How to promote my event on Facebook? 2/2

How to promote my event on Facebook? 2/2

After hav­ing out­lined the basics of Face­book adver­tis­ing in a first arti­cle, in this sec­ond and final part we will help you mea­sure the per­for­mance of your cam­paigns and opti­mise them!

1/ KPIs to track and optimisation

In this part, we will have to dis­tin­guish between two types of adver­tis­ers: those who sell on their own web­site using the Weezevent wid­get and those who use the Weezevent min­isite.

a/ You have your own website and have control over it:

In this case, you will be able to eas­i­ly imple­ment the Face­book pix­el (track­ing code). It will allow you to send the num­ber of tick­ets sold direct­ly to the inter­face. You can also cre­ate “remar­ket­ing lists” and retar­get users who have not made a pur­chase for exam­ple. What will be impor­tant here are con­ver­sions (a user who bought a tick­et). Your main per­for­mance indi­ca­tor will be the pur­chase of a tick­et via Face­book and you will opti­mise your cam­paigns based on con­ver­sions.

b/ You use Weezevent’s minisite:

You don’t have a web­site and can­not insert the pix­el? Don’t wor­ry, oth­er indi­ca­tors will let you know how your cam­paigns are per­form­ing! More specif­i­cal­ly, you can track the num­ber of clicks to your web­site and the aver­age CPC (cost per click). Depend­ing on the tar­get­ing, CPCs will be dif­fer­ent and you will be able to know which ones bring you the most traf­fic, at a low­er cost.

c/ Bidding strategies

Whether you have your own web­site or not, you will have to set up a bid­ding strat­e­gy. This strat­e­gy will affect your bud­get. You have two pos­si­bil­i­ties: you can let Face­book man­age the bid­ding for you or you can take care of it your­self. If you are new, the first solu­tion will allow you not to wor­ry too much about the costs and the sys­tem will opti­mise the bid­ding for you. You will pay CPM (cost per 1,000 impres­sions = ad views).

If you want total con­trol over your cam­paigns and bids, the best bet is to switch to man­u­al bid­ding. You have two options: Pay for CPM or CPC (cost per click).

d/ The main optimisations

Here are some indi­ca­tors to track:

  • The num­ber of tick­ets sold (if you use your own web­site)
  • The num­ber of clicks you will gen­er­ate for your event
  • Aver­age CPC
  • Click through rate (or CTR). It will let you know if your ad gen­er­ates inter­est from the web users you have tar­get­ed

Even if your cam­paigns are lim­it­ed in time, you will be able to opti­mise them using the above men­tioned KPIs you will fol­low. If a set of ads costs a lot of mon­ey with no result, you can low­er the bid or sim­ply put it on hold.

You can also test ads. Not all ads have the same impact on peo­ple. Test dif­fer­ent hooks, dif­fer­ent titles, dif­fer­ent pic­tures and see which ad is the most pow­er­ful!

The more sub­tle opti­mi­sa­tions will be done on a case by case basis so I can­not give gen­er­al rules. Take into account the num­ber of clicks that you will gen­er­ate, the bud­get that you can ded­i­cate to it, your indus­try. You can’t com­pare two Face­book cam­paigns: the affect­ed users are not the same, nei­ther is the indus­try or even the length of the cam­paign.

2/ Experts tips

In con­clu­sion, here are 10 tips to run a suc­cess­ful Face­book cam­paign:

  • Think about your cam­paign struc­ture before­hand: Who is my tar­get audi­ence? Who do I want to reach? On which devices?
  • Seg­ment: I will nev­er say it enough but it’s key. And it is cor­re­lat­ed with the first point. We don’t cre­ate a Face­book cam­paign with­out think­ing about its pur­pose.
  • Ide­al­ly, you should seg­ment your cam­paigns by gender/age/device/interests
  • Reg­u­lar­ly mon­i­tor the per­for­mance of your cam­paigns so you don’t get sur­pris­es
  • Mon­i­tor your bud­get! The min­i­mum per set of adver­tis­ing is €5 per day, expens­es can quick­ly go up!
  • Don’t wait until the last minute! You can start run­ning your ads for 3 weeks to a month before your event. And don’t hes­i­tate to con­tin­ue for the dura­tion of the event.
  • Pay atten­tion to your visu­als: on Face­book, the design is impor­tant. We must catch the eye of the inter­net user, who is con­stant­ly solicit­ed. Be unique. Stand out.
  • Update your ad. Using the same ad (image + text) for the whole dura­tion of your cam­paigns is not ide­al. High­light the dates, set a count­down, and last minute news.
  • Feel free to put ads that do not work on hold and test oth­ers.
  • Final­ly, do your research. Whether with SEM experts or direct­ly on the inter­net, you can find ideas, meth­ods and solu­tions to opti­mise your cam­paigns. You will nev­er be alone, and this is the most impor­tant!

Face­book is an extreme­ly pow­er­ful and grow­ing acqui­si­tion chan­nel, so try it out!

You too can plan your event eas­i­ly with Weezevent by click­ing below:

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