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Here is a breakdown of a small ad run used to promote a panel event that I did.
I think it's important that everyone understands when it comes to events there is a specific breakdown of activity:
50% of what you do can be digital (Facebook / Google Ad's)
30% of what you do to drive traffic will be your personal reach outs, e-mails, posts and talking to your network
20% relies on picking up the phone (Yup, the big players have inside sales reps)
Here was the breakout of the ad process that had a $25 Ad Spend
Targeted Persona:
Women
Aged 25-40
Affinity Shopping Level, luxury
Had been on or around the University Club within the last 90 days
Titles: Entrepreneur, Executive, HR
Interests: Workshops, Women in Leadership, Leadership
Showed interest in an event in the last 30 days
If you applied this to an even you hosted at $25, it would have cost you $25 to make $450.
Hopefully this sheds some light into the "mysterious" world of Event Promotion