Make a multi-event ad campaign with Eventbrite Ads

• Set up a Multi-Event Ad Campaign
• Maintain your campaign after launch

Set up a Multi-Event Ad Campaign

1. Select Accounts.

Choose the Ad Account you’d like to finance your campaign with.

Next, choose the Facebook Page you want your ad to run from, as well as the associated Instagram Account.‍

Then select your respective Facebook Pixel.

2. Select Event Catalog.

Select Generate to create your Product Catalog.

Choose Select Eventbrite Organizer (in the drop-down menu) to select the Eventbrite Organization you’d like to create the product catalog for (based on the Eventbrite Organization you synced to your profile).

TIP: If you already created a product catalog with a past Multi-Event Ads campaign, you can select it in the second dropdown — there is no need to regenerate.

NOTE: In order to generate a product catalog, your Ad Account first has to be inside of a Business Manager account.

3. Segment the catalog.

To segment the shows that your Multi-Event Ad campaign advertises, there are a few options:

Time Segments

• All Events

• Events that are happening within 30 days (Closeout)

• Events on sale in the past 30 days (On-Sale)

TIP: We recommend starting with the All Events segment if you have between 10-20 events that have tickets available for purchase. If you have more than 20 events available for purchase, we recommend using the Happening Within 30 Days segment to start.

Location Segments

If you have multiple events in separate locations under one organization, this option can help you segment which events are being advertised.

There is no need to specify a location here if all your events are in the same place.

‍Product Catalog Exclusion

You can choose which events to exclude from being advertised by your campaign. Tick the blue box to the left of the event name to remove it from your catalog.

If you notice multiple options for a singular event, it means that you have a recurring event series or multiple ticket types for an event.

TIP: You can view excluded events at the bottom of this section.

Select Save to save your Product Catalog before continuing.

4. Schedule your campaign.

Schedules fluctuate depending on your own event calendar. Generally speaking, here's our advice:

We recommend running your Multi-Event Ads for at least one year, so long as you are continuously hosting events.

If you’re not continuously hosting events, you should run your Multi-Event Ads up until your last event finishes.

In either case, when new events go on sale, they'll automatically be added to your campaign's product catalog. When an event passes or is no longer available, it will be automatically removed from your campaign.

NOTE: You have the option to "Pause" your campaign at any time and "Resume" when you're ready to pick things back up.

5. Set your budget.

Budgeting for Multi-Event Ads is slightly different than single-event ads and considers both time and cost.

We do not recommend starting with a higher advertising budget when using Multi-Event Ads. Instead, start with a budget of $2 USD/day while using the "Daily" option. Then gradually increase your budget to a higher amount like $5 USD/day, followed by $10 USD/day to $20 USD/day during times of higher volume or demand.

6. Modify your target audiences.

We recommend including relevant interests and using our default targeting, as Multi-Event Ads automatically target potential and past attendees of your events.

• Target potential attendees: the audience targeting potential attendees is made up of interests you choose (in the "Add Interests" section). Enter a minimum of 5-10 relevant interests to your event so you have a decently sized audience, prioritizing quality over quantity. Once you’ve entered a few interests, select the dropdown or +2, +5, +10 buttons to view relevant recommended interests from Facebook.

• Target past attendees: The second audience targeting past attendees is made up of your past Eventbrite event attendees, your Facebook Page and Facebook Event engagers, your Instagram Page engagers, and any web traffic from your Facebook Pixel (in the "Expand Your Reach" section).

7. Design your Multi-Event ad.

With Multi-Event Ads, creative assets are made automatically (meaning you don’t have to build single ad copy).

The placeholders {{product.name}}, {{product.brand}}, {{product.custom_label_0}} correspond to the name of the event, the location of the event, and the date(s) of the event, respectively, and pull information from your Eventbrite event catalog to automatically build ad copy for you.

If you want to change anything pulled in by the placeholders, you'll have to change it on your event listing page.

NOTE: You can customize this section to your liking, but make sure to not edit or change the placeholders as it'll break the automation of the campaign. Any changes you make to any of these components will be reflected across all copies of your dynamic ad.

You can preview the ad copy for each event advertised by the campaign by selecting Preview in the dropdown near the design.

TIP: You can change the image on a per-event basis with the Edit Catalog Images button.

Maintain your campaign after launch

After you launch the campaign, it's important to maintain it by:

1. Updating the images for new events once they're added, if you don't want to use the stock image on the event listing.

2. Changing up your ad copy every month or so to keep your creatives fresh.

3. Tailoring your budget to meet your needs (we don't recommend exceeding $5-10/day unless it makes sense for your specific situation).

4. Extending the schedule of the multi-event ad campaign.

5. Excluding events from the campaign in the "Select Catalog Segment" section when you don't want a certain event advertised.