Find New Ticket Buyers with Facebook’s Lookalike Audiences

  • By Lilly Madrid | Thursday, December 6th, 2018
Find New Ticket Buyers with Facebook’s Lookalike Audiences

You’ve seen promising results by utilizing Facebook Ad targeting based on factors like age, location, and interests, but have you considered upping your game even further with a more targeted approach? Lookalike Audiences target potential ticket buyers who “look like” those who have already interacted with your event. Using data you likely already have to create Lookalike Audiences can be a huge asset in boosting sales without breaking your budget!

Read on for tips from our event marketing experts to learn which lookalike audience will perform best, and how to make your Facebook ad campaign successful.

What is the Best Converting Audience?

Your event’s best performing Lookalike Audiences will be those built around existing customers. By sharing current and past ticket buyer data with Facebook, you can create and leverage a Lookalike Audience most similar to your customers to show, direct to your event listing, and convert users similar to existing ticket buyers. Since the users in these audiences display similar traits to existing customers, your ad campaign’s cost per conversion will typically be much lower than campaigns using only interest targeting. Plus, because the population of users in the Lookalike Audience will update every three to seven days based on data collected by Facebook’s algorithm, your targeting gets smarter over time.

How Do I Set Up This Audience?

To get started creating the ticket buyer lookalike audience, you’ll need to understand how it works. The Facebook algorithm builds a Lookalike Audience based on data you provide, either from uploading a list of the names and email addresses of your existing ticket buyers, or from data collected via a conversion tracking pixel included in the code on your website’s receipt page. We recommend using data from your Facebook pixel because the setup is faster, the audience will continually update as new people buy tickets, and creation does not rely on Facebook matching the people in the email list to its users.

Once you have selected your data source and made sure that data is either uploaded or being captured by the Facebook pixel, it’s time to make your Lookalike Audience. Visit the Assets section of Facebook Ads to set the data source you’ll be pulling from, desired target location, and Audience Size. Bear in mind, it can take six to 24 hours for your Lookalike Audience to be created and ready to use in an ad set. Be sure to check out Facebook’s Help Center for more detailed instructions on creating your Lookalike Audience!

What Type of Ads Do I Run with This Audience?

To get the most out of your ticket buyer Lookalike Audience, build a campaign specifically tailored to that audience. Since they have not yet been exposed to your event, we recommend using a short (less than 30 seconds) video ad to grab your audience’s attention by highlighting exciting and important elements of your event. Use this video to announce your headlining performers, celebrity guests, or exclusive attractions, and be sure to include the location and event dates. Also consider using video clips from last year’s event to showcase what they can expect. Use compelling ad copy with calls to action like “Get your tickets today!” or “Reserve your spot while you can!” Beneath the video, select a relevant call to action button; we recommend “Book Now.” This is your chance to increase awareness, connect with a new target audience, and bring new ticket buyers to your event’s website, so take this opportunity to encourage conversions!

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