2020
2019
2018
2017
2016
2015
How to use Google Ads to promote your next event
30 Oct 2020

How to use Google Ads to promote your next event

Be seen in the right moment and attract more attendees. Use Google Ads to promote your next event. In this article, we cover the basics of Google Ads, what the benefits are, and what you should keep in mind when marketing events through Google.

What is Google Ads?

Google Ads is the paid section of a Google search that appears either at the top or bottom of the organic search results. The ads are always marked as ads in a search and this means that these companies have paid Google to appear in searches on that particular keyword. However, the actual payment to Google only occurs when someone clicks on an ad: pay per click (PPC).

Another variation of Google Ads is Google Display Ads. These ads allow you to promote your event in the form of banners on other websites.

Depending on the type of budget you have and how you want your ads to look, you can build your campaign with different types of ads.

Benefits of using Google Ads to promote events

There are several benefits to using Google Ads to promote events.

  • Pricing
  • Relevance
  • Data & Statistics.

First, Google uses a pricing model, which means you only pay for your ad if someone clicks on it. So you only pay when someone who actually has an interest in your event engages in your ad and what you offer.

Because Google Ads is a paid section, these ads can ensure that you end up at the very top of Google searches. For example, if you are going to hold a large seminar in economics and accounting in the Stockholm area, you can use Google Ads to end up at the top of the search results when someone searches for "accounting Stockholm".

From your Google ads, you will also have access to a large amount of data and statistics that allow you to get to know your target audience much better and, for example, see what they are searching for on Google.

To advertise an event with Google Ads

Below we give four tips on things to keep in mind when creating advertising for your event via the Google platform.

1. The right keywords and audience

To begin with, you need to make sure that you manually add the keywords you want to appear on. Randomly giving Google a budget per day that they can spend freely is not preferable.

The best way is to start with a small budget and your most relevant keywords and then test yourself to see which keywords provide the best CPA. It is very important that you link the goals in Google Analytics with the Google Ads account, otherwise you will not be able to see which keywords are actually converting.

Also set which geographical area you want ads to appear in. Maybe you only want participants from Sweden, the EU, or the United States. This can be easily set up in Google Ads.

2. Create unique ads for different keywords

By creating unique ads for different keywords, you ensure that the advertising becomes more relevant to your customers. A unique ad generally converts better than if you use generic advertising for all your keywords.

3. N-gram analysis

If you spend large sums on Google Ads, it is worth performing N-gram analyzes. An N-gram analysis gives you detailed information about the value of various specific words used in searches.

An example: let's say an accounting firm wants to appear on keywords around "accountant". An N-gram analysis can then show that when the keyword "accountant" is used together with "job", the cost per conversion is super high (probably because the people applying are not looking for an auditing firm, but instead are accountants looking for a job).

Based on the N-gram analysis, we can then conclude that the word "job" should be added as a negative keyword, in order to exclude those searches.

4. Landing pages built for conversion

In order for you to succeed all the way with your ads, you need to make sure that those who have clicked on your ad will also convert to sign up for your event. You do this by building landing pages that are optimized to drive conversions.

  • Some tips for building a landing page that converts:
  • Get to know your target audience in depth to be able to design copy that appeals to them
  • Optimize your call-to-actions
  • Use quotes and reviews from previous participants; social proof is important
  • Set up tracking and goals in Google Analytics
  • Test. If you get a lot of visitors from your ads, it may also be worthwhile to A / B test your landing pages to see which version converts best. 

Common things to A / B test are call to actions, pictures and copy. Unbounce is a great tool for building landing pages. In Unbounce, you can also create A / B tests directly.


This article was written in collaboration with: Viseo

Get our smart tips on digital marketing. The newsletter will be published with about 10 numbers a year and of course we will not leave your address to anyone. Much pleasure!

Lämna följande fält tomt
READ MORE ON OUR EVENT PLANNING SOFTWARE

 

Event planning & management made easy with the right software

Yes, this is it. Here is the ultimate event planning and management software, serving you with structure and sharp functions while easy to use. Manage your event within every step of the way using Magnet event planning tool online.

Event planning software – for any event

Use Magnet event planning software whether you are a professional event planner, planning business events from time to time, or setting out to create a meet up free of charge.

Free event planning software

Magnet offers free event planning software. If you want to send out invitations and set up an event registration page for a free event, you can use Magnet event planning software for free.

Affordable event planning tool when you sell tickets

If you aim to sell tickets, you will find a highly flexible ticket sales system within the tool, and a range of payment solutions to connect with. There is no curing time for Magnet event planning tool, and you can upgrade or downgrade whenever you wish.


Event Planning Software

Allowing you to manage events in every detail

To promote and manage your event and ticket sales you will have a strong line up of smart functions behind you.
This will save you time when getting as many attendees as possible to your event.

Manage everything from printing name tags to communicating important updates by SMS and checking in the guests at arrival.
All using the same event management software.

When the event is over, you will also have access to relevant data, such as metrics. And the opportunity to easily follow up on the experience of your attending guests.

Different types of tickets

Provide Early Bird tickets, discounts and discount codes on one or more tickets. Set timed tickets, add products to your ticket such as admission along with a T-shirt.
Offer a waiting list when fully booked.

Check in app

Using the check in app at the entrance you will also keep track of which and how many guests that has arrived.

Select payment method

Choose which payment method to use for each event, and set a preferred method if you have a first option.
Visa and Mastercard, Payex, Payson, Billogram, Invoicing, Economy.

Different VAT rates

Admin interface for sales, revenues and VAT, receipts, reports.

Distribute, market, and sell more tickets

Create your own event page with individual event URL, retrieve automatic map, add videos or pictures, embed on website.
Send invites, share on social media, send SMS.

Follow up on sales statistics and orders

Are there any tickets left for sale? Have a closer look at the orders, number of attendees and checked in attendees.

Tracking

Facebook pixel and LinkedIN.

Event planner software free

Time to create an event?

Let’s try it out; sign up for free and start exploring. Once you’ve created an account you will have access to our help center with FAQ:s and guides.

Go create your first event.

At the centre of event & digital marketing – blog & news letter

Get in tune and keep up to date with events and digital marketing. You will find good advice, checklists and relevant reads
featured in both our blog and news letter (sign up below). If there is anything in particular you would like us to cover, please feel free to make a request.