Event ads on Facebook

Facebook is not only an excellent platform for promoting products, services or reaching target customers, but it is also used to create in-person meetups or networking events. After creating events to promote your brand and enhance visibility, businesses can leverage Facebook’s tools to advertise these events, attract more followers and attendees, and boost sales. If you want to learn more about event ads on Facebook, don’t miss this article by Ad Support!

Overview of event ads on Facebook

Facebook Events introduces your business’s live or virtual events to Facebook. Businesses can use events for comedy shows, sporting events, trade shows, fundraisers, and more. Once you create an event, you can promote it to increase attendance and increase ticket sales. You can use event ads to:

Raise awareness of your business event

Create event ads on Facebook so your target audience can learn about upcoming events.

Get RSVPs on Facebook

Encourage people to RSVP to your business event to receive updates and reminders.

Increase ticket sales

When running event ads, your business’s event can reach more people who may be interested in the event. Or people who have expressed interest or attended similar events before. From there, your business can sell more tickets and increase ticket sales.

If you want to create an event ad, you first need to create an event on Facebook. There are 2 ways to create an event ad: from Meta Ads Manager and Facebook Page. 

Supported Objectives and Placements for event ads on Facebook

For event ads on Facebook, there are many different objectives and placements supported, including:

Available objectives for event ads

Advertisers can choose one of the following objectives for event ads:

Engagement: If you choose this objective, use the Event Responses sub-objective and optimize responses to events on Facebook. When the ad is shown to new users, the ad will display an Interested button. If the ad is shown to people who have responded to the event, the ad will display a Going button.

Traffic: This objective focuses on optimizing traffic to your business’s event website or app, and the ad will display a Get tickets button. However, it is only used for live events with tickets. To use this objective, you’ll need to choose either the image or video ad format when creating your ad.

Sales: Your ad will display a Get tickets button to optimize for the number of tickets for your event. This objective is only available for ticketed live events. You’ll need to choose either the image or video ad format when creating your ad.

Your ad objective may vary depending on which metrics are most important to your business. You can only use the traffic or business objective if you’re promoting a ticketed live event.

Placements available for event ads

Depending on the objective you choose, event ads on Facebook will appear in the following locations:

For the engagement objective, your ads will appear in the Facebook Feed.

For the traffic and sales objectives, your ads will appear in the following locations:

• Facebook Feed
• Facebook Marketplace
• Facebook Video Feed
• Facebook Right Column (requires image media)
• Facebook Stories
• Facebook In-Stream Video
• Facebook Search Results
• Facebook Instant Articles
• Meta Audience Network Native, Banner, and Interstitials
• Audience Network Rewarded Video (requires video media)
• Audience Network In-Stream Video (not available for traffic objectives, requires video media).

How to create event ads on Facebook page

You need to ensure that all events organized by a Page are displayed publicly. To create an event organized by a Page, follow these steps:

Log in to your Facebook account and select your profile picture in the upper right corner. Then click See all pages and select the Page you want to go to. On the main interface of the Facebook page, click Events in the left menu. You can click See more first.

Next, select +Create new event on the left, select the Event name, start date, and time, and choose whether the event is Live or Online. Then enter the event information under What details are included and click Create event.

Once you’ve created an event on Facebook and want to edit it, you can only edit the event name, date and time, event format, event type, event location, description, cover photo, guest list display mode, and co-hosts.

If you want to edit an event on Facebook, click on Events in the left menu on the Feed panel. Then click on See more first, select Your Events, and then select Organization. Next, select the event you want to update, click on Edit, make changes to the information as desired, and then click Save.

How to create event ads on Facebook using Meta Ads Manager

When you want to create an ad, you need to ensure you are a Page admin or have advertiser permissions to the event organizer or co-organizer Page to run the event ad.

Create event ads on Facebook with an Interested button

Create and set up a new campaign

First, go to Meta Ads Manager, click +Create, and create a new campaign. Next, name the campaign, select the campaign objective as Engagement, and click Continue. Next, you need to complete the campaign details, A/B testing information, and the Advantage campaign budget, and click Next.

Setting up an event ad group

In the next interface, name your ad group. In the Conversions section, select On your ad as the conversion location. Under Interaction type, select Event response and click Next. In the Identity section, select the Facebook Page you want to use to advertise the event. You must select the Facebook Page as the representative organization or co-organization for the event you want to advertise.

Next, set up your budget and schedule for running your Facebook event ads. Choose your target audience or choose Advantage+ audience so that your ads can be shown to people who are most likely to be interested in your ads. Now you need to choose the Placement for your ads. There are 2 options: Advantage+ placement and manual placement. If you choose Advantage+ placement, your ads will be optimized and shown to the most targeted audience. In addition, you can choose Manual placement to customize the locations where your ads will be shown as you wish. Complete the details of your ad group and click Continue to move to the next step.

Create event ads on Facebook

On the next screen, name your ad and choose the appropriate ad format including Single image or video, Carousel. You can choose a different image or video for the ad if you want to change it in the Media File section. If you want to change the text that appears with the ad, you can change the text in the Main Text section.

In the Event section, enter the title and URL of the event you want to advertise. Then, the cover photo, video, or description of your event will be automatically filled in. Next, select the destination for the ad, complete the Tracking section, and add other information if needed. After completing, check all the information on the campaign and edit it if necessary. When ready, click Publish to run the event advertising campaign on Facebook.

How to create event ads on Facebook with a Get Tickets Button

Access Ads Manager and select +Create to create a new campaign. Next, name your campaign, choose the campaign objective as Sales, and click Continue. Then, complete the campaign details along with the A/B testing information and Advantage campaign budget information, and click Next.

In the Conversions section, select On your ad as the conversion location. Under Type of Interaction, choose Event Responses and click Next.

Now, select your budget, audience, placements, and optimizations, and click Next. To display your event ad on Facebook and Instagram, select Advantage+ placement. You can also select a specific placement on Instagram by choosing Manual Placement.

In the Identity section, select the Facebook Page you want to use for promoting your event. Under Ad Setup, choose the Single Image or Video format. For Ad Content, select Facebook Event as the destination page.

For the Event section, enter the title or URL of the event you wish to advertise. The event’s cover photo or video and description will be auto-filled. The following steps are similar to creating an event ad with an Interested button on Facebook.

How to create an event ad from a Facebook Page

The steps to run an event ad on a Facebook page are as follows:

Log in to your Facebook account and go to your Facebook Page that created the event and wants to advertise. Then click on Ads and select Advertise Event. Next, select the event you want to advertise and click Boost Event.

If your event is live and requires tickets, select an objective in the Objectives section. When you select the Tickets objective, a Get Tickets call-to-action will appear on your ad. When you select the Awareness objective, an Interested call-to-action will appear on your ad.

If your event is live and does not require tickets, your event ad will be optimized for event responses with an Interested call-to-action.

To change the text of your ad, enter a Description of the event. If you are changing your ad, click Edit Options, then Select Image, Video, or New Upload, or edit the image from the drop-down menu.

Then complete your audience, duration, and budget selections, and add tracking conversions (if needed). When you are finished, click Boost Event Now and your ad will run on your Facebook News Feed.

We recommend using an engaging image that is relevant to your event rather than a text-based event flyer. If you don’t have an image yet, you can choose one of the available images during ad creation. To select an existing image, click Edit Options, then Select Image, then Select Available Image.

How to optimize event ads on Facebook effectively

After setting up event advertising, apply the following methods to optimize advertising to achieve the best results:

Target the right audience

Create event-engaged custom audiences to reach target audiences who have shown interest in your event on Facebook.

Use custom audiences from previous events: Use Ads Manager to upload a list of people who have purchased tickets to previous events. From there, create a custom audience to reach those people again.

Or you can use lookalike audiences to find people similar to attendees. When you create lookalike audiences, Facebook will search for similar people based on their data and browsing history.

Choose the right location

Choose the right location: Focus your audience on people who are most likely to attend an event in a specific location. For local events, choose a city and target people within a certain radius. If you are hosting the same event in multiple locations, you may want to create a separate event for each location.

Use a location that corresponds to your Facebook page or suggested location so that people nearby can discover it through Event Discovery. You can also use the full address and add directions and a map for clarity.

Add a cover photo or video that matches your event

Use a cover photo or video that is relevant to your business event and helps connect with your target audience. Choose something that encourages people to attend, including videos from previous events or images of what will happen at your event. Ad images must be 1920 x 1080 pixels (16:9 ratio).

Make sure the event name is short and clear

You should name your ad event, uniquely, avoid duplication, and do not use capital letters or special characters.

Add event date and time

Add a date and time to let people know when the event will take place, including a start and end date. If the event is recurring, add information about when and how often it will take place.

Provide a helpful description

Include useful information about the event for people: why or what they should attend. Enter important information in the Description field, including age range, related events, attendees, etc.

Add a schedule and keywords

Add schedule information or keywords to help people find the event on Facebook more easily in the Details section.

Provide entry information

Use the Entry field to add confirmation, create tickets, or add a link to tickets. For free events, you can ask guests to reserve a seat and provide additional details to confirm their attendance. For events that sell tickets, sell them directly on Facebook or provide a website URL for people to buy tickets.

Add co-hosts

You can add other Pages as co-hosts of your event to increase awareness. Related Pages include performers, advertisers, sponsors, and venues. Adding a co-host will make the event appear on that Page’s calendar. Any co-hosts added will have the ability to edit the event.

Contact Facebook Ads experts for advice

Facebook advertising is a useful tool to help businesses promote events, increase participation, and increase ticket sales. Setting up event advertising on Facebook is not too difficult, but to have successful campaigns, you need to know how to optimize it. For businesses that are new to advertising on Facebook, they do not have much experience in this matter. However, do not worry too much because our Facebook Ads experts will advise and support you enthusiastically in implementing the campaign. At that time, the business will have an advertising campaign that attracts many interactions and followers with a high conversion rate. To receive the best support from our experts, contact the hotline: +84868133882.

With the information we have shared above, you have gained a lot of useful knowledge about a type of Facebook advertising and know how to set up an effective campaign. This will result in successful campaigns that raise awareness of your event, encourage people to RSVP, attract more attendees, and sell more tickets!

Frequently Asked Questions