Selling live event tickets to a niche B2B audience?

BioBizBash

BioBizBash is an industry-leading, live event for alternative medicine clinic owners and leaders.

BioBizBash tested Meta ads in 2023 and saw over an 8 ROI on $20,000+ worth of spend. The following case study shows how ROAS Depot collaborated with BioBizBash, its processes, top-performing creative, and audiences to sell tickets for their 2023 event.

The Task: ROAS Depot to utilize Meta ads to engage alternative medicine clinic owners and decision-makers, direct them to an optimized ticket sales page, and then get them to buy tickets to the event.

Having successfully held an event the year prior, this was BioBizBash's first time running paid social media ads, and ROAS Depot had the first opportunity to make it happen.

See BioBizBash ticket pricing below.

The ROAS Depot Strategy:

Research:

Success with ads starts with a great product or service.

ROAS Depot follows a ‘Research, Adapt, Implement, Observe’ Model. They research competitors and businesses selling to the same market and collect insights into how they communicate with their shared audience.

The team at ROAS Depot adapts the findings into eye-catching and on-brand creative.

They implement structured tests inside the ad account, observe the results, then scale.

RD's research found events similar to BioBizBash, which aims to attract those in the medical space to purchase event tickets.

See examples of their research below.

Adapt:

The examples ROAS Depot found above are not the most exciting to say the least, but better than starting from zero.

Trained eyes at ROAS Depot can spot, sometimes, subtle but important details that nearly every live event utilizes in their ads.

Major takeaways?

RD recognized that the majority of the event ads include headshots of speakers, which gives credibility and social proof, include a precise

location, dates, and CTA to make their prospect ask,

“Am I interested?" & "Can I make it to this event?”

After an intense process of reviewing hundreds of ads from other brands, RD decided to create their own.

ROAS Depot, with its extensive experience and expertise in spending MILLIONS on paid social media, is well-equipped to create effective ads.

Now, armed with the insights from their research, they are poised to create even more impactful ads.

See 2 of the 25+ ads ROAS Depot created below.

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Implement:

BioBoardRoom/IV Biz Bash has several eye-catching, easy-to-understand ad creatives. What's next?

ROAS Depot implements campaigns in a structure that allows them to a/b test:

Ad creative
Copy
Audiences
Optimization strategies for the best ROAS (Return on ad spend).

Building ad campaigns with specific structures allows RD to report data efficiently and transparently to BioBizBash's executive team.

The digital hurdle with BioBizBash's industry is that there are no “Alternative Medicine Clinic” interests or audiences to choose from on the Meta platform.

Luckily, the Meta algorithm is excellent at utilizing ad creative along with machine learning to get in front of nearly any business's target audience.

Equally important as running audience tests, businesses need to be able to produce fresh creatives as they scale, like the examples above, to reduce ad fatigue and help the Meta algorithm learn their target market.

See a few of the 50+ audiences RD tested.

Observe:

Once ROAS Depot found winning ad creative and audience combinations, they scaled. The screenshot below shows that BioBizBash spent over $21,000 in a couple of months and saw over an 8 ROI.

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Cost Per Purchase: $146.55 to sell a minimum of a $695.00 ticket

Total Purchases: 147 total purchases (Average 2 Tickets Per Order ~$1390 revenue per purchase)

Revenue from Meta Ads: $175,000 - $200,000

Total ROAS or ROI From Meta Ads: Minimum of 8.1 - 9.3

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ROAS Depot is a humble firm. Chris Himel, the founder of BioBizBash and BioBoardRoom, complimented them.

“ROAS Depot knocked it out of the park with BioBizBash.

They are experts and one of the few agencies you can trust in the Wild West world of digital marketing. I can’t recommend this team enough.

They asked if I would sign off on this case study, and I can confidently say there are no exaggerations here. We plan on spending wayyy more on Bio Biz Bash 2024."