October 04, 2012

Getting the most out of Google AdWords for your Event

The power of Google AdWords is something not to be underestimated. It is the majority (I would even be inclined to say the entirety), of the population\’s \’go-to\’ for research purposes. From how to boil a duck egg, to discovering the latest and greatest environmentally friendly nail polish, just about any information is readily available at the click of a finger. Events are no exception to this.

That said, it’s astonishing how many marketers neglect the powers of Google AdWords when it comes to advertising. Google AdWords have the power to reinvent your event, ensuring that when you’re audience beckons, you are ready and waiting to answer their calls! So less of this talk, and more action – here’s how to utilise this great Google AdWords tool to drive awareness of your event…


The great thing about Google AdWords is its incredibly valuable quality to reveal user intent. We are hereby provided with the rare opportunity to speak directly to our target demographic, rather than blindly bombarding uninterested audiences, and what better way to do this than with keywords?

Step into the mind of your target audience and ask yourself what specific words/phrases they would be looking for, which best describe your event. Whether it be targeting those with their finger on the pulse who are looking to source the next best ‘pop-up’ event, or those looking to share their love of food with other budding ‘foodies’, take this word and repeat it!

Your aim here is to be as specific as possible with your chosen keyword in order to be discovered in a sea of marketing mayhem! Consider the unique selling points of your event that make it stand out from the crowds. Anything too broad will only result is wasteful clicks.

It almost goes without saying, do not neglect the name of your event. Regardless of whether you naturally rank highly on Google AdWords’ search results, by adding a PPC advert, you will see an increase click through for both your paid and natural listings.


In order to monitor which AdWords are working best for you, it is worthwhile collating your keywords into groups of similarity. For example, by collecting the words ‘ticket’, ‘show’, ‘event’ into individual groups, you will be able to efficiently decipher what keywords are working in your favour and getting those Google AdWords rankings soaring, and those of which are simply plummeting to last place.

Don’t be disheartened if the results are instant. Google AdWords is very much a trial and error procedure, but once your have cracked the formula that works best for you, there will be no looking back!

Ad copy

An important part of any successful advertising campaign is capturing the attention of your audience, which is becoming increasingly difficult as audience’s attentions dwindle due to being bombarded with relentless 21st century marketing. However, there is a solution…

Forget all those numbers, equations and calculations that you deal with on a daily basis in the wonderful world of marketing and let your creative flair run wild!

Despite facing tough competition from an abundance of marketers, there is one thing that many campaigns continually fail to deliver: engaging, intelligent and inspiring copy.

Take yourself back to your school days where you learnt about the powers of persuasion and the advantages of alliteration. These may seem like simple techniques but they are techniques which many fail to practice, and more fool them! Not only will your text stand out from the crowds with a personal touch, but a clever use of language will enable you to disguise your repetition of your chosen keywords which you have cleverly planted throughout your text.

Landing Page

An important part of the success of using AdWords is remembering that Google wants to be relevant to its users. If you can demonstrate your relevance your campaign will be more successful.

Think about the journey your potential ticket buyer will take. When they arrive at your site is the page that greets them what they would expect? If it doesn’t make sense to you, it won’t to them.

Also consider how easy it is to reach the ticket buying page, after all this is the goal of your campaign. If you can make sure your customers arrive closer to this page, you are likely to see more conversions.

Display Network

If you really want to get your event out there you can include your ads on the Google Display Network.

By using your successful ads on the display network you can see your event advertised on some very high profile sites.

You can even go a step beyond this and create banners advertising your event to really generate a brand buzz.


Your audience may be just about ready to leave your site, but that doesn’t mean you need to let your marketing stop there. By providing simple tags on your site, you can subliminally re-direct your audience and advertise to potential leads.

It’s that simple!

By Shane Mansfield