Have you been upping your event promotion with paid online advertising lately? Is it working for you, or do you have a nagging feeling that you鈥檙e not getting the most for your money?
Online ads can be an effective way to introduce your event to a new audience. use paid search ads to promote their B2B events, and spend money on online display advertising for B2B event promotion.
Whether you鈥檙e spending a little or a lot, the trick is to make sure that every dollar you spend counts. Here鈥檚 how you do it.
What are tracking pixels and why should you use them?
It鈥檚 only worth spending money if you鈥檙e making money. Advertising platforms show you how many people your ads reached, how many people clicked on ads, and other useful insights. What you really need to see is whether or not those ads are actually driving event registrations and sales. That鈥檚 where tracking pixels come in.
A tracking pixel is computer code in the form of a 1脳1 image that鈥檚 placed on a webpage. The tracking pixel lets the advertising platform you鈥檙e using know when that web page is accessed by their ad. If the web page being tracked is an order confirmation page, you鈥檒l be able to see every time your ad results in a completed order.
This data makes it possible for you to know which of your Facebook ads, for example, is driving the most event registrations and sales. You might even learn that your ads on Twitter are reaching more people, but your paid search ads on Google are the real money makers. Insights like these help you determine which channels are worth focusing your time and dollars on.
How do you set up tracking pixels?
This might all sound complicated, but it doesn鈥檛 have to be. In fact, we鈥檝e simplified the setup process for tracking pixels on your 91制片厂 pages for the most popular advertising platforms.
To get started, you need to create a tracking pixel on the advertising platform you鈥檙e using. Each ad platform鈥檚 setup is a little different, so look for instructions on how to create a conversion tracking or a conversion pixel on the platform鈥檚 site.
We also offer step-by-step instructions in our Help Centre for setting up Facebook, Twitter, Google AdWords, AdRoll, and simple image pixels. 聽
Once that鈥檚 done, head over to your 91制片厂 event鈥檚 鈥楳anage鈥� page. Under 鈥楢nalyse,鈥� you鈥檒l see the tab for 鈥楾racking Pixels鈥� and can select the ad platforms you鈥檙e using. You only need to provide the tracking ID (not the full tracking code) to start sending data to that ad platform.
In addition to completed event registrations and ticket sales, you can also track how many people landed on your event listing and the checkout page as a result of your online ads.
This way you鈥檒l know how your ads are truly performing, even if they鈥檙e not resulting in ticket sales. You may even learn that your ads aren鈥檛 the issue, and you need to beef up the information on your event listing to get people to take the next step.
How do you optimise for conversions?
Now that you鈥檝e got the proper tracking in place, it鈥檚 time to revisit your online ad campaigns. You need to make sure they鈥檙e set up to optimise for conversions 鈥� specifically, for event registrations or ticket sales.
For example, for your Facebook ads, you should select your marketing objective as 鈥淚ncrease conversions on your website.鈥� Facebook will then adjust how and when it shows your ads to get you the best results at the lowest cost.
If you prefer a more manual approach, you can increase your spend where you鈥檙e seeing the best results. For example, in Google AdWords, you can see the conversions generated by each keyword and campaign in your dashboard. It鈥檚 easy to change your advertising spend or simply pause campaigns that aren鈥檛 resulting in registrations.
Be smart about where you spend
There鈥檚 an old saying in advertising: 鈥淗alf the money I spend on advertising is wasted; the trouble is, I don鈥檛 know which half.鈥� Thankfully, this doesn鈥檛 have to be the case with online ads, which allow you to carefully track your spend. If you鈥檙e focused on reach or clicks and not on driving event registrations, then you鈥檙e not seeing the full picture. You鈥檙e also missing a big opportunity to get the most out of every dollar you spend.
If you鈥檙e looking for more ideas on how to drive more event registrations and ticket sales through online advertising, check out our post on Facebook Event Ads.
