Anderson how to use ppc for events

How to Use Paid Search to Promote Your Event Crystal Anderson SEER Interactive #ticketleapwebinar

What you will learn today

About SEER Interactive
Search Agency in Philadelphia
SEO, PPC, Analytics
Clients span the globe across various industries and company sizes
6 years of Paid Search Experience
Spearhead the PPC division at SEER

What is Paid Search?

Google

Display Network NY Times – Theatre Section

Facebook

Why Use PPC For Event Marketing?

No need to wait for Search Engines to pick up pages for traffic – Just flip the on switch!

Easy to turn off
after event

Easy to create
specific messaging
for each Event

Easy to create specific landing pages/content

Great for awareness & direct marketing - Pay only for the click

Quick, real-time results

Reach the audiences
you want,
where you want them

Before you get started, consider the Who, What, Where, When, How & Why

Who is Your
Event audience?
Consider which platforms are best to reach your audience – Adwords, Facebook, LinkedIn?

What is your Goal?
Ticket purchases, registrations, awareness

Where is your Event?
Utilization of geo-targeting

When should you promote your Event?
Google Insights

Insights

Why should they
attend your
Event?
Include all relevant
information

How will you integrate PPC with other promotional messaging?
Same images, same messages

PPC Strategies
Pull Approach
Search Network
Google
Partners
Push Approach
Display Network
Keyword Based
Placement Based
Keyword + Placements
Topic Targeting
Audience Targeting
Remarketing
Facebook

Search =
Bidding on the keywords your audience may use

Google Suggest

Display Network = Bidding for traffic on sites your audience may visit

Contextual Targeting Tool

Ad Planner

Audiences = Interest Based Advertising

Topic Targeting =
Reach users browsing content on related Topics

Remarketing =
Reach users who have shown interest in your website

The Social Side of PPC

Facebook PPC
Location
Country, State, City, Zip, Radius
Demographic
Age, Gender
Interests
Precise - target groups of people who share similar interests and 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

Marketing Event Comedy Show Children’s Show

No matter what
PPC direction you choose, remember these tips….

Messaging consistency
Include dates & call to action in ad copy
Use Text & Images/Display for Remarketing & Display
Create relevant Landing pages (use templates so you can swap content/images for future events!)
Target only your geographic area
Define your goal – ticket purchase, event registration, awareness?
Be ready to bid higher - limited window to capture volume

@crystala
@seerinteractive
www.seerinteractive.com/blog
Remarketing 101
Remarketing 201

Anderson how to use ppc for events

by crystal-anderson

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