Are you organizing a live event that sells tickets and want to ensure that your marketing and advertising efforts are effective? Look no further than these best practices, which can help you optimize your campaigns and drive ticket sales.
To begin with, it's important to have the necessary tracking tools installed on your website. Google Pixel Helper and Meta Pixel Helper are browser extensions that can help you troubleshoot issues related to Google Analytics and Facebook pixel tracking codes. By ensuring that these are installed correctly and tracking data accurately, you can measure website visits, ticket sales, and build a sales funnel.
Download and Install Google Pixel Helper (Chrome Browser)
Google Pixel Helper is a browser extension developed by Google to help advertisers and webmasters troubleshoot issues related to the Google Analytics tracking code and Google Tag Manager on their websites. It checks if the tracking code and tags are installed correctly, tracking events and data accurately, and provides information about any errors or warnings related to the code and tags.
Download and Install Meta Pixel Helper (Chrome Browser)
Meta Pixel Helper is a Chrome browser extension provided by Facebook to help advertisers and marketers troubleshoot issues related to the Facebook pixel on their websites. It checks if the pixel is installed correctly, tracking events and data accurately, and provides information about any errors or warnings related to the pixel.
These tools allow you to check if a client has the basic tracking tools installed on their website. Without these two pixels installed, clients cannot measure website visits, viewed tickets, add to carts, or ticket sales with clarity or build a sales funnel. Also, without these, a client cannot "remarket" to potential customers that have completed any of those actions.
Remarketing, also known as retargeting, is a digital advertising strategy that targets individuals who have previously interacted with a website, app, or brand but did not convert.
When looking at your advertising analytics or numbers on the back end of Meta (Facebook) for instance, or if the agency you are working with sends over a lot of reports that do not make sense, these are the metrics that you want to specifically request, or look at.
Impressions: The number of times an ad is displayed on a website, app, or other digital platform to one (1) person.
CPM / Cost Per Thousand Impressions: A pricing model in digital advertising where the advertiser pays a fixed amount for every one thousand impressions of their ad.
Reach: The total number of unique individuals, one (1) person, who sees an ad on a website, app, or other digital platform.
Frequency: The average number of times an individual sees an ad on a website, app, or other digital platform.
Outbound Clicks: The number of clicks an ad receives that lead a user away from the original website or app.
CPC / Cost Per Click: A pricing model in digital advertising where the advertiser pays a fixed amount for every click their ad receives.
CTR / Click Through Rate: The percentage of impressions that result in a click on an ad.
Landing Page Views: The number of times a user views the landing page of a website after clicking on an ad.
Total Ads being Ran: The total number of ads in a campaign being displayed on a website, app, or other digital platform.
A/B test: A method of comparing two versions of an ad to determine which performs better.
Content: The visual of an ad, including images, videos, and text.
Copy: The written text of an ad, including headlines and descriptions.
Targeting: The process of selecting a specific audience for an ad based on factors such as location, age, demographics, and interests.
Call to Action (CTA): A prompt that encourages users to take a specific action, such as "Buy Now," "Learn More," or "Sign Up Today." It's designed to drive conversions and engagement in marketing materials.
Location: Targeting based on geographic location, such as a city, region, or country.
Age: Targeting based on age ranges, such as 18-24 or 25-34, etc.
Demographic: Targeting based on factors such as gender, education, income, or marital status.
Interest: Targeting based on the interests and behaviors of users, such as their online activity or purchase history.
Total Budget Being Spent: The total amount of money allocated for an ad campaign.
Cost Per Customer Acquisition: The total cost of acquiring a new customer, including all marketing and advertising expenses. This is not a Facebook or Google metric and can be calculated by dividing the total marketing and advertising expenses by the number of new customers acquired.
Ad Placement: Only run ads in the Instagram and Meta feed. Do not use the marketplace, right column, business explorer, or messenger.
Contesting: Always during onsale run a contest and boost the on sale poster / flyer.
What to learn more about how to increase your events tickets sales? Increase your margin, or simply learn more about digital marketing and advertising? Check out the follow up to this blog HERE.
Contact us today if you have further questions or what the professionals to take provide a no cost 30 minute consultation on how you can increase yoru revenue.