6: Create your traffic/conversion funnel
The events are fun! People like to attend them, so, as a general rule, they do not need a particularly complicated sales to funnel. But just like any Facebook ad campaign, the people most likely to complete a purchase conversion are those who have already done the previous action.
For example, if you have used custom audience targeting to drive traffic to your website with the link click or landing page view goals, you will get some sales immediately, even from cold traffic.
Some people will be enthusiastic about your event and will not hesitate to buy them. But events can be expensive to run, so you’ll probably need more than these organic headlines to make your event a success. This is where reorientation comes into play as you move users to the funnel.
Audiences that you have created and that include your customers, people who participated in your Facebook event or social media channels and people who attended your previous events are considered warm traffic. They know who you are and what your brand is about.
Many people in the simulated audiences that you created (and any interest you may use) are potentially cold traffic. They have not heard of you, they do not know what you are doing and they are less likely to attend a business event that you are organising.
With event marketing, you often do not have time to generate traffic in a staged campaign approach as you would with other types of campaigns. Therefore, you must keep your funnel simple and let reorientation do the heavy lifting with engaged audiences.
Once people have visited your website, they have learned more about the event and have shown interest in attending (in other words, they have warmed up), be sure to show them ads on Facebook and Instagram.
The most profitable way to do this is to publish an advertising campaign on Facebook specifically for people who added tickets to their cart but did not. They have shown the highest intention to buy and, therefore, are the fruit that hangs most in the funnel. You can address this group of users with the goal of Conversions.
Just go to the traffic that is added to the car (which you know of the Facebook pixel) and exclude the buyers (as explained at the end of section 5 above). So, all you have to do is wait for it to be optimised and see if it will be converted at an acceptable cost. If so, expand the expense because more money equals more money.
If not, analyse the results. Put yourself in the place of the buyer and find out what stopped them, and solve it or find a way to avoid it.
Who else can you contact with Conversion announcements? Potentially, your current customers and those attending the previous event that will start in the middle of the funnel, avoiding the cold traffic stage.
What other objectives could you execute? Participation announcements in the form of event responses. Do you remember how valuable is the wall of your Facebook page? And if people participate in your Facebook event, they will fall into their reorientation cube.
And if your event has door sales available and your budget allows, Reach target notices to the local community that fits your demographic event.
There will always be people who do not want to be closed and prefer to buy tickets on the day of an event. If you know that your event is underway, you still can attend. If you choose the Reach goal, you can easily limit the frequency and scope of the campaign to avoid disturbing your audience.
What do you think? Do you use Facebook ads to generate ticket sales for your event? Have you created some of these personalised audiences? What advice can you offer to promote your event on Facebook? Please share your thoughts in the comments below.