s your Facebook pixel set up correctly? If so, you can start Facebook remarketing campaigns with Stager. Based on the data that the Facebook pixel collects, you can advertize very effectively to visitors in your Stager environment. How? We explain that in this article.
Possibilities
With the article about measuring conversion with Facebook in mind, let's look again at the possibilities with Stager and Facebook. We can see how many visitors view the ticket selection page, how many visit the payment overview and how many proceed to actual ticket sales. Remarketing can be applied to all of these different groups. But how do you create remarketing groups within Facebook?
Create remarketing audiences in Facebook
To advertise with remarketing within Facebook, you first need to create target audiences. In this section, you establish the criteria that Facebook can use to collect data about your audience. It often takes a few minutes (up to half an hour) until the target group is filled. From that moment you can start advertising. You set the target group in the following way:
Go to The Business Manager.
Click on 'Target groups' under 'Advertising'.
Choose 'Create audience', and then 'Custom audience'.
Choose 'Website traffic'.
Fill in the criteria, and under 'from your events' choose whether you want to go for the ticket buyers, shopping cart or ticket selection page viewers.
You turn this data into a target group, to apply remarketing to, during the creation of an advertisement.
Give the target group a name and save it.
Create the same target group again, but adjust the period in which the event has taken place. For example, only those persons who have performed the defined action within the defined period are included. Create different target groups with different periods to test which target group performs best through your ads.
Also create audiences with different refinements to A/B test your campaigns. Click on 'Refine with' and under 'Device' choose one target group for 'Computer' and the other for 'Mobile'. It is also interesting to divide target groups based on frequency, for example: people who have viewed the ticket selection page more than 2 times or less than twice. Use a maximum of 1 refinement. And combine it with all the different periods you chose in step 8.
It is important to mention when advertising with smart target groups, that it is only allowed if the data has been obtained with permission. Specific permission should be requested through a cookie wall and visitors should have the option to refuse it.
When remarketing is not possible, we recommend using the email addresses for look-alike target groups, or comparable target groups (for more information, read the last paragraph). By creating comparable audiences of ticket buyers and based on interests, you make relevant new target groups that you can approach with your event message.
How do you approach the different target groups?
When creating advertisements in Facebook, think carefully about which target group you want to reach. Those who have already bought a ticket will not often buy tickets for the same event again, but perhaps for similar events. Those who viewed the price page but did not click through could well be targeted with an ad that, for example, further discusses the lineup to show that the buyer is getting value for money. And those who are close to paying could be approached with an ad stating the event is almost sold out. So keep your target audience in mind when making the message you send them. That is the secret for successful remarketing campaigns.