5: Create four custom audiences to target with Facebook ads
When you set up the orientation for your Facebook campaign to generate ticket sales for your event, it is essential to divide the creativity, copy, call to action, etc., as well as the audiences themselves. Interest targeting will work in some cases, but your best and safest audience to get some purchase conversions is with four main personalised audiences. Let’s see how to build them step by step.
Your current customers + Lookalikes
If your company is organising an event, it is very relevant for your clients. As long as your customers’ data has been collected with marketing permission (check local laws in case of doubt), you can upload customer data to Facebook to create a personalised audience.
To do so, open Business Manager and select Audiences in the Assets column.
Once in the Audiences menu, click Create Audience and select Custom Audience on menu.
Next, you’ll see a list of options which you can base a custom audience. For this audience, choose Client File so you can upload your customer data.
To create your audience, your options are to load your customer database as a .csv file, cut and paste data from it, or import the data from your MailChimp account.
For this example, select Add clients from your file or Copy and paste data.
Next, specify the source of the data, upload your file and give your audience a name. When you are finished, click Next.
Facebook then maps the data to the available identifiers. In the image below, there are four mapped data fields: name, surname, email and phone number.
If everything looks good, click Load and create and the list will begin to populate.
Facebook analyses the data so that it can not be pirated or stolen and used to identify its customers. You will see the message below if the load is successful.
The next step is to create a similar audience. By doing this, Facebook will select an audience to guide according to the typical characteristics of its current customers of the original database. When you see the page, click Create a similar audience. Then you are asked to choose a region and click Create.
Now you have your first personalised audience and similar audience to use in your campaigns!
Previous assistants + Couples
If you have done this event before or it is sufficiently similar to a previous occasion that the same people will be interested, you can create a personalised audience (and the subsequent similar audience) of your last attendees.
Follow the same steps described above, but this time use your database of attendees to the previous event instead of your clients. Be sure to name this audience in an easily identifiable manner, so you can compare your performance indicators later and not get confused.
It also creates a similar audience. This audience will include people who have attributes that match their previous assistants, which can be an effective way to guide their campaign.
People who have committed to your event + Lookalikes
It is likely that there are people who are interested in attending your event and who have consulted the page of your event but have not yet purchased the tickets. Because they have indicated interest in your event by participating, you can create a personalised audience based on this commitment and use it in your campaign.
Start the process in the same way as the custom audience you created from your customer database. When you get to the screen, How do you want to create this audience?, Select Commitment.
Next, you will see the options for creating a custom audience based on the commitment. Choose the event option.
Then you see the audience creation window. Here you can choose options for the level of commitment that people have shown in your Facebook event, select a time frame for that engagement and exclude anyone you do not consider relevant from your audience.
Because Facebook will only allow you to use these audiences in campaigns if they are large enough (you need 1,000 people to meet the criteria), you may need to experiment to find one that meets your needs.
If you have a large-scale event, you can make these conditions quite detailed. However, if you are a smaller business with a more locally focused event, keep them full enough so that enough people have made the commitment necessary to be added to the audience.
You can create as many publics as you want and choose which ones to use later once they have been filled in and have the indicated size.
For this example, create your audience according to the people who answered “In progress” or “Interested”, but exclude people who have already purchased the tickets.
Once you have created this custom audience, you will also be asked to create the lookalike. As with previous audience segments, it is a good idea to do so and evaluate this audience in your campaign.
People who have committed to your Facebook page or Instagram account
As with the previous custom audience based on your commitment to your Facebook event, you can also create audiences based on your commitment to your Facebook page and your Instagram business profile.
If you have been posting relevant and engaging content on your brand channels that align with the theme of the event, it is likely that people who have committed to you are open to hearing about your event.
As with the previous audience segment, start by going to Audiences to create a new personalised audience. When asked how you want to create this audience, choose Commitment again and then select Facebook Page.
Unlike other custom audiences, I do not use the similar option here. I do not think that people who “look” committed to their Facebook page have enough intention to buy an event ticket. However, if you think this will work for your page, create the lookalike and add it to the mix.
Next, you can create a personalised audience with similar participation with your Instagram business profile. Keep in mind that you can not create this type of personalized audience for an Instagram personal profile. It has to be an Instagram business profile that is connected to your Facebook page and your Business Manager account.
As with the Facebook audience, create a new custom audience based on engagement, but this time select the Instagram Company Profile option.
In the audience creation window, you can choose a specific period and specific participation parameters with your business. Again, you need that minimum magic number before this hearing can be used in a campaign. Depending on the level of commitment of your Instagram account, adjust the options accordingly.
Remember that this audience will only serve you if the content you post on your Instagram aligns with the primary purpose of the event.
Always exclude buyers
When running a Facebook campaign, it is often more critical who to exclude from your orientation than to include. To maintain a high relevance score and a low level of negative feedback (which affects the cost of your campaigns), make sure that the audience that sees your ads is open to the messages they contain.
If someone has already purchased tickets for your event, handing out ads to buy tickets is a waste. So, how do you exclude ticket holders? There are a couple of ways to achieve this.
First, you can extract a database of events daily and create a custom audience as in the first example, but this time composed of people who already have entries. Then, when you build your ad target, select this audience to exclude. While this tactic is very accurate, it can consume a lot of time because you must always create and modify the orientation of your ad.
The easiest way is to use your website and pixel data. With the URL that is displayed when a ticket purchase is completed (either a thank-you message, a receipt, or a confirmation pop-up window), create a personalized audience based on website traffic to exclude people who have already purchased a ticket.
When you create this custom audience, select Website Traffic.
In the audience creation window, configure the parameters of your audience according to the activity of the website, including the pages visited and the time on the page.
In the following example, once a purchase is processed, a unique receipt URL is sent to the user, but all the URLs “contain” the “/ receipt /” parameter. If you have a specific landing page for the purchase confirmation, you must select the same URL and paste the exact URL in the box.
Finally, name your audience and add a description if you wish. Next, click Create audience.