Sell More Tickets with Facebook Advertising NACS 2018 June 27, - PowerPoint PPT Presentation

Sell More Tickets with Facebook Advertising NACS 2018 June 27, 2018

ShowClix Event technology provider of ticketing, marketing, and on-site operations Sell more tickets Create awesome experiences Discover more about their audiences

ShowClix Works With Consumer 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

• Keeps personal/business accounts separate Business Manager • Hub for pages & ad accounts • Multiple users & permissions Facebook business management • Easier data & reporting

• Facebook & Instagram ad creation Ads Manager • Track users • Audience creation Ad command center • Data & reporting

Tracking Pixels 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

Facebook Ad Objectives

Objective Selection Select your goal • Event awareness • Engagement • Selling tickets Consider • Run time • Time to event • Budget

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

Demographic Targeting Location • Cities, states, countries, radius Age • Any range over 13 Gender • All or any Languages • Select language for ad copy

Interest Targeting Interests • T opics related to event • T opics related to customer’s interests Behaviors • Spending habits • Traveling • Environmentally conscious • Etc

Connections 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

Advanced Audience Targeting Lookalike audiences • T arget those similar to your ticket buyers - Upload email addresses - Users who landed on your receipt page • Combine with Facebook’s data

Facebook Remarketing

Remarketing What is it? • Show ads to users who have: - Purchased tickets in the past - Visited certain pages of your site - T aken an action in your app Results • Highest ROAS • Highest ad engagement

Remarketing Ad Types Reminder campaigns • T arget users who landed on your site but did not land on receipt page • T arget 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 • T arget users who landed on your site but did not land on receipt page • T arget 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 • T arget those who landed on the receipt page • T arget 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 T ext: Best Practices T ext: Best Practices • CTAs in ad • Personalization - “Buy tickets now” - Use you, your - “Get your tickets today” - T erms specific to your customers interests • CTA button • Short & concise - “Book now” - Announce offer, dates, location - “Sign up” - Special details - “Learn more” • Urgency - “Tickets are almost gone, get yours now!”

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 Custom columns Excel Columns • Impressions • Number of orders • ROAS • Link clicks • Conversion value • Conversion rate • Cost

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 T ext Check • Rates image text • T ells 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!