How to Use Facebook to Advertise to the Right Event Audience
If you’re not using Facebook to advertise your events, you’re missing out on a great opportunity. Discover how to get the most out of it.
Facebook Events is one of Facebook’s many powerful marketing tools that you can use to engage with your audience. It’s a comprehensive feature that offers pretty much everything you need to spread the word about your event.
The fact that 700 million users market their events through this tool speaks volumes about its effectiveness. What’s more, around 35 million people view one or more public events on their feed every day. So how do you make sure yours is one of them? Here’s what you need to do:
1. Get the First 15 Attendees
Before you can share an event with your audience, you need at least 15 people to respond that they’re coming. You can add your friends manually, or choose from Facebook’s suggestions of people who are likely to attend.
If you decide to add your friends, make sure to do it selectively. Choose only those who are sure, or at least very likely to come. You can share the event on your page and ask the venue and organisers to do the same. This way, you’ll get those first 15 people in no time.
Before you do this, though, make sure that the way you present your event is well-designed and interesting. Use clear images, concise description, and an inviting call to action. Since you’ll have to devote some effort and money into advertising your event on Facebook, you’ll want to make sure it’s as engaging as possible.
2. Create Lookalike Audiences
Lookalike audiences are one of the best ways to target those who are most likely to come to your event. To create one, you need data on an existing audience based on different factors.
For example, if you run a business that is hosting the event, you can upload the customer database either as a .csv file or by copy-pasting data. This will create a reference audience for your lookalike audiences. When you’ve uploaded customer data and created an audience, just to go Create a lookalike audience, choose a region, then click Create.
You can do the same for other audience types as well. If you don’t have any customers yet but have already hosted an event, you can create a lookalike audience based on previous attendees. Of course, you should only do this if people have attended an event similar to the one you’re advertising, or if you believe they’ll find it interesting.
Lastly, you can create custom and lookalike audiences based on people who have engaged with your event or social media profiles.
Under How Do You Want to Create This Audience, click Engagement. You’ll then get a question asking what you’d like to use to create your audience. You can choose Event, Instagram Business Profile, or Facebook Page.
This option is most suitable if you still don’t have a big online presence or loyal customers. You can use the following you’ve amassed so far to expand your reach. From the audience creation window, you can do the following:
- Choose the level of engagement that you want to use to create an audience
- Select a timeframe of engagement
- Exclude irrelevant parts of your audience
Who you’ll exclude from the ad will likely depend on your own preferences. However, as a rule of thumb, there’s one group that you should always exclude – ticket purchasers. If they’ve already bought tickets, why show them the ad again?
The main reason why this is important is that it preserves a high relevance score. In addition, it saves you from getting negative feedback, which can raise the cost of your campaign.
An easy way to do this is to create new custom audiences regularly based on those who’ve bought tickets. After that, when creating your ad, you can exclude this audience from your target.
3. Create a Simple Conversion Funnel
A big portion of people in your lookalike audiences have never heard of you or your event. They fall under the cold traffic category. This means that they need to go through a conversion funnel to buy tickets, unlike those who’ve heard about or attended your event.
More often than not, you won’t really have the time for a phased campaign. Instead, you’ll want to create a simple funnel that will yield the best results.
To do this, you’ll want to create an ad primarily focused on Conversions, which you can choose from the ad objective menu. From there, you can retarget various audiences.
The best way to increase conversion is to target those who’ve already added tickets to your event to their cart without completing the purchase. These are leads that might only need a small nudge in the right direction for them to attend your event.
In addition, one of the best ways to draw in those who’ve never heard of you is by setting Engagement as your campaign objective. This is why we mentioned that your event page needs to be well-designed and inviting. Make this happen and Facebook will give you a chance to showcase your event and increase engagement. Then, you can retarget these audiences with your conversion campaign.
Whatever your objective, raise the budget as you see the results coming in. When it comes to Facebook ads, more money in results in more money out.
Spread the Word
As you can see, the process of targeting the right people with your Facebook Event campaigns is quite straightforward. In just a few steps, you can set up a campaign that will expand your reach and boost your attendance.
Of course, this doesn’t mean you’ll necessarily get it right the first time. There are many options that Facebook event advertising offers, and even a minor tweak can make a world of difference. This is especially true when creating audiences, since you can use so many variables. If this is your first time advertising on Facebook, experiment a little until you see what works.
And if you need some help understanding the way Facebook event ads works, look no further than Growth Marketing. Contact us to schedule your free social media growth strategy session.