Using Google adwords for driving traffic to your Event page

Posted by writer | Tags - Simple strategies to create effective tags »

Why is a Google Adwords campaign important? As an event marketer, you probably have some fancy event pages where prospects can build communities and get information. If you’re a techy event marketer, you probably have cool widgets installed in the event page to build hype and excitement around your events. The issues that event marketers are likely to face is how to draw more and more people to your event page. Thats where Google Adwords comes in.

When we’re looking for information online, the first thing we do is look for it using search engines by typing out relevant words or phrases. These words are called “keywords”. With the help of these keywords, you can attract your customers to your event pages. If you’ve been following my blogs, you would already know how much I support social networking sites and blogging to expand your event communities.

Simply put, Google Adwords is a way to maximize the content and attention of those social strategies. You should never let them go waste. Here are the steps to go about them:

1- Work on finding the best keywords for your event. Don’t just stick to generic words like “event” or “concert” - get into detail, find longer tail key words that indicate the person searching them have commercial intent, like: “rock concert ticket sales”, “Celine Dion concert tickets”, “concerts in Alabama”. Remember one thing: The purpose optimizing keywords is to get your targeted stakeholders to your site and if possible stakeholders who have commercial intent. Whether you want audiences, vendors, potential sponsors, etc. Customize the keywords accordingly. The success of your campaign depends entirely on these keywords, so make sure that they are as relevant to your audiences as possible. However, keep in mind that once you have the desired keywords listed keep them on the side for reference.

You can get assistance from SEO professionals for this step if needed. You can find SEO experts in different online project outsourcing sites.

2- Decide your Google Adwords campaign strategy. What will suit your own marketing goals better? You can choose between cost-per-click, cost-per-impression. In cost-per-impression your ads get placed on 3rd party websites relevant to your target audience instead of them being placed on Googles search engine results pages. This is a little more focused on your event’s niche and is thus a good (and cheaper) option for advertising. So in the above example, people who are interested in rock concerts (targeted audience) will see your ad.

Your event page should ideally have a high conversion ratio. If the purpose of the event page is to get people to participate in the pre event planning, then you would want to convert the maximum number of visitors into participants. This is especially important if you are paying for Google Adwords.

Lets suppose you have selected the pay-per-click model - this means that you will have to pay for each click on your ad. So that advertising expense will become more prudently spent if you are able to convert those ad clickers (just invented the term :)) into active participants.

Another thing to note here is that if your keywords attract the wrong kind of traffic (ill suited traffic with no interest in your event) then you will end up paying for the clicks that will result in nothing. So selecting the right keywords for your niche is something you need to spend a good amount of time on. Make sure your ad itself is also designed and written to appeal to your target audiences.

3- By the time you have come to this stage, you must have already chalked out a budget for your event advertising. Depending on your advertising campaign plan, calculate the maximum budget you can allocate to Google Adwords out of your total Social Media Marketing budget.

4- When setting up your Google Adwords account, you can choose to limit your spending so that it doesn’t hit the roof unexpectedly. You can alter your budgets and keywords according to the results and trends that you get from advertising using Google Adwords.

5- Expand the keywords that you had earlier chosen. This is also often referred to as the long tail keyword strategy, in which you find different un obvious phrases with more words in them that stem out of your base keywords or plurals and common misspellings of your keywords.

6- Before completing the setup process, do make sure to check other tips Google has for you at their site (www.adwords.google.com)


| Marketing tools

Related Posts


If you enjoyed this post, please consider to leave a comment or subscribe to the feed and get future articles delivered to your feed reader.