Social Media Strategies

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…

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