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A Guide on Creating Ad Campaigns for Event Professionals

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For event professionals, it can be difficult to make sure that you’re doing everything possible to market your events, brand or business. After all, there’s so much more to marketing these days than just putting up posters around town and buying advertisements in local newspapers.

With the advent of social media as well as online marketing resources such as Google AdWords and Facebook Ads, there are now more ways than ever before for event profs to reach their target audience. In fact, if done well enough – these campaigns can even help boost ongoing revenue!

A Guide on Creating Ad Campaigns for Event Professionals

Creating ad campaigns for your events is one of the most crucial parts of marketing your event, especially if you want a high ROI and a successful turnout. Event ad campaigns can be used to:

  • Generate awareness about an upcoming event.
  • Get people to register for an event before it starts or buy tickets in advance.
  • Increase brand loyalty by building up relationships with customers.

When creating an ad campaign for any type of event, there are several factors that need to be considered, including what kind of message it sends out and whether or not it aligns with your company’s values. If these things aren’t taken into account from the very beginning, then chances are good that your campaign won’t perform well in terms of generating leads or attracting new customers—and all this means wasted time and money!

From big to small, every event requires a marketing campaign in order to make it as successful as possible, so why should your event be any different? Marketing campaigns are designed to bring attention to your brand or business and increase the chances of attendees showing up. With that said, let’s go through the steps you need to take to create an ad campaign that will skyrocket your event.

Identify Your Goals

The first step in creating an ad campaign is identifying what your goals are. Are you looking to attract more people to your event? Are you looking to create a certain amount of buzz about the event? Or are you looking for something else?

No matter what your goal is, it’s critical that you ascertain it early on before moving onto the next steps. After all, if you don’t have a goal in mind, you won’t know which direction to head when creating your campaign.

For example, if one of your primary goals is to increase ticket sales and attendance at an upcoming business conference, then this could help inform several decisions: how much money should be budgeted for advertising; where should ads be placed (newspaper? social media platforms); who will be targeted by those ads (membership base versus general audience). Once these questions have been answered, then it’s time to move on and create actual ads!

Niche Down Your Target Audience (To Fine-Tune Who Sees Your Ad)

If you want your ad to reach a specific audience, you need to narrow down your potential customers.

Defining the target audience is one of the most important steps in creating an effective ad campaign. Once you have a clear picture of who exactly your customers are, you can create ads that speak directly to them and appeal to their needs—the kind of ads that drive them straight into your event space!

Check Your Social Media Insights (To Learn What Type of Content Ranks Well on Your Profile)

Social media is a great place to get inspiration for your event’s next marketing campaign. Use a tool like BuzzSumo to see what type of content performs well on your social media profiles. Look at the content that is getting the most engagement, shares, and comments. This will give you an idea of what kind of posts people are interested in seeing from you.

Determine Your Budget

Before you begin a campaign and set up your ads, you need to know how much money you can afford to spend. Otherwise, this could turn out to be very expensive and not make sense for your business.

  • Determine how much money you can afford to spend. You need to know how much money you want or need from the event before jumping into advertising strategies.
  • Determine how much money can be lost from the event? If there is no profit from an event, then it’s time to reevaluate why they are doing it in the first place!
  • Determine what percentage of profits will come from this specific campaign? This will help determine which channels work best for reaching customers who buy tickets at events like yours since some channels might cost more than others but yield better results overall (i.e., social media ads tend to be more effective at driving ticket sales than radio commercials).

Decide Which Social Media Platforms Your Target Audience Hangs Out On

This may seem obvious, but it’s important for event professionals to consider which social media platforms your target audience hangs out on. If they’re mostly on Facebook, then that will be the best place for you to focus your efforts (plus ads run simultaneously on Instagram through the Meta platform). If they spend more time on LinkedIn and Twitter, then try those first.

Once you have a feel for what kinds of platforms your target audience uses most frequently, consider other factors as well. How much time do people spend on these sites daily? What type of content are people sharing there? What kind of content gets shared the most? You want to make sure that whatever platform(s) you decide to use has high engagement rates—that is, lots of shares and likes per post (as well as high numbers overall).


In conclusion, creating an ad campaign can be a daunting task. However, when you take the time out to do your research and create a strong marketing plan, the results will speak for themselves. By using these steps as a guide for how to create ads for your events, you’ll have everything needed to succeed!

Join us at the 10th annual Event Planner Expo in New York in October to learn more about marketing for event professionals. Get your tickets now by clicking here!

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