Now that you understand campaign objectives, ad sets, performance goals, and the different options you have available, you can start to think about the different stages of a campaign.

Stage 1 – Teaser You might release a teaser for your event, in the form of a short video or image. To reach as many people as possible, use the Awareness objective.

Stage 2 – Sign Up When you want potential customers to sign up for your event, you could use the built-in Lead Generation objective to collect email addresses within Facebook or use the Sales campaign while optimising for Complete Registration to direct users to a sign-up landing page.

Stage 3 – Event Response After announcing the event on Facebook, it's time to get some responses. Run the event response campaign. It's best to start by advertising to the audience most likely to respond to get some responses on the board. Following this, you'll broaden the targeting to unfamiliar users who will look at the event and be more inclined to respond if there's already a high number of responses.

Stage 4 – Competition If you want to run a competition requiring users to like, share, and comment on a post, run an engagement objective ad.

Stage 5 - On-sale

Now tickets are on sale, you can run Sales campaigns while optimising for the Purchase conversion, directing ads towards your ticketing page.

Stage 6 – Ticket Warning When tickets are running low and you want to create urgency among those who have shown interest, you could run a Sales campaign (with the hope for on platform direct purchases) or an Awareness campaign (with the hope of off platform indirect purchases), potentially targeted at those who have visited the ticket page (Website Traffic audience).

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Event Campaign Stages: From Teaser to Ticket Sales