For almost 10 years Facebook has been the most powerful platform for marketing events. However, the platform has changed dramatically in this decade.
For a long while ‘page likes’ and ‘event invites’ were key factors in success, however increasingly it has become harder to leverage organic reach (i.e. not paid for) to drive sales, and paid advertising has become central to most successful event marketing strategies.
With this in mind, we have now added the Facebook Pixel to FIXR so that you can get the most out of your Facebook advertising spend, and sell more tickets!
How it works
Simply put - the FB Pixel allows you to show Facebook adverts to people who have previously visited your event page on FIXR, but not bought a ticket.
Though you can create campaigns on Facebook targeting customers by interests, location or university (to name just a few options!), a good conversion rate for these campaigns would be between 5-10%, meaning that 90% plus of your marketing budget is ‘wasted’.
However, creating a ‘custom audience’ using the FB Pixel will allow you to serve adverts to people who have already visited your page, engaged with your brand and considered buying a ticket. This audience of ‘warm leads’ will be much more likely to respond to your adverts, click through to FIXR, and buy a ticket.
This type of marketing is called retargeting and will reduce your advertising spend on Facebook, increasing the efficiency of your marketing, and boosting profits. All great news!
It’s easy to add the Facebook Pixel to your FIXR account and get started with Facebook retargeting ads! Let’s walk through the steps to get set up.
1) Locate your Pixel
Head to Ads Manager in your account, click the burger menu (circled top left below) and then click pixels.
You will then see the page below, click "Create a Pixel".
2) Complete your Pixel
Give your Pixel a name and hit create. Don't worry too much about the detail on the installation page, all you'll need is the pixel ID!
Now you have your Pixel ID. Good idea to email to yourself so you have a record!
4) Add this Pixel ID to your FIXR account
Next add your Pixel to your FIXR account. Head through to organiser.fixr.co and then click on 'Edit account settings' located under your account image.
N.B this is under your account settings, not the settings of a specific event you are running.
You'll see the fields in the image below - drop your Pixel ID in the box and hit save.
5) Check that your Pixel is working
Head over to Facebook Event Manager to check that Facebook is receiving the Pixel data. On the event manager you should see a count of 'Events Received' and as list of 'Top Events'. See a screenshot of my birthday event below:
Once these 'events' are coming through you know the pixel is set up correctly!
Final step! 6) Set up a custom audience for your ads
Now time to put the pixel to work and set up a custom audience. To do this head over to 'Audiences' in Ads Manager .
First click create a custom audience (left image below) and then a window will appear (right image below), click website traffic.
The aim here is to create an audience of people who HAVE viewed your upcoming event and NOT bought a ticket.
To do this first refine the audience to people who have visited your current event listing.
Hit the drop-down menu (circled below and left) and select 'People who visited a specific page'. A box will appear and input your upcoming FIXR event's URL.
Then add an exclusion. Click the exclude button (bottom right in image above and right).
Select the drop-down in the exclusion and scroll to the bottom, and select 'purchase' (as shown below). Then as before, refine by the URL of the upcoming event, so you only exclude people who have bought tickets for the event you're currently selling (not all the events you have listed on FIXR!). As shown in the image below and right - click refine by and copy and paste the event URL.
Make sure you use the public URL that will start fixr.co not the admin link that starts organiser.fixr.co!
All should look as below - give the custom audience a helpful name so you know which event it applies to - and you are done!
When you come to make your next Facebook Ads make sure you use this custom audience for your ad targeting - and you will see a better ROI and conversion rate!