Ads Manager account and payment settings:

1. Click on the gear icon from the menu.


2. Under Ad accounts:
   
   • Rename your ad account if you wish
   • Check your time zone
   • Check your currency
   • Set your advertising purpose (whether your ads will be for business purposes or not)
   • Add your Business name
   • Add your Business address
   • Add the country your business runs in
   • If your business is not tax registered, then you don’t need to add your tax number. If you have one, add it here.
   • Click ‘Save Changes’


3. Under Pages on the menu bar, you can access your page’s settings, but you can also access these directly from your page.


4. Next click on ‘Payment settings’ from the menu bar. Under Payment settings:
   
   • Click ‘Add Payment Method’
   • Add your VAT number (optional) and click ‘Continue’
   • If you plan to pay with a card, add your card details here and click ‘Continue’ to follow the prompts and finish adding your payment method.
   • Optionally, you can also set an account spending limit, which will take preference over any individual ad campaign budget limits you’ll create later on.


5. Click on ‘Notifications’ on the menu bar. Here you can set which notifications you wish to receive. It might be useful to leave them all on at first, and switch them off as you come across any notifications you’d prefer not to receive.

The campaign is the collective shell for all parts and settings of your ad campaign. It holds the type of ad, objective, budget, who you’re targeting, and the ad itself.

1. You’ll see you’re first asked to set a marketing objective. Selecting each of these will create a different type of ad, which are charged differently. Some of them will use up your set budget a lot quicker than others.
   
   For the purpose of driving traffic to your event page on Quicket, select the ‘Traffic’ option in the ‘Consideration’ section.


2. Scroll down and give your campaign a name. Be clear in this name so that down the line when you have run many campaigns, it’s clear which is which. It’s good practice to name your campaign with the start date at the start, i.e. “20191029 Chill-Ice Fest 2020 New Traffic”.


3. Below campaign name, you’ll see the ‘Create split test’ option. This is great to experiment with down the line and test different images, text, etc. against each other, but for now, leave this set to ‘OFF’.


4. Next, in the ‘Campaign budget optimisation’ section, switch the toggle to ‘OFF’, since you’re running this campaign as a standalone one.


5. Click the blue ‘Set up ad account’ button.


6. Check your ad account settings and click ‘Continue’.

The ad set is where you set a budget, select who to target your ad to, and how you will be billed for your ad.

1. First, give your ad set a name. It’s useful for this name to be descriptive of the audience you’ll be targeting. For example: “Cape Town 18+ Festival focused’.


2. Under ‘Traffic’ select ‘Website’ since you’ll be sending people who see your ad directly to your event page on the Quicket website.


3. You can leave both the ‘Dynamic creative’ and ‘Offer’ settings on ‘OFF’ but feel free to research it should you wish to explore those options.


4. Under ‘Audience’ is where you’ll set your ad’s targeting. If you haven’t created an audience before, stay on the ‘Create new audience’ tab.
   
   
   • Keep the ‘Everyone in this location’ drop down set as is.
   
   
   • Under ‘Location’, set the name of the city your event is being run in. You could set your country, but you’ll be more likely to get more value from your ad by setting it to your event’s city as those people won’t have to travel too far to attend the event. You can add multiple locations if your target audience spans more than one area.
   
   
   • Under ‘Age’, set the age range of the people you are wanting to target with your ad. Think carefully about this and don’t make assumptions about your audience, but if you know there’s an age-bracket that your ads will be wasted on, exclude them.
   
   
   • If you want, you can limit your ad to show to certain languages under the ‘Languages’ section. Generally speaking though, this isn’t advised, unless your event is specifically for people who only speak a specific language.
   
   The ‘Include people who match’ section allows you to be very specific with your targeting.
   
   
   • Here you can include people who have certain jobs or interests listed on their Facebook profiles, people from certain demographics, or people who exhibit certain behaviours on Facebook.
   
   
   • For example, you could select ‘Festival’, ‘Music festival’, and even the specific names of artists or speakers on your lineup from the interests. You could choose student as a job title, or people that have specific job titles that are common in the industry your event appeals to. An example behaviour you could choose is people who are interested in upcoming events. You could even select specific relationship statuses, education levels, and other demographics.
     
     Think of your audience and type in things that you think might apply to them to see whether those are options you can select. Add as many as you can.
   
   
   • Once you’ve selected a few, click the ‘Suggestions’ link to get more ideas. Select ‘Browse’ to look at all the options available to you.
   
   Optionally, you can ‘Add a connection type’ if any of them are applicable to the people you want to advertise your event to.
   
   
   • For example, you may want to exclude people who have already responded to your event on Facebook, as they already know about it. You may want to include people who like your page if you haven’t advertised your event to your page much.
   
   
   • Click ‘Save This Audience’.
   
   Note that if your audience is too narrow, Facebook will let you know in the ‘Audience size’ gauge. A too-small audience may need to be broadened in order to target your ad.


5. Under ‘Placements’, leave this set to ‘Automatic placements (recommended)’.


6. In the ‘Budget & Schedule’ section, there are a few things to set.
   
   
   • Keep ‘Optimisation for ad delivery’ set to ‘Landing page views’. You could also change this to ‘Link clicks’, but these people may likely be less interested in your event.
   
   
   • Leave ‘Cost control (optional)’ blank unless you wish to research this option more to decide if you should use it or not.
   
   
   • Leave ‘Cost control (optional)’ blank unless you wish to research this option more to decide if you should use it or not.
     
     If you’re starting out, you’ll be limited to the budget you can initially set, until you’ve proven to stick to Facebook’s policies for a few weeks. Thereafter, you’ll be able to run higher spending campaigns.
   
   
   • Select whether you want your ad set to run continuously starting today, or whether it has an end date. If you’re starting out, we recommend setting an end date to avoid the possibility of forgetting your ad and being charged more than you intend to spend. Selecting this option will give you start and end date fields to select. Perhaps run your campaign for two weeks as a start, or run it until your event but check on it daily to see how things are going, and to take it down if your event sells out.


7. Click the blue ‘Continue’ button.

This is where you create the ad that people will see.

1. First give your ad a name. Once again, be descriptive so that you know which ad you’re referring to in your reports. For example, you could reference what the image and text of the ad refers to.


2. Under identity, select the Facebook page and Instagram account the ad relates to. If you haven’t connected your Instagram account to your page, click the ‘add an Instagram account’ link to log into Instagram and link your account.


3. For this example, stay on the ‘Create Ad’ tab. If you have an existing post published to your page from which you would like to base your ad, you can select the ‘Use existing post’ tab instead.


4. Next, select the format of your ad. Select ‘Single image or video’ for this example, but you can research and explore the other available options to see if the added cost of those is viable for your specific event.


5. Similarly, leave ‘Add an instant experience’ unchecked, unless you’ve researched this and decided it’s right for your needs.


6. Add the media for your ad. We’ve just added an image (as opposed to a video) here for our example.


7. Under Text & links:
   
   
   • Fill out the text for your ad. Your primary text displays first, and your headline and description will display below your image or video.
   
   
   • In the website URL field, add your direct Quicket event page link. This will send people to book tickets from your ad via the shortest possible route. Very important: here is the ideal place to use a unique link from your link campaigns so you can see which ticket sales and visits came from this specific ad. We outlined this in the previous lesson if you’d like a refresher.
   
   
   • The display link field can be left blank, or you can customise it as.
   
   
   • Select a ‘Call to action’ for your ad. We recommend using the ‘Book Now’ one. This will display as a button on your ad that links to your event page.
   
   
   • You can also edit the background colours for your stories.
   
   As you complete this, you will see a preview of your ad. Cycle through the different views of your ad to check that you’re happy with how it displays everywhere.


8. You can create your ad in different languages as well. Research this option if you know the online presence of enough of your audience is in an additional language.


9. Next, you’ll see the ‘Tracking’ section. You can leave this out for this ‘Tier One’ ad, but it’s needed in the more advanced ‘Tier Two’ approach.


10. Click the green ‘Confirm’ button.

Connect your pixel to your Quicket account

1. First, make sure you have your Facebook pixel ID.


2. Next, log into your Quicket account.


3. Under ‘My Events’ in the menu, select ‘Tracking Scripts’.


4. Click the ‘+ Connect a new tracking service’ button.


5. Add a name in the ‘Name this connector’ field that will help you easily identify what it’s referring to, for example, “Exciting Events Facebook pixel”.


6. Choose which service this connector is for under ‘Choose a service’. In this example, it will need to be Facebook, but you have the option to connect your Google Analytics account as well.


7. Take your Facebook pixel ID and add it into the ‘Tracking ID’ field.


8. Select which organiser profile you want tracking related to this pixel to occur for under ‘Add tracking to these organiser profiles’. For example, you may have a different pixel per event brand that you run.


9. Select which active or upcoming events you want to add tracking to under ‘Add tracking to these events’.


10. Next, select which pages of your Quicket event page you would like to have tracked under ‘For the selected events, which pages need tracking?’. You can choose any or all of these to track:
    
    
    • Event details: this is your event page on Quicket where guests find information about your event and start the booking process.
    
    
    • Ticket checkout: this is the checkout page where guests enter their payment details and ticket holder information.
    
    
    • EFT successfully reserved: if guests choose to pay by EFT / bank transfer, this is the page that tells them they have successfully reserved their tickets.
    
    
    • Booking completed: if guests choose to pay by card, this is the page that tells them their booking and payment were successful.
    
    
    • Widget view: this will allow you to track the Quicket ticket widget on your website if you've set one up (click here for help setting up your widget).


11. If you’re only running one brand under this account, you can choose to automatically include this tracking on each new event that you create on Quicket by setting the toggle to ‘YES’.


12. Click ‘Save’.