Creating Your First Event Ad Campaign

Set-up Campaign: Design Ad

Create the Look and Feel of the Ads in Your Campaign

Choose how your ad(s) will appear on Facebook and/or Instagram by customizing each part of your ad below.

Note: If you chose the “Use a Facebook post” option in the “Edit Objective” stage, you won't be able to customize your ad because the post that will be used is the existing Facebook post.

Creating Multiple Variations of Your Ads

The service will test every combination and find the ad your audiences will respond to the best. Create multiple variations by adding more than one creative variant to a creative section.

For example, if you already have an image and then press the “Add Image” button below, the service will create two different ad combinations for the campaign.

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Pro Tip: Unless you plan to spend over $30/day on a campaign, use at most two combinations of creative, specifically the image/video creative.
Takeaway: A/B testing guarantees you're putting the best quality ad you can in front of your customers. Learn more about the importance of A/B testing here.

Post Text

The post text section allows you to include text that clearly tells people about what you are promoting.

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The most effective post text includes the following elements: event name, event location, and event date.

A highly effective post template is “Don’t miss your chance to attend <<Event_Name>> at <<Event_Location>> on <<Event_Date>>!"

Headline

The headline section allows you to add a brief headline to let people know what your ad is about.

The character limit for the headline is 40. You can add more text and go over the character limit, but it may be cut off when people see your ad in certain placements.

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Pro Tip: The most effective headline includes the following elements: event name, event location, and event date.
A highly effective headline template is “<<Event_Name>> | <<Event_Location>> | <<Event_Date>>

Link Description

The Link Description section allows you to add additional text to emphasize why people should interact with your ad. This won’t appear in all placements.

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Pro Tip: A highly effective link description template is “Click here to get your tickets."

Call to Action

The Call to Action section allows you to choose the action you want people to take when they see your ad.

There are several different Call to Action buttons you can choose from.

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Pro Tip: A highly effective call to action is “Buy Tickets.”
If you have the same event type on multiple dates, a highly effective call to action is “Get Showtimes.”

Image/Video

The Image/Video section allows you to choose what image or video you would like fans to see.

You have multiple options to add images and videos:

  • Use images or videos you’ve used in your past ad campaigns by using the “Ad Account Library” option
  • Use images or videos you’ve uploaded to your Facebook Page by using the “Facebook Page Library” option
  • Upload a new image or video by pressing the “Upload New Image” option.
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Pro Tip: Try adding another image or video. The service sees a 50% increase in performance when using multiple versions of images. A/B testing your multimedia content results in better improvements over A/B testing other fields.

Recommended Image specs include:

  • 1,080 x 1,080 pixels 1200 x 628 pixels
  • To maximize ad delivery, use an image that contains little or no overlaid text.

Video Recommendations include:

  • Recommended Length: Up to 15 seconds
  • Recommended Aspect Ratio: Vertical (4:5)

Video Specifications include:

  • Recommended format: .mp4, .mov or .gif

Required Lengths by Placement:

  • Facebook: 240 minutes max Instagram Stories: Up to 60 seconds Instagram Feed: Up to 60 seconds
  • Resolution: 600px minimum width
  • File size: Up to 4GB max

Ad Preview

The ad preview will show you what your ad will look like based on the creatives you selected. You can see how your ad will look on different platforms by pressing the respective platform’s icon below the ad preview.

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Contents

Edit Objective: Choosing an Objective
Basic Details: Select Accounts
Basic Details: Event Details
Set-up Campaign: Modify Target Audiences
Set-up Campaign: Set Schedule
Set-up Campaign: Set Budget
Set-up Campaign: Design Ad
Set-up Campaign: Set a Goal