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The Essential Month: Why Advance Planning for Event Advertising Is Crucial
June 14
The Essential Month: Why Advance Planning for Event Advertising Is Crucial

The Essential Month: Why Advance Planning for Event Advertising Is Crucial


When it comes to advertising events, planning, and timing are two critical aspects that can make or break your campaign. At Advertise Golden, we have noticed a trend that consistently leads to success: Give yourself at least one month in advance to advertise your events. The reasons are multi-fold, and in this blog post, we will explore why this is crucial and focus on some of the key platforms, namely Facebook, Instagram, Google, Snapchat, and TikTok.


1. Building Remarketing Audiences Takes Time

One of the main reasons for the one-month rule is the time it takes to build remarketing audiences. Remarketing, also known as retargeting, allows you to connect with people who have previously interacted with your event or organization[1]. This is a powerful way to remind them about your upcoming event and convince them to commit.

Building a relevant and engaged remarketing audience takes time. It involves identifying your ideal audience, segmenting them based on their interaction, and nurturing them with consistent, engaging content. As highlighted in a report by Wordstream, remarketing conversion rates increase over time, with the best results coming after about a month.


2. Paid Advertising: Making the Most of Your Platforms

Paid advertising is an integral part of any event marketing strategy, and utilizing the most popular platforms—Facebook, Instagram, Google, Snapchat, and TikTok—can yield significant results. However, each platform requires its own unique approach, and laying a solid foundation takes time.

Facebook & Instagram:

  • Facebook and Instagram allow you to reach a broad and diverse audience. As Social Media Examiner points out, the platforms’ sophisticated targeting capabilities let you tailor your ads to your audience. But fine-tuning your campaigns, testing different creative, and optimizing based on performance can take weeks to yield optimal results.


  • when used correctly, Google Ads can drive significant traffic to your event page[2]. But as with Facebook and Instagram, it’s a platform that rewards careful planning and optimization. Google’s algorithms need time to understand and optimize your ad performance, typically taking a few weeks.

Snapchat & TikTok:

  • These platforms have become increasingly popular among younger audiences. Both Snapchat and TikTok offer unique ad formats and targeting options, but as Hootsuite and AdEspresso note, setting up and optimizing campaigns on these platforms can take time.

The bottom line is that advertising on any of these platforms is not a one-and-done task—it requires preparation, testing, and optimization over time. Giving yourself a month allows you to maximize the return on your advertising spend.

3. Creating Buzz and Anticipation: The Power of Metrics in Paid Advertising

Finally, it’s essential to recognize the power of anticipation and its synergy with paid advertising metrics. By advertising your event a month in advance, you’re creating a buzz and gathering vital data that can enhance your event’s reach and effectiveness.

In all its forms, paid advertising offers the unique advantage of instant, measurable results. Whether it’s impressions, clicks, conversions, or engagement, the metrics available on platforms like Facebook, Instagram, Google, Snapchat, and TikTok provide invaluable insights into the performance of your campaigns[4].

The earlier you launch your advertising campaign, the more data you accumulate. This data can help you:


Understand Your Audience Better:

With a month’s worth of data, you can better understand your target audience’s behavior, such as the best times to post, the types of content they engage with, and the messaging that resonates with them the most[5].


Refine Your Ad Strategy:

Metrics allow you to fine-tune your campaigns. You can A/B test different ad creatives, copy, or target demographics and adjust your strategy based on what works best[6].


Optimize Budget Allocation:

With the ability to track the performance of each ad, you can make informed decisions about where to allocate or reallocate your budget to maximize ROI[7].


Increase Event Attendance:

Harnessing the power of paid advertising metrics, you can drive awareness, boost conversions (ticket sales/registrations), and ultimately, increase event attendance.

In conclusion, giving yourself at least a month to advertise your event isn’t just a suggestion—it’s a strategic move. It allows for the proper construction and nurturing of remarketing audiences, ample time for paid advertising optimization, and the ability to stir up anticipation among your target audience, all while providing valuable metrics for a strategic, data-driven approach to event advertising.

At Advertise Golden, we are always here to help you make the most of your advertising efforts and ensure your events are a resounding success.

Ready to work together on a project?


Advertise Golden is a growth marketing agency that focuses on optimizing paid media channels to drive growth metrics. We partner closely with all of our clients to become a data-driven extension of their marketing department.

We specialize in conversion rate optimization and strategize closely with your team to define conversions that drive your bottom line. We extensively test and optimize all of your paid channels to maximize our outputs. Our specialization allows us to achieve best-in-class results, and we treat every client like they’re our only client.

With experience ranging from Hospitality to Enterprise B2B, there’s a reason 70+ companies have trusted Advertise Golden.


[1]: [What is Remarketing and How Does It Work? – Think With Google](https://www.thinkwithgoogle.com/products/remarketing/)
[2]: [The Ultimate Guide to Google Ads for 2023 – HubSpot](https://blog.hubspot.com/marketing/google-adwords-ppc)
[3]: [How to Create Buzz for Your Online Event – Eventbrite](https://www.eventbrite.com/blog/academy/buzz-for-your-online-event/)

[4]: [Understanding the Key Metrics of Digital Advertising – Marketo](https://blog.marketo.com/2020/06/key-metrics-digital-advertising.html)
[5]: [The Importance of Knowing Your Audience – Forbes](https://www.forbes.com/sites/forbesagencycouncil/2018/03/28/the-importance-of-knowing-your-audience/)
[6]: [The Benefits of A/B Testing in Digital Advertising – AdRoll](https://www.adroll.com/blog/marketing/benefits-of-ab-testing)
[7]: [How to Optimize Your Marketing Budget with Digital Advertising – Wordstream](https://www.wordstream.com/blog/ws/2020/05/06/optimize-marketing-budget)

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