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Budget and Schedule Best Practices
Timing is one of the most important aspects of running a strong campaign to promote your upcoming event(s).
If you're excessively spending on advertising your event when there's no urgency for your customers to buy, don't expect to see
- Spend when there is urgency to buy tickets. - We recommend to spend a smaller amount if there is no urgency to buy tickets. You can check your sales curve graph under the ad campaigns section to discover when your customers are most likely to purchase based on how they have purchased for your events in the past.
Sales Curve Example: This event creator's purchasers typically purchase tickets early on.
- Aim to spend $100+ on your ad campaign. - Generally, the more you spend on your ad campaign, the more people you are going to reach with your ad.
- Recurring Events = Marathon - If you have events that are happening very frequently, have ads that are continuously running with a small daily budget.
- Single Events = Sprint - For a single event where there is going to be urgency to buy at different time periods, you may want to run an ad for a couple of weeks, then stop your ad campaign, then restart your ad campaign when there is more urgency for people to buy.
Events that have high urgency to purchase tickets before they sell out.
If you have an event with an early buying sales curve, you might want to allocate most of your budget when your event goes on sale and a small budget in the middle of the event marketing period for event awareness, then run an ad campaign closer to your event date for a final push.
Events that do not have a lot of urgency to purchase tickets ahead of time.
- Comedy Events
- Beer Festivals
If you have an event with a late buying sales curve, you might want to focus on building awareness and re-marketing audiences in the beginning of the marketing period. Allocate most of your budget to spend on your ad campaign during that last week or two before the day of your event where there is more urgency to buy.
Events where people are buying consistently throughout your events.
- Recurring Events
- Collection of Events
If you have events with a flat buying sales curve, you might want to carve out a budget to spend on an ad campaign that consistently runs throughout your event's marketing period.
Understanding the demand for your event will help you with choosing the right campaign type!
- If you know that your event has definitive urgency to buy then you might want to run the ad to your Eventbrite Ticketing Page as this will make it easy for people to purchase tickets to your event(s).
- If you are days out from your event and you know there is not a lot of urgency to buy right away, consider running your ad to your Facebook Event. This will drive awareness by directing people to your Facebook Event to RSVP.
Some things to consider when deciding what amount to allocate for your ad spend budget:
- Am I spending more than the bare minimum budget?
- More Budget = More Reach = Better Ad Optimization
- Am I overspending on the wrong type of ad when people aren't buying?
- Am I A/B testing too many audiences or creatives?
You can set your budget & schedule for your ad campaign in the Budget step of the campaign creation process! See image below.