Eventbrite Boost Help
  • Eventbrite Boost Table of Contents 👋
  • Open Eventbrite Boost 🚀
  • Facebook Overspend Bug Refund Instructions
  • Getting Started
    • Eventbrite Boost Overview
    • Getting Started with Facebook Ads on Eventbrite Boost
      • How to Create a Business Manager Account
      • How to Create a New Facebook Ad Account
      • How to Request Page Advertiser Access to a Brand
      • How to Set Up a Payment Method for Facebook & Instagram Ads
      • How to Link an Ad Account to Business Manager
      • How to Link an Instagram Account (Instagram Business Profile) to a Facebook Page
      • How to Switch an Instagram Account to an Instagram Business Profile
      • How to Track Results and Sales from Your Ads with Offline Events
      • A Guide To Setting Up Your Own Domain For Custom Conversions
      • How to Create & Manage a Facebook Pixel
        • How to Install Your Facebook Pixel on Eventbrite
      • How to Sync Your Ad Account to Eventbrite Boost
      • Event Boost Facebook & Instagram Ads Overview
  • Eventbrite Ads
    • Create an Eventbrite Ad
  • Facebook & Instagram Ads
    • Eventbrite's Facebook & Instagram Ads for Events
      • How to Promote Your Event on Facebook & Instagram with Eventbrite Boost
      • How To Promote Your Facebook Event With Eventbrite Boost
      • How To Improve Your Event Ad Campaign's Performance
      • How to Make a Multi-Event Ads Campaign
      • How To Improve Your Multi Event Ad Playbook Campaign
      • Multi-Event Ad FAQ
      • Sales Curve Overview
      • Interest Targeting Best Practices
      • Budget and Schedule Best Practices
      • Ad Creative Best Practices
    • Strategies for Specific Events
      • New Year's Events + Troubleshooting FAQ
      • Concerts
      • Food and Beverage Events
      • Comedy
      • Sports
      • Holiday Events (NYE / Halloween / etc.)
      • Endurance
      • Music Festivals
      • Business 2 Business Events
      • Conventions
  • Grow on Instagram
    • Eventbrite's Instagram Growth Playbook
      • How to Create the Instagram Growth Playbook Campaign
      • How to Reduce the Cost Per Follower in your Instagram Growth Campaign
      • How to Create Instagram Stories Ads
      • How to Track the Performance of Your Growth Campaigns
      • Instagram Growth FAQ
  • Troubleshooting
    • Facebook Advertising Troubleshooting
      • How to Appeal a Disapproved Facebook (or Instagram) Ad
      • How to Appeal a Disabled Facebook Ad Account
      • Overlapping Locations Can't Be Used
      • How Long Does It Take for My Ad Campaign to Go Live?
      • Payment Method Missing, Unsettled Account, or Spend Limit Reached
      • Connect to Business Manager to Create This Audience
      • How to Link an Instagram Account (Instagram Business Profile) to a Facebook Page
      • How to Request Facebook Page Advertiser Access to a Brand
      • How to Disable Google Chrome's Heavy Ads Preview Feature
    • Facebook Ad Account FAQs
    • Custom Domain Troubleshooting & FAQ
    • Business Manager Sync Troubleshooting
  • Add to Facebook
    • Facebook Event Overview
    • Add Your Event to FB
    • Facebook Event FAQs
  • Share on LinkedIn
    • Share on LinkedIn Overview
    • Share Your Event on LinkedIn
    • Share on LinkedIn FAQ
    • Scheduling FAQs
  • Send An Email Campaign
    • Email Campaigns Overview
    • How To Create An Email Campaign
    • Email Campaigns FAQ
  • Promo Codes
    • Multi-Event Promo Codes FAQ
  • Account Setup
    • Billing and Subscription FAQs
    • Pricing & Plans
      • How To Make Changes To Your Plan
    • Creating Your Account
      • Managing Integrations
      • Creating Your Team
      • Adding Profiles
  • Growth Tools
    • Smart Links
      • Smart Links For Tours (TourLinks)
        • How to Create a TourLink
      • Smart Links for Events (EventLinks)
        • How to Create an EventLink
      • Smart Links for Podcasts (PodLinks)
        • How to Create a Single Episode Podcast Page
        • How to Create a Multiple Episode Podcast Page
      • Smart Links for Fundraisers (GiveLinks)
        • How to Create a GiveLink
      • Smart Links for Social Media Bios (BigLinks)
        • How to Create a BigLink
      • Smart Links for Livestreams (StreamLinks)
        • How to Create a StreamLink
      • Custom Domains For Smart Links
    • Social Unlocks
      • How to Create a Social Unlock
    • Contests
      • Smart Link Troubleshooting & FAQs
      • How to Create a Contest
  • Other Growth Playbooks
    • Spotify Growth Playbook
      • How to Create the Spotify Growth Playbook Campaign
    • YouTube Growth Playbook
      • How to Create the YouTube Growth Playbook Campaign
  • Event Marketing Playbooks
    • How to Create Your Event Announce Playbook
    • How To Create the Automated Event RSVP Playbook
    • How to Create the GoFundMe Playbook
  • Google Ads
    • Google Ads Overview
    • Event Ticket Seller Certification Application
    • How to Install Your AdWords Pixel on Eventbrite
    • How to Setup a Google Campaign (Individual Events)
    • How to Audit the Performance on Your Google Campaign
  • Advertising and Promotion
    • Campaign Creation Troubleshooting & FAQs
    • Advertising Fundamentals
      • Why You Should Advertise
      • Why Advertising Is an Investment
      • How to Target Your Audience
      • What is Conversion Tracking?
      • What is A/B Testing?
      • What is Budget Optimization?
      • How Is Eventbrite Boost's Advertising Platform Different Than Facebook's?
      • How is Eventbrite Boost's Optimization different from Facebook's Campaign Optimization?
      • Viewing Budget Optimization Insights
      • Advertising Term Glossary
    • Creating Target Audiences
      • How to Save Audience Sets, Add a Set, and Edit Sets
      • How to Save Your Audience
      • How to Target Related Artists Using Spotify
      • Smart Audiences (Beta)
      • How to Target Facebook Interests
      • How to Target Past Eventbrite Purchasers
      • How to Reach all your Facebook + IG fans with One Audience
        • How to Target Facebook Page Engagers
        • How to Target People Who Have Interacted With Facebook Events
        • How to Target Facebook Page Likes
        • How to Target People Who Have Viewed Your Videos on Facebook and Instagram
      • How to Target People Who Have Visited Your Website or Web Pages with Your Facebook Pixel
      • How to Create Lookalike Audiences
      • How to Target Email Subscribers on Facebook
      • Advanced Targeting Walkthrough
    • How To Promote Your Event With Eventbrite Boost
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  • What to expect
  • Benefits increase over time

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  1. Advertising and Promotion
  2. Advertising Fundamentals

Why Advertising Is an Investment

PreviousWhy You Should AdvertiseNextHow to Target Your Audience

Last updated 4 years ago

Was this helpful?

Remember the story of ? In the fairy tale, a boy trades his family’s source of food and income — a cow — for magic bean seeds. Angered by her son’s foolishness, his mother tosses the seeds out the window. For a moment, joke’s on mom. Overnight those tiny seeds sprout into a giant beanstalk that stretches high into the clouds.

What to expect

Most people expect beanstalk growth from their Facebook ad campaigns. They forget there’s an evil giant lurking in those clouds. Instead, they bank on big magic. Speed. Results. They create a campaign, spend $100, and anticipate $10,000 returns.

Too often, people treat the dollars they put toward Facebook ads as magic bean seeds. It makes sense. That initial investment can be a big deal — as big a deal as giving up the family cow. Such a sacrifice should warrant something equally big in return — right? Tremendous sales = a huge return on ad spend.

It’s important to distinguish fairy tales from reality, and the reality is that most initial forays into Facebook advertising aren’t lucrative. Maybe the campaign results in no sales — or, just as bad, low sales. It’s easy to get frustrated. Who wouldn’t be upset that their time and money is yielding … nothing?

Modest gains or even losses — that’s the first thing to expect from Facebook ad campaigns. Too often, this is where people give up when really they should be practicing patience. As billionaire , “No matter how great the talents or efforts, some things just take time.”

Benefits increase over time

Managing expectations is crucial. The benefits of running a Facebook ad campaign grow over time. Those benefits mimic a customer acquisition curve that is bound to be familiar.

If your campaign doesn’t start off with a bang, how do you know you’re on the right track? How do you measure the value of your marketing?

Remember: Your ad campaign is an investment in your brand’s reputation. Any gauge of success must acknowledge this process. It’s a process of spreading awareness, determining a target audience, cultivating a voice, and, of course, honing a product.

Still, as your campaign continues, you’ll want to be armed with a few key measures by which to quantify your progress:

  • Break-even cost: Total costs = total revenue. You’re not making money, but you’re not losing money either. (Say it costs you $10 to make a T-shirt. If you’re selling that shirt for $10, the total profit is $0.)

  • Cost of customer acquisition: How much it costs to sell an item to a customer (i.e., if I spend $100 and sell 10 T-shirts, my customer acquisition cost is $10 — $100/10).

  • Lifetime value (LTV) of customer: How much revenue to expect from a customer over the course of a specific period of time (e.g., one year). If someone averages two purchases from per year, and my product is $20, the LTV of my customer is $40.

  • Return on Advertising Spend: Total revenue divided by total spend (e.g., if I spend $50 on advertising and make $100, my ROAS is 2x. For every 1$ spent, I make $2).

Finding out what works in Facebook advertising is not impossible. You just have to be perseverant and follow a few best practices that we will layout in-depth later on.

Key Takeaways:

  • Advertising is an investment in your brand’s reputation with customers.

  • Manage expectations, practice patience, and analyze your results over time.

  • Benchmark your advertising performance over time with key measurements.

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Jack and the Beanstalk
Warren Buffet says