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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?
Display NetworkNY Times – Theatre Section
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
