Facebook Does it Again: Event Response Ads

One of the fun jobs you can do while working here at Manning Media is to contribute to the efforts of our Street Team, which essentially means acting as a “brand ambassador” during any one of our radio station events. A Street Team, however, can be a lot to organize and not every business can manage such an effort but you can use Facebook “Event Response” ads as your own personal Street Team.

Event Response ads work because you choose specific targeting criteria. Facebook layers thousands of targeting categories onto everyday users such as; geography, job title, age, gender as well as a wide variety of interests that you can use to identify your perfect audience.

On the left side of your Facebook page is a link labeled “Events”, where you create a free event listing with the date, address, and all the other details necessary to keep potential attendees informed.

facebook event

Once created, that event is used to target potential attendees through their News Feed. When someone expresses interest in your event, the event details will automatically be added to their Facebook calendar. Facebook continues to gain frequency with those who have expressed interest by posting reminders as the event draws closer. Your event will also appear in the News Feed of followers as something they may be interested in.

An example of an Event Response ad with the power of Facebook advertising power behind it:
event response ad

Facebook allows you to run a single image from an event, or even a video as a part of your event ad. A recent video Event Response campaign generated a 3.2% click-through rate and resulted in increased attendance based on the prior year’s count – results you can see online and in-person.

We suggest making Event Response a dedicated member of your Street Team to get the most out of your event marketing efforts. For more information on Facebook advertising best practices or any other digital marketing campaign call 301-620-7700 in Frederick, 301-733-4500 in Hagerstown or attend one of our upcoming Lunch and Learn seminars.

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