This document provides information about strategies for increasing ticket sales revenue through Facebook advertising. It begins with an agenda for a presentation on advanced Facebook advertising for events. It then discusses the importance of targeting audiences and setting up custom audiences and pixel tracking to measure conversions. It provides steps for creating custom, lookalike, and retargeting audiences to reach potential customers at different stages of the sales funnel. It emphasizes testing campaigns and optimizing based on metrics like cost per conversion. The overall strategies presented focus on setting up tracking, using custom audiences and lookalikes, and implementing a testing approach to improve performance and drive more ticket sales through Facebook ads.

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3 Proven Strategies for Increasing
Ticket Sales Revenue
Sabeha Mohamed
Nick Lawson

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Password: wifi4077
WiFi: etcvenues

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@EventbriteUK | fb.com/eventbriteuk
eventbrite.co.uk/blog

4. Agenda
4
9.00-9.30: Breakfast
9.30-10.30: Presentations
10.30-11.30: Question and networking

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Advanced Facebook
Advertising for Events
Nick Lawson
Social Media & Community
Specialist
Eventbrite

6. Agenda
6
1. Why Facebook advertising?
2. What you’ll learn
3. Core principles
a. Why targeting matters
b. Getting your ad manager in shape
i. Pixels and Conversions
ii. Campaign Structure
4. Targeting
a. Saved Audiences
b. Custom Audiences
c. Lookalike Audiences
5. Creating a complete ad strategy that drives
revenue at good ROI.

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Why Facebook advertising?

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Why Facebook Advertising?
● 2 billion active users - your audience is
here.
● Only pay to show to your target
audience.
● They give you a lot of good tools to reach
that target audience.
● Organic reach is falling.

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What you’ll learn
● How to set up your ad manager so you can
effectively capture data and measure your
success.
● How to create highly targeted custom and
lookalike audiences using Facebook’s most
sophisticated features.
● How to use the above to create and implement
an effective ad strategy that converts customers
at a good ROI.

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Core Principles

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Why your targeting matters
● 2 Important Reasons
○ Facebook’s targeting features make it the most powerful ad
platform out there. If you want to drive real revenue from
Facebook you need to use the targeting tools properly.
○ Facebook uses Relevance Score to determine how much it
charges you for you ads. It will give you a higher score, and
therefore lower cost, the more relevant your ads are to your
audience.
Therefore, the better your targeting, the cheaper
you ads will be.

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Get your Ad Manager in shape.
● The Facebook Pixel
○ The pixel allows you to:
■ Create audiences from people that visit your website(s).
■ Set up conversion events to measure the success of your ads by recording
what actions people take on your site after clicking through from an ad (e.g.
buying a ticket).
○ Without the pixel, you cannot run effective Facebook ads. You can learn how to
set it up correctly here.
● You can use Eventbrite’s integration with the Facebook pixel to measure the
performance of the ads you use to drive ticket sales on Eventbrite.
○ There’s help on how to set up this integration here.

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Get your
Ad
Manager
in shape.

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Targeting

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The 3 Types of Audience

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Saved Audiences
● Use FBs in-built targeting functions e.g. location,
age, gender, demographics, interests, etc.
● Pros:
○ You can get fairly granular.
○ Good if your target market is large.
● Cons:
○ You have to have a detailed knowledge of
what your target audience looks like.
○ Not good for niche markets and b2b.

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Custom Audiences & Retargeting
Ever been in the situation where a campaign has driven loads of
great traffic to your site… but then hardly anyone converts?
People don’t buy on the first interaction, they need nurturing.
If you’re not retargeting your website visitors, you are WASTING
your money. Still not convinced? Here’s some stats
Custom Audiences are what give you the ability to target people
who have visited your site.
Website visitors were
more likely to convert
through a retargeting
campaign
CPCs are on average
lower for retargeting
campaigns..
80%
43%

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How to create a Custom Audience
1. Head to your ad manager, and
select audiences from the
menu in the top left
2. Select create new audience, and
then custom audience. At the menu
that appears, select Website traffic.

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How to define your audience.
In this pop up you can set the criteria for the which of your
website visitors you want to build an audience of.
There’s a variety of combinations of rules you can set, from
basic to advanced.
For example, a commonly used audience is “All Visitors to
mysite.com in the last 30 days”
However it’s often good to be more targeted and, for
example, only target people who visited certain pages (such
as your speaker or programme page)
You could then get even more advanced by excluding
anyone who reached your “registration-complete” page.
Combining this with the above would mean you target all
visitors who are interested in your event, but haven’t
already bought a ticket!

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How to target your custom audience in ads
1. Set up your campaign with the goal of “increase
website conversions” (make sure you’ve got your
pixel and custom conversions set up).
2. At the Ad Set stage, under audience just type in the
custom audience you want to target.
3. You can then “layer over” additional targeting
criteria in this section to further refine your
audience.
For example if your event is targeted at women, you may
want to exclude any men that got picked up in your custom
audience because they were on your site.
Remember - always be as targeted as possible, as this will
increase your CTR and decrease your cost, and therefore
improve your ROI.

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Recap - why should you be using Custom
Audiences & Retargeting?
By using Custom Audiences & retargeting, you are targeting
people who are already interested in your event.
That means they’re more likely to click on your ad (which
makes your ads cheaper!) and they are a massive
70%
more likely to register for you event.
Remember, people don’t buy on the first interaction - they
need nurturing and reminding to make sure they come back
and convert, and that’s what retargeting is about.

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Lookalike Audiences
So custom audiences are great for converting people who are already visiting your site. But how can
Facebook help you bring new people to your site?
This is where Lookalike audiences come in. Lookalikes sound complex, but the idea is actually very
simple.
Why is this good for me?
You are using your proven customers or website
visitors as the starting point for this lookalike
audience list.
Therefore, Lookalikes help us target people who
look just like our current customers, but without
us having to know exactly who they are
What is a Lookalike Audience?
Facebook generates an audience of users
you can target who are similar to one of your
Custom Audiences or the fans of your page.
i.e. you can create a custom audience of your
website visitors, your email subscribers or
your existing customers, and then create an
audience of people that are similar to this.

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How to use Lookalike Audiences
Lookalikes give you a large audience of “fresh” people
who have similar interests, demographics and behaviours
to your existing customers.
This is therefore an ideal audience to which to market
your event too.
Lookalikes are more reliable than saved audiences,
because they don’t rely on you guessing what your target
audience looks like - Facebook does it for you.
You can then layer over standard targeting criteria (e.g.
age, gender, location, interests etc.) to get even more
targeted.

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How do I create a Lookalike Audience
Creating a Lookalike Audience is a simple process.
1. Head to the Audiences page in your Ads Manager.
2. Select the tick-box of the Custom Audience you wish
to create a Lookalike of, and the select “Actions” and
“Create Lookalike”.
3. In the pop up select the region from which you’re
audience will be created.
4. Select how wide a match you would like. The smaller
the range, the closer your match will be.
5. Click create!

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Lookalikes - A Recap
Facebook generates audiences that are
similar to your custom audiences.
Therefore, they let you target people who
are very similar to your existing customers
...But without you having to know what they
look like (unlike Saved Audiences)
Therefore, when we
can’t target our custom
audiences, Lookalikes
give us “fresh”
audiences to target.
=

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Creating and Implementing Your Ad
Strategy

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Funnel & Build, Measure, Learn
Custom Audiences and Lookalikes are fantastic and unrivalled tools,
but their real power lies when used in conjunction as part of an
effective Facebook Ads strategy.
We’ll show you how to do this, and create a build-measure-learn
process whereby you are continually improving and refining your
campaigns to keep increasing your ROI and revenue.

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Funnel
Remember we said earlier that no one buys on the first
interaction? What’s the point then of advertising to lookalikes?
Lookalikes enable us to generate awareness and cheaply grow
our Custom Audiences, through which we then drive
registrations.
How does this work?
1. We drive targeted traffic to our site using Lookalike
audiences, and in doing so we create awareness and
interest in our event.
2. We use the Facebook pixel to add everyone who visits
our site to a Custom Audience.
3. We then retarget using this Custom Audience and
convert them.
Create Awareness
and Interest
Convert
Targeting with Lookalikes
Retargeting
with Custom
Audiences
The basic funnel

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Funnel
Why do we need the funnel?
People don’t use Facebook to search for conferences and
other events to attend. They use it to socialise.
Therefore Facebook advertising requires more touch points
than say, Google Adwords, as you have to create that initial
interest in your offering before coming back to close and
convert them.
Create Awareness
and Interest
Convert
Targeting with Lookalikes
Retargeting
with Custom
Audiences
The basic funnel

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What goes into my funnel?
The shape and size of your funnel will vary depending on your resources, and the type of event you run.
Events with higher prices will require longer funnels to convert, whilst events that pitch to multiple types of people (e.g.
startup founders, startup investors) will require segmentation within the funnel.
Create Awareness
and Trust
Decision
&
Convert
Consideration
Create Awareness
and Interest
SEGMENT1
SEGMENT2
Convert

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The basic principles are:
● Use Lookalike audience targeting to run ads with light,
awareness type content (e.g. Videos, blog posts such as
“9 reasons to attend ‘Event x’”)
○ This will generate a good volume of inexpensive,
yet targeted traffic to your site/content.
● Use your Facebook pixel to capture these website
visitors in a Custom Audience, and then target this
audience with ads that communicate why the need to
register right now.
Create Awareness
and Interest
Convert
Targeting with Lookalikes
Retargeting
with Custom
Audiences
The basic funnel
Funnel - Recap

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Build, Measure, Learn - the secret behind
creating great ROI.
At the Ad Set and Ad level, always
create several variations of your
targeting and ad design respectively
to test against one another.
E.g. Website Visitor, Age 25-34 vs.
Website Visitor, Age 35 -44
And Ad Design 1 vs Ad Design 2
Measure how different ad sets and
ads perform against each other.
What to look for? Cost per
conversion, CPC, CTR, Relevance
Score.
Switch off the ad sets and ads that are
performing badly and driving up your
costs.
Focus on what’s performing well, and
then create variations of it and start this
process again.
Build Measure Learn
Start small and test with your most targeted audience, and measure your performance.
As you learn what works, start to scale up, but keep experimenting.
No one created the perfect campaign on day one. Effective campaigns require attention.

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Bring it all together
Build
MeasureLearn
Create Awareness
and Interest
Convert
Targeting with Lookalikes
Retargeting
with Custom
Audiences
Campaign
Ad Set
1
Ad Set
2
Ad 1
Ad 2
Ad 1
Ad 2

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And remember
1. Use that pixel
2. Always be as targeted as possible.
3. Funnel it, don’t force it.
4. Build, measure, learn, repeat.

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Thank you
https://www.eventbrite.co.uk/blog/master-facebook-advertising/
(p.s. Check out EventTribe, our recently launched
community for event organisers.)

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Optimising Your Marketing ROI
with Real-time Data
Sabeha Mohamed
Nick Lawson

37. Agenda
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1. Where to look
2. What to look for
3. Foundations of success

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Where to look
1

39. Toolkit: Google Analytics
1. Audience - Determine What Is Your Current Reach
(Traffic)
1. Acquisition
2. Audience
3. Behaviour
4. Conversion

40. Tool: Your Eventbrite Dashboard
2. Acquisition - Who’s discovering and buying your tickets?

41. 3. Behaviour - What Are They Talking About & Engaging With?
Toolkit: Social Media Analytics

42. 4. Conversion - Understand What Drives Business Revenue & $$ Per Customer
Toolkit: salesforce / CRM system

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What to look for
2

45. Next, look for pages with
high traffic / low
conversation - then use
conversation rate
optimisation to improve
your ticket sales.

46. Then go for the inverse -
pages with low traffic but
high conversions, and
focus on driving more
traffic to them.

47. Last but not least, look at how your conversions are doing across different devices,
operating system and traffic sources. These all provide valuable information on where
you should be focusing your resources, where there might be leaks, or opportunities to
increase ticket sales.

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Foundation of success
3

49. 1. Set up Google Goals!

51. 2. Integrate tracking pixels with your Eventbrite dashboard

52. www.eventbrite.co.uk/blog/?utm_source=facebook&utm_medium=social&utm_campaign=mediapartner1
3. Make sure you’re
tracking your
campaigns with
consistent UTMs

53. 4. Or with unique
tracking codes if
you’re an Eventbrite
user.

54. In conclusion
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1. To improve your marketing ROI, you first need to
track everything effectively (and correctly);
2. Then you need to find what’s moving the needle,
and do more of it!
3. Only then should you start digging round for leaks
and missed opportunities;
4. And finally, remember that data ≠ insight! It’s only
as smart as your interpretation of it, so look at it
critically and think through what story it’s really
telling you.

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@EventbriteUK | fb.com/eventbriteuk
eventbrite.co.uk/blog

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Increase Sales ≠ Spend Sabeha Mohamed

57. In our live webinar audience:
● 47% send an email blast
● 32% post frequently on social media
● 16% offer a discount or promotion
Poll: What’s your current go-to move to
increase ticket sales?

58. [Placeholder
graphic]
What if instead of focusing on
driving more views of your ticketing
page…
.... you focused on turning more page
viewers into attendees?
We all focussed here
(get more traffic)
Opportunity: But what
could happen if you
focused here to increase
ticket sales?

59. Agenda
59
1. 4 questions to ask to find out if you’re losing
ticket sales
2. Simple ways to sell more tickets
3. Future of ticket buying

60. How well do you know your event’s
ticket purchase process ?

61. 4 questions to ask to find out if
you’re losing ticket sales

62. 1. How many of your site visitors turn into
attendees today?

63. 2. How difficult is your ticket purchase process?
Danger signs:
● Many steps during check out
● CAPTCHAs
● Required login
● Hidden fees
Top Tip: Once you’re ready to make your event live, go through the purchase process yourself (on both
desktop and mobile!)

64. 1 in 10interested buyers drops off for
every additional field
in the purchase form
1 in 4interested buyers drops off if
an account login
is required for purchase
Is it as easy as possible to buy tickets to
your event?

65. Making it easier to buy
tickets is the most
effective way to drive
more ticket sales
[Placeholder
graphic]

66. 3. What’s your purchase process like on mobile?
160%lift in the percent of visitors who
buy tickets with
mobile optimised purchase
processes
Mobile is bigger than
desktop.

67. 4. How much time and money go into your other
strategies to drive more sales?
You could spend more time and money on another
marketing campaign to sell more tickets…
… or you could make it easier to buy tickets and see
sales skyrocket, no additional investment necessary.

68. Practical example:

69. Agenda
69
1. 4 questions to ask to find out if you’re losing
ticket sales
2. Simple ways to sell more tickets
3. Future of ticket buying

70. Simple ways to sell more tickets

71. Use visual content and rich language to paint a
picture of your event
● Set the mood in your title & description
● Show them what to expect with images &
video
● Think about transportation

72. Design your event website with the most
important information clearly visible
● Think about how you use space to display
information
● Bring the date, time, and price of your event
front & center
● Move any text off images

73. Design your event website with the most
important information clearly visible

74. Make sure it’s as easy as possible to buy tickets
on mobile

75. Streamline your checkout experience
Every additional step = ticket sales drop off

76. Streamline your checkout experience
Choose a ticketing partner who simplifies purchases:
● Additional steps in the checkout process cause 10%
of people to quit
● Required account logins cause 23% of shoppers to
not buy
● Hidden fees at the last minute dissuade customers

77. Make sure your ticketing site is fast and reliable
● 40% of online shoppers abandon a website that takes
more than 3 seconds to load
● Just a 1 second delay decreases customer
satisfaction by about 16%
● Slow page load times can cause a 7% drop in
transactions
● If you’re expecting a big onsale, you can’t risk your
site crashing

78. Test, test, test
● Optimising your site for sales is a journey, not a
destination
● Think about the power of marginal gains
● A/B test everything if you can

79. Agenda
79
1. 4 questions to ask to find out if you’re losing
ticket sales
2. Simple ways to sell more tickets
3. Future of ticket buying

80. The future of ticketing, anywhere
your customers are

81. On your event website

82. On social media

83. Across the web
Graphic TBD
from Tamara

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1. Focus on website conversion
2. Optimise for mobile first
3. Be where your customers are
Summary

85. The end result of all this simplification?
A better experience for your attendees,
faster purchases and more revenue in
your pocket.

86. 86
@EventbriteUK | fb.com/eventbriteuk
eventbrite.co.uk/blog
eventbrite.co.uk/own-your-event