Breaking Down the Two Ways to “Boost” an Event With Facebook Ads

By:
Deyder "Eman" Cintron

Facebook offers two basic ways to amplify Facebook Events: “Get More Responses” and “SellMore Tickets.” In this quick post, we’ll explain the difference between the two.

But First, You Need to Have a Facebook Event

Before you amplify your event, you need to have an event to start with. An event in Facebook, that is.

The easiest way to add an event to Facebook is to use your ticketing or registration platform to“push” the event to Facebook. Not all platforms have this feature, but many, like Eventbrite, do.Pushing to Facebook from your ticketing or registration platform makes the process faster, and more accurate than entering the information by hand. When you publish your event triple check that the basic information is right, especially if you’ve manually filled out the event on Facebook. Date,time, location and ticketing link should all be verified before you share your event with the public.

Now, to Amplification

If you’re going to spend money to get more eyes on your event, that’s amplification. When you setup ads for an event in Facebook, you can choose “Get More Responses” or “Sell More Tickets” and they each do exactly what they say.

Amplifying with “Get More Responses” displays the event with the button that allows the user to click if they are “Interested” and change their response to “Going” or “Can’t Go.” These types of adsdrive awareness and consideration, but even when someone clicks “Going” or “Interested” they’re not directly prompted to purchase tickets.

That’s why there’s the “Sell More Tickets” amplification option. When you choose this option, your event will display with a “Buy Tickets” button so people who see the ad are encouraged to go purchase tickets.

There are two different buying experiences available to users, based on the ticketing partner you use for your event. Per Facebook: “If you work with a Facebook ticketing partner to sell tickets,people who see your event ads can purchase tickets right from your Facebook event page.” That means the user has a (theoretically) seamless, in-Facebook ticket buying experience.

Both types of amplification have value, and for most events, both should be used in a mix that evolves as the event lifecycle matures.

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