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

Transcription

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

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

3 ShowClix Works With Consumer Shows Fandom Conventions Festivals Museums Attractions

4 Facebook Accounts

5 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

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

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

8 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

9 Facebook Ad Objectives

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

11 Event Awareness When to select Tickets are not yet on sale Growing & remarketing lists General brand awareness What to say Announcement of event dates & on-sale dates New guest secured Related, interesting content

12 Engagement When to select Increase Facebook following Increase post interactions What to say Release exciting news Run contests Event responses

13 Sell Tickets When to select Sell more tickets What to say Release day of on-sale Buy tickets ads Special promos

14 Facebook Ad Targeting

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

16 Interest Targeting Interests Topics related to event Topics related to customer s interests Behaviors Spending habits Traveling Environmentally conscious Etc

17 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

18 Advanced Audience Targeting Lookalike audiences Target those similar to your ticket buyers - Upload addresses - Users who landed on your receipt page Combine with Facebook s data

19 Facebook Remarketing

20 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

21 Remarketing Ad Types Reminder campaigns Target users who landed on your site but did not land on receipt page Target s 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

22 Remarketing Ad Types Discount campaigns Target users who landed on your site but did not land on receipt page Target s 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

23 Remarketing Ad Types Upsell campaigns Target those who landed on the receipt page Target s who bought tickets Feature in ad Sell merchandise, tickets to other events, VIP passes, parking passes, food/drink passes, etc

24 Facebook Ad Content

25 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

26 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

27 Facebook Ad Metrics

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

29 Ad Tools

30 Data Tool Google Analytics Tracks all website performance data Collects user demographic & interest data All digital marketing campaign data in one place

31 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

32 ShowClix Marketing Services

33 Marketing Services Marketing Expert Guidance Develop custom event marketing recommendations Assist in tracking and data integration setup Provide digital marketing platform training

34 Thank You!