A lot of planning and time goes into
organizing of events. If you or clients’ businesses are immaculately hosting a
trade show or exposition, utilization of PPC can assist in enhancing your ROI.
Mentioned below are four vital steps that have lead to client success while
building a PPC strategy for the promotion of ticket sales for trade shows and
expos.
(1)
Expand the Targeting of Keywords
On the basis of the awareness of the trade
show or expo you are eventually advertising for, branded terms can usher in a
vast majority of overall conversions at a low CPA. Because branded conversions
generally have low CPAs, this provides a little room in the overall budget for
targeting keywords with high CPAs and low conversion rates. Besides merely
targeting event-related keywords, attempt testing higher-funnel keywords with a
low budget. These could be general keywords that may be still related to the
topics of the event. Thus, the different types of keywords that you could
eventually target include high-funnel industry keywords, branded keywords, and
event keywords. Even if the most common keywords do not translate to direct
ticket sales, you will still be increasing traffic to your website and
effectively building your remarketing lists. Because you are only targeting
individuals who have already visited your website, conversion rates are
generally higher in comparison with regular search campaigns targeting
identical keywords.
(2)
Place Remarketing Tags much Earlier
If you do not already have remarketing tags
in place across your website, it is ideal to implement them in advance to begin
building the lists of audience. Remember that audience lists must contain at
the minimum 1,000 cookies for being eligible for RLSA campaigns. There is
nothing more frustrating than setting up an RLSA or Remarketing campaign only
to find out that the tag was placed incorrectly. Use “Google Tag Assistant” to
promptly check your website for the remarketing tag, much in advance to the day
of the launch. Are you utilizing Bing Ads for promoting your event? Try RLSA
campaigns and Remarketing in Bing if they are generally successful in AdWords. If
the Bing UET tag was efficiently placed on the whole website, you can
effectively use Bing’s “Shared Library” for creating audience lists in a
similar manner as to how you would do so in AdWords.
(3) Enhance
CTR with Custom and Promo Ads
If you are in the process of offering
early-bird-pricing, make sure to run promotional ad copies that highlight the
discount. An advertisement may have the text, “Save $100 by Registering Today.”
This is primarily done to create a sense of urgency. Such advertisers may also
point out the date of the end of the promotion to further enhance CTR. Setting automated rules and
regulations to put an end to these promotional or early-bird advertisements is
also vital to ensure that your messages in advertisements and landing pages
align perfectly. You may use ad-level labels for easy identification of ads
that need to be paused or filtered by promotional language to effectively set
up automated regulations in AdWords.
Countdown advertisements, too, can improve
click-through-rate. For maximizing the benefits offered by Google Ad
Customizers, try utilizing a countdown to the end of the early-bird-pricing
promotion instead of exclusively counting down to the start date of the event.
If you are a novice when it comes to custom advertisements in AdWords, you must
create the first advertisement in the interface for avoiding errors, following
which you can utilize as a guide in “AdWords Editor” for the inclusion of
countdown ads across other ad groups.
(4) Narrow
down Targeting of Locations
International
tradeshows and expos will generally require advertisers to zero in on a wide
array of location targets. Try narrowing down your targeting of locations when
the date of the event is a week to a month away. This may be extremely helpful
if campaigns have budgetary constraints. Maximizing exposure to ads when it
comes to searchers could lead to higher ticket sales and efficiently lower the
overall CPA for the account in the final stages.
To conclude, creating a new PPC strategy
for events such as trade shows and expos requires additional planning because
campaigns generally run for a limited period. Utilizing automated rules and
accurately creating a timeline with regard to budgets, goals, and planned
changes to the account can make management of these accounts much simpler.
