Google Ads can help you reach your target audience through search, video, and display ads to promote your event. Before using Google Ads to promote your events, you need to think about your website first. No, the event doesn’t have its website. It’s easy to use. Are the important facts about the event easy to find? Is it simple to buy a ticket? Think about how you could touch it if you were the person who used it. You start working on your campaigns when you’re sure that all of these things are in place.
What platform should I use?
When you use Google Ads, your chosen platform will depend on what you want to do and how much money you have. In this case, you can only spend money on Google Ads if you have a small budget (like $500). We would try to push that money through Google Search. This is a good place to find people who want to find you or search for things like your brand or event. If you have a little more money, like about £2,000, you can start getting your ads seen on more places, like YouTube, Gmail, and Google Discover, through Google Discovery.
We think you should spend some money on a remarketing campaign because these people have already proved an interest in your business by visiting your website or clicking on an ad. Be aware that you don’t want to spend all of your money here, as not everyone who happens to your site through Google Search is very qualified. Strive for a balance and keep an eye on things to ensure you’re spending your money in the right place for the conversions you want.
Keywords
It would help if you did a lot of research to make sure your ads are going to be effective, and there are a lot of tools you can use. There are a lot of popular tools, but some of the most popular ones are Google Analytics, Google Ads Keyword Planner, and Google Search Console. Every time you choose a search term or keyword to target, think about how many people search for it each month.
It would assist if you concentrate your efforts on keywords with a monthly search volume of 300 or more. It will help if you put the most important keywords first. Consider how competitive the terms are as well. The more brands that bid on a term, the higher your CPCs (cost per click) will be, and the more you’ll need to make sure your Quality Scores are as high as they can be, so think about that.
Brand Campaigns
Even if you have a high organic ranking, you should always run brand campaigns to protect your most important terms. If you don’t bid on your brand or event name, it’s very likely that your competitors will, which means you could lose out on clicks and ticket sales to them.
There are also a lot of ad extensions that you can use when you run brand campaigns. These include site links and callouts. They also include price extensions, promotion extensions, and location extensions. There are many ways to use a countdown in your ad copy to promote an event and make people feel like they need to act quickly.
Tracking
Before your event marketing campaigns go live, you need to set up conversion tracking to learn how well the campaigns worked and make changes that will be effective. The best method to perform this is to use Google Analytics, add tracking code to your website, use Google Tag Manager, and use the Google Ads platform. You can measure your success by having tracking in place. It also gives you access to Smart Bidding, a strategy that automatically adjusts your campaigns, saving you time and increasing your sales.
Optimization Score & Google Recommendations
This number ranges from 0 to 100. It looks at how many campaign suggestions Google gives you and how well your account does. It would be better if you always tried to get your score above 70%. Optimizing your campaign should be done all the time to make sure your money is being spent wisely and that you are sending the right message to the right people.
Set up your campaigns and let them run; this is where the real work starts! Google Ads gives you suggestions for campaigns, and these suggestions are based on how well your campaigns have done, how you set them up, and what other people are doing. You should look over these suggestions and make the changes that will help your campaigns, budget, and ticket sales. If you have suggestions on your account that aren’t done, this will hurt your Optimisation Score.
Responsive Search Ads
Reactive search ads let you choose from a list of headlines and descriptions that you can add to them. Google then comes up with various headline/description combinations based on how users interact with the ad. This helps make the ad more relevant and high-quality. Responsive search ads will likely help your expanded text ads do better.
Observation Audiences
Allow you to study more about the people who like your ads. In this case, the data you get from putting an audience on top of your campaign will help you make better campaigns for the people you want to reach. This will lead to more ticket sales. Check out our guide to selling out events for more how-to’s, tips, and ideas. You can also get some new ideas.
