Anderson how to use ppc for events


Published on

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

Published in: Business, Technology, Design
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

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> </li></ul><ul><li>Remarketing 101 </li></ul><ul><li>Remarketing 201 </li></ul>