ppc promotion

Why PPC Promotion Is Great for Promoting Events

PPC promotion and social media advertising stand out as powerful tools for driving engagement and attendance at business events. By strategically leveraging these digital marketing methods, businesses can effectively reach potential customers and boost event participation. Here are some essential tips on utilizing PPC and social media ads to their full potential for event promotion.

What Events Can I Promote?

Paid search and social media ads can immediately capture the interest of your target audience for a wide variety of events that deviate from the norm of your daily business operations. Types of events you can promote include:

  • Tradeshows: Ideal for showcasing your products or services to a broad audience within your industry.
  • Product Launches: Generate buzz and anticipation for a new product entering the market.
  • Webinars: Attract attendees to online seminars or workshops.
  • Sales Events: Drive foot traffic to seasonal or special sales.
  • Open Houses: Invite potential customers to visit your business premises.

Each of these event types offers unique opportunities for engagement through tailored PPC promotion strategies.

How Do I Create an Event Campaign With PPC Promotion?

Initiating a successful event campaign involves several key steps:

  1. Create a New Campaign: Set up a distinct campaign for your event. This could be in the form of a text ad, image ad, or sitelink, ensuring it stands out from your regular advertising efforts.
  2. Distinct Targeting Strategy: Develop a separate targeting strategy specifically for the event to avoid overlapping with your ongoing campaigns. This could involve different demographics, interests, or behaviors.

Use an Eye-Catching Design

Adhering to the best practices of each advertising platform is crucial. Your ad copy and images should be:

  • Clear and Concise: Ensure the message is easily understandable at a glance.
  • Visually Appealing: Use high-quality images and compelling graphics.
  • Engaging Call-to-Action: Encourage immediate action from the viewer.

Incorporate ad customizers like countdown timers to inject a sense of urgency and excitement into your ads, enticing viewers to act promptly.

Get the Timing Right

Timing is everything in event promotion. Consider whether your campaign should:

  • Run Only on the Event Day: Maximize last-minute attendance.
  • Build Up to the Event: Create anticipation and allow time for people to make plans.

Platforms like Facebook offer the flexibility to schedule ads to run at specific times, ensuring your message reaches the audience at the most opportune moments.

Target People in the Right Locations

Geo-targeting is essential for event promotions. The location and scale of your event should guide your targeting approach:

  • Local Events: Focus on nearby customers if the event is in a specific city or area.
  • Regional/National Events: Expand your reach to include customers who may travel from other areas to attend.

For instance, a sales event in Leeds city center should primarily target Leeds residents, while a tradeshow might attract both local and distant visitors.

Target People Searching Near the Event

To capture the attention of people interested in your event’s vicinity, utilize keyword targeting. Focus on:

  • Event-Related Keywords: People searching for terms related to the event type.
  • Audience Lists: Create lists based on interests and behaviours relevant to the event, targeting users within the designated location.

Top Tip:

You don’t have to host or attend an event to benefit from an event campaign. Maintain a calendar of local events or events related to your industry. This approach allows you to:

  • Promote Your Services: Advertise during these events when interest and searches peak.
  • Capitalize on Search Traffic: Reach your target audience when they’re actively seeking event-related information.

By staying attuned to the event calendar, you can strategically position your PPC promotion efforts to maximize visibility and engagement at key times throughout the year.

In conclusion, leveraging paid search and social media ads for event promotion offers an immediate and effective way to drive interest and participation. By following these guidelines, you can create compelling campaigns that resonate with your target audience and ensure your events are a resounding success.

We are based on Wirral, near Chester and Liverpool. With clients throughout the UK.