1. How to Use Paid Search to
Promote Your Event
Crystal Anderson
SEER Interactive
#ticketleapwebinar

2. What you will
learn today

3. 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

4. What is Paid Search?

5. Google

6. Display Network
NY Times – Theatre Section

7. Facebook

8. Why Use PPC For
Event Marketing?

9. No need to wait for
Search Engines to pick up
pages for traffic – Just
flip the on switch!

10. Easy to turn off
after event

11. Easy to create
specific messaging
for each Event

12. Easy to create specific
landing pages/content

13. Great for awareness &
direct marketing - Pay
only for the click

14. Quick, real-time results

15. Reach the audiences
you want,
where you want them

16. Before you get started,
consider the Who,
What, Where, When,
How & Why

17. Who is Your
Event audience?
Consider which platforms are
best to reach your audience –
Adwords, Facebook, LinkedIn?

18. What is your Goal?
Ticket purchases,
registrations, awareness

19. Where is your Event?
Utilization of geo-targeting

20. When should you
promote your Event?
Google Insights

21. Insights

22. Why should they
attend your
Event?
Include all relevant
information

23. How will you integrate
PPC with other
promotional messaging?
Same images, same messages

24. PPC Strategies
Pull Approach
• Search Network
– Google
– Partners
Push Approach
• Display Network
– Keyword Based
– Placement Based
– Keyword +
Placements
– Topic Targeting
– Audience Targeting
• Remarketing
• Facebook

25. Search =
Bidding on the
keywords your
audience may use

27. Google Suggest

28. Display Network =
Bidding for traffic on
sites your audience
may visit

29. Contextual Targeting Tool

31. Ad Planner

32. Audiences = Interest
Based Advertising

34. Topic Targeting =
Reach users browsing
content on related
Topics

36. Remarketing =
Reach users who
have shown interest
in your website

38. The Social Side of PPC

39. 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

40. Marketing Event Comedy Show Children’s Show

41. No matter what
PPC direction you
choose, remember
these tips….

42. • 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

43. @crystala
@seerinteractive
www.seerinteractive.com/blog
• Remarketing 101
• Remarketing 201