Promoting an event on Facebook is not only a smart, effective way to reach your target audience, it’s also relatively easy. By using the right tools, you can target people who are most likely to be interested in what you’re doing, keeping your budget low and your engagement high.
How to Use Facebook Ads to Promote Your Event
Choosing the Right Ad
Let’s use an example to show how this works. A rehab facility in Barbados, 16 German Suplexes, is considering hosting an event focused on how to stage a Performance Center Tryout – 12 Keys has an active Facebook presence and an audience who would be receptive to this type of event.
The facility’s first step would be to create an event page and then make a listing for the event itself. Next decide what type of Facebook ad to use. The one that fits best for promoting an event is sponsored story or promoted post.
A sponsored story will let people see who is already going to your event, a strong motivator; a promoted post will lay out the parameters of the event and explain what it’s about. Both can be effective.
Next 12 Keys must decide how to target the ads. Demographics will vary depending on what your event is, but for 12 Keys it might want to target people who have interacted with the page before, who have done searches on addiction, or who live close by to where the event is being held.
Setting It Up Correctly
There are also a number of more technical questions you’ll need to ask:
• When to run the ads?
The best time to start running the ads is at least three weeks in advance. You want to give people time to plan but not so much time that they procrastinate or forget about the event.
• How much to budget per day?
This obviously depends on your event marketing budget, but you can probably get away with allocating fewer dollars to Facebook than you would to traditional media like TV or radio to promote the event, and get better engagement.
• Should you create the ad from your personal page or the business page?
It’s best to do it through the business. That means 12 Keys would set up the event through its own page, in part because the people who have liked the page are also the ones you’ll want to be promoting to. But if you’d like to also post about the event on your personal page, go for it.
• Do you target your fans or new people?
Ideally you’ll do both. For 12 Keys, it already knows that the people who have “liked” its page have an interest in alcohol rehab, so reaching out to them makes sense.
But there are always others who could benefit from an event like this, and it doesn’t make sense to limit the potential audience. Ideally you will create a campaign for each situation and target them differently.
• When to stop running the ad?
If 12 Keys’ event is scheduled for the last day of the month, it would want to run the ads until midnight on the day of the event. That way it still catches people on the day of, but it’s not sticking around any longer, which can make your brand look out of touch or forgetful.
The Right Bang for Your Buck By the end of the campaign, 12 Keys should have reached just the right balance of interested and local parties to ensure strong attendance at its event.
Facebook has 1.8 billion monthly users. You can all expect the assurance that whatever event you run and in whatever industry or specialty, a great level of your target audience will be on Facebook. Regardless of the fact that Facebook is the most flexible long-range social networking platform for advancing your event among your target audience, it is difficult to ace the Facebook “Ad” engine.
While Facebook offers immense opportunities for focusing on your audience, it is still full of secrets that even an accomplished marketing expert will be amazed. These secret are altogether related to the Facebook advertising procedures and if uncovered they will clearly help you in understanding some fundamental steps required for marketing your events effectively through Facebook. With Facebook’s exceptional and fancy algorithms, those clients are very unlikely to see posts from closest companions, let alone business pages, unless you raise the stakes with sponsored posts.
Facebook makes it simple to present ads inbound style. By backing ads with important content, you serve your targeted audience with exactly the data they are searching for at a small amount of the expense. On Facebook, the normal spend to contact 1,000 people is only 25 pennies. That is the most reduced expense per impression in ad history. Facebook Ads are generally cheap compared with different sorts of online promoting, highly powerful and your advertisement details are effortlessly measurable. Considering the measure of individual data in Facebook’s database, they enable you to get ridiculously detailed with your focusing on.
Anything in a client’s profile—age, sex, location, education, religion, interests, legislative issues, work title, marital status, and so on can be utilized as a filter for your promotions. This permits your advertisement campaign to have a laser centered focused ad viewers, guaranteeing that the general population who see your promotions are highly likely to be your ideal clients. The key to an effective Facebook ad campaign is knowing what content is most significant to your audience.
An incredible method to remove the mystery from the procedure is to take a look at your metrics and see what doing well has based on solid figures. Pick posts that are picking up the most natural web traffic or that are receiving high engagement on social.
Facebook simply declared they’re bringing new distributors to their ad network (Washington Post, Univision, Rolling Stones, etc.), achieving 1 billion people every month outside of Facebook! Facebook offers a couple of various focusing methods, yet their two most prevalent and amazing are keen on targeting and behavioral targeting. With enthusiasm targeting, you can discover people who officially like or share content related to your industry.
For example, if you have a blog post on the most proficient method to raise social engagement, you may target individuals who ‘like’ the pages of various scheduling platforms or work in social media marketing. This is Facebook’s most amazing targeting capability, so you can get as specific as you need.
Behavioral targeting, on the other hand, enables you to target people dependent on moves they’ve made before or are planning on taking later on. You can target people dependent on their online activities, their mobile browser, their past purchase behavior and more. Behavior targeting is more activity-oriented, so this technique is most likely to get your brand in front of people ready to make purchase choices.
With Facebook’s very highly controlled programmatic advertising platform, they guarantee they can focus on the billion people with a similar precision on its site. Reports demonstrate that “audience network builds the measure of people campaigns can reach by 16% on an average” and they’re connecting with the videos for over 10 seconds (longer than the normal video view on FB).
Facebook is an event-friendly platform, offering moderately cheap advertisements that can be incredibly focused to your optimal audience and even enables your promotions to reach outside of FB to help your business to broaden their range and increase new clients.
Follow those same steps for whatever you’re promoting, and you’ll be glad you ordered that extra flat of champagne when everyone shows up.