Secrets to Successful Retargeting Campaigns for Event Marketing

retargeting event marketing

Did you know that 80% of the people who visit your event ticket sales page won’t buy tickets on their first visit? It doesn’t mean they’re not interested in your event. In fact, they might really want to buy tickets, but for some reason, they didn’t buy on their first visit. As a ticket seller, you don’t want to lose those sales! Fortunately, retargeting is the perfect way to solve the problem.

Whether or not someone plans to return to your ticket sales page to purchase tickets in the near future or not, if they visited the page once, there is a chance you could convince them to buy. Retargeting lets you track visitors who don’t buy and show ads to them on other websites. If they showed interest by visiting your sales page once, they might be motivated to buy if they’re continually reminded about the event as they travel across the web.

For example, if you set up retargeting in your Google AdWords account and on your ticket sales page, someone who visits your ticket sales page might later see your ad for the event when they visit another website that displays ads from the Google AdWords network. It’s that simple!

Before you jump into retargeting, be sure you have the right strategy and pieces of the puzzle in place. Below are five secrets that can help you create retargeting campaigns that actually work to increase your event ticket sales.

Identify Your Goals

Yes, your ultimate goal is to sell more tickets to your event, but try to get more specific for your retargeting campaigns. Do you want to target people who simply visited your ticket sales page or people who started the checkout process but didn’t complete it? Do you want to target people in a specific geographic area?

Once you identify your goals, you can think about the types of ads you’ll need. For example, you might need an ad that hypes new performers who were added to the event lineup to convince people to return who visited but didn’t start the checkout process. On the other hand, an ad that reminds people when early bird pricing discounts end might be more effective to motivate visitors to buy who abandoned the checkout process previously.

Add Your Tracking Code Correctly

Retargeting won’t work if you don’t add the appropriate tracking code to your ticket sales page. If you use AttendStar for ticketing, you can easily do this from your AttendStar dashboard. AttendStar integrates with Google AdWords, Facebook and AdRoll for retargeting.

To make things easy as you develop your various marketing and retargeting campaigns, consider using Google Tag Manager to manage all of your code, pixels, and tags in one place.

Target the Right Audience

There are many ways you can connect with the right audiences with retargeting, but first, you need to determine who those audiences are. One of the most important things you should consider as you retarget visitors to your ticket sales page is where they’re from. If your event is an in-person event, it makes sense to invest your advertising budget into promoting that event to a local audience only.

You can use Google Analytics to find out where your ticket sales page visitors are coming from. With that information, you can develop retargeting campaigns that focus on showing your ads exclusively to audiences in those geographic regions.

Create Multiple Ad Designs

Don’t create one ad and think you’re done. You need to create different ad sizes with varied messages, colors, and images to maximize your retargeting results. The same ad size doesn’t work on every website, and the same messages, colors, and images don’t work for every audience.

For retargeting campaigns, AdRoll recommends the following ad sizes at a minimum:

  • Medium rectangle: 300×250
  • Leaderboard: 728×90
  • Wide skyscraper: 160×600
  • Mobile leaderboard: 320×50
  • Billboard: 970×250
  • Large rectangle: 300×600

This grouping of ad sizes maximizes your campaign reach (medium rectangle, leaderboard, wide skyscraper, and mobile leaderboard) as well as your campaign performance (billboard and large rectangle). If all of those sizes are overwhelming for you to manage, then at a minimum, I’d recommend you create ads at these three sizes with multiple versions of each based on the target audience: 160×600, 728×90, and 300×250.

Your Next Steps

There is no better audience to invest your advertising dollars into connecting with than people who have already expressed interest in your event by visiting your ticket sales page. Don’t let them get away! Create your first retargeting campaign today, and your ticket sales will go up!

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