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The overall objective was to promote a future event via Facebook Advertising and get as much attention as possible. An event marketing campaign leveraging the power of social media was the best option to reach the right audience. Client also has an e-commerce store with Shopify but it wasn’t a priority in the matter of a huge event. We are also tasked with monitoring organic page growth and seeing what content gains the most reach for the Facebook Page.
Ideally, we like to test, optimize, then scale. As this is an ongoing project with an extremely tight budget. Every move has to be calculated. We had to have days of operating on a minimal budget instead of just stopping ads.
The key results (January 25th, 2020) are:
We did not have access to the Event Brite Page (a Technical Issue we both tried to fix but was minor) to get all the offline data so that the ROAS would reflect the proper numbers because a lot of people went to the event and paid on site. So, we had to do plenty of Zoom meetings to check the data and cross-reference it with the data from Facebook. This event was exclusively promoted using Facebook Ads and due to it being a huge Facebook Group, everybody that went to the event is in the group.
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