How to Effectively Use PPC on an Event Timeline

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Event organizers seek to drive attendee registration and promote their event during all aspects of the event lifecycle. PPC, or pay per click, is an umbrella of SEM (Search Engine Marketing) and is a cost effective and time efficient strategy to boost your event’s online presence.

During this webinar, guest speaker Brian Lofrumento of NewGen Consultants will bring you through an overview of SEO and PPC as it applies to event planning with tips on to how implement effective PPC strategies. Brian will also guide you through the process of successfully setting up an AdWords campaign and take you through a client case study with statistics from their marketing and promotion tactics. Come with questions, leave with answers!

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  • Purpose of webinar:
  • How to Effectively Use PPC on an Event Timeline

    1. 1. when clients loves us back SEO for Events: How to effectively leverage PPC on an event timeline Brian Lofrumento, Managing Director, NewGen Consultants
    2. 2. The difference between SEO and PPC Brian Lofrumento, Managing Director, NewGen Consultants
    3. 3. SEO for Events Pros • Organic results receive more traffic • Long-term rankings and traffic • Harder for competitors Cons • Long-term strategy – 3+ months • Can be expensive • Difficult to rank for extremely competitive keywords Brian Lofrumento, Managing Director, NewGen Consultants
    4. 4. PPC for Events Pros • Fast results • Cheap cost-per-click • Guaranteed traffic • Easy to rank • More purchase intent Cons • Can be expensive over time • Complicated setup • Less credibility than organic listings • No long-term traffic benefits Brian Lofrumento, Managing Director, NewGen Consultants
    5. 5. Case Study • Client X had an event three months away • Created registration page • Launched PPC campaign with budget of $300 • $1.50 per click led to 200 clicks • 20% signup rate filled the room with 40 people Brian Lofrumento, Managing Director, NewGen Consultants
    6. 6. Marketing/Promo Tips Brian Lofrumento, Managing Director, NewGen Consultants • “Bring a Friend” promo led to 15 more signups • Using Eventbrite, emailed past event attendees to fill remaining 20 seats • Geotargeted PPC campaign • How was the conversion rate so high? – VIDEO! – CALLS TO ACTION!
    7. 7. Understanding Google Adwords Brian Lofrumento, Managing Director, NewGen Consultants
    8. 8. Time for some math: Brian Lofrumento, Managing Director, NewGen Consultants
    9. 9. Setting up an AdWords campaign Brian Lofrumento, Managing Director, NewGen Consultants • http://adwords.google.com • Choose your geographic targets • Bidding strategy: AdWords can optimize for clicks • Daily budget
    10. 10. Choosing your keywords Brian Lofrumento, Managing Director, NewGen Consultants • http://adwords.goo gle.com/o/Keyword Tool
    11. 11. Keyword ideas Brian Lofrumento, Managing Director, NewGen Consultants
    12. 12. AdWords Projections Brian Lofrumento, Managing Director, NewGen Consultants
    13. 13. Ad Text Brian Lofrumento, Managing Director, NewGen Consultants
    14. 14. Ad Copy Brian Lofrumento, Managing Director, NewGen Consultants • You can have more than one ad per ad group • Test to find: – Best Click-Thru-Rate (CTR) – Lowest Cost Per Click (CPC) – Best conversion rate – ROI
    15. 15. Some Pitfalls Brian Lofrumento, Managing Director, NewGen Consultants • Bidding the highest • Ad copy isn’t clear enough • No clear conversion process (K.I.S.S.) • Keywords aren’t targeted enough • Not using keyword match types
    16. 16. Keyword match types Brian Lofrumento, Managing Director, NewGen Consultants
    17. 17. Keyword match type guide Brian Lofrumento, Managing Director, NewGen Consultants
    18. 18. So how does it all work? Brian Lofrumento, Managing Director, NewGen Consultants 1. Setup a conversion-optimized page 1. Video 2. Compelling sales copy 3. Call to action 2. Launch a Google AdWords campaign 3. Analyze and tweak 4. Get more visitors and convert!
    19. 19. The Engineering Cycle Brian Lofrumento, Managing Director, NewGen Consultants Identify Develop tool PPCMeasure Analyze
    20. 20. Questions? Brian Lofrumento, Managing Director, NewGen Consultants
    21. 21. etouches Marketing: marketing@etouches.com NewGen Consultants: Brian Lofrumento, Managing Director brian@newgenconsultants.com Contact Information Brian Lofrumento, Managing Director, NewGen Consultants
    22. 22. THANK YOU Brian Lofrumento, Managing Director, NewGen Consultants

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