The first step of campaign setup is determining your target audience based on interests. Based on account activity across Facebook and Instagram, Facebook determines that certain users are “interested” in certain topics, activities, businesses, publications, events, or entertainers. In the “Audience Interests” field, try adding some topics that your potential event attendees might be interested in.

Enter in a minimum of 5-10 relevant interests to your event so you have a decently sized audience, prioritizing quality and relevance over quantity!

We start you off with some sample interests to get you started, but here’s some more audience interest ideas for various types of events:

After you create your interest audience, feel free to check the “Save this Audience” box at the bottom! This will give you the ability to speed through this step in future campaigns, as you’ll be able to select the same set of interests automatically.

Below the “Audience Interests” section you just filled out, there are other parameters for your campaign targeting.

First, set the age range and gender of users your ads will target. If you’re promoting an alcohol-related event, make sure your event targets users above the legal age to drink, to avoid breaking Facebook rules and local laws.

Then, set the location parameters of your audience. If you’re promoting an in-person event, be sure not to set your location parameters too widely – most of your likely attendees are within 20 miles of your event location.

Here's how you can review, edit, or add to your other Target Audiences that we’ve pre-built in your campaign. The list of these audiences is visible on the right side of this Audience setup page:

Based on the data we have about your event, these audiences may consist of:

If you want to edit, add to, or remove any of these audiences, click “Advanced Audience Options” at the bottom of that box. Here’s what you’ll see after clicking:

You can use this window to generate audiences based on different data sources – Facebook, Instagram, Mailchimp, Eventbrite, and even Spotify data can all help you generate target audiences.

The Spotify audience in particular is a great tool for generating audiences for comedy and music events. Use an artist or a playlist name to generate interests related to that artist or playlist.

Click on “Placements” in your Advanced Audience options – it’s a tab on the left side of the window.

On this tab, you can decide if your advertisement will display on Facebook feeds, Instagram feeds, or Instagram stories. In most cases, we recommend sharing the ad to all 3 placements.

After confirming your audience details, clicking the orange “Next” button at the bottom of the “Audience” page to get to the “Budget & schedule” page.

On this page, you’ll set a daily budget allocation or a total budget allocation for your campaign.

You can use the slider to easily set your Total Budget or Per Day budget.

Select "Total Budget" if you don't plan to frequently adjust the budget of your campaign once it's launched. When you use the Total Budget option, Facebook will take the total amount you input into the Amount field and spend it evenly across the total number of days you chose in the Set Schedule step. For example, a four-day campaign with a $100 Total Budget will spend $25/day.

Select "Per Day" if you plan to frequently adjust the budget of your campaign once it's launched. When you use the Daily Budget option, Facebook will take the amount you input into the Amount field and spend it daily. E.g. A four-day campaign with a $25 Daily Budget will spend $25/day.

We suggest spending at least $7/day for each day your campaign is live. This ensures you're maximizing your campaign's reach.

We ideally recommend a budget of $10-20/day!

Then, you’ll set a start and end date for your campaign. We recommend a minimum campaign length of at least 4-5 days, as sometimes

Facebook and Instagram don’t optimize their performance until they run for a few days, and find their audience.

We also recommend taking a look at your Sales Curve – this graph on the right side of the Budget & Schedule page pulls personalized data from your past Eventbrite sales data.

This image is an example -- your personal sales curve will have different sales statistics!

Here’s a help page with some recommendations about how to use the Sales Curve to plan out your ad budget for maximum attendee response!

After clicking the orange “Next” button on the bottom right of the budget page, you’ll arrive at the Design step of ad creation!

First, you’ll add an image or video to your advertisement! We recommend adding multiple images and videos to your campaign – we’ll A/B test them against each other and automatically place your higher-performing ad more often! {A/B TEST LINK} On average, advertisers see a 50% increase in performance when using multiple versions of images. A/B testing your multimedia content results in better improvements over A/B testing other fields. Unless you plan to spend over $30/day on a campaign, use at most two combinations of images/videos.

Use images or videos you’ve used in your past ad campaigns by using the Ad Account Library option Use images or videos you’ve uploaded to your Facebook Page by using the Facebook Page Library option Upload a new image or video by pressing the Upload New Image option. See below for more information on ad size specifications for ads:

​ Image specifications:

Video specifications include:

Next, fill out the text of the ad – we recommend keeping it short and snappy, but feel free to get creative! Please note that Facebook moderators will reject poorly formatted text and profanity. The most effective post text includes the following elements: event name, event location, and event date.

Next, set a campaign destination – this will be the webpage where users are sent when they click on the advertisement. Usually, you’ll want to set this to the Eventbrite ticketing page to your event. You can also choose to send users to a Facebook event page, your website, or any other landing page of your choosing.

Fill out the link headline and link description, plus select an approved call-to-action button for the advertisement. General recommendations for text length below, based on Facebook guidelines, but feel free to go over or under these suggestions:

If you’d like to edit how each image looks on each placement – for example, you want a vertically oriented image on Instagram Stories but a square size for Instagram feeds, here’s what you’ll do:

Click the three dots next to your image or video, then click “Modify”. You'll be taken to a screen that looks like this:

You'll be shown how the ad looks on Facebook, IG, and IG Story, respectively. You can click "Change Image" above each placement to select a new image for each service/placement.

You’re just about ready to go! In this last stage, you’ll want to complete the launch checklist and review your campaign details.

Now you can scroll down and review the Audience, Budget, and Design details. And when you’re ready, click Launch in the bottom right corner of the screen!