Final Thursday, I spoke at Social Media Advertising and marketing World in San Diego for the sixth straight yr. Whereas it’s a giant occasion, there are 10 competing classes occurring at any given time. To assist drive folks to my session, I ran Fb advertisements.
On this submit, I’ll define:
What I DidHow I Did ItThe Outcomes I Noticed
Let’s dive in!
I created a marketing campaign that started the Monday previous to my session, giving me a bit of greater than three days of promotion (I spoke on Thursday morning). I targeted my focusing on on folks within the space (extra on that in a minute), and for the reason that occasion didn’t technically begin till Wednesday, I couldn’t actually begin the marketing campaign any sooner.
Right here’s the advert that I created (go forward and click on it to play)…
For those who’re conversant in my promoting, that is moderately commonplace for me. Not that I’ve created advertisements that look identical to this, however it’s quite simple and doesn’t require a design staff. I like to have the ability to act on inspiration and instantly hit publish.
The objective right here was to…
Get the eye of these attending SMMWCreate some thriller round my presentationShow the worth they’ll anticipate to get
How I Did It: Goal and Optimization
My objective was to achieve the most individuals attending Social Media Advertising and marketing World as doable. To do that, I’d wish to mix geotargeting (inclusion and exclusion) and pursuits to focus as a lot on my potential viewers as doable.
For the reason that viewers could be small, I didn’t need Fb to optimize for an motion. Because of this, I used the Attain goal…
…and I optimized for Attain. Which means Fb will present my advert to as many individuals inside the focused viewers (extra on that in a second) as doable.
Since Attain optimization additionally features a helpful Frequency Capping function, I capped frequency at thrice per day.
Be aware that I’d contemplate this to be a reasonably excessive frequency usually. However on this case, I’m reaching folks for a really restricted period of time and ensuring that I get their consideration.
I additionally selected to set a guide bid cap of $200 per 1,000 impressions.
As soon as once more, this isn’t regular, and I’d not advocate this below regular situations. Nonetheless, I’m prepared, on this case, to spend extra to verify I attain my viewers.
How I Did It: Focusing on
My objective was to achieve as many individuals on the convention, situated on the San Diego Conference Middle, as doable. Impressed by a weblog submit written by Trey Edwards, I selected a geographic microtargeting strategy.
This concerned the next:
1 mile radius across the major locationMultiple 1 mile radii exclusion zones
It seems like this…
It might look a bit messy, however the objective was to achieve solely these within the San Diego Conference Middle. By excluding the fringes of the circle, I used to be ready to try this.
I discovered that the viewers was nonetheless bigger than I needed. In response, I layered on the Social Media Examiner curiosity.
This introduced me right down to a possible viewers measurement of 6,500 folks.
How I Did It: Inventive and Placements
I had a little bit of a dilemma when it got here to placements. Usually, it’s important to be very cautious in regards to the placements you employ when using frequency capping. You don’t wish to waste your one impression per day (if that’s the place you cap) on an ineffective placement.
However right here, I used to be utilizing a really aggressive frequency capping variety of thrice per day. I additionally needed to remember to attain folks the place they had been. So, whereas I did take away some placements (Market, Viewers Community, Messenger Inbox), I stored the remaining.
For the reason that video I created wasn’t supreme for all placements, I made use of Fb’s Customized Inventive function and customised the video by placement.
I’d create 4 variations of the video to suit suggestions for every of the placements.
We will throw the outcomes into a few buckets:
Fb MetricsReal World: Did it transfer folks to attend?
I spent $111.76 to indicate the advert to 2,559 folks a complete of three,821 instances (frequency of 1.49) throughout a brief, three-day window.
Impressions broke down by day like this:
Monday: 722 (18.9%)Tuesday: 1,151 (30.1%)Wednesday: 1,421 (37.2%)Thursday: 527 (13.eight%)
My session was at 10:30am on Thursday.
There have been three,172 video performs, 226 which had been at 100%. The advert additionally obtained…
Feedback from 13 distinctive folks66 submit reactions926 submit engagements
In the beginning of my session, I requested the gang in the event that they noticed my advert. Of the 600 or so within the room, an excellent quantity (10-20%?) indicated that they did. That’s not scientific, after all, particularly since not everybody will reply.
Total, I’d contemplate it successful. For a spend of about $100, I’m assured that this advert helped me accomplish my objective of driving extra folks to my talking session.
What do you concentrate on this strategy? What have you ever performed in related conditions to advertise attendance to an occasion?
Let me know within the feedback beneath!