How to Use Paid Search to Promote Your Event

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How to Use Paid Search to Promote Your Event

  1. 1. How to Use Paid Search toPromote Your EventCrystal AndersonSEER Interactive#ticketleapwebinar
  2. 2. What you willlearn today
  3. 3. About SEER Interactive• Search Agency in Philadelphia– SEO, PPC, Analytics• Clients span the globe across various industriesand company sizes• 6 years of Paid Search Experience• Spearhead the PPC division at SEER
  4. 4. What is Paid Search?
  5. 5. Google
  6. 6. Display NetworkNY Times – Theatre Section
  7. 7. Facebook
  8. 8. Why Use PPC ForEvent Marketing?
  9. 9. No need to wait forSearch Engines to pick uppages for traffic – Justflip the on switch!
  10. 10. Easy to turn offafter event
  11. 11. Easy to createspecific messagingfor each Event
  12. 12. Easy to create specificlanding pages/content
  13. 13. Great for awareness &direct marketing - Payonly for the click
  14. 14. Quick, real-time results
  15. 15. Reach the audiencesyou want,where you want them
  16. 16. Before you get started,consider the Who,What, Where, When,How & Why
  17. 17. Who is YourEvent audience?Consider which platforms arebest to reach your audience –Adwords, Facebook, LinkedIn?
  18. 18. What is your Goal?Ticket purchases,registrations, awareness
  19. 19. Where is your Event?Utilization of geo-targeting
  20. 20. When should youpromote your Event?Google Insights
  21. 21. Insights
  22. 22. Why should theyattend yourEvent?Include all relevantinformation
  23. 23. How will you integratePPC with otherpromotional messaging?Same images, same messages
  24. 24. PPC StrategiesPull Approach• Search Network– Google– PartnersPush Approach• Display Network– Keyword Based– Placement Based– Keyword +Placements– Topic Targeting– Audience Targeting• Remarketing• Facebook
  25. 25. Search =Bidding on thekeywords youraudience may use
  26. 26. Google Suggest
  27. 27. Display Network =Bidding for traffic onsites your audiencemay visit
  28. 28. Contextual Targeting Tool
  29. 29. Ad Planner
  30. 30. Audiences = InterestBased Advertising
  31. 31. Topic Targeting =Reach users browsingcontent on relatedTopics
  32. 32. Remarketing =Reach users whohave shown interestin your website
  33. 33. The Social Side of PPC
  34. 34. Facebook PPC• Location– Country, State, City, Zip, Radius• Demographic– Age, Gender• Interests– Precise - target groups of people who share similar interestsand traits– Broad – target audience by what they are interested in,using terms people have shared in their Facebook profiles• Advanced Demographics– Gender Interest, Relationship Status, Languages, Education,Work
  35. 35. Marketing Event Comedy Show Children’s Show
  36. 36. No matter whatPPC direction youchoose, rememberthese tips….
  37. 37. • Messaging consistency• Include dates & call to action in ad copy– Use Text & Images/Display for Remarketing & Display• Create relevant Landing pages (use templates soyou can swap content/images for future events!)• Target only your geographic area• Define your goal – ticket purchase, eventregistration, awareness?• Be ready to bid higher - limited window tocapture volume
  38. 38. @crystala@seerinteractivewww.seerinteractive.com/blog• Remarketing 101• Remarketing 201

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