Famous Monsters of Filmland: PPC Doesn’t Have to Be Scary

What’s it like working with the world’s first monster magazine?

Today we’re sharing the results from one of our most successful PPC campaigns. Back in August we were asked to create and manage digital ad campaigns for Famous Monsters of Filmland. With only 3 months until the Famous Monsters Halloween Convention, we were able to convert ads into ticket sales.

Famous Monsters of Filmland is a magazine highlighting the art of horror films. This year they were going to hold their first Famous Monsters Halloween Convention, a 3-day horror themed convention. The convention would feature famous actors and actresses from horror and sci-fi films and special events for attendees including film screenings, cosplay contests, haunted houses, ghost tours, and more.

The convention coordinators wanted their first year event to be well attended. The team also wanted a positive return on investment from pre-sale tickets. While organizing the Famous Monsters Halloween Convention, Phil Kim was referred to SpinGo to help him with his digital advertising.

Phil saw an opportunity to free up time for his staff and improve ticket sales through digital marketing. With only 3 months until the Famous Monsters Halloween Convention, Phil handed off digital marketing services to SpinGo.

SpinGo focused on 6 different marketing channels:

Facebook Event Ads: A simple way to raise awareness of the convention.

Facebook Prospecting Ads: Ads that redirect to a specific landing page outside of Facebook.

Facebook Retargeting Ads: Ads that display on Facebook and Instagram to visitors of Famous Monsters Halloween Con website.

Google Contextual Ads: Banner ads that display on horror genre websites to raise awareness to the targeted audience outside of Facebook.

Google Search Ads: Pop up on the top of the search results pages when somebody searches for specific keywords relating to the convention.

Google Retargeting Ads: Display to users who visited the Famous Monsters Halloween Con website on sites around the web.

SpinGo’s marketing team built a 2.5 month marketing strategy to sell pre-sale tickets and followed other marketing best practices: creating awareness, building urgency, and driving ticket sales. Using these techniques SpinGo was able to convert ads into ticket sales for the convention.

“One area of the campaign that did particularly well were the search ads” said Colin Matthes, Content Marketing Manager of SpinGo. “We spent a lot of time testing, tweaking, and optimizing the ads and keywords to make sure we were targeting the best keywords for the campaign. We ended up having incredible click-through and conversion rates from Google Search.”

SpinGo’s marketing campaigns for Famous Monsters of Filmland proved that pre-sale tickets can provide a positive ROI, even for a first year event, when there is little or no event name recognition.

Between August 14 – October 1, SpinGo achieved:

  • 4.77 Return on Ad Spend. For every $1 Famous Monsters of Filmland spent on Google or Facebook, they earned $4.77 back from ticket sales.
  • 2.4 million ads displayed.
  • 21,812 ads clicked.

“Our experience with SpinGo was great” said Dominie Lee, Director of Operations for Famous Monsters of Filmland. “The attention they gave our campaign and availability to assist when needed was top notch. I would definitely work with SpinGo again.””


To view the full case study, click here.

Facebook Ads: Pro Tips to Navigate the New Algorithm Changes

Earlier this month, Facebook CEO Mark Zuckerberg announced that big changes are coming to your Facebook News Feed in early 2018. To kickoff his announcement Zuckerberg stated, “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” He continued, “recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.”

Wondering where that leaves you and how these changes will impact your event marketing?

To create more meaningful social interactions, Facebook is going to adjust it’s News Feed algorithm to limit posts from businesses, brands and media, and prioritize posts that promote discussions, conversations, and human interaction. As a side effect, your event may have a harder time breaking onto the News Feed if you don’t adapt to the changing scene.

So, how do you stay relevant in the new Facebook world? Here are 3 ways to make sure your event gets noticed on the giant social media platform.

Create Facebook Event Pages. Over the past year, Facebook has made tweaks to it’s algorithm to feature Facebook Event listings. If you have an event, but aren’t taking advantage of this free tool, there has never been a better time to start using it. Events promote real life socializing, and I assume Facebook will take that into account as it adjusts it’s News Feed algorithm.

Pro tip 1: Invite your Facebook friends to attend your event. The more people that are interested in attending an event, the more it will show up on News Feeds.

Pro tip 2: Post frequently on your Facebook event page. This won’t directly impact how often you show up on the News Feed, but it does have an indirect impact. When you leave a post on your Facebook event page, all the people who have shown interest in your event will get a notification on their account. This can remind them that your event is coming up soon, and they can invite their friends to attend.

Create organic posts that spur conversation. Instead of using clickbait tactics to try and make your posts go viral, focus on writing posts that will get your followers to comment. Ask intriguing questions. Some people might try to find a loophole by asking attendees to “Tag a friend you want to take to the event with you.” But be warned! These are the type of posts that Facebook is looking to demote. If you follow this strategy, you may find yourself getting dinged repeatedly by Facebook and falling into social media oblivion.

Pro tip: Share memories or ask for recommendations in your organic posts. Facebook finds that both memories and recommendations spark more conversations and contribute to Facebook’s new goal.

Use paid Facebook advertising to ensure your event gets noticed. If your organic efforts aren’t getting you the results you are looking for, paid advertising will ensure your event gets seen on Facebook. While Facebook is demoting organic posts from businesses, don’t expect them to limit how many ads you see on your News Feed.

Pro tip 1: Boosting your event posts is great, but it isn’t enough. Boosting your posts usually limits your ads to be seen by people who follow your Facebook page. Use Facebook Ads Manager to reach people outside of your current network.

Pro tip 2: If you don’t know how to do Facebook advertising effectively, SpinGo can promote your event for you.

6 Reasons Why We Should Be Running Your Ads

If you didn’t know, we don’t just do calendar ads. 

That’s right. Our event marketing services go above and beyond to make sure your ads are seen on the top platforms like Facebook and Google. We can run: 

– Facebook Event Ads

– Google Display Ads

– Google Retargeting Ads

– Google Search Ads

– Instagram Ads

– SpinGo Calendar Ads

With so many platforms to run your ads on, it can be overwhelming to try to master each one. That’s why with SpinGo you’re getting our PPC Specialists who are trained and certified to help you optimize your ads. Not only we will create your ads, we’ll also monitor them and make changes to make sure they get the most success. Need more convincing? Here are 6 reasons why we should be running your ads: 

1. When you open your credit card statement and realize you left an ad running.

Crap!  This happens all the time. If we are running your ads, it’s one less this for you to worry about. Not to mention you will have an account manager you can call anytime for any reason.

2. You only know how to Boost your posts and the term “Facebook Ads Manager” doesn’t ring a bell.

Boosted posts only reach people you know. You have to use Facebook’s Ads Manager to reach an audience outside of the one that already knows you or about your event. If you haven’t used the Facebook Ads Manager before… it’s no cupcake. We have quality trained and certified ad ninjas creating and optimizing.

3. Reached X number of people is how you base your success.

Sure reaching a large amount of people is great, but that’s not how you should be measuring the success of your post. Your post should be measured by the impact it has. Did people click on it? Look at your website? Buy a ticket? These are all the aspects that SpinGo’s PPC Specialists know how to optimize for maximum results.

4. You don’t know what keywords to be using.

Guessing appropriate keywords without knowing what terms people are really searching for can hinder your post’s success. Doing keyword research takes time if you don’t know what to look for. Here at SpinGo, not only can we find the right keywords for your post, we also know how to implement those keywords to get your post ultimate visibility. Don’t know how to use symbols like +, “, and ], for your keywords? Don’t worry, we do.

5. Your time is better spent figuring out how to top last year’s event.

Every year it’s a daunting task to figure out how to make this years event bigger and better than last year, so let us take the weight off your shoulders and do your digital marketing ads. We know how to get your ads shown to the right people, at the right time. Spend more time focusing on what’s important to you and let us do the rest.

6. Facebook is changing their newsfeed algorithm. 

Facebook recently announced that in the next 3-4 months they will be changing their newsfeed algorithm so that friends posts are prioritized over business posts. This means that PPC will become more valuable than ever on Facebook. It’s going to be your best shot to get the word out about your business or event. We’re experts in Facebook PPC and we’ll help you navigate this change so that you can rest easy knowing your ads will be seen. 

5 Common Event Ad Mistakes

Each day, I work with dozens of event makers to help build their marketing campaigns and develop a sound online marketing strategy. I see many campaigns come into my hands that have been meticulously thought out and planned to perfection, but I also see a fair share of campaigns that leave me wanting. Here are the 5 most common online marketing mistakes for events that I see, with solutions that will turn your campaign around.

1. Missing Call To Action

Every effective ad will contain a call to action (CTA) – a specific phrase intended to induce a viewer or reader to perform a single act, typically taking the form of an instruction or directive (e.g. buy now, get tickets, sign up today). When this vital piece of ad copy is left out of the advertisement, it leaves the reader directionless, and they will view your ad more as informative rather than directive. A simple call to action ties the whole ad together and encourages the reader to take an action. Including a call to action in your ads will improve your click through rate and increase conversions (a specific action you want ad viewers to take).

2. Lacks Urgency To Buy Online

Often, I’ll come across an event advertisement that is informative, relates to me, and has a clear call to action – yet doesn’t drive me to click on the ad. So, what’s it missing? In these cases, the ad lacks a sense of urgency to get me to complete an action at the exact moment I read it. All online advertisements should create a feeling of urgency within the ad viewer and provide an incentive to act now as opposed to waiting until the day of the event. Plus, a person who buys a ticket to your event in advance is much more likely to attend than somebody waiting to buy a ticket at the door. Luckily, there are a few easy tricks to create that urgency (or if you prefer to think about it this way, a sense of discomfort in your reader):

  • Use a promo code with an expiration date in your ad so they save money on tickets if they buy before your event.
  • Announce limited seating or that tickets sell out fast so they better buy today.
  • Mention Early Bird pricing. If people can save money by buying a ticket today, it will encourage them to act now. Create 3 pricing tiers with tickets getting gradually more expensive the closer it is to your event. This allows you to create urgency multiple times throughout your campaign.
  • Implement a countdown on your ads. Using phrases like “Only 10 more days until the event” or “Last week to purchase tickets” clearly lets readers know they have a limited time to act.

3. Ad Links To Irrelevant Landing Pages

Even when an event ad entices me to click on it, I frequently notice that I am lead to  landing pages that provide little information about the event. If you want to have better results from your ads, your landing page is the place to sell your event. Many of your ad viewers are hearing about your event for the first time and want to learn more about it. As a general rule, the most common reason somebody clicks on your ad is to learn more about your event since your ad can’t tell the whole story. Your landing page is the perfect place to share that story and explain why people should attend your event. This will give ad clickers the convincing reason they need to go ahead and buy a ticket. Your landing page should always include an option to buy tickets (if you sell tickets) or say how to attend your event. 

4. Targeting Too Broad Of An Audience

One of the benefits of advertising online is that you have the ability to narrow your marketing to focus specifically on the type of people who would be interested in attending your event. However, too often, I see event makers try to paint with a broad stroke and don’t narrow their targeting, or worse, they simply say that their target audience is “everybody”. The problem with targeting everybody is that your ads become relevant to nobody. No matter what your event, you can narrow your audience to target the people who would be most likely to attend it. Get specific. The more specific you get, the more likely you will get the right type of people to your event.

Here’s a common example of broad targeting that I see fairly regularly. An event maker is hosting a concert and wants to get people there, so they target people who are interested in:

  • Concerts
  • Live Music
  • Music

Simply put, that targeting is far too broad and won’t attract the audience you truly want. Most every person in the world is interested in one of those three things, but not all of them would want to come to your concert. Take a moment and envision the person that you know would love coming to your concert. What are they interested in? What type of music do they like? Where do they shop? What websites do they visit online? What radio stations do they listen to? How old are they? These questions will improve your targeting and lead your ad to better results.

5. Not Enough Budget

I’ll try to step gingerly here as budget can be a difficult issue to address and is by far the most difficult of these steps to change. However, I do have a few suggestions that you should implement even if you have a meager budget to work with. Before I jump into the solutions of how to do online marketing effectively with a small budget, let me illustrate why I made this a point on my list.

I frequently come across online marketing campaigns that don’t have enough budget to make a significant impact on an event. I see people spend $15 on a three day campaign. That is not enough budget to create the awareness your event needs.

At SpinGo, we recommend a minimum daily budget of $25 per day for each campaign that you want to run. This type of budget will increase the number of people who see your event ad, the number of people who click on it, and the number of people who purchase tickets for your event. Spending $5 per day simply isn’t enough budget to get the word out to enough of the right people.

So how do you fix this problem? Here are 3 solutions:

  1. Plan Online Marketing Into The Budget From The Start. Decide how many days you want to advertise your event, on how many different platforms, and do the math. If you want to advertise your event on 3 platforms, for 10 days each that would be 30 days * $25 to equal $750. Write that into the budget. You can adjust this to how much you can realistically spend on marketing.
  2. Ask For More Money. This one is pretty straightforward. If you need more money to market your event, reach out to whoever is in charge of the budget and ask for more. If they say no or if you are in charge of the budget, reach out to sponsors and ask for sponsorship.
  3. Consolidate Your Budget. If neither of those options work and you are stuck with what you currently have, consolidate your online marketing spend into bigger groups. Instead of spending $50 over 10 days, spend it over the 3 days leading up to your event. You will get more bang for your buck.

Best Practices for SEO

It takes money to make money. Whether you are a non profit fundraising for the year or a corporate event maker hoping to sell out your event, it is going to take a couple of bucks to make sure people hear about your event. Using search engine optimization may seem like a risky cost at first, but if done correctly can help you rake in the dough. In fact, SEO may be your best bet to getting new audiences out to your event!

Here a list of tips to help you stretch your dollar further and get the most out of SEM.

Set Goals

It seems like such a simple, logical first step, but you’d be surprised how many people fail to set goals before diving into the world of pay-per-click advertising. Decide what it is you are trying to get out of your campaign (event registration, page views, traffic volume, site engagement, etc.) and then how you are going to measure it (cost per registration, CPM (cost per thousand impressions- another term for how many people view your advertisement-, revenue, etc.). These goals will help guide you as you decide whether or not to change your ad, see if your ad is effective, and understand if it is drawing people to your event.

Keyword Research

Before you get started buying what you think is the most effective word for your event, test out google adwords to help you figure out the best way to promote your event. If you don’t already have a google adwords account, it is free and easy to use and set up. Under the google keyword planner tool, you can type in your event and google will suggest keywords or keyword groups that are related to your original query. You will want to look for words that have low competition and high search volume. This is the low hanging fruit. You will want to make sure that they keywords google suggests are the same keywords your audience is searching for. If they don’t match, search for the words or phrases in the google phrase box that your audience searches for and try again. After all, if your ad isn’t showing up on the right searches, you won’t be found very easily. With effective keyword research, your ad will appear in front of the audience you want, and may be one of just a few ads competing on the page (maybe even the only one) and generating more clicks.

Landing Pages

A critical step for your advertisement is to make sure your advertisement links to the right landing page. If the link is sending people to your homepage, you are going to lose potential customers. If your advertisement links to the right landing page, make sure your landing page is simple, straightforward, and lets your customer do what they came there to do – register for your event! Make their lives easy. That’s what people want. If your landing page makes people jump through hoops and go through an entire process of clicking and submitting their email repeatedly, they will lose interest in paying for your event. If you can get them registered in about three minutes, you are doing great.


Most likely your event isn’t happening everywhere in the country, so why would you want to advertise to everybody in the country? If your event is being held in one city, make sure that you target that city. It doesn’t help if your event is in San Francisco but people from Boston are finding it. If your event travels and tours around the country, make sure to localize your advertisement for the right places. Localizing will help you compete for a bid as well as find the right people to come to your event. For the most part, with a few exceptions, people who attend your event will probably live within a fifty mile radius of where it is being held.


It takes a lot of work to make sure your advertisement is effective. Sometimes the solution to getting more clicks on your advertisement is as simple as changing which image you are using. Test out your advertisements and keep track of it regularly. Don’t just assume that because your ad is up and running that you’re in the clear and that it is time to sit back, relax, and see the clicks poor in. This is where the real hard work begins. You need to try using different advertisements for different search queries and see which ones generate the most clicks. Try out different advertisements for the same google search phrase, and see how your results vary. You may find that your original advertisement did not resonate with your buyers the way you had imagined. Once you find the right advertisement for your event, you can stick with it, or keep on experimenting. I would suggest trying out three different advertisements to see which one works best.