If you are organising an event, it is crucial that you communicate this effectively to your target audience in order to achieve maximum results. Make sure that as many people as possible are aware of the programme and are encouraged to buy tickets.
One of the best ways to do this is by running ads on Facebook. The two main types of campaigns you should use to attract targeted customers are event response ads and conversion ads. The latter should be optimized for purchases.
Event response advertising is a good way to let people know about your event and its details, and it's also a great way to sell tickets.
The advantages of event response ads:
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Increase the visibility of your event, get the word out to your potential target audience
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Activates your potential target audience → Event feedback (Options: Yes, Maybe, No) is collected on Facebook, which often appears on the message boards of people whose friends have inquired about the event, reaching even more people
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Those who have reacted to the event will receive ongoing notifications and reminders of posts under the event, increasing conversion rates
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Boosts ticket sales → It's important to always include a link in your event description, where people can buy tickets to your event
If you create a Facebook event that you want to promote later, these are the things to look out for:
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Include all relevant information (date, location, price, other important event-specific info, etc.)
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Include a link, preferably to the ticket purchase page or to the main page of your event
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Post x number of times relevant information below the event
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Include a CTA at the end of the post with a link to buy tickets
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Post pictures from your previous similar event so that potential attendees can see what to expect, as this will go a long way in helping them make a purchasing decision
However, in addition to event advertising more emphasis should be placed on conversion advertising, optimised for purchase,as this is the campaign objective that will really boost ticket sales.
If you want to weight the budget, you should start with a ratio of 70-30 in favour of conversion ads, and then continuously analyse the results of the ads already running (event response vs. conversion ads) to decide how to weight the budget going forward.
What is our experience with event advertising?
Most recently we advertised a full day conference where the results spoke for themselves. We far exceeded the number of participants from the previous year, thanks to well-optimised Facebook ads.
What does this mean in terms of numbers? Let's see!
Amount Spent: 197.972 HUF
Revenue: 1.120.300 HUF
Return On Ad Spent - ROAS: 5.66
