Did you know almost 50% of all small businesses use pay-per-click ads? PPC ads let you reach potential customers online, so your competitors can’t scoop up your target audience first, hopefully.

PPC advertisements are a common marketing strategy people use to promote events. Keep reading and we will walk you through PPC ads for events and how they can help increase attendance, sponsors, and more.

Pay-Per-Click Advertising

You can create pay-per-click advertising campaigns on Google, Facebook, Twitter, YouTube Ads, TikTok and more. When you’re setting up PPC ads, you need to consider what platform will reach your target audience effectively.

You are paying per every time someone clicks on your ad or for impressions depending on the platform, so you want to get your money’s worth and set yourself up for success. You can get your ad campaign set up within a day or two for simple ad campaign.

You can choose from different ad styles and create your campaign based on what goals you want to meet. A few examples of goals include building brand awareness, increasing conversions, or driving website traffic.

We will go over a few of the main reasons people use pay-per-click ads, including social media ads which are pretty much in the same category of paid ads online:

  1. Expand your reach through targeted ads to reach potential customers
  2. You can make updates to so you can continue to test and optimize your campaigns based on ongoing performance (unlike print)

Falcon Digital Marketing is a team of PPC advertising management experts. If you don’t know where to start, you can get a free consultation today and our experts will help you work through your goals, what platform you should use, and more.

PPC Ads for Events

PPC ads for events can be very effective if you have a special event or time-sensitive activity where you want to get the word out on it. A few examples of events you can promote are:

  • Product launches
  • Webinars
  • Open houses
  • Sales/Discounts
  • Store Openings
  • Sports events
  • Business Events, Seminars, Conventions
  • Register for classes
  • Giveaways with a set time
  • Entertainment/Parties
  • Concerts
  • In-Person Events

You also want to make sure to make your event campaign different from your standard PPC ad campaigns. You want to have a separate budget and be able to track conversions/ROI from these specific ads – usually ticket sales, RSVP, online signups, registrations, or waiting list signups.

Social media can be great for building awareness – you can setup campaigns on Facebook, Instagram, Twitter, or even Snapchat to get more likes, shares, comments, and engagement to build awareness.

Facebook ads even has a specific ad campaign type for promoting events.

Platforms like Google Ads – which includes YouTube ads, Google Search Ads, and Banners ads can be great for events as well.

You can target specific keywords people search that are actively looking for events like yours with Google Search Ads.

You can put banner ads in your target city of the event or relevant websites of your target audience with banner ads.

You can target your specific audience with video ads promoting your event on YouTube and websites that show videos (the ads that show as a pre-roll ad video before your actual video starts.

Other things you should consider include:

  1. New ad copy for event messaging
  2. Unique site link or landing page about the event
  3. Imagery or Video or both
  4. Separate targeting for the event itself

You want separate targeting because if the event is a specific place or time-sensitive, you can use geo-targeting and reach an audience that is nearby and not crossover with your other ads for your company.

Outside of social media ads building awareness, most of your ads will go to the landing page for the event with the goal of users signing up or buying a ticket to the actual event. This can easily be connected to Google Analytics to track signups, even connecting with Eventbrite or Everwebinar.

Anything to do with a sale would use the standard tracking for ecommerce you already have setup to track orders, you would just view the data for that particular time period, such as Black Friday, to see how well the ad campaign performed.

You can target ads to sponsors if you’re looking to promote a charity event and need donated items for an auction for example.

Successful PPC ads and great examples come from Black Friday and Cyber Monday sales. Everyone has the same goal: to get your sale out there to your target audience.

You have to get creative to stand out amongst the dozens of ads for sales. Check out ten retailers that had great Black Friday PPC ads, and six that struggled.

Set up Your PPC Ads Today

Now that you know how easy PPC ads are to get up and running, get started on creating your first campaign.

Use PPC ads for events and your options are endless from platforms to messaging to targeting.

Choose your initial pay-per-click campaign or contact Falcon Digital Marketing today to help you strategize and get everything set up.

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