Unless your event effortlessly sells out minutes after your on-sale, you need a strategy to promote your event to new and existing attendees. But what if you don’t have additional time or resources? You need to make smart choices — choices that don’t require more effort or money.
On Facebook, you choose exactly who should see your ads — and only pay for those impressions. The key lies in building the right type of target audience for your event. Read on to find out how you can reach your ideal attendees with Facebook targeting.
Whether you’re a bridal show that wants more local attendees or an international music festival looking for a global fanbase, your first step to reaching your potential attendees is by building your Saved Audience.
Facebook’s built-in Saved Audiences feature allows you to reach potential ticket-buyers based on their interests, behaviours, demographics, and location. This is the most basic way to target ads on Facebook. And the criteria you set within them is largely used to refine the other two types of audiences.
Saved Audiences: What are they?
Saved Audiences are the default targeting method for Facebook ads. To create your Saved Audience, you specify the types of people you want to reach, taking advantage of Facebook’s native targeting criteria. The criteria you select from includes:
• Interests: People’s hobbies, favorite activities, and favorite sources of entertainment. For example, if you’re hosting a beer festival, you might include people who list beer brands in their interests.
• Behaviour: Device usage and purchase behaviours. If you’re hosting a tech conference, you might target people who have the latest models of devices or complex purchasing behaviours.
• Demographics: Traits like age, gender, relationship status, education, and job titles. A leadership workshop might want to target individuals who have “manager” or “director” in their job title.
• Location Where people live (for example, your event’s city or neighbouring cities).
Saved Audiences: Why they matter
Once you define your Saved Audience, Facebook can serve your ads in the feeds of people who fit those criteria. Here’s how you can tailor your Saved Audience targeting:
• Make the net of people you hope to target as broad or granular as you want
• Target all Facebook users that fit certain criteria in a particular geographic radius
• Create multiple audiences to target within any one campaign — you might target a larger demographic locally and a more narrow one nationally, for instance
Once you define your parameters, your Saved Audience will be the foundation from which you build out other audiences.
Saved Audiences: How to use them
Through Facebook’s Ad Manager, create a name for your Saved Audience, choose parameters, and save this audience. You can even denote subsets of your demographic that you do not want to target.
Notice that Facebook provides a handy meter, which lets you know if your audience is too narrow or too broad. Try to hit that “defined” sweet spot where your audience is targeted, but not so targeted that you aren’t delivering many impressions.
The first event you create on Facebook is usually the hardest to market because you’re missing data. Thankfully, it gets easier. When you market your second (or third or 100th) event, you can target audiences based on data you already have.
Custom Audiences: What they are
Custom Audiences map your existing audience data to Facebook’s database. Serve Facebook ads to people who have already heard of your event, and remind them to sign up. Create Custom Audiences using your own data, such as:
• Contacts: Data from your own contact lists (like past attendee email addresses)
• Website visitors: Your website visitors which can be tracked using a Facebook Pixel
Custom Audiences: Why they matter
It’s rare that people “convert” to a ticket sale the first time they hear about your event. They might learn about your event through a friend’s social media post, visit your website to learn more, and have an offline conversation with another friend the next day.
The turning point might come when they see your Facebook ad, which serves as a reminder to sign up. People are 80% more likely to convert to a ticket purchase through ad “retargeting” (targeting people with ads who have already visited your website and/or ticketing page) than through a normal campaign.
If you’re an Eventbrite customer taking advantage of the partnership with Facebook, your Facebook ad can include a “Get tickets” button. This makes it easy for people to click and buy from their smartphone, in the moment they see your ad.
Custom Audiences: How to use them
In Facebook’s Ad Manager, select “Audiences” from the menu in the top left. Then select “Create Audience” and “Custom Audience.”
Choose which type of data you would like to use (for example, your existing mailing list of people, website visitors, or mobile app users) and choose any restrictions (such as a timeframe). Give your audience a name and click “Create Audience.”
While it’s important to retain your most loyal attendees, the only way to grow your event is to help others discover your event. It stands to reason that your potential attendees might have qualities in common with the ones you already have. So instead of paying to promote your event to millions of uninterested people, target those most likely to attend using Lookalike Audiences.
Lookalike Audiences: What they are
Using Facebook’s matching algorithms and custom audience tools, create an audience that looks like your known audience. Facebook will find other users who are demographically and behaviourally similar to those you already have on your list.
For instance, you can create Lookalike Audiences that are similar to your website visitors, email subscribers, or existing ticket buyers. These are people who are statistically likely to be interested in your event.
Lookalike Audiences: Why they matter
Retargeting ads attract those who’ve already heard of your event or interacted with your brand. But to expand beyond this limited audience, you need to find new people to target. That’s where Lookalike Audiences come in.
Lookalike Audiences: How to use them
In Ads Manager, look for Custom Audiences you’ve already saved (or create a new one). Check the one you want to mimic, then select “Actions” and “Create Lookalike.” You can choose a geographic region to target, and decide how wide of a range you’d accept. A narrow range will give you a smaller audience, but a closer match.
Create Lookalike Audiences with your Eventbrite data
If you’re an Eventbrite customer, use ToneDen to automatically pull your event data into Facebook and create an audience tailored to your event brand. You can create Lookalike Audiences of past attendees or event page visitors, for instance.
ToneDen can also help you target buyers who look like buyers of a specific high-value ticket type, like VIP tickets or all-festival passes.
Once you’ve identified the most effective audience for your Facebook advertising, you’re ready to create and test your ads.
Facebook prioritises content it deems more relevant for users and gives it prominence in your audience’s feeds. When your audience responds to your ad with clicks, likes, and shares, Facebook gives it a “relevance score,” and that score impacts your ad spend. The higher the relevance score, the less expensive your ad will be.
Design your ads intelligently, test them regularly, and most important of all, get them in front of the audience that counts.
Ready to integrate all your data so you can create optimal Facebook ads? Contact us or give us a call at 1800 902 225 today.
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