In this article, we will show you what we have found to be the most efficient ways for setting up and running a campaign with Future Demand.
This article is relevant for: All subscriptions
Data from thousands of campaigns across many industries and countries has shown that users who follow the following recommendations tend to see better performance:
- Text, headlines and images/videos should be aligned with the topic recommendations of the respective taste cluster. Further information you find in this support article
- When generating creatives for your campaign, CoCreate can give you great suggestions on what text might be relevant to your audience. The more variation you can incorporate in terms of tonality, style, number and format of media assets, the better. More variation gives FD's Campaign Optimisation more opportunity to test what works best for your audience. Anything that does not resonate with your audience is automatically deactivated. Check out this support article for further information.
- Although CoCreate's text suggestions can sometimes feel like a novelty in the way you communicate with your audience, users who rely heavily on CoCreate report that their audiences have diversified. We also tend to see a general improvement in the efficiency of such campaigns.
- The target URL should lead directly to the conversion page (usually the shop) so that customers have to click as little as possible. (For event series: link to the overview page of the series)
- Media asset quality is important. As with text, the more variety of themes and formats you can offer, the better your campaign can get. Wave automatically detects the aspect ratio of media assets and chooses the correct ad type and placement for that media asset. This ensures that your media asset always looks its best. Please always ensure that quality (min. 1080x1080), size (max. 30MB) and format (1:1 and 9:16 for stories and reels) is good enough for images and videos. Here a support article for more information:
- When to start your campaign and how long to run it are difficult questions. Wave suggests what might be a good running time based on the best available data. Please note that this can vary greatly depending on your region and audience behaviour and should be considered as part of an overall strategy. We generally see the best performance from campaigns that run for more than 4 weeks, although there are campaigns that run for shorter periods that deliver fantastic results. Due to the way campaign optimisation works, we recommend a minimum of 2 weeks - as testing variations takes some time. When using Future Demand's attribution model (only available for FD Live User), campaigns with a run time will not receive campaign results.
- FD Live users can receive automated budget recommendations for their campaigns based on attendance, predicted demand, average ticket prices and more. Depending on the campaign goal and geographic region, the best performing campaigns typically have higher budgets than:
- Local events or campaigns with a conversion or ROI goal: at least €400
- Impression focused campaigns with local or regional audiences: minimum of 10-15€/day
- For productions with a series of shows within a 4-8 week timeframe, running individual campaigns per show would not deliver superior results. Our recommendation is to run a campaign for the last show in the series if it is not more than 15 weeks in the future. Future Demand will automatically identify a series of events based on the same venue, artist and programme. FD Live users using Future Demand's attribution model will automatically see campaign results for individual shows and the entire series. Please note to add a link leading to the event overview when setting up the campaign and not just to the single event. Here is a support article with more detailed explanations and considerations.
- Never run competing campaigns on Meta for the same campaign goal or event at the same time, i.e. campaigns with overlapping target groups (same geo-targeting, targeting and timeframe).
- If a pixel or conversion API is available, make sure it is set up correctly. If purchases are not tracked correctly but selected as a campaign goal, it can lead to poor campaign performance.
- In addition to targeting audiences based on their interests using Future Demand's Taste Cluster technology, you will also need to define a geographic region for campaigns. There are several options available to users, including FD Smart Location (available for FD Live only) which automates this process, Postcodes and Cities. For more information please click here.
- If you make manual changes to the campaign in Meta (i.e. deactivating/activating ads or ad sets, changing the budget) without first checking with Future Demand, this could have a negative impact on the campaign's performance.
Additional important information:
- You can edit existing text and images in any ad at any time. However, due to the nature of extensive A/B testing, it is not possible to add or remove assets.If you know that you will receive new assets during the campaign, you should upload existing assets multiple times when setting up the campaign so that you can swap them for your new assets later.
- Attribution model: Future Demand's evaluation of campaign success is based on large data sets (e.g. tickets sold) and statistical models. (only for FD Live customers available) In addition customers can see the results from Meta (for Prisma and FD Live customers available) Here is a detailed support article on this topic.
- Custom Audience: Can be used when setting up campaigns instead of taste clusters. Here a support article for further information.
- Campaign optimisation takes place at two levels: campaign level and ad level:
- Campaign level: If an event is almost sold out or if a campaign is performing poorly, our tool will automatically deactivate it and customers will receive an email to decide if the campaign should continue (only available for FD Live with current sales data).
- Ad level: The algorithm tests the different variations of text, headline and images. Ads that perform poorly are automatically disabled, making campaigns more efficient. (only available if we receive sales information through your ticketing system or Meta)
- Click here for further information
- How to use Lookout correctly: The forecast is dynamic and changes over time based on factors such as ticket sales. The comparison between the benchmark and the forecast can serve as an additional source of information, alongside your own expertise and experience, to take marketing efforts early enough (only available for FD Live with sales upload on a regular basis). Support article for further information: https://support.future-demand.com/de/understanding-and-using-lookout-predictions