audience a title and add a description if needed. Then click Create Audience.
So, you have four audiences to target and one to exclude. As you set up your campaigns, you can test against these audiences until you find the ones with the lowest cost-per-action and scale them up. Any non-working audiences can be stopped at any time, although I recommend giving them enough time to optimize (at least 3 days).
To manage this process (which looks voluminous, but gets done very quickly once you get the hang of it), it’s a good idea to create all your audiences first and leave them overnight before creating your ad campaign.
# 6: Build a funnel: traffic / conversions
Events are fun! People love to visit them. They usually don’t need a particularly complex sales funnel. But like any Facebook ad campaign, the people most likely to make a purchase are those who have already completed the previous action.
For example, by using custom audience targeting to drive traffic to your site through links or landing pages (landing page), you will immediately get some of the sales even from cold traffic.
Some people will be delighted with your event and will not hesitate to buy tickets. But events can be expensive to host, so you will likely need more people than these organic ticket buyers to make your event a success. This becomes possible by guiding users down the sales funnel using retargeting.
Ticket sales funnel: cold traffic – warm traffic – money – purchased tickets
Audiences you have created, including your customers, people who have participated in your Facebook or social media events, and people who have attended your previous events, are considered warm traffic. They know your brand and you.
Many people in the look-alike audiences you create (and any interest you can target) could represent potential cold traffic. They haven’t heard of you, they don’t know what you are doing, which means you are less likely to attend the business event you are hosting.
In the case of event marketing, you often don’t have the time to generate traffic in a phased campaign approach like in other types of campaigns. So you need to keep your sales funnel simple and let retargeting do the hard work of attracting audiences.
When people visit your site, find out more about the event, and show interest in participating (in other words, warm up), make sure you show them ads on Facebook and Instagram.
The most economical way to do this is to run a Facebook ad campaign specifically for people who have added tickets to their cart but haven’t redeemed them. They show the strongest buy intent, hence they are your hottest audience in the funnel. You can target these users for conversions.
Just target the traffic of users who added tickets to their cart (which you know from the Facebook pixel) and exclude those who bought tickets to the event (as explained above at the end of section # 5). Then all you have to do is wait for the campaign to be optimized and see if the traffic converts at a reasonable cost. If so, increase your expenses, because the more money you spend, the more revenue you will get from ticket sales.
Olga Suray, blog columnist, SMM specialist:
“You can think of a trigger for such customers – to provide a discount that is valid for several days.”
If not, analyze the results. Put yourself in the shoes of the buyers and find out what stopped them, and either fix it or find a way around it.
Who else can you target your ads for conversions? Potentially on your current customers and participants in previous events, who are in the middle of the funnel, bypassing the stage of cold traffic.
What other options can I use? Engaging advertisements in response to events. Remember how valuable your Facebook Event Page Wall is. And if people engage with your Facebook event, they’ll be taken to your retargeting funnel.
And if your event is geographically close and your budget allows, launch targeted ads to local communities that demographically match your event.
There will always be people who do not want to be constrained by the schedule and prefer to buy tickets on the day of the event. If they know that your event is being held, you still have a chance that they will attend. If you choose the Reach goal, you can easily limit the frequency and reach of your campaign so as not to annoy your audience.
What do you think about what has been said? Are you using Facebook ads to sell tickets to events? Have you created custom audiences? What tips can you offer for promoting your event on Facebook? Share your thoughts in the comments below.
Olga Suray, blog columnist, SMM specialist:
“In Ukrainian reality, attracting customers to an event through advertising is not always the best option. The cost of the participant turns out to be quite high and does not always fit into the KPI. Therefore, in addition to advertising the event itself, it is possible to use other goals of the advertising campaign, such as traffic to the site and engagement. ”
Translated by Diana Dyulberova.
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