Tips For Using Facebook Ads to Increase RSVPs to Your Event

Facebook Ads provide incredible options for laser-focused audience targeting, and for communicating the message of your upcoming event with gusto! If you’ve thought about applying a budget and using Facebook Ads to get more exposure, be sure to follow these tips to optimize the success of your campaign and increase RSVPs.

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Don’t use a Facebook Event page. Opt for a landing page on your website instead.

Facebook’s event pages offer a lot of functionality and are super easy to set up, but they lack the robustness that a landing page on your website offers. Also, event pages on Facebook are one-size-fits-all, and if you really want success you’ll need to customize.

Instead, create a landing page on your website that is dedicated to communicating the message of the event, compelling page visitors with reasons why they should attend, and offer a strong call to action to RSVP. By follow the best practices of landing page design you are certain to increase the number of RSVPs received. (Check out best practices as prescribed by the amazing folks at Unbounce and an equally awesome 50 point checklist for landing pages.)

Don’t use Boost Post – Set up a proper ad campaign using Facebook Ads.

It’s very tempting to write a post describing your event, then click Facebook’s super easy ‘Boost Post’ button to spread the message far and wide. However, what most folks don’t know about the Boost Post button is that you are allowing Facebook to make a lot of decisions on your behalf. “Gasp! But they let us choose so many options when boosting!” – this is true, and they’ve come a long way in the past few years. But there’s a better way…

Using Facebook Ads full platform to create your campaign will open up a huge world of options and ways to organize your advertising that Boost Post doesn’t show you. Make each decision about your target audience, when your ads run, how much you spend, which images accompany your ad, and so much more inside the ad platform. Get fancy and even set up an A/B test to see which ad performs better! You’ll be glad you did.

Structure your ad with clarity.

If you want people to quickly grasp what your event is about and why they should RSVP, you’ve got to be brief and clear in your messaging. Use no more than one sentence to say what your event is about, and what benefit there is in RSVPing. If appropriate, include an incentive for RSVPing as well.

Do not write the text of your ad in the first person –eliminate any “we”, “our” “us” “I”. Instead put the ball in their court by saying “you” and “your”.

Include imagery with the link to your landing page that visually supports the message of your event and offer. A great image often communicates better than words because it can say 10x more in just one glance!

Match the message.

Now that you’ve got your compelling landing page set up, and your ads are ready to roll, review them together and make absolute certain the message is consistent between the two.

The text of your ad should appear at the top your landing page, very clearly and obviously. The imagery used in your ad should also appear clearly on your landing page for a visual message match.

This helps the person who clicked through and is considering RSVPing feel comfortable and like they’re in the right place. They get what they expected after the click.

What to ask for and what to expect when using Facebook Ads to get RSVPs:

The goal of your campaign is ultimately to get people to attend your event, but with so many ways we can lose people along the way, it’s import to set realistic expectations. If your event’s landing page asks for a lot of information from a potential RSVP, you can expect fewer people to give their personal details over.

However, if you ask only for a name and email address and let them know you’ll have their information at the door, you’ll likely succeed with higher numbers of RSVPs. (Also, don’t forget to make a note on the landing page and let them know their information is kept private and is used for RSVP purposes only. You’re not going to spam them afterward).

Anyone who has ever thrown a party knows that not everyone who said they’re coming shows up. And sometimes, you get the unexpected weird relative who never said they were coming and you aren’t even sure how they heard about the party in the first place! The same will happen here. Not everyone who filled out your RSVP form on your landing page will come. In fact, it’s considered pretty successful if 50% of online RSVPs attend.

Not to be concerned though as this is the nature of the game. It makes the quality of your ads, audience targeting and landing page all the more important – because the more RSVPs you gather, the more folks will actually show up at the event.

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Mark Chapman, Owner of Everett Andrew Marketing
About The Author: EAM Blogger, Mark Chapman, develops effective PPC campaigns for clients that cut through the clutter and turn prospects into paying customers.

His continual work in pay-per-click marketing, landing page development and conversion rate optimization give him endless amounts of insight for teaching, writing and speaking about successful online marketing strategy.