How to Use Retargeting Ads for Your Next Event
You’ve probably heard of retargeting by now, but how does it work for your event?
Imagine someone reading your event flyer in front of a restaurant; she’s waiting for her group of friends to arrive. Before she reads the whole flyer she sees her friends and they go inside, leaving your flyer sad and unread. But, what if you could make sure she sees your poster again before your event? Well, that’s the idea of retargeting ads. Except it’s completely digital.
With retargeting, you’re making sure people who have already shown interest in your event by visiting your website or better yet – your ticketing page, see your event info again.
As most event makers know, just because someone shows interest in your event doesn’t mean they’ll end up going. By keeping your event on their radar, they’ll be more likely to buy a ticket and experience your event.
So, how do you setup your first retargeting campaign?
You can use most online advertising platforms for retargeting your event. We recommend using Google Adwords and Facebook Ads.
First things first – create your pixel.
The point of setting up the pixel (which is just a tiny piece of code) is so it can track people who have visited your site, and ultimately, so you can create lists of people you’d like to show your ads to. Whether or not you have immediate plans for a retargeting campaign, you should set up the pixel on your event site so it can start gathering data. For an effective SpinGo campaign, we like there to be a minimum of a month of data built up before we run an event’s retargeting campaign.
How to create your Google pixel:
Go into your Google Adwords account look on the left hand side under All campaigns and click on Shared library.
Now that you’re on the retargeting page, click view>> underneath Audiences.
You’ll most likely want the pixel to be on your website – this tracking setting keeps an eye on the people who have visited your website. But, if you have other goals to either get people to your app, track phone calls that come into your business, or you could already have a list of people you’d like to target, click the most applicable conversion tracking you’ll need.
Click Set up remarketing.
Now you should see directions for how to get your pixel code, and how to apply it to your website. Provide your email address below and follow the instructions provided. This part can be tricky, and you may want to consult your website manager for help if you’re unfamiliar with the backend of your website.
Here you can review your list that you’ve created from the data provided by your pixel.
Once the code is pasted in the proper place, it should be working smoothly. You can check that it’s working by downloading the Google Tag Assistant Chrome extension and it will read your website and tell you whether or not it’s running.
Create your Facebook pixel:
Log into your business manager Facebook account > assets > Pixels page.
For Facebook’s Pixel, you can now only create one pixel per account. If you’ve never created a pixel before your screen will look like this. Click Set Up Pixel to get started.
Choose the way you’d like to install your Pixel Code. You will most likely want to add the code to your event website, so choose the option – Copy and Paste the Code.
Here is the Base Facebook pixel code you need on your site. Copy and paste this code and follow the directions given by Facebook for how to install the pixel. You may want to consult your website manager or tech savvy nephew if things get weird.
Once you have the Base pixel installed, you now can create an “Event” for the pixel. Although we both love events, the Facebook Pixel Event is defined as an action that takes place on your website (not near as fun as the type of events we’re used to). That Event could be someone adding your ticket to their cart, a view on your ticketing page, or when someone purchases a ticket to your event. This next step is where you decide what you want to track. You’ll need to add this new string of code into your site as well.
Now your pixel is properly installed and (hopefully) running! Check if the pixel is working by going back to the Pixels page in your Facebook Business account and checking the status of the pixel.
Tip: On Facebook, you can import an existing list from an email or newsletter list you regularly send out.
Once you have enough data, you can create a campaign. When creating a retargeting campaign, you’ll want to get creative with the copy. These people have already seen your original ad or web page, and now need a sense of urgency to take action.
We create and optimize retargeting campaigns for events, if you’re looking for some help in the area you can schedule a free consultation.