How to Use Paid Search to Promote Your Event

How to Use Paid Search to Promote Your Event

Crystal AndersonSEER 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 NetworkNY 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 YourEvent 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 theyattend your Event? Include all relevantinformation

How will you integrate PPC with other

promotional messaging?Same images, same messages

PPC StrategiesPull 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