Now that you have a good idea of which objective to use and at what point in the campaign, it's time to start creating your ad sets.

After choosing your campaign objective, you will be prompted to select a Campaign Setup. What you will tend to notice while using Meta, is that there are many instances in which they try and limit the level of creative control you have. Be cautious while setting up your campaigns and explore every option to ensure any automatic improvements of enhancements give you unexpected results.

Continue with the Manual setup.

Conversion / Awareness

Depending on your objective, you will have different options for the Conversion or Awareness section.

Traffic Campaigns: In most cases, we will be directing to a website, and if the pixel is installed, the Performance goal will be set at Maximise number of landing page views.

Awareness Campaigns: In most cases, we will want the Performance goal to be Maximise reach of ads, as we will be using these campaigns for subliminal messaging.

Engagement Campaigns: For the Conversion location, you can either select Messaging apps if you want more people to start conversations with you on Whatsapp, Instagram or Messenger, or you could select On your ad if you want direct engagement on Facebook or Instagram.

Sales Campaigns: We will be sticking to Website as the Conversion location, and keeping the default Maximising number of conversions performance goal. Once we have selected our pixel, we will see the Conversion events that we can optimise for. In most instances we will be using the Complete registration (for pre-registration campaigns) and Sales (for ticket purchase campaigns) conversion events.

Budget & Schedule

As we've not selected Advantage campaign budget, we can set the budget and schedule inside of each ad set. Depending on which stage of your campaign, you will want to choose either Daily or Lifetime budgets.

Lifetime budget: perfect for the pre-registration, launch and final week phases of your campaign. For each of these phases you will have a set budget.

Daily budget: perfect for the on-sale and middle phase of your campaign. You will often work a budget for your launch, your on-sale and your final week or two. By using a daily budget, you can ensure consistent results and ad spend.

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Creating Effective Meta Ad Sets for Event Ticket Sales