Facebook Event Ad: Get More Attendees For Your Event

You plan to promote your event through Facebook event ads, but few people know or care about your event. Event ads on Facebook are the solution to help your business events become more known, even attract more participants. ‘=

In this article, let's learn about the benefits that Facebook ads for events bring. In addition, we also guide you on how to create event ads and optimize campaigns to achieve the best results.

What Is Facebook Event Ad?

Before we dive in, let’s quickly walk through what Facebook Event Ad are, their benefits, and what features Facebook offers to support this ad type.

Definition

Facebook Event Ads are a feature provided by Facebook that allows advertisers to promote events, either to increase awareness or drive participation, depending on the advertiser’s goal.

Advertisers can either create an ad for an existing event or even promote a new event without publishing a separate Facebook Event Page.

Benefits

Event Ads Facebook come with multiple advantages when used effectively. Beyond just visibility, advertisers can retarget users who previously clicked “Interested in Event” for future campaigns.

Increase awareness of your event

Advertising is an effective way to get your event in front of more people. If your Facebook Event isn’t getting much organic reach, boosting your event post or running ads is a fast and efficient solution.

When a user clicks “Interested” or “Going” to an event, that status appears on their personal profile. Their friends can also see this interaction, which increases exposure organically.

In addition to boosting impressions, Facebook Event Ad can also be optimized for engagement, including reactions, comments, and “Interested in Event” responses.

Get RSVPs on Facebook

When users click the “Interested” button, they’ll receive notifications whenever the event is updated. For online events, users may even be able to join directly from the Facebook Event page.

Sell more tickets

Besides increasing awareness, advertisers can set up conversion-oriented campaigns with a “Get Tickets” button. Interested users can click this button and be directed to a page where they can purchase event tickets.

With the help of Facebook Ads, businesses can attract more attendees and boost ticket sales.

Retarget people interested in your event

The benefit doesn’t end after your campaign. After your Facebook Ad for Event finishes running, you can retarget people who engaged with the event in future campaigns for better results.

Supported Objectives and Placement Options for Event Ads

Facebook Ads Events are a special ad format, meaning not all ad objectives or placements are supported. Below are the available objectives and placements:

Supported Facebook ads Objectives

• Engagement: This objective optimizes for event responses. Facebook will deliver the ads to people most likely to engage with your event.

• Traffic: Optimizes for link clicks to your event or external ticketing page. The ad will include a “Get Tickets” button.

• Sales: Focuses on maximizing conversions like ticket sales. The CTA button will be “Get Tickets.”

Supported Placements

Engagement Objective

• Facebook Feed

Traffic and Sales Objectives

• Facebook Feed

• Facebook Marketplace

• Facebook Video Feeds

• Facebook Right Column (requires image media)

• Facebook Stories

• Facebook In-Stream Reels

• Facebook Search Results

• Meta Audience Network (native, banner, interstitial)

• Audience Network Rewarded Videos (requires video)

• Audience Network In-Stream Videos (requires video; not available with traffic objective)

Source: Facebook Business Help Center

How To Create Event Ads On Facebook

Advertisers can create Event Ads Facebook either via Meta Ads Manager or directly from their Facebook Page.

Create an Event Ad from Meta Ads Manager

Step 1: On the Ads Manager homepage, click “Create”

Step 2: Choose the Engagement objective and click Continue

Step 3: Complete campaign details like name, budget, etc., then click Next

Step 4: Under the Conversion section, select On your ad as the conversion location
Then, under Engagement type, select Event Responses and click Next

Step 5: Set your Audience, Placements, and Optimization, then click Next

Step 6: In the Identity section, choose the Facebook Page that you want to use to promote your event. You must choose a Facebook Page that is a host or co-host for the event you want to promote.

Step 7: (Optional) You can change creative for your ads in the Media section. If you want to change the text that appears with your ad, you can change it in the Primary text section.

Step 8: In the Destination section, enter the title or URL of the event you want to promote. The cover image or video and the description of your event then auto-fill.

Step 9: Fill additional tracking information if you want. Then, click Publish to release your Facebook event ad.

Create an Event Ad from Your Facebook Page

To create an event ad on Facebook directly on your page, you must first create the event you want to promote.

Step 1: On your Facebook Page, click the Advertise button at the bottom left

Step 2: Click Boost an Event, then select the event

Step 3:
If your event is in-person and requires tickets, choose your objective in the Goal section
If you select Sell Tickets, your ad will feature a “Get Tickets” button
If you select Awareness, it will show an “Interested” button
For online or free events, your ad will be optimized for event responses and will show the “Interested” button

Step 4: (Optional) Update media or description by clicking Edit under Creative

Step 5: Set up Audience, Duration, and Placement

Step 6: Click Publish, your ad will appear on Facebook Feed

Retargeting People Who Showed Interest in Your Event

You can reach these people again in future campaigns by creating retargeting audiences. Here’s how to set it up:

Step 1: On Ads Manager, click Create Campaign

Step 2: Choose your ad objective, then fill in campaign details like name, A/B test, Advantage+ Budget, etc.

Step 3: In the Audience section, scroll down and click Show More Options
→ Next to Connections, click Edit
→ Select Add a connection type from the dropdown
→ Scroll to the Events section and choose People who responded to your event
→ Type the name of your event(s)
→ Click Save this audience and name it

Step 4: Complete remaining ad set details and click Next

Step 5: Click Publish to launch your campaign

Best Practices To Make Your Event Ad Successful

Here are a few pro tips that can help your Facebook Event Ad campaigns perform better:

Include a cover image or video relevant to your event

Using an image or video that represents your event is one of the most important elements for attracting user attention and encouraging engagement. Even better, these visuals can help convert interested users when they click on the button.

In addition to including media related to the event, try to optimize it. Make sure your visuals are eye-catching from the first few seconds to leave a strong impression on viewers.

Use a clear and short event name

A good event name is just as important. It tells viewers what the event is and why they should care. A clear and concise name tends to perform better and makes your ad easier to understand at a glance.

Provide a helpful description

The description should deliver key information about the event. Since there is a character limit, keep it short and focus on the most essential details. This will help users quickly understand what the event is about.

Add a location

Users can search for nearby events through the "Discover Events" feature. Adding a venue or even directions to the event location makes it easier for users to find and attend.

Add the date and time

Let users know exactly when the event will take place. You can include both the start and end time to give them a clear idea of the schedule.

Add a co-host to help spread the word

You can easily add collaborators to help manage the event. Once your event is live, managing everything can become overwhelming. Having co-hosts can make things more organized and efficient.

Conclusion

Facebook Event Ads are a powerful tool to increase visibility, drive RSVPs, and boost ticket sales for both online and offline events. By understanding the supported objectives, knowing how to properly set up your ads, and applying a few best practices, you can turn a low-visibility event into a well-attended success. Whether you're hosting a conference, concert, or local gathering, Facebook Event Ad gives you the reach and flexibility needed to grow your audience and ensure your event makes an impact.

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