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!
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