Facebook advertising comes in many shapes and forms, and one of them is event advertising.
To extend your reach on the platform, you can promote your event through Facebook advertising specifically meant for events – these ads clearly provide your event information, with clear links to buy tickets to the event.
There are two main types of event ads, which you can set up by clicking the “Boost Event” button on your event, or the “Get More Responses” or “Sell More Tickets” buttons in the “More” dropdown on your event.
Boosting posts is another advertising option if your goal is to increase engagement with your audience. When you boost a post, your ads will be optimised to reach people within your audience who are likely to interact with the content you share.
What to consider in a Facebook advertisement
When setting up an ad campaign, follow these three steps:
- Drive awareness. Create a “launch moment” when your lineup is announced or tickets go on sale. Let past attendees know about upcoming events, but exclude anyone who’s already responded to your event.
- Drive consideration. Get people to start planning with friends by highlighting premium experiences to past attendees, or to friends of anyone who’s attending.
- Retarget event interest. Don’t lose potential attendees who have shown interest. Retargeting is an advertising technique that surfaces your ads to people who have already engaged with your event, but may not have bought a ticket. Use retargeting as an opportunity to stay top-of-mind, with last-minute messaging that drives urgency.
Who should you be talking to?
To collect event responses or sell tickets, you can use event-specific audience targeting (available the Ads Create Tool), including:
- People who responded to your event to convert interest into ticket sales
- Friends of people who responded to your event to reach other interested audiences
- Exclude people who already responded to your event to avoid advertising to people who have already purchased tickets
- People who viewed or responded to any of your previous events to reach people who showed interest in or attended previous events
You can learn more about targeting options for events in this post from Facebook.
If you install a Facebook pixel on your ticketing page, you can also build custom or “lookalike” audiences. Lookalike audiences are made of people who share similar traits and interests with customers who’ve purchased tickets.
If you install a Facebook pixel on your ticketing page, you can also build custom or “lookalike” audiences. Lookalike audiences are made of people who share similar traits and interests with customers who’ve purchased tickets.
You can use these audiences to optimize your ads for ticket sales, and gain the data you need to attribute these sales back to your Facebook ads. Find out more about Eventbrite and Facebook ads, here.
To get started, download our free guide, How to Use Facebook Events to Sell More Tickets.
