How to Master Facebook Advertising and Sell More Tickets
Fed up of not seeing results from social media? Or maybe you’re looking for a better way to spend your marketing budget? Then you’re in the right place. Whether you’ve never used Facebook Advertising before, or you have but are interested in learning how to improve your ROI and sell more tickets, this guide will give you the skills you need to get your event in front of your ideal audience and convert them into ticket buyers.
How To Use Facebook Ads For Events
Facebook has around 2 billion active users. If your target audience (potential ticket buyers) is to be found anywhere online, the chances are they’re on Facebook – and therefore you need to be there too and know how to reach them.
But unless you’re a large brand with a huge number of page likes, getting your event in front of the right audience on Facebook might seem difficult. If you don’t want to spend any money, then it will be. But if you have a budget, even a small one in the hundreds then Facebook Advertising is a highly effective way to spend it and maximise your return on investment.
Facebook is a great place to advertise not just because it has such a large audience, but also because it allows you, the advertiser, to be incredibly specific about who exactly in that audience you wish to target This means that you never waste money advertising to people who won’t be interested in your event.
How To Use Facebook Ads To Sell Tickets
We’re going to show you how to completely demystify Facebook’s complexity with a few key insights and tactics that will turn you into a Facebook advertising and ticket selling pro. Two of the main talking points we will cover in this guide are targeting and getting your ad manager in shape.
Targeting is everything, and it’s important to understand why targeting is so crucial when we’re talking about Facebook Ads.
There are 2 main reasons for this:
- Facebook’s targeting features make it arguably the most powerful advertising platform available. If you want to drive real revenue from Facebook, you need to know how to use the targeting tools properly and get the most out of them.
- Facebook uses Relevance Score to determine how much it charges you to run your ads. When you run an ad to a given audience, Facebook quickly analyses how well the audience is responding to your ad. Are they clicking on it, liking it, sharing or commenting on it? Facebook uses these responses as an indicator of how relevant the ad is to the audience, and gives it a score out of 10. Facebook uses this relevance score as a major factor in determining how much it will charge you to run this ad.
Many people make the error of creating Facebook ads without setting up the right ways to properly test and measure the effectiveness of their ads. Without doing this it becomes hard to see where your money is being spent and, more importantly, where it’s being wasted! So, it is important to get your ad manager in shape. Making sure you have the Facebook pixel installed on your website or ticketing site is a fundamental part of running successful campaigns.
What is a Facebook Pixel?
- The Facebook Pixel is a little bit of code that is placed on a website to “cookie” (or track) people that visit the site. What does it do? The pixel allows you to:
- Target people who have visited your website with ads.
- Set up conversion events1 to measure the success of your ads by recording what actions people take on your website AFTER they’ve clicked one of your ads e.g. which pages did they look at, what purchases did they make?
Without the pixel, you can’t target the right people, and you can’t measure how effective your ads are at generating ticket sales (amongst other things). For example, the pixel can tell you exactly which campaigns or ads are driving ticket sales at a good ROI, and which ads are wasting your money. This is incredibly useful data for event organisers trying to effectively manage their marketing budget.
Our guide will cover how to set up a Facebook pixel, structuring your campaign, and the 3 different types of audiences.
Learn About Facebook Event Retargeting
A common experience we hear from someone who tried Facebook Ads to market their event goes as follows:
I spent a bit of money boosting some of my posts or doing a campaign targeting a Saved Audience. I got some fairly cheap traffic to my site which was great, but hardly any ticket sales from it, so I stopped using it.
Sound familiar? Can’t figure out why?
When you display an ad on Facebook, it’s unlikely this process has occurred for the user. Therefore you can’t really be surprised if someone clicks your ad, but leaves your site without converting (buying a ticket). It’s an annoying truth, but fortunately, it’s one we can do something about. This is where Custom Audiences and retargeting come in.
Retargeting simply means targeting people with ads who have already visited your website and/or ticketing page.
Why do we do this? As explained above, people come to our site, but don’t convert on that first interaction. We need to retarget them to bring them back to the site at the point when they are ready to convert. Retargeting is extremely effective because we’re targeting people who are already aware of us and are interested in our event. We know they are, because they’ve already visited our website!
What to Know About Retargeting.
- People are 80%more likely to convert through retargeting than through a normal campaign.
- Custom Audiences are what provide this ability to retarget people who have visited your site.
- When someone clicks on your retargeting ad, that click costs you -43% less compared to a regular ad.
Our guide will cover how to create a custom audience, how to target your custom audience with ads, and lookalike audiences.
Get your copy of the guide now by filling out the form on this page.