Event Driven Paid Search

Event Driven Paid Search Brittany Paxman: Hi, I’m Brittany Paxman and I’m here with Vivia Chang a Paid Search Consultant here on Apogee Search. Today Vivian’s going to talk to us about event driven page search. All right so let’s start by just walking through what event driven paid search is what is the concept? Vivia Chang: Yeah sure. And of course the law paid search is just an advertising model ware and cable and so many clips on your add and asked to put on a show at the top or the right of searches engine pages. Event Driven Paid Search is just a specific type of campaign that you run and it’s centered around for million of event like the name and usually there’s a called the action so either registration on your website or getting actual foot traffic to whatever your event is. Brittany Paxman: Interesting so what types of events could mean successful for. Vivia Chang: Really I think any event could use this and searching on searching this so common these days that makes a lot of sense and so specific examples you know conferences and raises like five k’s or marathons or fund raising events are great and since it’s the holidays and if you want to drive traffic to a retail store for a one day sale or start opening that will work really well and I think page is a great medium because it’s so easy to set up so it is a very easily just trust and see how well this campaign really work for you and I really like event driven page are just a strategy because it’s great and if you’re going to use it a part of other promotions so you are also doing radio or print ads or if you want to just use pictures as the only medium to drive traffic both of those work really well. Brittany Paxman: So, in the things like you are very successful for a lot of different type of events can you walk us through some of the tactical or strategic questions that companies need to really think about when they’re considering in the event driven page such campaign? Vivia Chang: Definitely, the most important is to make sure you’re integrating page search with your overall promotion mix so think about your overall goals of the campaign and apply that to what you’re doing with your event driven page search campaign and also make sure your webpage is promoting the event and has all the logistical details. So these are over all questions that you don’t want to answer for marketing in general and as far as messaging you want to make sure it’s coming and consistent with what you’re doing and for the time he had that campaign. Does that make sense to start of six months or two months before the event and look at when you think and they will start thinking about coming. Brittany Paxman: So now let’s get into some tips or some take away that our viewers can and you start to implement and event driven search campaign. Tanya: Sure and like I said before messaging is being your best important event besides being just consistent with your other promotion medium and you want it include dates in your campaign and also state the call to actions since your campaigns all about getting people to the other event say that in your add copy. The goal here is really to convey as much information as possible and by doing this keep other people who are not targeted and who are the people you’re trying to reach from clicking on your add. Brittany Paxman: Are there other times would want to go target of think about specific regions ate all. Tanya: Definitely GEO targeting is a great strategy for an event driven page search campaign and it helps to conserve your budget and the main question you want to think about is you’re from what areas do you think your business are your income to attend and targeting the entire United States is going to be too dry for most page search and event driven campaigns and so you definitely want to reflect that in your campaign settings. Another great way to refine traffic is to use native keywords and to do that in Google you just run research career report and you can see what people are actually typing in to see your add and click on your adds. So if anything doesn’t look right you can add that as a negative keyword and they won’t show in the results anymore. Brittany Paxman: These are some great tips is there anything else that people could take away to immediately search form again there, Are there event driven page searching. Tanya: And as far as actually setting up and instructing your campaign it’s very similar to a normal page such events so it’s easy to do and you an get up and riding pretty quickly and you know I think about your keywords definitely — the goal here is to get your add and for a note as many people as possible so you’re tying to generate awareness and so your want to do brother keywords here and you might want to add geographic modifiers so a city name or state name and then you don’t have to worry too much about budget actually because you’re going to be qualifying with your date of key of words with your geo targeting and then as far as beating goes and you probably want to use higher bead thing and for others campaigns. Mainly because you’re generating awareness and such a short amount of time that you want to get your ash zone as quickly as possible to us to many people as possible. And you know like other page search campaigns then I just want to adjust as you get data on this survey behavior. Brittany Paxman: Okay Vivia’s given us some really great tips for event driven page search campaigns. For information on page search and even driven campaign you can visit our website at Apogee- Search.com. Thanks for watching.