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Event organizers seek to drive attendee registration and promote their event during all aspects of the event lifecycle. PPC, or pay per click, is an umbrella of SEM (Search Engine Marketing) and is a cost effective and time efficient strategy to boost your event’s online presence. During this webinar, guest speaker Brian Lofrumento of NewGen Consultants will bring you through an overview of SEO and PPC as it applies to event planning with tips on to how implement effective PPC strategies. Brian will also guide you through the process of successfully setting up an AdWords campaign and take you through a client case study with statistics from their marketing and promotion tactics. Come with questions, leave with answers!
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SEO for Events:How to effectively leverage PPC on an event timeline
Brian Lofrumento, Managing Director, NewGen Consultants
The difference between SEO and PPC
Brian Lofrumento, Managing Director, NewGen Consultants
SEO for Events
Pros
• Organic results receive more traffic
• Long-term rankings and traffic
• Harder for competitors
Cons
• Long-term strategy– 3+ months
• Can be expensive• Difficult to rank for
extremely competitive keywords
Brian Lofrumento, Managing Director, NewGen Consultants
PPC for Events
Pros
• Fast results• Cheap cost-per-click• Guaranteed traffic• Easy to rank• More purchase
intent
Cons
• Can be expensive over time
• Complicated setup• Less credibility than
organic listings• No long-term traffic
benefits
Brian Lofrumento, Managing Director, NewGen Consultants
Case Study
• Client X had an event three months away
• Created registration page
• Launched PPC campaign with budget of $300
• $1.50 per click led to 200 clicks
• 20% signup rate filled the room with 40 people
Brian Lofrumento, Managing Director, NewGen Consultants
Marketing/Promo Tips
Brian Lofrumento, Managing Director, NewGen Consultants
• “Bring a Friend” promo led to 15 more signups• Using Eventbrite, emailed past event
attendees to fill remaining 20 seats• Geotargeted PPC campaign• How was the conversion rate so high?– VIDEO!– CALLS TO ACTION!
Understanding Google Adwords
Brian Lofrumento, Managing Director, NewGen Consultants
Time for some math:
Brian Lofrumento, Managing Director, NewGen Consultants
Setting up an AdWords campaign
Brian Lofrumento, Managing Director, NewGen Consultants
• http://adwords.google.com • Choose your geographic targets• Bidding strategy: AdWords can optimize for
clicks• Daily budget
Choosing your keywords
Brian Lofrumento, Managing Director, NewGen Consultants
• http://adwords.google.com/o/KeywordTool
Keyword ideas
Brian Lofrumento, Managing Director, NewGen Consultants
AdWords Projections
Brian Lofrumento, Managing Director, NewGen Consultants
Ad Text
Brian Lofrumento, Managing Director, NewGen Consultants
Ad Copy
Brian Lofrumento, Managing Director, NewGen Consultants
• You can have more than one ad per ad group
• Test to find:– Best Click-Thru-Rate (CTR)– Lowest Cost Per Click (CPC)– Best conversion rate– ROI
Some Pitfalls
Brian Lofrumento, Managing Director, NewGen Consultants
• Bidding the highest• Ad copy isn’t clear enough• No clear conversion process (K.I.S.S.)• Keywords aren’t targeted enough• Not using keyword match types
Keyword match types
Brian Lofrumento, Managing Director, NewGen Consultants
Keyword match type guide
Brian Lofrumento, Managing Director, NewGen Consultants
So how does it all work?
Brian Lofrumento, Managing Director, NewGen Consultants
1. Setup a conversion-optimized page1. Video2. Compelling sales copy3. Call to action
2. Launch a Google AdWords campaign3. Analyze and tweak4. Get more visitors and convert!
The Engineering Cycle
Brian Lofrumento, Managing Director, NewGen Consultants
Identify
Develop tool
PPCMeasure
Analyze
Questions?
Brian Lofrumento, Managing Director, NewGen Consultants
etouches Marketing:[email protected]
NewGen Consultants:Brian Lofrumento, Managing [email protected]
Contact Information
Brian Lofrumento, Managing Director, NewGen Consultants
THANK YOU
Brian Lofrumento, Managing Director, NewGen Consultants
