In addition to remarketing with the Facebook Pixel, Stager gives other options to create smart target groups within Facebook. You can then show highly targeted advertisements for events. Did you know that you can create audiences with email addresses you've already collected in Stager?
Create an email audience in Stager
You can let Stager generate target groups for you using the overlap analyses (Reports - Sales Graphs - Generate Audience), actual visits (via Marketing - Contacts - Audiences) or those based on Customer interests.
The example shows a step-by-step plan to find a target group based on tickets purchased for an event. If you want to put together your target group in a different way, replace step 2 by using a different search function.
Approaching a target group that has bought tickets for certain events works as follows:
In the Stager go backstage to Marketing - Contacts - Audiences.
Add the rule Tickets - Bought for event and enter the specific event here.
Add other similar events in the same way.
Click on 'Show contacts' to find the ticket buyers.
You can then select all these contacts and export their contact details.
Set the possibility for Facebook to upload the target group and create a target group for your next event!
Upload target groups in Facebook business
Suppose you have found a target group that you want to approach for an upcoming event. You upload the downloaded CSV file in Facebook business in the following way:
Go to business.facebook.com and log in.
Under 'advertising', click on 'target groups'.
Click ‘create audience’ and then ‘custom audience’.
Choose 'use file without LTV'.
Click ‘Add your file’.
Then choose 'upload file'.
Add your CSV file.
Give the target group a name: 'visitors of concert X and Y'.
And create the target group.
Facebook then creates a target group based on email addresses and links it to profiles in Facebook. Once the target group is filled, you can use it to advertize.
Repeat this process for every target group you want to approach for specific events. You can also have Facebook create a lookalike audience, or similar audiences. Based on the email addresses and associated profiles, Facebook searches for new profiles that are very similar to your target group. This is a new target group. Depending on how much you want the new target group to resemble your current one, small target groups will show a strong similarity and large ones a low similarity. For branding-oriented messages, we recommend using a smaller similarity and therefore a larger target group (up to 5%). For messages where an action is requested, we recommend reducing the similarity (1% to a maximum of 2%). You can also advertise with the lookalike target group. This way you can be sure that you only approach a potentially committed audience with the most suitable events.
It is important to mention that advertising to smart target groups is only allowed if the data has been obtained with permission. Permission must be requested via a cookie wall before placing a cookie and people must have the option to refuse it. When this consent is lawfully obtained, they may be included in the remarketing list. If this is not possible, we recommend using the email addresses for lookalike 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 have a very relevant new target group that you can approach with your event message.