Attractions and Holiday Events (NYE / Halloween / etc.)

Best practices for advertising attraction and holiday events using ToneDen.

Learn the best targeting strategies for attraction and holiday events using ToneDen by watching the following video or see below for a step-by-step support article.

Edit Objective

Objective: Select "Get people to buy tickets on your website"

Using this objective creates a conversion campaign and will net you the highest return compared other the other available objectives.

Destination: Enter the direct ticketing link URL or select one of your Eventbrite events

Sending fans directly to the ticketing page increases your chances of an immediate sale. Every extra "click" in the purchasing process has been known to decrease the chance of a sale by at least 10%.

Select Accounts

Select a Facebook Advertising Account:

Choose the Facebook Advertising Account you spend with the most frequently

Choose a Facebook Page:

Choose the most relevant Facebook Page you would like your ad to come from

Choose an Instagram Account (optional):

Choose the Instagram account to post as

Event Details

Location:

Choosing a nearby city and using the +50mi radius option typically yields the best results. Facebook will automatically optimize who to serve ads to within the geographic range.

Age Range:

Choose whichever Age Range suits your event the best. It is recommended that you do not further alter the age range in the Modify Target Audiences step as Facebook will automatically optimize who to serve ads to within the age demographic.

Modify Target Audiences

The number of and type of audiences that you include in your campaigns depend on a number of factors:

The number of audiences you can include depends on your budget amount:

E.g. Budgets of $100 or below should use 2 to 4 audiences at a maximum of 7 days
E.g. Budgets of $500 or above can use 3 to 6 audiences at a maximum of 14 days
E.g. Budgets of $1,000 or above can use 5 to 8 audiences at a maximum of 21 days

The types of Audience Templates you can use depend on how much "data" you have:

If your email list is 5,000+ emails, then using customer list custom audiences is effective
If your Facebook pixel has been installed on your ticket pages for more than 30 days, then using pixel traffic custom audiences is effective
If your Facebook pixel has been installed on your ticket pages and they get more than 500-page visits per day, then using pixel traffic custom audiences is effective
If the Facebook Pages you have access to have more than 5,000 followers located in the markets you are targeting, then using Facebook Page Likes is effective

The type of customers you'd like to target:

Prospecting Audience—These audiences target individuals who haven't necessarily interacted with your business before (e.g. Facebook Interest Audience, Facebook Custom Audience Lookalike, Spotify Related Artist Interests, etc.)
Remarketing Audiences—These audiences target individuals who have already have interacted with and are already familiar with your business (e.g. All Web Visitors Audience, Facebook Custom Audience of Previous Ticket Buyers, etc.)

We recommend the following Sets:

Set Name: No Data

Set Description: This set contains only prospecting audiences.
Best Used When: You don't have a large mailing list, access to many Facebook pages, or an installed pixel.

Set Name: No Facebook Pages, No Emails, Conversion Tracking Installed

Set Description: This set contains prospecting and remarketing audiences.
Best Used When: You don't have access to many Facebook pages, you don't have a large mailing list, but you've installed your pixel.

Set Name: No Facebook Pages, Emails, Conversion Tracking Installed

Set Description: This set contains prospecting and remarketing audiences.
Best Used When: You don't have access to many Facebook pages, you have a large mailing list, and you have installed your pixel.

Set Name: Facebook Pages, Emails, Conversion Tracking Installed

Set Description: This set contains prospecting and remarketing audiences.
Best Used When: You have access to many Facebook pages, you have a large mailing list, and you have installed your pixel.

Set Name: Facebook Pages, Emails, Conversion Tracking Installed (Eventbrite)

Set Description: This set contains prospecting and remarketing audiences.
Best Used When: You have access to many Facebook pages, you have a large mailing list, and you have installed your pixel.
All Past Eventbrite Attendees

Set Name: Facebook Pages, Emails, Conversion Tracking Installed, And Budget Is High

Set Description: This set contains prospecting and remarketing audiences.
Best Used When: You have access to many Facebook pages, you do have a large mailing list, you have installed your pixel, and you have a big budget.

Set Name: Facebook Pages, Emails, Conversion Tracking Installed, And Budget Is High (Eventbrite)

Set Description: This set contains prospecting and remarketing audiences.
Best Used When: You have access to many Facebook pages, you have a large mailing list, you have installed your pixel, and you have a big budget.
All Past Eventbrite Attendees
Lookalike Audience of All Past Attendees

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Set Schedule

We recommend your campaign duration is anywhere between 1-14 days during:

During & after your initial "on-sale" date
Before & during your "day of event" date
Budgets that are at or above $500 should lean towards the 10-14 day range
Budgets that are below $500 should lean towards the 1-7 day range

Set Budget

We typically see the following budgets work best on a per-campaign basis:

$50 to $150
$350 to $500
$1,000 to $1,500

There are usually two campaigns for each event:

The "On-Sale" campaign occurs in the days directly during and after when tickets go on-sale
The "Close-Out" campaign occurs in the days directly during and before the day of your event

Design Ad

Post Text: Use "Don't miss your chance to attend Event Name at Venue on Date"

Post Text that answers the following questions tend to perform the best:

"What is the event name and/or who is playing?"
"Where is the event located?"
"When is the event happening?"

Post Text that is written in the second-person point of view tend to perform the best:

"Don't miss your chance to attend Event Name at Venue on Date!"
"Get your tickets to attend Event Name at Venue on Date!"

Headline: Use "Event Name at Venue on Date"

Headlines that answer the following questions tend to perform the best:

"What is the event name and/or who is playing?"
"Where is the event located?"
"When is the event happening?"

Link Description: Use "Click here to get your tickets"

Link Descriptions written in the second-person point of view tend to perform the best:

"Click here to get your tickets!"

Call to Action: Select "Buy Tickets"

Other Call to actions that tend to perform well include:

"Learn More"
"Book Now"

Image or Video: Use an image that has either 1200 x 628 px or 1080 x 1080 px dimensions, or a video that is less than 59 seconds.

When it comes to food & beverage events, after-movies or videos that preview events tend to outperform images.
Images that include groups of smiling attendees, a.k.a. "experience shots", tend to outperform event flyers.
Event flyers often get flagged by Facebook's algorithm for having too much text and will be served to fewer people than an experience shot.
The less text included in the image you upload to Facebook and/or Instagram, the better your ad will perform.

Set a Goal

If you already have Facebook Conversion tracking installed on the ticketing page people are purchasing from, use the "Purchase" conversion event as a goal.

If you do not have Facebook Conversion tracking installed on the ticketing page people are purchasing from, use the "Link Clicks" event as a goal.