Promoting an event with Google Adwords

‍Organizers regularly hear about Google Ads to promote events distributed on their website. A development opportunity that has a cost but can prove to be extremely effective in marketing tickets. Wilout gives you some tips to better understand and make your online advertising campaigns profitable.

Advertising campaigns with Google Ads

Enrollment in Google Ads is free. You don't Pay only according to the results linked to the goals you have set. On the other hand, you can easily Define the budget And the duration of your campaign and you can pause it whenever you want.

Focus on the CPC

Even though there are other cost calculation systems for a campaign, today we are going to focus on the most used one: The CPC or Cost per click. This corresponds to the amount you pay to Google for a click that brings a visitor from an ad link to one of the pages on your site. This CPC is linked to “keywords” that you will have defined in advance and that are linked to your event.

For example, if you're promoting a comedy show, your key words could be:”comedy show +your location”,”Show +artist name”,”box office +name of the artist”,”ticket office +name of the hall or show”...

The choice of keywords is a crucial step that requires excellent market knowledge. Indeed, it is necessary to be as accurate as possible but also not to close doors by being too restrictive. Thus, if the user types in the Google search bar a keyword identical or very similar to the one you have chosen, he may find your ad in the first 4 results.

Why use the term “it may”? Because in fact, you are not guaranteed to be among the top results. This will depend on the bid you set and a few other criteria.

What is an auction?

An auction corresponds to amount you are ready to pay for someone to click on your ad, knowing that this click alone does not guarantee that the person will complete their order. Generally, the amount of the auction ranges from ten cents to several euros, depending onOf the competitive aspect of the sector.

However, don't worry, you're guaranteed to never exceed the maximum cost per click. This cost is the one you set when creating your campaign.

Google Ads is therefore a tool with complex workings. You have to take the time to master it but it can, once properly configured, explode your web conversion rate.

Search advertising

Google Ads offers several distribution channels for ads, but the most popular is still the Google search network. This way, your ads will appear on the pages when your potential customers search for your event.

There are four steps to launching a campaign:

• Enroll your company or association
• Create your ad for the Research Network
• Target your potential customers using keywords or phrases
• Define the budget for your Search Ads

As soon as your first ads are launched, you have access to reports for study their performances and perform tweaks whenever you want. You can also create different variants in order to identify the most effective of them.

Indicators to watch

In addition to the CPC, you have access to other performance indicators (KPIs) which are as follows:

- The quality score : A Google Ads score based on three criteria: the quality of the landing page, relevance, and click through rate.

This score, rated out of 10, has an influence on the ranking of the ad.

- The average position : It is determined by your ability to win auctions and your quality score.

- The number of impressions : An interesting indicator that tells you how many times your ad is viewed. This indicator allows the CTR to be calculated.

- The conversion rate : This is probably the indicator that will interest you the most. Indeed, it makes it possible to determine how many people clicked on your ad and then performed an action that you have defined (registration, purchase, etc.). To benefit from this indicator, you may need to install a tag on your landing page, Here is the procedure to follow. If this step seems too complicated, rest assured, it is possible to call on a Google specialist for free to support you.

Our tips for event organizers

It is important to know that since January 2018, Google has decided to restrict access to advertising for ticket resellers. They must”Show white paw” by asking A certification. Thus, official ticket or e-ticket sellers are preferred in Google Ads auctions. They get a lot more easily better visibility for their ads.

Priority on the local

For some time now, internet marketers have noticed Google's tendency to favor proximity ads for Internet users. That's why when you do a search, you see recommendations based on your location more often.

It can therefore be very interesting for the promotion of an event to focus some or the majority of Google Ads campaigns on a local broadcast.

Refine your keywords

Newbies to Ads will often choose keywords that are too broad (football, exhibition, show) that will attract poorly targeted visitors. As a result, with each click it costs him money without allowing him to convert this visitor.

The Google dashboard allows you to see what are the search terms of your visitors. This allows you to determine which keywords are relevant and which to exclude in order to improve your campaigns. Some campaigns contain up to 800 excluded keywords.

Write multiple ads

Google Ads thus allows you to generate several ads for the same campaign.

In addition, you can vary the destination URL to take your visitors to a specific page on your site: tab online ticketing, event presentation page... Google will do the tests itself and will automatically highlight the one that generates the best results. 

Enrich ads to promote an event

Showing rich ads can improve CTR (click through rate). To enrich an announcement, you can for example integrate a countdown for your event. This functionality is particularly relevant for events whose date is approaching. It is also possible to include an address, schedules, any information you deem useful.

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Finally, we remind you that all these efforts will be in vain if you are not able to capture the attention of your visitors. Your landing page must therefore be attractive and ergonomic, with a clear and optimized customer journey. Wilout accompanies you in this process by generating for you a optimized mini-sales site in every way. It will be a perfect landing page for your countryside : discover our solution.