Surely, you’ve heard this line, “If you build it, they will come.” While this inspirational aphorism proved true for Kevin Kostner’s 1989 character in Field of Dreams, in current event planning, it will lead to a field of nightmares. Unless you build a strategic ad campaign, they probably won’t come. 

To reach the right audience for your event, you need to be intentional about how you attract them. 

Using paid ads can direct your efforts to the right people. Now, if you just muttered, “easier said than done,” then keep reading.

We’re about to explain four ways to help you succeed at PPC advertising.

1. Optimize the Search

Pay-per-click (PPC) advertising means you pay each time someone clicks on your ad. In simpler terms, you’re buying the visits to your site. 

Search engine optimization (SEO) is one of the common ways to drive people to your paid ads. 

Whether you organize corn mazes or Christmas tree lightings, there are people who search for events like yours using specific keywords in your area. 

After setting up an account on Google AdWords, you’ll be prompted to input important keywords that best define your event and business. Make sure both your current website and the Google AdWords keywords are accurate. Ex: (Christmas events), (holiday events), (Christmas tree lighting), (Tuscon, Arizona).

That way, when someone types in a Google search using your defined keywords, your event will shoot near the top with customers more likely to click on your ad, and purchase tickets! 

2. Specify Your Audience 

Since paid advertising allows you to segment your audience based on interests and demographics, you can reach your event audience much more quickly. 

For example, if the audience of your concert series is 18 to 25-year-old coastal dwellers with an affinity for Tropical House music, you can make sure this people group knows about your event.

3. Pick the Right Platform

Advertising for a retiree walkathon on TikTok won’t catch the eyes of many retirees. Depending on your event audience, you’ll want to target different age groups, according to their primary digital platforms.

For example, Facebook is most popular with baby boomers and millennials, and TikcTok is most popular with Gen Z. But you can count on Google Ad’s to be the most broad in their demographic reach. 

The advertising pages of Google ads, Instagram, Facebook are great places to start.

4. Use Videos and Reels

While all content helps with exposure, in modern marketing, videos and reels are the rapid click converters. You don’t need a documentary or a professional drone team to get attention. 

A short, captivating video using footage from last year’s event can create a lot of traction.

Since PPC advertising is not a set-it-and-forget-it kind of investment, pay attention to the analytics. As the campaigns run and the analytic information rolls in, note the most and least successful platforms. Then double down on what’s working, and pivot away from what’s not. 

PPC advertising takes effort, but if you keep at it, you'll see the benefits in your bottom line. 

Got questions? Reach out to our support team. We are here to help you!