How to target Facebook, Instagram and Google campaigns effectively?

Online marketing is one of the most common ways to promote events. Ads on Facebook, Instagram and Google are now a major part of every campaign - whether you manage them yourself or hire specialists.

Constant development and improvements in online marketing keep pushing it forward. Over time we have grown used to detailed statistics, ad targeting options and the Pay-Per-Click model (PPC), where we pay only for clicks.

But how do you set up your campaigns so they deliver the results you want and use your budget as efficiently as possible? Optimize them for conversions - ticket purchases! With this setup, the key indicator becomes generating the highest possible ticket sales. All the other familiar metrics, such as the number of clicks, impressions and so on, will play a supporting role.

Inviton is the only platform that lets you send purchase data directly to Facebook and Google Analytics. Easily, just by filling in two fields in your event administration. How does it work?

Facebook and Instagram campaigns

In Facebook Business Manager (if you don't have one, create it at business.facebook.com) you create a Facebook Pixel and enter the Facebook Pixel ID in the administration of your event in Inviton. The platform will then send you conversion data (the Purchase event), which you can use to target and optimize your campaigns. Once you reach a minimum number of purchases, around 50 (the so-called learning phase), their performance improves significantly. In the campaign overview you'll be able to compare the performance of individual ad sets and ads, which lets you identify the differences between campaigns, targeting and creatives and evaluate the most successful ones.

Google Ads campaigns

As with Facebook, you enter your Google Analytics ID in the Inviton interface. This gives you complete Google Analytics Ecommerce data, and once you link your Google Analytics and Google Ads accounts, conversion data flows directly into the Google Ads interface.

Besides the option to target campaigns better, you can build audiences from the conversion data. For example, we recommend excluding people who already have tickets from your campaigns, or reducing how intensively you target them. In both ad systems you can create so-called lookalike audiences, made up of people similar to those who have already bought a ticket. This should be the highest-quality target group for your campaign.

We believe this functionality will give you a different perspective on your campaigns and significantly improve their quality.

This text was prepared in cooperation with the agency

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