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From PPC to Person: Promoting an Event with AdWords
- 1. From PPC To Person How to Use AdWords for Events
- 2. A bit about us.
- 3. | #WordStreamLive Meet Your Presenters Alasdair Johnstone Larry Jefski
- 5. Why are we here?
- 8. 3 Steps to Success (For those us of who don’t have a cool accent)
- 10. Making A Plan (And Checking It Twice)
- 11. Making A Plan ★ Why bother? ★ Things to include in your plan ○ Targeted Prospects ○ Numerical Values ○ Specific Goals ★ Run A Sanity Check If You Fail To Plan, Then You Plan To Fail. -Benjamin Franklin
- 12. Using AdWords to Promote Events
- 13. | #WordStreamLive Summary Slide Make a Splash
- 16. | #WordStreamLive 6 Event Landing Page Questions 1. How is your event different from the rest? 2. What visual elements will draw them in? 3. How will attendees benefit from the event? 4. Will this convince them this is the real deal? 5. Is it easy for them to register? 6. Is it mobile friendly?
- 17. | #WordStreamLive If It Sounds Like Work, and Expensive….
- 19. | #WordStreamLive Ask not what WordStream can do for you… No, really, what can WordStream do for me?
- 20. | #WordStreamLive WordStream Landing Pages ● Form-focused ● Template-based ● Quick. Basic. Free. Austin.WordStream.com/Live 1-800-555-1234
- 22. Create a New Campaign ★ Focus ★ Appropriate campaign settings ○ Budget ○ Location targeting ○ End date ★ Keep track of metrics ○ Spend
- 23. Keywords ★ Event specific ★ “Marketing Conferences” ★ “Things to do in Austin” ★ “Engineering Trade Show” ★ “Open House Near Me” ★ No crossover with existing campaigns
- 24. | #WordStreamLive Ads We Liked
- 25. Existing Campaigns? ★ Leave them be! ★ Use Extensions to mention the event in your existing ads ★ Don’t overthink it
- 26. | #WordStreamLive Advanced PPC Tricks
- 27. Gmail Ads ★ Pay-per-open emails ★ High visibility ★ Two targeting options ○ Existing email list ○ Inbox keywords
- 28. Countdown Timers ★ Live countdown until registration closes or the event begins ★ Why use these? ○ Creates urgency ○ Eye-catching & unique ○ Super easy to set up ★ When writing ad copy, just
- 29. Remarketing 1. Build an audience of website visitors 1. Target those people with ads
- 30. Display Remarketing ★ Close the deal with: ○ Lower CPC than Search ○ Higher conversion rates ○ More targeted ad copy ★ Just target visitors of an event landing page ★ Speed up their decision / remind them about the event
- 31. Search Remarketing ★ Set bid adjustments on your existing Search campaigns ★ If someone’s interested in the event, be the top ad every time ★ Only site visitors. Minimum audience: 1000
- 32. | #WordStreamLive Etc, etc, etc.
- 33. Execution Tips For Managing The Event
- 34. Celebrity A-List ★ Can You Get An Attendee List In Advance? ★ Which Companies Do You Want To Focus On? ★ Reach Out In Advance
- 35. Audience Insights ★ Who is my audience? ★ AdWords knows! ○ Gender ○ Age ○ Location ○ In-market ○ Affinities
- 36. Don’t Stop Promotin’ ★ Custom landing pages ★ Abuse the event hashtag #WordStreamLive ★ Think outside the box ★ Broadcast outside the box
- 37. Maintaining Brand Image ★ T-Shirts ★ Business Cards ★ Stationary ★ USB Sticks
- 38. Follow-up Making The Most Of Your New Leads
- 39. Sales Follow Up Tips ★ Be quick about it ★ Prewritten emails ★ Update landing pages ○ Event summary ○ Elevator pitch ○ Thank you gifts ○ Contest prizes
- 40. Post-Event Remarketing ★ New landing page, new audience! ★ Search or Display ★ Keep using the same event campaigns
- 41. | #WordStreamLive Create a Lead Scoring Spreadsheet Name Company Position Email Size Budget / mo. Interest Level Timeframe Notes Jim Smith IMR Marketing & Sales jsmith@imr.com Small $650 High 3-6mo / q1 Small client, aggressive budget / ramp up. Interested in PPC build out package + consulting Sarah Jones AOL CTO sarah.jones@aol.com Large $12,000 Medium 12mo / q1 2018 Thinks they could do better than current vendor, Hubspot. Under contract until q1 2018, seeing what is out there. Wears a lot of hats, looking to save time and money
- 42. | #WordStreamLive Business cards collected People talked to Targeted prospects reached Follow-ups scheduled Demos run $$$ How Did We Do? Leads By The Numbers
- 43. Measuring ROI ★ Lead count by the numbers ★ Was it worth it? ○ Ad spend + other costs ○ Revenue ★ Who converted best? Trends?
- 44. Takeaways
- 45. | #WordStreamLive 1 2 3 Custom landing pages (with social proof) Separate campaigns Leverage remarketing 4 Track your performance Takeaways
- 46. But wait, there’s more!
- 47. | #WordStreamLive Capitalizing on Other Events
- 48. | #WordStreamLive Capitalizing on Other Events ● Keep your ear to the ground ● Same rules apply ● Separate campaign ● Event-specific keywords ● Offer people something useful ● Set clear goals ● Track success
Editor's Notes
- Icebreaker.Introductions. Make it a roundtable. Ask the audience what sort of events they have coming up, what they’ve been to. How many do they go to a year?
- Regardless of whether you’re throwing or you’re going. A lot of people go to business events. It’s still a big part of marketing & lead generation for companies. Lots of different types of events, and they have a lot in common. Far too often, people fall into a routine & don’t have a plan. Set yourself up for tangible, measurable success. [where’s waldo slide]
- Develop your action plan. Why are we doing this? Everything else hinges on this. Once we understand what we’re doing here, we can build a
- The importance of having a plan Who to talk to? (Companies, Titles, Industries,) Audience Insights Report - Stalk People! Numerical goals? (Cards collected, People talked to, phone calls scheduled) Be Specific! (10 new warm leads, x amount of SQL’s, $$ earned etc) People who get things done have a plan of attack. They know who they want to talk to, and what they want to accomplish They probably even have numerical goals What do you want to accomplish at your next trade show? Don’t just say “more leads” - get specific!
- Copy The Cool Kids ! There is a lot of buzz around an industry event. Piggyback off the event using adwords! Chances are there is little competition, and you can break the ice by having a fun ad that invites people to meet you, or announce that you’ll be there and what you can do to help them. This can be especially powerful when an event is first announced, and once again before the event as people are looking to find out last minute changes and print agendas, etc.
- Other AdWords ideas: https://www.semrush.com/blog/best-practices-using-ppc-promote-events/
- Other AdWords ideas: https://www.semrush.com/blog/best-practices-using-ppc-promote-events/
- Who Are You What Are you Doing There? Why They Should Meet You INDUSTRY SPECIFIC INFO US VS THEM T - CHARTS (they’re terrific) Testimonials / Videos / Numbers Above all make it fun! Make a splash. Tell them who you are, what you’re doing there, and why you’d love to meet them. Show your face, so people will feel comfortable finding someone they recognize in a room full of strangers. Make it a mini site, have testimonials, solutions, etc ready for that specific industry or vertical. Don’t let them get lost on your home page with lots of generic info, show them you care about their time and are willing to go the extra mile to care about their needs! Have fun with it, throw a contest to using email sign ups to raffle off a prize (sure beats a fishbowl!)
- This is a marketing campaign in the classic sense. One purpose, with a fixed end date. Event specific keywords are huge
- Strong Call to actions with numbers (65% off early bird, 30% off, etc) Limited offer / book your seat. Unique Call outs Pricing Extensions Ratings Extensions Fun, Friendly Copy - Make Them Want To Meet You! Get Their Attention: Countdown Timers and Event Specific Extensions Remarketing ideas: targeting customer emails from the event list for RSLA’s / Follow them after the event
- Don’t massively alter your existing campaigns just to promote this event I have a client who used to insists on dropping everything every time they had a sale, and directing every single one of their ads to the very specific item sale they were running. It mostly just led to people leaving as soon as they didn’t
- Quick, there’s no time to lose!
- Ask who’s familiar with it? Mark will be talking later. Customer match is also an option Add display network slide?
- Quick, there’s no time to lose!
- I don't want to step on google's tail too much here, but don't forget other channels. You can copy AdWords campaigns to Bing pretty easily to boost the volume. You’ll usually only be able to spend about 20% what you do in AdWords (and just in North America) but it takes about 15 minutes to set up and it’s helping you reach a wider crowd. The demographic is a little older, so that could make sense for some B2B terms. On Facebook you can use many of the same targeting options as AdWords, like remarketing & customer email match, but you can also target people who are interested in the event or similar industries. We're not big on Twitter, but it's obviously a big scene in certain industries. Tweet us at hashtag #WordStreamLive to win prizes or something. Finally LinkedIn. Not a big one for us either, but it can be useful if it’s really hard to target people via search
- Regardless of whether you’re throwing or you’re going. A lot of people go to business events. It’s still a big part of marketing & lead generation for companies. Lots of different types of events, and they have a lot in common. Far too often, people fall into a routine & don’t have a plan. Set yourself up for tangible, measurable success. [where’s waldo slide]
- Event Organizers will often provide a list of attendees to booths, use this to your advantage! Sometimes emails won’t be published, but some sleuthing on linkedin, or sales prospecting sites can make it easy (first initial,last name@wordstream, anyone?) Who do you really want to meet there? Are there any companies you’ve been working towards, or engaged with already that this could help close the deal? This is a great time to do extra research into the company to get some talking points, so you can reach out at the event (or even pre-emptively, if you’ve got the confidence!) Can you develop an individual plan to focus on them and show them some extra love? Unique talking points? Pre-emptive solution ideas?
- Who is my audience? What they are, how to leverage them, data to key in on. ! Needs animation
- Be serious with your elevator pitch. Try to solve problems.
- Who is my audience? What they are, how to leverage them, data to key in on. ! Needs animation
- Copy The Cool Kids ! There is a lot of buzz around an industry event. Piggyback off the event using adwords! Chances are there is little competition, and you can break the ice by having a fun ad that invites people to meet you, or announce that you’ll be there and what you can do to help them. This can be especially powerful when an event is first announced, and once again before the event as people are looking to find out last minute changes and print agendas, etc.
- Waiting 3 days to call or text doesn’t apply! Have a premade email, or a few versions of them, ready to go so you can fire them off as soon as you get back to your hotel that night. People are going to check their email when they retire for the night, stay top of mind and close that loop! Don’t leave it up to next week when they get back to the office and are buried in emails and overdue work...strike while the irons hot! Throw the 3 Day Rule Out The Window Pre-Written Emails Thank You Gifts / Contest Response
- Sure everyone loves a party, but if you want the company to keep footing the bill, we need to make it worthwhile! How many leads did you capture? How many emails did you send out? What was the response rate? Did you add people to your marketing funnel for later nurturing, or are you already talking numbers and custom solutions? What sort of traffic did the landing page get? What were people's reaction? CPA?
- You’re going to meet a lot of people, and may pass info off to others when you return. You’ll probably even have a couple pops after hours, so don’t rely on business cards and hazy memories. Have a note taking system in place! What constitutes a cold lead, a warm lead, and a red hot lead? What base line information do you need to get out of them? What time table did they give for follow up / next steps? Are they 6 months out from a decision, did a big change happen that is forcing change? These things matter!
- Sure everyone loves a party, but if you want the company to keep footing the bill, we need to make it worthwhile! How many leads did you capture? How many emails did you send out? What was the response rate? Did you add people to your marketing funnel for later nurturing, or are you already talking numbers and custom solutions? What sort of traffic did the landing page get? What were people's reaction? CPA?
- Needs expanded tips on the right,
- Regardless of whether you’re throwing or you’re going. A lot of people go to business events. It’s still a big part of marketing & lead generation for companies. Lots of different types of events, and they have a lot in common. Far too often, people fall into a routine & don’t have a plan. Set yourself up for tangible, measurable success. [where’s waldo slide]