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!