Digital Marketing Secrets to Drive Ticket SalesThursday 6/16, 10 a.m. PST / 1

p.m. EST #eventbritewebinar

Agenda1. Building advertising campaigns for ticket sales2. Advertising channels for event marketing 3. 4 steps for effective ads4. Tracking ticket sales to measure success5. Examples of high-grossing event ad campaigns6. Q&A

Mary SheehanHead of Product Marketing AdRoll

Michael TimoneyDirector of Performance MarketingEventbrite

Panelists

How to build online advertising campaigns to drive ticket sales

The three core objectives of online advertising:

ATTRACTReach new prospects

CONVERTTurn prospects into attendees

GROWMaximize attendees’ lifetime value

PROSPECTINGRETARGETING

ATTRACTReach new prospects

CONVERTTurn prospects into attendees

GROWMaximize attendees’ lifetime value

1. Attract

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ATTRACTReach new prospects

CONVERTTurn prospects into attendees

GROWMaximize attendees’ lifetime value

2. Convert

ATTRACTReach new prospects

CONVERTTurn prospects into attendees

GROWMaximize attendees’ lifetime value

3. Grow

Which advertising channels are best for your event’s campaigns?

Every device Everywhere online

Create a multi-touch experience across channels

For example, use desktop ads to convert mobile event page visitors.

4 main channels for multi-touch campaigns:1. Social media advertising2. Search engine marketing3. Display ads4. Email

1.Social media

Facebook & Instagram are the most popular social advertising channels for events.

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Demographics of each platform

Monthly active users 1.59 billion 400 million

Usage by gender 77% of women66% of men

29% of women 22% of men

Usage by age 87% of 18-29 year olds73% of 30-49 year olds63% of 50-64 year olds56% of 65+ year olds

53% of 18-29 year olds25% of 30-49 year olds11% of 50-64 year olds6% of 65+ year olds

Pew Research Center, August 2015

2. Paid Search Engine Marketing (SEM)2 kinds of search terms (keywords) to target:

1. Event discovery keywords2. Branded keywords

SEM

To figure out which keywords to target, you can use free resources like theGoogle AdWords Keyword Planner.

3. Display ads A visitor comes to your event page

They learn about your event, but leave before buying a ticket or registering.

You retarget them with ads on sites they visit later, bringing them back to buy tickets when they’re ready.

Use retargeting display ads to target engaged audiences (for example, people who viewed your ticketing page) with relevant ads.

Use prospecting display ads to drive new potential attendees to your site.

3. Display ads

Best practices:

● Surface ads to your email database● Keep your visual branding consistent● Use coupon codes and emphasize

urgency

If you use AdRoll, you can trigger emails based on your potential attendees’ interactions.

4. Email retargetingUse code ‘YES’ for 20% off

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4 steps to build effective ad campaigns

1. Target your message for each stage and channel...

Potential attendees are likely interact with your ads on multiple platforms, so make sure your brand and messages are cohesive.

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… & continue that messaging on your event page.

● Highlight images and video

● Dive into details around venue, vibe, dress code, transportation, and more

● Feature reviews and social engagement on the page for social proof

2. Design your ads with mobile in mind...

88% of Facebook users are active on mobile

100% of Instagram’s traffic is on mobile and tablet

160% lift in conversion for mobile-optimized payment processes

...and make sure your ticketing or registration purchase is mobile optimized.

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3. Choose engaging copy and visuals

Keep strong brand consistency across your campaigns.

Use clear CTA (call to action) buttons.

Write captions that drive urgency to buy tickets or register.

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4. Test, test, test!

Test images, headlines, CTAs, and more to see what your potential attendees respond to best.

How to track ticket sales & measure success

1.Choose performance goals

Two common metrics to measure ad performance:

1. Click through rate (CTR): The percent of your ad viewers who also click the ticketing link

2. Return on investment (ROI): Your return on the ad, likely the value of tickets sold compared to the money spent on the ad

Industry benchmarks

2. Set up tracking 2 ways to track ad performance: ● Tracking links: A unique URL for your ads generated

through either your ticketing or advertising platform to measure how many clicks and tickets each campaign is driving

● Tracking pixels: A bit of code on the backend of your ticketing page that tracks which ad campaigns a potential attendee interacted with before landing on your page and buying a ticket

3. Get familiar with your reportsGoogle Analytics is a free tool that helps you attribute sales across ad campaigns:

● Prevents double-counting if attendees interact with multiple ads before buying

● Integrates with both Eventbrite and AdRoll

● Helps with incrementality testing

If you use Eventbrite, there are two ways you can track ad performance:

1. Tracking links2. Tracking pixels

If you’re an AdRoll customer, you can also monitor performance across campaigns using your AdRoll dashboard.

If you use AdRoll, you can also retarget people using tracking links instead or in addition to tracking

pixels.

Examples of successful event ad campaigns

Strategy: Advertising 90sFest to lookalike audiences on Facebook

Results: 10x ROI

Prime Social Group

Strategy:

Results: Grew the race 10% year over year

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Indianapolis Monumental MarathonStrategy: Using retargeting ads each time registration prices were about to go us

Results: 6x ROI

Q&A

Learn moreat eventbrite.com/blog and blog.adroll.com