Event Campaign Strategies

Sam's 2020 ToneDen Master Guide 🎉

Hey Everyone!

Sam from ToneDen here with a comprehensive guide for Event Marketing using ToneDen in the start of 2020!

Recent algorithms have changed on Facebook, new automated improvements have been added and a ton of new effective marketing strategies have arisen.

I hope this guide provides you with some insight into what's worked based on aggregate data, along with the context to understand how effective some of these new features can be. 👍

It's filled with tons of instructional videos to teach you how to do everything from setting up audiences to Dynamic Ads to Google Campaigns and more!

I've also created an updated, thorough campaign creation walkthrough so feel to check this out if you need an update on modern best practices, or if there is anyone in your org that would like to quickly learn how to start building successful campaigns!

🎉Updated Campaign Creation Walkthrough (Everything you need to know in 30 Minutes) 🎉

Some of my most recommended and effective campaign features and strategies as of late have been:

  1. Dynamic Event Ads 🎉
  2. Google AdWords Search + Display Campaigns 🔎
  3. New Audience: Grouped Remarketing Audience 👨‍👨‍👦
  4. Fanlinks (as a substitute to other link shorteners) 🔗
  5. Viral Contesting 💰


Here is a breakdown of the sections you will find in this guide!

  1. Recommended Campaign Types Based on Purchase Cycle
  2. Audience Mix Strategy
  3. Current Recommended Audience Mix
  4. Update Audience Type + ROAS Breakdown
  5. Budgeting
  6. Creative Elements
  7. A/B Testing Best Practices
  8. Digital Calendar Advertising - Dynamic Event Ads [Add-On Feature]
  9. Free Powerful Data Acquisition Tools (Fanlink Short-links + Viral Contesting)
  10. Google AdWords Search + Display [Add-On Feature]
  11. ToneDen Automated Event RSVP Campaign Playbook [Add-On Feature]
⚠️Note: Add-On Features can be added to your account by contacting our support or customer success team. We're happy to set you up with free trials for these features to see if they're fitting for your marketing strategy! The feautres are incredibly powerful and should help put another great marketing asset in your toolkit! 🙂


1. Recommended Campaign Types Based on Purchase Cycle ♼

📣Announce (Pre On-Sale): Event RSVP + Boosted Post/PPE Campaigns

  • Use Event RSVP Campaigns during your announce to grow your Event Engagers audiences + drive awareness

🎉On-Sale: Conversion Campaigns (Most Sale Occur within 1-2 weeks in most markets during this period) + Event RSVP Campaigns

  • Use Conversion Campaigns to target a mix of prospecting + remarketing audiences during the first 7-14 days of your on-sale
  • Use Event RSVP Campaigns during your announce + on-sale to grow your Event Engagers audiences + drive awareness

😕Maintenance Period: Event RSVP Campaigns > PPE Campaigns, Conversion Campaigns (remarketing is far more effective than prospecting in this period)

  • Use Event RSVP Campaign during your maintenance period to grow your Event Engagers audiences + drive awareness and easily allow event engagers to buy tickets via the FB event.
  • Use Low-Budget Conversion Campaigns to target the grouped remarketing audience (possibly setting up one audience for the artist page and another for your org/venue page)

🎭Close-Out: Conversion Campaigns (Most Sales occur within 1-2 weeks of the DOS in most markets during this period)

  • Use Conversion Campaigns to target a mix of prospecting + remarketing audiences for the last 7-14 days leading up to your event
  • Use Event RSVP Campaign during your closeout to grow your Event Engagers audiences + drive awareness and easily allow event engagers to buy tickets via the FB event.

Campaign Types 🎟

🎉Updated Campaign Creation Walkthrough (Everything you need to know in 30 Minutes) 🎉

1. Conversion Campaigns  💸 - these campaign are best to run during the times where you see a high daily sales volume for ticket sales. These campaigns are generally most effective during the on-sale (run for 1-2 weeks) and the closeout (run for 1-2 weeks before the DOS) when people are most psychologically apt to purchase. Facebook optimizes your campaign to get the most purchases possible so make sure you choose purchase in the final "Set A Goal" step if your pixel is installed and you can track purchases (if not, optimize for link clicks).

2. Event RSVP Campaigns 📆- these campaigns are best to run during the announce/on-sale and maintenance period of your event. Event RSVP Campaign are fantastic to run during the times when people can't yet purchase tickets, or if it's a timing period where they aren't as likely to buy. Think of these as a hybrid between conversion + engagement campaign as:

  1. Anyone who RSVPs or visits the event can be retargeted via the "Facebook Event Engagers" or "Facebook Page Engagers" audiences (building remarketing audiences)
  2. Anyone who RSVPs will constantly receive updates whenever a host posts in the event and Facebooks gives notifications when the event is upcoming
  3. Anyone can easily buy tickets for your event as it's typically only 1 more click than your conversion ad to get to the ticket page. Ticketing integrations like Ticketmaster + Eventbrite easily allow fans to buy tickets in-app in the FB event, which you can track in-app purchase as attributed revenue for your ad.
  4. High amounts of Event RSVPs + Engagement grow social proof and Facebook may recommend your event organically at no extra cost to you
  5. If you don't control conversion tracking on the main ticketing page but the event is ticketed by Eventbrite or Ticketmaster (currently expanding to other providers) you may be able to track sales made from in-app/in-event purchases as a result of your campaign

3. Engagement Campaigns 👋 (PPE, Message Page, Video Views, Page Like) - these campaigns can do a great job at building remarketing/engagement based audiences, but normally aren't as powerful as event RSVP + conversions at driving sales. With these campaigns, Facebook goes after people who are likely to engagement, but they may not be active purchasers. These campaigns are beneficial since:

  1. Anyone who engages can be targeted via the "Facebook Page Engagers" or "Facebook Page Likes" Audiences (IMO you'll get better retargeting data using Event RSVP campaigns)
  2. High engagement builds social proof and it can be a great way to get people that are familiar with the artist, but not necessarily the venue to be interested in the event

Note: You'll always want to make it as easy as possible for people to purchase. I recommend directing people straight to the purchase page on your ticketing site instead of your website. Each extra step someone has to go through to buy on your site often results in a 10% drop-off in sales. You'll want to make sure you're taking them to the ticketing page where your Facebook pixel is installed to best build your pixel remarketing audiences, ESPECIALLY if you're using remarketing and/or ToneDen Dynamic Event Ads in your strategy.

2. Audience Mix Strategy 👨👩👧👦

When setting up your campaign, you'll want to ask yourself:

  1. Should my campaign's targeting be more prospecting or remarketing focused depending on my event's lifecycle?
  2. Have my previous campaigns done an ample job of building remarketing audiences for my event? (i.e. Page Engagers, Event Engagers, Pixel Traffic, Custom Audiences, etc.)
  3. What type of customer is most likely to buy at the present moment? (will prospects be likely to buy at this point in time)
  4. What data sources do I have at my disposable for me campaign (i.e. do I have page advertiser access, is my pixel installed, do I have a relevant list of past buyers. etc.)

There are 2 ways of approaching crafting audience mixes for your campaigns:

  1. Put Prospecting + Remarketing audiences into the same campaign (recommended for high volume event promoters/marketers)
  2. Segmenting Prospecting + Remarketing audiences into different campaigns (recommended for single events like festivals with high budgets)
⚠️ Note: Generally when your individual campaign budgets aren't in the $1,000+ range you can put everything into one campaign, but for higher budgets you'll want to allocate 60%-80% of your budget towards prospecting and the rest towards remarketing.
The reason being your remarketing audiences don't need as much budget to drive sales so you don't need to spend as much on them. Sometimes when you put remarketing + prospecting audiences in the same campaign, more of the budget might be spent on remarketing audiences than needed. By splitting your audiences into separate campaigns, this allows you to get more granular with where you budget is going.


3. 👨👩👧 Current Recommend Audience Mix 👨👩👧

As Facebook's algorithm continues to change, the current best practice is to now limit the number of audiences in your campaigns. This means keeping the number of audiences you add to your campaign to 2-4 audiences per campaign (using the grouped remarketing audience to now consolidate your various remarketing audiences). This will allow Facebook to optimize your campaign faster as you'll have greater reach on each ad, giving your campaign more data to quickly get through Facebook's learning phase. We've found this leads to a better ad performance and a higher ROAS.

Here's our current recommended audience mix:

Audience 1: Spotify Related Interest Audience (if Music/Comedy) or Facebook Interest Audience (if alternative event) 🎸[Try to get this audience to a minimum of 50-100k people]

Audience 1a: Spotify Related Interest Audience 📹- use this audience to quickly create a Facebook interest audience of artists of a related genre from Spotify related artist data

  • Smaller/Medium (Even some potentially larger artists) - You can't target target everything as an interest on Facebook, so sometimes it may be challenging to target many smaller to medium size artists w/ interest targeting.
  • ⚙️How to Configure: Enter the names of the headlining artist(s) in the top dropdown. This will populate the interest audience w/ related artists to the one you enter. If you don't get many interest to show up (you might only get 1-3 recommended artists interest back), try entering a larger artist of the similar genre in the top dropdown. You can always enter the genre itself as an interest if you're struggling or want to increase the audience size.
  • Larger Artists - Normally you can hit most large artists with interest targeting on Facebook. For larger artists, the Spotify integration will help you build this in seconds.
  • ⚙️How to Configure: Enter the names of the headlining artist(s) in the top dropdown. You can use the +X buttons towards the bottom to get additional recommended interests from Facebook (this works very well when you already have a lot of related artist interest in the audience already).

Audience 1b: Facebook Interest Audience  📹- use this audience to target interests related to your event.

  • Musicals/Family Friendly Events - You'll want to try to target your event + other related interests. You can also enter demographic targeting here and targeting "Parents" is very effective.
  • ⚙️How to Configure: Enter related interests to to your event in the dropdown. When entering demographics, try typing "Parents" and select the various options for the parents with kids in the 3-12 age range (just choose whatever is relevant).
  • Other Events - Enter relevant interest/demographic targeting to your event. Once you've entered a few, you can try to using the "+X" buttons towards the button to pull in recommended interest from Facebook (just double check that everything is relevant).

Audience 2: Grouped Remarketing Audience  📹[Individual Custom Audiences within this Audience are Broken Down Below]

1. Facebook Page Engagers - use this audience to target people engaging with the content from a Facebook page you have ad access to (this includes people that engage with organic content, ad content, Facebook event engagers, Video Viewers, etc.)

⚙️How to Configure: Select Your Venue's Page or the Artist's Page if you have access

2. Instagram Profile Engagers and Visitors - use this audience to target people engaging with the content from a page an Instagram profile you have ad access to (this includes people that engage with organic content, ad content, Story Viewers, Video Viewers, etc.)

⚙️How to Configure: Select Your Venue's Page or the Artist's Profile if you have access

3. All Website Visitors (Pixel Audience) - use this audience to target people visiting the web pages (ticketing page + website) and clicking on your fanlinks (wherever your pixel is installed/embedded)

⚙️How to Configure: Select your Facebook Pixel

4. Facebook Custom Audience: Your Mailing List (Optional but Recommended)- use this audience to target a list of emails you have (past buyers or mailing list). Facebook will match those emails to FB/IG accounts to target.

  • CSV File of Aggregate Email List - Use this if you don't have a genre or relevant event specific list of over 5,000-10,000 emails
  • ⚙️How to configure: Upload your CSV file to your ad account using the "Facebook Custom Audience" option in our platform or directly to your ad account in ads manager.
  • CSV File of Genre/Related Event Specific Email List - Use this if you have a segment of your email list that is specific to your type of event (when you've got a list of over 5,000-10,000 emails)

Audience 3: Various Facebook Custom Audience Lookalike  📹[Recommended Lookalike Audiences Broken Down by Average ROAS]

  1. Custom Audience Lookalike of Past Buyers / "Ticketing Platform" Audience of Selected Event Attendees - select your list of overall list of past buyers or your segmented list by genre (if list has over 5,000 emails) or select related events if using one of our custom audience integrations w/ your ticketing platform
  2. Lookalike of Pixel Event / Lookalike of All Website Visitors - selecting Purchase "Your Pixel" - you can also use one of the Eventbrite/etc. Event Page visitors audience to target the pixel traffic for multiple events
  3. Lookalke of "Ticketing Platform" Audience of Select Event Page Visitors - select various events from your ticketing intergration such as the event you're marketing + other related events (past or present). This will build a Lookalike from the pixel data of these pages.
  4. Lookalike of Facebook Event Engagers - select either all events (if choosing artist page) or all events/individual related events (if choosing the venue/org's page)
  5. Lookalike of Facebook Page Likes - select the venue/org and artist + related artist pages
  6. Lookalike of Instagram Profile Engagers (if younger demo) / Lookalike of Facebook Profile Engagers (if older demo)
  7. Lookalike of Facebook Page Engagers - select the venue/org and artist + related artist pages
⚠️ Note: As you can't select multiple pages via the grouped remarketing audience at the moment, you may want to add in another grouped remarketing audience where you select the artist's Facebook + IG pages if you have ad access as a potential 4th audience.


4. 👨👩👧Audience Type + ROAS Beakdown  👨👩👧

Below is a breakdown of audiences by type if you're going to segment prospecting and remarketing audiences into separate campaigns:

🎣Prospecting (Ranked in terms of Average Effectiveness/ROAS Performance)

  1. Custom Audience Lookalike (selecting your list of past buyers/ your org's email list)
  2. Lookalike of Pixel Event (selecting Purchase "Your Pixel" (this is a more granular version of the Lookalike of All Website Visitors (selecting "Your Pixel" which can be substituted)
  3. Lookalike of "Ticketing Platform" Audience of Select Event Page Visitors
  4. Lookalike of Facebook Event Engagers
  5. Facebook Interest Audience / Spotify Related Artist Interest Audience (these are the SAME THING, think of the Spotify one as a shortcut to build affinity lists faster using artist data)
  6. Lookalike of Facebook Page Likes
  7. Lookalike of Instagram Profile Engagers (if younger demo) / Lookalike of Facebook Profile Engagers (if older demo)
  8. Friends of People Who Like Your Page
  9. Everyone in a Location (useful for very small optimize. Facebook optimize this broad audience very nicely)

🎣Remarketing (Ranked in terms of Average Effectiveness/ROAS Performance)

  1. Group Remarketing Audience (if using this, you might not need to put your other remarketing audiences into the same campaign unless you need to A/B test different pages/data sources since you can only select one page via this combined audience at the moment)
  2. All Website Visitors Audience (selecting "Your Pixel")
  3. Custom Audience of Past Buyers (selecting your list of past buyers uploaded as a custom audience via a csv file to your ad account)
  4. Custom Audience of Your Aggregate Email List/Segmented List for the genre (select your mailing list or segment if above 5,000-10,000 people)
  5. Facebook Event Engagers (select all events if your singular event doesn't have much traffic/attendees)
  6. Facebook Page Engagers / Instagram Profile Engagers (include any performing artist's pages you have advertiser access to, the venue/promoter page, and any other pages that you have access to the are related/relevant)

Depending on your ticketing provider, ToneDen has Custom Audience integrations that allow you to pull custom audience data directly from your ticketing platform's API.

Some of these include:

  1. Eventbrite/Etix/Showclix/etc. Audience of Past Attendees (this is the same thing as a custom audience of your past buyers)
  2. Mailchimp Audiences (these are the same thing as custom audiences of your mailing list(s))
  3. Eventbrite Audience of Event Page Visitors (you can use this to target the pixel traffic of multiple events).
⚠️ Note: You may find that there are many ways to essentially create the same audience, a few common ones are (same applies for Lookalikes):
1. Facebook Interest Audience = Spotify Related Artist Interest Audience
2. Facebook Custom Audience of Your Mailing List = "Ticketing Platform" Audience of Past Buyers = Mailchimp Audience of Your Mailing List
3. Facebook Custom Audience of Genre Segmented Mailing List = "Ticketing Platform" Audience of Select Event Attendees = Mailchimp Audience of Segmented or Group List
4. All Website Visitors Audience = Aggregate Pixel Traffic Audience = "Ticketing Platform" Event Page Visitors
5. Facebook Custom Audience You Create in Ads Manager = most Custom Audiences you can make in ToneDen


5. Budgeting 💸

Facebook recommends spending $5/day per adset you include in your campaign. An adset in our platform is defined as:

(The Number of Creative Variations in your Ad Campaign) X (The Number of Audiences in Your Ad Campaign)  = Total # of Ad Sets

The min. budget per audience in your campaign is $1/day but by getting closer to $5/day, Facebook will be better able to optimize your campaign to get you more results of your given objective. By keeping your number of audiences in the 2-4 range and the number of creative variations from 1-2, Facebook can quickly optimize your campaign to set you up for a better return. This will also help provide faster feedback on what is and what isn't working.

When it comes to allocating your budgets for your event, you'll want to keep in mind 🧠:

  1. What type of campaign you're running 🎉- certain campaign types work better depending on how likely people are to buy at the given moment. For example, if we're 2 months out from our event and we're way past the on-sale, people probably won't be too likely to buy unless they're in our remarketing channels. We may want to focus on remarketing with conversion campaigns or funneling people into our remarketing channels w/ Event RSVP campaigns or Engagement campaigns.
  2. When your customers normally buy 💰- we find most people buy within a few weeks of the on-sale and a few weeks of the day of show so you'll mainly want to allocate your spend during these time periods were people are most likely to purchase. Of course price increases and flash sales can create urgency, but you'll want to make sure that you're not overspending and/or running the wrong campaign type based on how your customers are currently purchasing.


6. Creative Elements (Ranked in the order of which A/B testing is most effective) 🎨

  1. Image  🏙/Video 📹 - this is the most important element of your ad. Videos normally outperform photos, so prioritize video content. Avoid using any thumbnail/image that has over 20% text or you're likely to get flagged by Facebook (Event RSVP campaigns are more flexible here than conversion + engagement campaigns). By customizing images on a per placement basis by clicking on the pen icon below the photo you add in, you'll create a higher quality ad copy. Ads with Emojis convert more than ones that don't so just trust me and use them as fit!
  1. Post Text  🔝 - this is normally the next thing people see after the image. This is your spot to get creative and provide context. Make sure you're letting people know what the event is/who is playing, when + where it's happening. Emjois are a great way to add another visual attention grabbing element to your campaign. Any sort of language that fosters a sense of urgency is good to use here.
  1. Headline ⬇️ - keep this short and sweet. don't overthink it. Something as simple as "Event Name/Artist Name- City/Venue - Date" will suffice.
  1. Call to Action  🔗- Any time you're selling tickets, we recommend using the "Buy Tickets" button.
  1. Link Description ✍️- Most people don't pay attention to this part of your ad. Use something simple like "Click Here to Get Your Tickets" - this part aims to describe why someone would click on your call to action. You might want to add an emjoi here to grab attention.


7. A/B Testing Best Practices 🖼

This should be your order of operations when A/B testing priority:  📹 Video > 🏙 Image > 🔝Post Text > ⬇️ Headline > 🔗CTA > ✍️ Link Description

Each extra variation you add to your creative to A/B test splits your budget further across your ad sets, doubling the total number of ad sets in your campaign. You want to try to limit the number of creatives in your campaign to 1-2 so Facebook can better optimize your campaign. If you want to test more, you might want to duplicate the campaign and spin up another version using different creatives.

A/B testing is a good thing, but it can actually hurt you if you're working with smaller budgets as you are spreading your budgets too thin and making it harder for FB to optimize your campaign.

Here's a budget breakdown recommendation for A/B testing 💵

($1-50 Total Budget) - If you're working with budgets under $50, I'd probably suggest staying away from A/B testing.

($50-100 Total Budget) - If you're working with budget under $100, I'd suggest A/B testing 1 image and 1 video, avoiding A/B testing any text components

($100+ Total Budget) - For budgets $100 and above, you have a bit more flexibility but don't go overboard. Normally A/B testing the components besides your image don't make that much of a difference performance wise, so try to keep it limited by testing maybe up to 3 different images/videos.

⚠️ Note: Please try to not go overboard with the number of creatives you A/B test in your campaign. You'll want to limit this to 1-2 variations per campaign (you can use 3+ if your budgets exceed $150).


8. Digital Calendar Advertising - Dynamic Event Ads 💵[Add-On Feature]

Regardless of your ad spend, if you're advertising multiple events you need to be incorporating Dynamic Event Ads into your strategy.

Learn how marketers are almost printing money with these ad campaigns: https://www.toneden.io/blog/posts/c3-presents-wins-with-dynamic-event-ads

There are 2 types of Dynamic Event Ads:

1. Remarketing Dynamic Event Ads  (Video Tutorial) 📹- this campaign will remarket upcoming events of your for one or more of your venues/orgs (you may need to make separate DEAs depending on your ticketing provide as most need to be done on a per org basis). There is only one audience in this campaign which targets people who visit your ticketing pages (triggering the view content pixel event) but they don't end up purchasing. This ad ensures if someone looks at your event but doesn't buy for it, they'll see a unique ad until they purchase a ticket or the show goes off sale.

🤑Remarketing DEA (Min Budget $1/day - Rec Budget depends on your daily web traffic to your ticketing pages) - Set Up Link

Segmentation Option: I'd recommend advertising all events to start. You can spin up extra DEAs w/ on-sale or close-out segmentation to give your events in these periods an extra boost in remarketing.

Target Audiences: You don't get to customize this (Audience is defined as people who triggered view content but not purchase on an per event basis).

2. Prospecting Dynamic Event Ads (Video Tutorial) 📹 - think of this as a sandbox version of dynamic event ads. The main difference from this campaign is that you get to define the target audiences of this campaign. Facebook will choose one of the upcoming shows in the campaign's product catalog to show to people in your target audiences. Think of this as the digital version of calendar advertising, allowing you to advertise multiple events via a single low cost campaign. This campaign can be setup to automate marketing for any part of your funnel, here are a few suggested campaigns you can setup:

🔝Top of the Funnel Marketing (Min Budget $2/day - Rec Budget $5/audience per day) - Set Up Link

Segmentation Option: I recommend making 2 versions of these (one segmented for on-sale events, one segmented for close-out events)

Target Audiences: Interest Audiences + Lookalike Audiences

Advanced Exclusions: Exclude recent website visitors and/or various engagement audiences

🥿Mid of the Funnel Marketing (Min Budget $1-3/day - Rec Budget $5/audience per day) - Set Up Link

Segmentation Option: I recommend making either one of these (for all events) or 2 versions of these (one segmented for on-sale events, one segmented for close-out events)

Target Audiences: Facebook Page Engagers, Instagram Page Engagers, Facebook Event Engagers or Grouped Remarketing Audience

Advanced Exclusions: Exclude recent website visitors

⬇️Bottom of the Funnel Marketing (Min Budget $1-2/day - Rec Budget $5/audience per day) - Set Up Link

Segmentation Option: I recommend making either one of these (for all events) or 2 versions of these (one segmented for on-sale events, one segmented for close-out events)

Target Audiences: Facebook Custom Audience of Past Buyers/Mailing List, All Website Visitors or Grouped Remarketing Audience

Advanced Exclusions: Exclude people who recently trigged the "View Content" pixel event

A few general tips for your Dynamic Ad Campaigns include :

  1. Your remarketing budgets depend on how much daily traffic you're getting to your event pages (i.e. for every $1 you'll typically reach around 100 people with this ad so scale accordingly)
  2. These campaigns need a bit of time to optimize so set it up with the recommended budget and wait for Facebook to take a week or 2 to optimize)
  3. These pixel audiences first generate when you launch the campaign so I'd recommend starting with a smaller budget and then scale up after a week or so of optimization.
  4. You'll want to make sure your pixel is installed with the view content event or the remarketing DEA campaign won't work
  5. You'll need to be a Business Manager Admin w/ your ad account in Business Manager to run this campaign
  6. Sometimes it's easier to exclude events by going into the catalog section of Ads Manager - https://www.facebook.com/products/ - Video Tutorial 📹
  7. You can set your DEAs to run for up to a year so you don't have them end and forget about them!


9. Free Data Acquisition Tools 📊

1. 🔗Fanlinks <-- Create by clicking here

Fanlinks can be used to create a variety of landing pages or shortlinks for your events. In my opinion these are a great alternative to bit.ly as they allow you to:

  1. Track the click data + locations of users who click on your shortlink
  2. Embed a Facebook Pixel on the shortlink/landing page so that you can retarget anyone who simply clicks on your link w/ pixel based audiences
  3. Set these Shortlinks up for your own custom domain

If you create a fanlink for all of the links you share organically and all the links you use in the destination url for your ads, you'll track the click data and easily be able to retarget anyone who clicks via pixel audiences (i.e. All Website Visitors or Grouped Remarketing Audience).

A few instances I recommend creating these fanlinks include:

  1. Creating a shortlink choosing the "Landing Page" option, then enter the ticket url. Regardless of whether or not you can install your pixel on the ticketing page, by using the shortlink as the destination url for your ad you can easily retarget anyone who clicks on your ad.
  2. Creating a shortlink of any article or link you share regarding the band or event you're marketing.
  3. Create a landing page to advertise multiple events or even an entire tour (you can use the tour fanlink with the bandsintown intergration to quickly populate dates). You'll track click data in each market and you can embed your pixel on this page to remarketing those who click.
Here's a quick walk through on how to create these shortlinks (Video Tutorial) 📹

2. 👨👩👧👦Contests <-- Create by clicking here

Contests are entirely free to create in ToneDen! You can easily create a contest and manage your entry data in one nice and easy spot!

The benefits of ToneDen's Contest include:

  1. You can easily spin up a customizable landing page where people will go to enter.
  2. You can set up additional actions for entrants to complete to get a higher chance to win (i.e. Share on Facebook, Follow on Twitter, RSVP to Event on Facebook, Follow on Instagram, etc.)
  3. You can set up custom actions via the "Web Page Url Visit" option (such as entering the Facebook Event url and saying "RSVP to Event on Facebook, follow on Instagram and enter your IG Link, etc. - this is useful to drive options that you can necessarily enforce or achieve but you can encourage. Most people will just click and do the action even though there might be no way to enfore that they actually do)
  4. You can set up referral actions to maximize organic reach (i.e. Referral link entrants can easily email to their friends or share on their socials)
  5. You can easily manage export the entrant data (email + basic demographic info) to use for custom audiences or add to your mailing lists
  6. You can see data on which actions are completed and when
  7. You can integrate a Facebook pixel into the contest landing page so you can retarget contest traffic
Here's a quick walk through on how to create these contests (Video Tutorial) 📹


10. Google AdWords Search and Display Campaigns 🔍[Add-On Feature]

We've recently added an easy way to create Google Search and Display campaigns within ToneDen! The setup flow is basically a trimmed down version of the Facebook/Instagram setup, so you can quickly build these campaigns 1-2 minutes even if you're not a Google pro!



⚠️ Note: In the section that says url of the company landing page put in (put in each domain on a separate line):
1. The venue’s website
2. The link to your general page on your ticketing platform (the global page)
Lastly, in the select the business model, check the primary provider form.

Recommended Google Campaign Types

  1. Per Event Marketing - I'd recommend creating campaigns during your on-sale and closeout periods targeting a keyword audience and a pixel remarketing audience.
  2. Brand Awareness Marketing - This campaign can be ran persistently targeting related/broad keyword searches in the area (or by getting more granular)
  3. Google Remarketing - This campaign can be ran consistently at a low budget to target the your adwords pixel traffic.

Google AdWords Pixel Installation Guide (Video Tutorials) 📹

  1. New Account Creation and How to Setup Your AdWords Pixel to Track Purchases + How to Email Your Pixel Code to Your Developer
  2. How to Grab Your AdWords Pixel ID and Event Snippet Code for Self-Serve Installation Tools (i.e. Eventbrite, Ticketmaster, etc)
  3. How to Install Your Google AdWords Pixel on Eventbrite

How to Create Google Search and Display Campaign (Video Tutorials) 📹

  1. Per Event Marketing Campaign Setup Video
  2. Brand Awareness Marketing Campaign Setup Video
  3. Google Remarketing Campaign Setup Video


11. 📅Automated Event RSVP Ads [Add-On Feature]

With ToneDen's new Automated Event RSVP Ad Feature, you can easily launch powerful automated event rsvp campaigns either from your phone or your desktop interface.

Once you setup the playbook campaign, any time the page you selected creates a new Facebook Event, we'll send you an email from which you can easily launch campaigns on the go.

Automated Event RSVP Playbook Setup Video (Video Tutorial) 📹

Learn more about these campaigns here: https://www.toneden.io/blog/posts/introducing-the-automated-event-rsvp-playbook


Holiday Events 🎃(NYE / Halloween / etc.)
Music Festivals 🎡
Concerts 🎸
Food and Beverage Events 🍸
Comedy 🎭
Business 2 Business Events 📧
Conventions 🏨
Sam's 2020 ToneDen Master Guide 🎉
Dynamic Event Ads - Cost-Effective Multi-Event Marketing for as Low as $60/Month
GoFundMe Playbook