Lead generation for event bookings with Facebook

Facebook Ads for event promotion: Win commitments cost-effectively

Event promotion remains one of Facebook’s more promising campaign types. A prospect or a commitment can cost as little as €2 – €5 with good targeting. However, lead quality can vary greatly. For valid results, the cost point per qualified lead should therefore always be determined.

The Facebook Ads campaign goal ‘Event Confirmations’ is traditionally one of the strengths of the social media network, because users receive the event ad directly with the Participate button. This lowers the inhibition threshold to at least register as an interested party for the event and to receive notifications for it. This is also the reason why so many users register for the event. However, this also has a corresponding disadvantage: Many of the interested parties cannot appear at the event either online or offline. Also, lead quality can be very poor, and only a portion of all applicants are likely to match and qualify for their actual intended audience.

After all, it is possible to simply write to those interested in the event manually, to remind them or to stay in contact with them in the long term.

Continuity: For which industries is it particularly suitable?

Event advertising with Facebook Ads is particularly interesting for companies that have implemented a regularly recurring information event format for acquisition purposes. Once a successful targeting approach has been found and tested, it can then be applied to subsequent events.

Such series of events can be, for example:

  • On-site information events
  • live webinars
  • live zoom calls with experts
  • Q&A rounds
  • software demos
  • live webinars
  • open days

Interested/Accepted: What is an 'Event Accepted'?

It is important to note that the ‘attend’ and ‘interested’ opt-in options count as ‘event opt-in’ in the Facebook advertising system. We can assume that most users will click ‘Interested’. In this case, the users can also be written to separately to draw their attention to the event or an upcoming event.

Target Key: €2 - €5 per commitment

A good reference value is: €2 – €5 per event confirmation, €10 would also be fine. Anything beyond that only makes sense if the density of qualified leads is so high that it would be okay to put up with it.

Recommended volume for beginners: 100 commitments at €500

As a result, it is realistic to generate 100 interested parties or participants for an advertising budget of +/- €500 (one-time) per event. If even a fraction of the interested parties or participants turn out to be present and qualified, this moves the events very forward as an acquisition platform.

Audience targeting is the be-all and end-all

When a campaign approach isn’t hitting the intended targets, it’s primarily due to interest-based targeting. This is the central linchpin here. While ad design is also important, targeting is paramount. So: Try a new targeting approach if the previous one doesn’t work.

This is how event advertising is set up in Ads Manager

1. Select event advertising

In Ads Manager, select the Event Ads feature. This enables very efficient and calculable delivery and conversion optimization for users who are very likely to attend events

Select “Interactions” as the campaign objective and then select “Event commitments” under “Type of interaction”.

2. Select targeting

If the user interest targeting options from Ads Manager aren’t enough for you, you can pull down a broader data base where you can see all the available options, as well as numerous related targeting suggestions. With the interestinsights tool, this is possible free of charge in the basic version.

Choose targeting based on interests.

3. Select an event and present it in an exciting way

Keep it simple: A short text and an optional image are more than enough. The most important assets are pulled from the organic event. But as always, the text should fit and really make users want to attend the event. So, as usual, run A/B tests to determine the best approach modality.

Choose targeting based on interests.

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