When it comes to your events, should you boost a post or set up a Facebook ad campaign?

Either way, in order to get some eyeballs on your event, you’re going to have to shell out some cash. Unless you have a super following of eager fans to like and share, simply posting your event on Facebook won’t do much.

The “free to play” days on Facebook and for that matter, Instagram are long over.

The good news is Facebook and Instagram advertising can be budget-friendly. Even just boosting a post a few days before your sales end can increase the excitement around your event and the ticket sales.

Get Your Facebook Pixel Ready

Before you start your campaign, consider using Facebook pixels to measure your campaign’s effectiveness. You can create a Facebook Pixel in Ads Manager.

Brown Paper Tickets offers the ability to add your Pixel ID with your account or individual events so you can track views and purchases. Here’s our tutorial on setting that up.

First Things First

Set up an event page in Facebook and have all of your friends like it, share it, and hit that sweet, sweet Interested button. You want to do this first, so that you’re not paying for what would be free clicks.

There’s a right way to announce events on social. Read 10 Crucial Steps to Announcing Your Event on Social Media.

Event photography is a worthwhile investment. Snap high-quality images at every event you put on.

First event? Use a photo of your headliner or even snag a stock image off Pexels or another quality stock photo site. Keep in mind that if you’re going to create a graphic, Facebook has rules about how much text can be in an image. You don’t want your ad to get stuck in the “review” process.

Use Facebook’s image overlay tool to make sure you’re within the limits.

Don’t forget to add your Brown Paper Tickets event page as the ticket link and include co-hosts (sponsors or others involved with your event) so that your event populates to their Facebook calendar.

Then you can do two things.

1. Boost the Post

While boosting a post is easier (just click “boost” and the system will walk you through turning your post into an ad), setting up an ad campaign will give you more options.

If this is your first time dabbling in paid digital advertising, we recommend boosting it for a small amount to get comfortable.

You can target your audience based on gender, age, location and interest. Link your Instagram and your Facebook business account so you can manage all of your promotions and placements in one spot.

Target the city that your event takes place and 25 miles out.

Boost it about two weeks before your event to get the most traction. Remember, with Facebook advertising you pay per click, so set up a lifetime budget and keep an eye on it.

Make sure your boosted post is relevant to your audience. Even though you think everyone will want to drive cross-country to attend your bread making class, it’s unlikely—the more people who interact with your ad, the higher your relevancy score will be and the more people will see your event, so targeting is super important.

Don’t waste time, effort, and money trying to reach people far outside your demographic.

2. Create a Facebook Ad Campaign

If you have a lot of events and a bigger budget, an ad campaign may be a better fit. There are better options in terms of audience targeting and you can select an objective. The platform can take some getting used to, so give yourself enough time.

One of the first things you’ll need to think about is your objective.

• Choose Traffic to drive clicks to your website.
• Choose Engagement if you just want a lot of social media likes and shares.
• Choose Conversions to help increase ticket sales

Ad campaigns also allow more formatting and placement options. Show off your creative side with a carousel or video. Add a call to action button to “Learn More” or “Shop Now” and direct people to your Brown Paper Tickets event page to buy tickets.

If you decide to build an ad campaign, there are more also more options when it comes to audiences you can target.

• Select Custom Audience to connect to people who already have an interest in your website.
• Choose Lookalike Audience to find new people modeled after the ones who have interacted with your page.
• Choose Saved Audiences to select from your commonly used audiences based on demographics, interests, and behaviors

Once you have a campaign and an audience, the platform will take you through setting up the ad creative, aka, the fun part. Choose between a carousel, collection, slideshow, or Instant experience. This article helps make sense of all the options.

Not sure how to get started? Just ask and our Promo Team can advise you on your Facebook advertising.