So you’re planning an event and want to attract more attendees.
When it comes to promoting an event on Facebook – whether your event is small or large – there are a few key things to understand about reaching your target audience. Not ready to promote yet – but thinking about adding a Facebook Event listing in addition to your website or other listing platforms? Read this first!
How do you get around the elusive Facebook algorithm, cut through the clutter of cat videos, soap box rants and used couch postings and get your event seen? The answer is easy: you have to pay to play. Without boosting your event by creating Facebook ads, it can be hard to reach your ideal consumers organically. (Organically means you don’t put any money behind it and just wait for your event to be “found” on its own.) Before you get started, there are 3 key things to consider when promotion an event on Facebook.
Goals: Have More than One
One of the most important things to do before starting a Facebook Ad campaign for your event is to figure out what you most want to achieve. There are pros and cons to each objective. For example, if the objective is to get event responses, the ads may be more expensive, but you can send messages and event updates to those “interested in your event.” Additionally, Facebook will also share your event with those users’ friends AND remind them that your event is near. (You’ve likely seen alerts that your “Friend” is interested in an event near you in your feed or in your notifications.) This provides exponential bonus value beyond the original click – and should be an important part of any event strategy. On the other hand, an event ad to generate clicks to “learn more” about your event may give you a lower CPC (cost per click), you will miss out on being able to quickly engage those who might want to attend the event. We recommend run a mix of ads based on your budget and goals.
Consider Lifetime Budgets vs Daily Budgets
Let’s say you have the budget to spend $5/day on your ad for the duration of the campaign. Facebook will show the ad repeatedly until that $5 is gone – even if your target audience is not available, or it’s 3:00 AM and they’re half asleep. Consider using a lifetime budget instead of a daily budget. Facebook will utilize its analytics to show the ad at the right time to the right people, and stretch your budget over your campaign run. One day you might spend $2 and the next you might spend $10 – but the algorithm is smart and will maximize engagement to the best of its ability. Pro tip: you can also set time restraints on your ads to determine when your ads are shown.
Define your Audience
Targeting the whole metropolitan area is almost always NOT the best strategy for Facebook advertising. Detailing the interests of your audience will help ensure that your ads are seen by those most likely to be interested in your event.