13th September 2018

Promoting Events Using Facebook Advertising

As many event organisers and event marketers can confirm, Facebook can be a great way to promote an event.


However, it’s not just as simple as a click of your fingers. Organisers and marketers must learn how to promote their events on Facebook to create interest and drive footfall / ticket sales.

Where to start?

Optimise Your Facebook Events Page

Choose an engaging cover photo sized to 1920×1080 pixels. Your cover photo should feel exciting, and should be eye catching, since it will show up if attendees choose to share your event with others on Facebook.

Make your key event info as easy to find as possible. We recommend pinning a post to the top of the page with – Date, time, location. If you can work this info into the cover photo as well that’s even better

If selling tickets to an event, make it as easy as possible for potential customers to purchase. Whether this can done through ticketing software you run (such as Eventbrite) or by emailing you directly, make the process as simple as possible to remove the risk of losing potential customers that get lost when trying to purchase.

Before even entering Ads Manager, we recommend posting about your event on your own organisation’s facebook page and boosting that post. This is to engage your current fans on facebook and their friends/family with similar interests. When designing this post it needs to be engaging, with a strong CTA such as ‘Book Now’ leading to the place of purchase.

Take your event promotion to the next level!

Now the more complicated promotion starts in Facebook Ads Manager. A very low percentage of your audience will see these posts organically. Paid advertising needs to be a key part of promoting an event successfully on facebook.

As we want to promote an event, the marketing objective will be “Engagement” and the option we have to select is Event Responses. You can only use this objective to promote events specifically created on Facebook. When launching your event have a planned campaign ready to launch at the same time, for an event most tickets are purchased in the first couple of weeks and the last week.

Target audience

Now you can improve your targeting options using the new Custom Audiences from an Event. You can include or exclude people who had responded “Interested” or “Going” to a particular event, to any event or both from your Page. Retargeting Ads are important to continue to promote your event to people that have shown an interest in your ad without taking any action. These actions are tracked by facebook using a piece of code called the Pixel. Once the visitor is on Facebook, they will see an ad reminding them to register for the event. Retargeting these people gives you a second (or even third) opportunity to bring them back to your event page.

Creating an event is a great opportunity for your business and we have the ability to help you achieve your goals or to improve on last year, get in touch to find out more!