Facebook Advertising For Events

Facebook Page on Event Ads

There are 6 custom audiences that can be targeted/retargeted for advertising about events:

Retargeting:

- People Interested/Going to BC Events in Past Year

- Any Eventbrite Visitors last 180 Days

- People Interested/Going to a specific event via Facebook

- People Interested/Going to a specific event via Eventbrite

(The bottom two overlap with the first so if you wish to target the widest audience possible select first two)

Targeting:

- Looklalike Audience People Interested/Going to BC Events in Past Year

- Looklalike Audience Eventbrite Visitors last 180 Days

Create an event ad to drive on-Facebook responses

• 1. Go to Beer Cartel event page

  2. Click on the event you want to target

  3. Click and then select Get More Responses, which will open Ads Manager.

  4. Choose the Engagement objective and select Event responses.

  5. Fill in your details for Audience, Placement and Budget & Schedule. Then click Continue. (Recommend those in Sydney within 17km + custom audiences of those engaged with any BC event on FB or Eventbrite + Lookalike audiences) - USE SAVED AUDIENCE: Past Event Attendees (Interest/Attended) & Lookalikes - Sydney Based

  6. Click Edit Placements - select only Facebook Feeds

  7. Click Format and Media to choose your creative.

  8. Under Page & Event, choose the Facebook event you want to promote (either select an event you’ve already created or enter a URL) and link your Facebook Page.

  9. Click Place Order.

https://www.facebook.com/business/help/366151833804507

About Event Engagement Custom Audiences

This feature is gradually rolling out and may not be available to you right now.

An Event Engagement Custom Audience is a type of Engagement Custom Audience that allows you to re-target people who've interacted with events - new and old - on your Page. You can use an Event Engagement Custom Audience in Ads Manager.

When you set up an Event Engagement Custom Audience, you can include and exclude people who have responded either Interested or Going to one specific event or any event on your Page.

§ By including people who show interest in your event, you can re-engage with them on new events, products or services and encourage them to take action. You can even include people who engaged with your event within a certain time frame.

§ By excluding people who've already responded to your event, you can potentially reach a new audience.

https://www.facebook.com/business/help/325746814515381

Create an Event Engagement Custom Audience

This feature is gradually rolling out and may not be available to you right now.

You can connect with people who've shown interest in attending your events by creating an Event Engagement Custom Audience. An Event Engagement Custom Audience allows you to include or exclude people who have responded Interested or Going to one specific event or any event on your Page.

Steps to create an Event Engagement Custom Audience

The following information only applies to things you can do from a computer right now.

To create an Engagement Custom Audience of people who've engaged with the Events on your page:

1. Go to your Audiences.

2. Click the Create Audience dropdown and choose Custom Audience.

Note: If you've never created an audience before, you'll see Create a Custom Audience button, not a drop down. Everything else will be the same.

3. Click Engagement.

4. Click Event.

5. Click the first dropdown and choose what type of engagement you want to use in your audience. For example, you could include "People who have responded Going."

6. Fill in the in the past field with the number of days you want to go back to find people who engaged with your Event for inclusion in your audience. We can go back up to 365 days.

Note: If you input 30 days and a person responded Interested or Going to the event 29 days ago, they'll be in your audience. However, if they don't respond the next day, they'll be removed from it. Anyone new who responds within the time you choose will be added to the audience. This means that the audience is constantly being refreshed, so you don't need to edit or create a new Event Engagement Custom Audience unless you want to change the time or type of engagement.

7. Click the Page dropdown and select the Page that has the event you want to use to create your audience.

8. Click +Select specific event(s) to easily search your events.

9. Optionally, click Include More and Exclude to add more criteria to your audience.

10. Add an audience name (and description, if you want to).

11. Click Create Audience.

Now your audience will start building and may take up to 24 hours to complete, depending on the time frame you chose.

https://www.facebook.com/business/help/274383999655692

Retarget people interested in going to your event

You can retarget people who responded to your event by using Connectionswhen creating your event ad. This feature lets you target people who've responded to any event, new or old, on your Page.

Retarget people interested in your event

1. Create an event ad.

2. In the Audience section of your ad details, click the Connectionsdropdown that says Add a connection type.

3. Choose Events and then choose People who responded to your event.

4. Click Save This Audience.

5. Fill out the rest of your ad details and click Continue to keep creating your ad. Click Confirm when you're done.

Once your event ad is reviewed and approved, it will start appearing to people who have responded to your event.