With Facebook, marketing seems as simple as hitting “Boost Post.” A few clicks, a few dollars, and suddenly you’re reaching tons of fans. And really, it’s not just the post you’re boosting. You’re boosting visibility, newsfeed presence, fan views — and ticket sales, right? Isn’t “boosting” the best way to make money?
Sorry — most likely, it’s not. While boosting posts may be easy, this strategy doesn’t always attract the people who are interested in buying your tickets.
Take it right from the folks at Facebook: “Clicky users” — people who “like” everything — can actually cost advertisers more than 5x the amount as their less-clicky counterparts. These “likes” are expensive and, it turns out, not correlated with purchasing.
Okay, we know: disheartening. But don’t worry. If you’re already boosting, serious money is right around the corner. All you need to do is switch your boosted campaign to one where you can actually measure the dollars being made.
Who wouldn’t want to spend the same but make more?
The promoters for an upcoming Big Gigantic show saw just how limited boosted posts really are.
At first, the promoters put $200 of their advertising budget toward boosted posts. And something did happen. The posts reached more than 8000 people and got 355 Likes. While it seems like a great deal — each of those Likes only cost $0.56 — there was no clear indication that that cost was generating sales. Was the $200 well-spent?
Not when you consider the results of their conversion campaign. When the promoters put $200 toward a conversion campaign, they were able to still reach more than 7000 people. And not only were there more than 300 unique clicks, there were purchases, too — 23 of them. Each purchase cost the promoters $8.70 and generated over $1,400 worth of ticket sales. The conversion campaign ran on the same budget as a boosted post but made a ton more money.
This is the sort of story you’ll hear again and again when you start reading about the benefits of conversion campaigns. So what are conversion campaigns?
When someone clicks the link in your ad and then buys something, Facebook records that the purchase was a direct result of your ad. This is called conversion tracking: not only does Facebook measure how frequently your ads led to purchases, it calculates how much money that ad generated.
Remember: 85% of purchases come from views, not clicks. Knowing this is key to your success in advertising. Once you see how your ads drive sales, you can start figuring out how much you need to spend to break even on your event as fast as possible.
It seems obvious: conversion campaigns are smarter investments than boosted posts. So how long does it take to get started? Using ToneDen, it takes one minute. With just one click, you can be on your way to spending your ad budget smarter — and selling more tickets.
But wait…that’s not all.
Using conversion campaigns is just the start to taking your ads from 0 to 100. Now you’re ready to take your ads even further and make more money than ever before.