Sell More Tickets with Facebook Advertising...Sell More Tickets with Facebook Advertising NACS 2018...
Transcript of Sell More Tickets with Facebook Advertising...Sell More Tickets with Facebook Advertising NACS 2018...
Sell More Tickets with Facebook Advertising
NACS 2018 June 27, 2018
Sell more tickets Discover more about their
audiences
Create awesome experiences
ShowClixEvent technology provider of ticketing, marketing,
and on-site operations
ShowClix Works WithConsumer Shows Fandom Conventions Festivals Museums Attractions
Facebook Accounts
Facebook Advertising
Why run Facebook ads? • Reach customers where they spend a lot of time
- 10x visits per day
- 2 billion active users
• Several ad formats & targeting
• Fits any budget type
• Fits any event type
Business ManagerFacebook business management
• Keeps personal/business accounts separate
• Hub for pages & ad accounts
• Multiple users & permissions
• Easier data & reporting
Ads ManagerAd command center
• Facebook & Instagram ad creation
• Track users
• Audience creation
• Data & reporting
Pixel usage • Gain ticket sales & conversion values
• Learn demographic & affinity interests
• Collect users for future campaigns
Pixel set up • Place on all pages of your site
• Place on all event listing pages
Tracking Pixels
Facebook Ad Objectives
Select your goal • Event awareness
• Engagement
• Selling tickets
Consider • Run time
• Time to event
• Budget
Objective Selection
Event Awareness
When to select • Tickets are not yet on sale
• Growing email & remarketing lists
• General brand awareness
What to say • Announcement of event dates & on-sale dates
• New guest secured
• Related, interesting content
Engagement
When to select • Increase Facebook following
• Increase post interactions
What to say • Release exciting news
• Run contests
• Event responses
Sell Tickets
When to select • Sell more tickets
What to say • Release day of on-sale
• Buy tickets ads
• Special promos
Facebook Ad Targeting
Location • Cities, states, countries, radius
Age • Any range over 13
Gender • All or any
Languages • Select language for ad copy
Demographic Targeting
Interests • Topics related to event
• Topics related to customer’s interests
Behaviors • Spending habits
• Traveling
• Environmentally conscious
• Etc
Interest Targeting
Users connected to your event • Users who like your Facebook page
• Friends of users who like page
• Users who responded to event FB page
• Those who’ve used your app
Exclusions • Users who responded, liked, or used app
Connections Targeting
Lookalike audiences • Target those similar to your ticket buyers
- Upload email addresses
- Users who landed on your receipt page
• Combine with Facebook’s data
Advanced Audience Targeting
Facebook Remarketing
Remarketing
What is it? • Show ads to users who have:
- Purchased tickets in the past
- Visited certain pages of your site
- Taken an action in your app
Results • Highest ROAS
• Highest ad engagement
Remarketing Ad Types
Reminder campaigns • Target users who landed on your site but did not land on
receipt page
• Target emails who bought tickets last year but did not purchase tickets this year
Feature in ad • Something they may have missed
- A new guest
- Popular exhibit
- Any new announcement
Remarketing Ad Types
Discount campaigns • Target users who landed on your site but did not land on
receipt page
• Target emails who bought tickets last year but did not purchase tickets this year
Feature in ad • A ticket discount in the form of a coupon code
• Coupon expiration date
Remarketing Ad Types
Upsell campaigns • Target those who landed on the receipt page
• Target emails who bought tickets
Feature in ad • Sell merchandise, tickets to other events, VIP passes,
parking passes, food/drink passes, etc
Facebook Ad Content
Ad Content
Text: Best Practices • CTAs in ad
- “Buy tickets now”
- “Get your tickets today”
• CTA button
- “Book now”
- “Sign up”
- “Learn more”
• Urgency
- “Tickets are almost gone, get yours now!”
Text: Best Practices • Personalization
- Use you, your
- Terms specific to your customers interests
• Short & concise
- Announce offer, dates, location
- Special details
Ad Content
Image: Best Practices • High quality event photos
• Image/text rule
- Less than 20% text
• Include logo
• Promos
- Display on image
• Image types
- Single image, carousel, videos
- At least 3 images per ad campaign
Facebook Ad Metrics
Columns
Preloaded columns • Impressions
• Link clicks
• Cost
Custom columns • Number of orders
• Conversion value
Excel Columns • ROAS
• Conversion rate
Ad Tools
Data Tool
Google Analytics • Tracks all website performance data
• Collects user demographic & interest data
• All digital marketing campaign data in one place
www.mycompany.com/?utm_source=Facebook&utm_medium=conversionad&utm_campaign=June2018Sale
Image Tools
BeFunky • Design tool to create images & professional quality
graphics
• Resize images
• Edit photos
Facebook Text Check • Rates image text
• Tells you if your reach will be affected
ShowClix Marketing Services
Marketing Services
Marketing Expert Guidance • Develop custom event marketing recommendations
• Assist in tracking and data integration setup
• Provide digital marketing platform training
Thank You!