digital advertising strategies for event marketers
TRANSCRIPT
WEBINAR:Digital Advertising Strategies
For Event Marketers
Kane Powley - Glisser
Kane is an internet marketing guru.
As head of Growth at Glisser he
looks after everything from contentmarketing and CRM to pay per
click, website analytics and CRO.
Previously Kane worked on digital
marketing at RateSetter, and client
strategy at Qubit.
David Epstein - Bizzabo
David Epstein is the Content
Marketing Manager at Bizzabo.
Previously, he worked as a
Marketing Consultant for Fortune
500 and Global 2,000 clients in
various industries to teach
marketing teams how to work
smarter and more efficiently.
welcome.bizzabo.com/cmo-event-ads-ebook
PRESENTERS
Facebook Ads
Twitter Ads
Instagram Ads
Snapchat Geofilters
The full webinar recording includes information on:
welcome.bizzabo.com/cmo-event-ads-ebook
welcome.bizzabo.com/cmo-event-ads-ebook
Facebook Ad Types
1. Response Ads
welcome.bizzabo.com/cmo-event-ads-ebook
Facebook Response Ads
welcome.bizzabo.com/cmo-event-ads-ebook
1 Designed for event organizers to get attendees commit to an event
How can event organizers use Facebook Response Ads?
Newsfeed - Desktop
Newsfeed - Mobile
Right column - Desktop only
welcome.bizzabo.com/cmo-event-ads-ebook
Facebook Ad Types
1. Response Ads
2. Retargeting Ads
welcome.bizzabo.com/cmo-event-ads-ebook
Facebook Retargeting Ads
welcome.bizzabo.com/cmo-event-ads-ebook
1 Designed to encourage someone who previously visited your website to take action
2 Recover revenue that could have been lost: Great Ad Type to serve to visitors who began the event registration process but failed to complete it
How can event organizers use Facebook Retargeting Ads?
Step 1: Embed the Facebook Pixel Step 2: Build the ad
welcome.bizzabo.com/cmo-event-ads-ebook
Facebook Ad Types
1. Response Ads
2. Retargeting Ads
3. Targeting Options
welcome.bizzabo.com/cmo-event-ads-ebook
welcome.bizzabo.com/cmo-event-ads-ebook
There are so many data points collected through Facebook – Use them to your advantage!
Facebook Targeting Options
1. Look alike ads
2. Connection based ads
3. Demographic and geographic information
4. Target layering
Facebook Targeting Options
welcome.bizzabo.com/cmo-event-ads-ebook
1. Look alike ads
• Reach new people who are likely to be interested in
your business by targeting people with similar
demographics as your attendees
How can event organizers use Facebook Targeting Options?
welcome.bizzabo.com/cmo-event-ads-ebook
2. Connection Based Ads
• Response ads can work hand in hand with Connection based ads
• Ads will be shown to people who already have a connection with
those who have indicated interest in your event
How can event organizers use Facebook Targeting Options?
welcome.bizzabo.com/cmo-event-ads-ebook
3. Demographic and Geographic information
• Target your ideal attendees by demographics and location
How can event organizers use Facebook Targeting Options?
welcome.bizzabo.com/cmo-event-ads-ebook
4. Target layering
• Expand your reach by strategically layering in interests
and behaviors or through a combination of ads
How can event organizers use Facebook Targeting Options?
welcome.bizzabo.com/cmo-event-ads-ebook
welcome.bizzabo.com/cmo-event-ads-ebook
TwitterAd Types
1. Followers
welcome.bizzabo.com/cmo-event-ads-ebook
How can event organizers use Twitter Followers Ads?
welcome.bizzabo.com/cmo-event-ads-ebook
• Gain extra qualified followers by reaching out to an interested audience
TwitterAd Types
1. Followers
2. Website clicks and conversions
welcome.bizzabo.com/cmo-event-ads-ebook
How can event organizers use Twitter Website Clicks & Conversions?
welcome.bizzabo.com/cmo-event-ads-ebook
• Drive traffic to your event site to increase registrations
TwitterAd Types
1. Followers
2. Website clicks and conversions
3. Video Views
welcome.bizzabo.com/cmo-event-ads-ebook
How can event organizers use Twitter Video Views?
welcome.bizzabo.com/cmo-event-ads-ebook
• Drive traffic to your website through engaging visuals and video content
Which Twitter Ads should you use?
Ad Cost Impact Time Range
Followers Medium Medium Long
Website clicks or conversions High High Short
Video views Low Low/Medium Short
welcome.bizzabo.com/cmo-event-ads-ebook
welcome.bizzabo.com/cmo-event-ads-ebook
InstagramAd Types
1. Photo Ads
2. Video Ads
3. Carousel Ads
welcome.bizzabo.com/cmo-event-ads-ebook
Photo Ads Video Ads Carousel Ads
Instagram Ads Formats
welcome.bizzabo.com/cmo-event-ads-ebook
How can event organizers utilize Facebook Targeting on Instagram?
welcome.bizzabo.com/cmo-event-ads-ebook
Download our full webinar recording to find out more:www.welcome.bizzabo.com/cmo-event-ads-ebook
@Bizzabo | @Glisser
Thank You!
welcome.bizzabo.com/cmo-event-ads-ebook