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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On this page
  • Schedule
  • Budget Best Practices
  • Schedule Best Practices
  • Examples of Events with Early Buying Sales Curves
  • Examples of Events with Late Buying Sales Curves
  • Example of Events with Flat Sales Curve
  • Choosing Your Campaign Type
  • Budget
  • Where To Set Your Budget & Schedule

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  1. Facebook & Instagram Ads
  2. Eventbrite's Facebook & Instagram Ads for Events

Budget and Schedule Best Practices

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Last updated 2 years ago

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Schedule

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

Budget Best Practices

  • 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.

  • 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.

Schedule Best Practices

  • 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.

Examples of Events with Early Buying Sales Curves

Events that have high urgency to purchase tickets before they sell out.

  • Concerts

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.

Examples of Events with Late Buying Sales Curves

Events that do not have a lot of urgency to purchase tickets ahead of time.

  • Comedy Events

  • Beer Festivals

  • Dancehall

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.

Example of Events with Flat Sales Curve

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.

Choosing Your Campaign Type

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.

Budget

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?

Where To Set Your Budget & Schedule

You can set your budget & schedule for your ad campaign in the Budget step of the campaign creation process! See image below.

Sales Curve Example: This event creator's purchasers typically purchase tickets early on.