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!