How To Improve Your Multi Event Ad Playbook Campaign
In this guide - you'll learn the best practices for improving and understanding the performance of your Multi Event Ad campaign.
The Multi Event Ad campaign is one of the most cost-effective ways to promote multiple events in one campaign.
To begin to understand our ad's performance, you'll want to ask yourself the following questions:
How many events am I advertising?
This ad is best for event creators with more than 3 on-sale events in a given location. The value of this campaign comes from advertising multiple events at a low budget.
If you're only advertising 1-2 events, you're better off running normal FB/IG ads in the Ad Campaigns section. You can send people to your ticketing page or your event collection page.
When do my customers normally buy and did I segment accordingly?
The real power of this ad comes into play when you use the segmentation options to advertise events that are in the timing periods when your customers normally buy.
Look at your strategy curve on this section as it shows you when your customers buy!
If you're advertising events that people aren't buying for as they're too far for buyers to make a decision, you might want to segment to only advertise events happening soon.
How much do I want to spend and what are my target audiences?
Your budget and targeting are interconnected. Using more budget allows us to target more audiences, but those audiences have varying degrees of purchase intent for your events.
If we're only spending a small budget, we might want to focus on using remarketing audiences only. If we're spending more, we have more room to include audiences that target new potential buyers.
Most Important Elements For Performance
The two most important elements of your ad's performance are:
The catalog segmentation options you select
The target audiences you use
Catalog segmentation allows you to choose which events you advertise with your MEA ad. This is important for ensuring you're getting the best bang for the buck out of your marketing dollars.
For your targeting audiences, you'll want to identify the goal of your campaign. Do we mainly care about remarketing? Or do we want to use this ad to get in front of new customers?
Catalog Segmentation
You have a few different options for segmenting your campaign. The reason these ads are better for high-volume event promoters is that you'll have more wiggle room to segment which events are advertised.
The most common segmentation options included:
Event That Are Happening Soon
Events On Sale In The Past X Days
Look at your strategy curve on this section as it shows you when your customers buy!
This will help give you insights as to which segmentation option will be best for getting in front of your customers when they normally buy!
If you've been using "All Events" and have enough events where segmenting makes sense, try using the "Events that are happening soon" option.
Target Audiences
You'll want to consider what your goal is with this campaign. Is your goal to reach a mix of new buyers & old buyers? Or is your goal strictly to keep the budget as low as possible and target those most likely to buy?
Having an objective of who you want to target is very important. By default this ad will target:
Interest Audience - enter in 5-10 relevant interests related to your event. This targets new buyers
Grouped Remarketing - this targets everything from your social media engagers to your past buyers, aka the people who are most likely to buy
If you want to solely focus on remarketing, hit the switch to advanced targeting button in the top right and then click on the trash can button to get rid of the interest audience. For a few other audience suggestions you can try adding in:
Lookalike of Eventbrite Past Buyers
Lookalike of Facebook Event Engagers
Lookalike of Facebook Page Engagers
Eventbrite Smart Audiences (if supported by your targeted geo)
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