How are you marketing your events? Do you create an event website, list yourself on event directories, and start event blogs like we recommend? Good! Now may be the time to consider a paid search campaign.
In a recent Marketing Profs article, author Brian Combs points out a Pew Internet study that found 49 percent of all U.S. Internet users use search engines on a typical day. That's a pretty big market to which you can advertise your events. But how to you effectively tap into it? Combs suggests starting up a paid search campaign.
Consider a few of his tips for paid search marketing of your events:
• Create an informative and engaging landing page. Provide all the important details an attendee wants to know right away. Check out some of our other recommendations for your event website.
• Emphasize verbs and dates in the ad copy. "Registration ends April 10." or "Register by April 10!" Which is more likely to get you moving? Make sure to use action verbs that stress the importance of acting NOW.
• Don't expand your keyword list too much. Obviously you want to bid on keywords that apply to your event, but pick a few more general options, too. If you use too many specific, or long-tailed, keywords, you won't get any traffic.
Running a paid search campaign can be an effective way to promote your event or conference when done well. Read all of Combs' tips if you decide it makes sense for you and your organization.
In a recent Marketing Profs article, author Brian Combs points out a Pew Internet study that found 49 percent of all U.S. Internet users use search engines on a typical day. That's a pretty big market to which you can advertise your events. But how to you effectively tap into it? Combs suggests starting up a paid search campaign.
Consider a few of his tips for paid search marketing of your events:
• Create an informative and engaging landing page. Provide all the important details an attendee wants to know right away. Check out some of our other recommendations for your event website.
• Emphasize verbs and dates in the ad copy. "Registration ends April 10." or "Register by April 10!" Which is more likely to get you moving? Make sure to use action verbs that stress the importance of acting NOW.
• Don't expand your keyword list too much. Obviously you want to bid on keywords that apply to your event, but pick a few more general options, too. If you use too many specific, or long-tailed, keywords, you won't get any traffic.
Running a paid search campaign can be an effective way to promote your event or conference when done well. Read all of Combs' tips if you decide it makes sense for you and your organization.
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