You have confirmed your sponsors, secured a venue and nailed your conversation. Now is the time to promote your event. With two billion users, Facebook is the place to advertise. But whether you’re a seasoned social media marketer or brand new, Facebook advertising can be tricky.
You do not have to do it alone. Use these tips to improve your skills and learn the basics of Facebook advertising.
Get to Know the Basics of Facebook Advertising:
Day 1: Get to Know Relevance Scores
Facebook inserts content into users’ newsfeeds using the algorithm of its platform. As part of this algorithm, Facebook uses a so-called relevance score to determine how interesting your ad is to your audience.
When you place an ad, Facebook quickly analyzes how well the audience responds by measuring clicks, likes, approvals, and comments. Facebook then uses this data as an indicator of how relevant your ad is to your audience and gives it a rating of 1-10, with 10 being the highest.
This value determines how much Facebook will charge you for running your ad. The higher the score, the cheaper your ad will be.
Day 2: Learn about Facebook Pixels
The Facebook pixel is a bit of code placed on a website to “cook” (or track) people visiting the site. With the Pixel you can:
- Target group People who have visited your website with advertising (“retargeting”)
- Measure the success of your ads by tracking the actions users take on your site after they click on your ad
How do I set up a Facebook pixel?
First, create a pixel in the Ad Manager and then install it on yours. If you use Event rite, you can integrate the pixel directly into your account so that it’s placed on all your event pages and tells you how well your ads are driving ticket sales on Event rite.
Day 3: Structure your Campaigns
Once you have created your pixel, the next step is to structure your campaigns. Facebook divides the elements of a campaign into three levels: campaign, ad rate, and ads.
The campaign is the parent in which you set your goal. For example, if you want to promote ticket sales, select “Conversions” as the item and set a ticket purchase as a conversion event.
Here, you’ll set up your targeting and select the audience you want to target and where to show your ads (desktop or mobile). Here you can also control the planning and your budget.
Here, you design and create the actual content that appears in your audience’s feeds. Here you can also test your ad design. You may have questions like, “Is this copy listening to my audience.
Day 4: Divide the Viewers: Saved Viewers
There are three types of “target groups” of Facebook users that you want to reach with your campaigns. Saved Audience is the default targeting option provided by Facebook. It is created using Facebook’s native targeting criteria (Interests, Behavior, Demographics, and Location).
And if you want to make your event “Facebook Official,” you can target (and realign) based on who’s interested in your Facebook event.
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