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How to Use Paid Search to Promote Your Event Crystal Anderson SEER Interactive #ticketleapwebinar
<ul><li>What you will  learn today </li></ul>
About SEER Interactive <ul><li>Search Agency in Philadelphia </li></ul><ul><ul><li>SEO, PPC, Analytics </li></ul></ul><ul>...
<ul><li>What  is Paid Search? </li></ul>
Google
Display Network NY Times – Theatre Section
Facebook
Why Use PPC For  Event Marketing?
<ul><li>No need to wait for Search Engines to pick up pages for traffic – Just flip the on switch! </li></ul>
<ul><li>Easy to turn off  </li></ul><ul><li>after event </li></ul>
<ul><li>Easy to create  </li></ul><ul><li>specific messaging  </li></ul><ul><li>for each Event </li></ul>
<ul><li>Easy to create specific landing pages/content </li></ul>
<ul><li>Great for awareness & direct marketing  - Pay only for the click  </li></ul>
<ul><li>Quick, real-time results </li></ul>
<ul><li>Reach the audiences  </li></ul><ul><li>you want,  </li></ul><ul><li>where you want them </li></ul>
Before you get started, consider the Who, What, Where, When, How & Why
<ul><li>Who  is Your </li></ul><ul><li>Event audience? </li></ul><ul><ul><li>Consider which platforms are best to reach yo...
<ul><li>What  is your Goal? </li></ul><ul><ul><li>Ticket purchases, registrations, awareness </li></ul></ul>
<ul><li>Where  is your Event? </li></ul><ul><li>Utilization of geo-targeting </li></ul>
<ul><li>When  should you promote your Event? </li></ul><ul><li>Google Insights </li></ul>
Insights
<ul><li>Why  should they </li></ul><ul><li>attend your  </li></ul><ul><li>Event?  </li></ul><ul><li>Include all relevant <...
<ul><li>How  will you integrate PPC with other promotional messaging? </li></ul><ul><li>Same images, same messages   </li>...
PPC Strategies <ul><li>Pull Approach </li></ul><ul><li>Search Network </li></ul><ul><ul><li>Google  </li></ul></ul><ul><ul...
<ul><li>Search = </li></ul><ul><li>Bidding on the keywords your audience may use </li></ul>
 
Google Suggest
<ul><li>Display Network = Bidding for traffic on sites your audience may visit </li></ul>
Contextual Targeting Tool
 
Ad Planner
<ul><li>Audiences = Interest Based Advertising </li></ul>
 
<ul><li>Topic Targeting =  </li></ul><ul><li>Reach users browsing content on related Topics </li></ul>
 
<ul><li>Remarketing =  </li></ul><ul><li>Reach users who have shown interest in your website </li></ul>
 
<ul><li>The Social Side of PPC </li></ul>
Facebook PPC <ul><li>Location </li></ul><ul><ul><li>Country, State, City, Zip, Radius </li></ul></ul><ul><li>Demographic <...
Marketing Event Comedy Show Children’s Show
<ul><li>No matter what  </li></ul><ul><li>PPC direction you choose, remember these tips….  </li></ul>
<ul><li>Messaging consistency </li></ul><ul><li>Include dates & call to action in ad copy </li></ul><ul><ul><li>Use Text &...
<ul><li>@crystala </li></ul><ul><li>@seerinteractive </li></ul><ul><li>www.seerinteractive.com/blog </li></ul><ul><li>Rema...
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Anderson how to use ppc for events

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How to use PPC to promote events. Tips to get started and tools to help you build the best campaigns.

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Transcript of "Anderson how to use ppc for events"

  1. 1. How to Use Paid Search to Promote Your Event Crystal Anderson SEER Interactive #ticketleapwebinar
  2. 2. <ul><li>What you will learn today </li></ul>
  3. 3. About SEER Interactive <ul><li>Search Agency in Philadelphia </li></ul><ul><ul><li>SEO, PPC, Analytics </li></ul></ul><ul><li>Clients span the globe across various industries and company sizes </li></ul><ul><li>6 years of Paid Search Experience </li></ul><ul><li>Spearhead the PPC division at SEER </li></ul>
  4. 4. <ul><li>What is Paid Search? </li></ul>
  5. 5. Google
  6. 6. Display Network NY Times – Theatre Section
  7. 7. Facebook
  8. 8. Why Use PPC For Event Marketing?
  9. 9. <ul><li>No need to wait for Search Engines to pick up pages for traffic – Just flip the on switch! </li></ul>
  10. 10. <ul><li>Easy to turn off </li></ul><ul><li>after event </li></ul>
  11. 11. <ul><li>Easy to create </li></ul><ul><li>specific messaging </li></ul><ul><li>for each Event </li></ul>
  12. 12. <ul><li>Easy to create specific landing pages/content </li></ul>
  13. 13. <ul><li>Great for awareness & direct marketing - Pay only for the click </li></ul>
  14. 14. <ul><li>Quick, real-time results </li></ul>
  15. 15. <ul><li>Reach the audiences </li></ul><ul><li>you want, </li></ul><ul><li>where you want them </li></ul>
  16. 16. Before you get started, consider the Who, What, Where, When, How & Why
  17. 17. <ul><li>Who is Your </li></ul><ul><li>Event audience? </li></ul><ul><ul><li>Consider which platforms are best to reach your audience – Adwords, Facebook, LinkedIn? </li></ul></ul>
  18. 18. <ul><li>What is your Goal? </li></ul><ul><ul><li>Ticket purchases, registrations, awareness </li></ul></ul>
  19. 19. <ul><li>Where is your Event? </li></ul><ul><li>Utilization of geo-targeting </li></ul>
  20. 20. <ul><li>When should you promote your Event? </li></ul><ul><li>Google Insights </li></ul>
  21. 21. Insights
  22. 22. <ul><li>Why should they </li></ul><ul><li>attend your </li></ul><ul><li>Event? </li></ul><ul><li>Include all relevant </li></ul><ul><li>information </li></ul>
  23. 23. <ul><li>How will you integrate PPC with other promotional messaging? </li></ul><ul><li>Same images, same messages </li></ul>
  24. 24. PPC Strategies <ul><li>Pull Approach </li></ul><ul><li>Search Network </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><li>Push Approach </li></ul><ul><li>Display Network </li></ul><ul><ul><li>Keyword Based </li></ul></ul><ul><ul><li>Placement Based </li></ul></ul><ul><ul><li>Keyword + Placements </li></ul></ul><ul><ul><li>Topic Targeting </li></ul></ul><ul><ul><li>Audience Targeting </li></ul></ul><ul><li>Remarketing </li></ul><ul><li>Facebook </li></ul>
  25. 25. <ul><li>Search = </li></ul><ul><li>Bidding on the keywords your audience may use </li></ul>
  26. 27. Google Suggest
  27. 28. <ul><li>Display Network = Bidding for traffic on sites your audience may visit </li></ul>
  28. 29. Contextual Targeting Tool
  29. 31. Ad Planner
  30. 32. <ul><li>Audiences = Interest Based Advertising </li></ul>
  31. 34. <ul><li>Topic Targeting = </li></ul><ul><li>Reach users browsing content on related Topics </li></ul>
  32. 36. <ul><li>Remarketing = </li></ul><ul><li>Reach users who have shown interest in your website </li></ul>
  33. 38. <ul><li>The Social Side of PPC </li></ul>
  34. 39. Facebook PPC <ul><li>Location </li></ul><ul><ul><li>Country, State, City, Zip, Radius </li></ul></ul><ul><li>Demographic </li></ul><ul><ul><li>Age, Gender </li></ul></ul><ul><li>Interests </li></ul><ul><ul><li>Precise -  target groups of people who share similar interests and traits </li></ul></ul><ul><ul><li>Broad – target audience by what they are interested in, using terms people have shared in their Facebook profiles </li></ul></ul><ul><li>Advanced Demographics </li></ul><ul><ul><li>Gender Interest, Relationship Status, Languages, Education, Work </li></ul></ul>
  35. 40. Marketing Event Comedy Show Children’s Show
  36. 41. <ul><li>No matter what </li></ul><ul><li>PPC direction you choose, remember these tips…. </li></ul>
  37. 42. <ul><li>Messaging consistency </li></ul><ul><li>Include dates & call to action in ad copy </li></ul><ul><ul><li>Use Text & Images/Display for Remarketing & Display </li></ul></ul><ul><li>Create relevant Landing pages (use templates so you can swap content/images for future events!) </li></ul><ul><li>Target only your geographic area </li></ul><ul><li>Define your goal – ticket purchase, event registration, awareness? </li></ul><ul><li>Be ready to bid higher - limited window to capture volume </li></ul>
  38. 43. <ul><li>@crystala </li></ul><ul><li>@seerinteractive </li></ul><ul><li>www.seerinteractive.com/blog </li></ul><ul><li>Remarketing 101 </li></ul><ul><li>Remarketing 201 </li></ul>
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