Herb Gillen Advertising has been promoting air shows through social media for approximately seven years. Over the past few years we have been using media budget to advertise and promote posts on Facebook. About 2 1/2 years ago, Facebook began changing the formula that determines what posts are seen in a member’s newsfeed. With a goal of generating advertising revenue, Facebook started decreasing the amount of views that a post receives but they also increased the effectiveness of their paid advertising products.
With our air show clients, we have significantly increased the amount we spend on Facebook ads and that has usually come from decreasing traditional ad buys (TV, radio, etc.). The reason we do this is because we can be very targeted and we can track the results, and most of all it has worked beyond our expectations.
OUR APPLICATION IN THE AIR SHOW MARKETING ARENA:
The most effective paid advertising that we’ve ever developed is Facebook’s Web Conversion Advertising. We used this for six air shows (Dayton, Oregon, Thunder Over Michigan, Maine, Andrews, Pt. Mugu) in 2015 with overwhelming results. The way it works is that we create an ad usually with multiple images that is targeted geographically, demographically, behaviorally and psychographically. This is not new, but the new twist is that we create a tracking pixel and place it on our show Web site ticketing confirmation page. This lets us know which Facebook visitors actually made a ticket purchase and the pixel communicates this information back to Facebook giving Facebook valuable information about the type of people that are clicking through and that we are actually converting into sales. With this information Facebook starts showing our ads to similar types of people who are most likely to make a purchase and the ads become better targeted the more information that we learn. The more money we spend on the Conversion Web ads and the longer they run, the better they work. By the end of these campaigns, it was like turning on a faucet that spit out cash!
Overall, in 2015 using Facebook Web Conversion campaigns we grossed more than $1/2 million for our clients and spent about $7500 total to do that!
While client confidentiality prohibits us from revealing sales figures for specific clients, here are a few results from three unnamed clients from 2015 that were directly tracked from Facebook Web Conversion campaigns.