Mobile Innovations For Google AdWords

Google, leading the way yet again in technological innovation, continues to focus on making more concepts mobile friendly to gain a foothold on the consumer power present behind mobile applications and purchasing.

After all, what better way to welcome Spring other than learning of a new and cool list of mobile marketing opportunities from the edgy company?

Springtime announcements are becoming almost a tradition, mostly Google Mobile Ad Changes focused on mobile advancements. This time proves to be no different, as new changes to mobile platforms via Google are the center focus of upcoming innovative announcements from the company.

It’s nice to welcome the warm weather and outdoor activities with the knowledge that some neat new mobile features are coming to our fingertips courtesy of Google.

It’s mobile-first these past few years for the company, but Google’s innovative ability to adapt its features to be mobile friendly help give it an edge over others, who often lag behind the mobile changes introduced by Google.

So, what can we expect this year?


Google Mobile Ads Changing With a mobile-first emphasized evolution, the SERP appearance continues to modify itself for the mobile opportunity.   Next on Google’s list is molding paid ads to fit into the mobile concept. Google’s major announcement this Spring rolled out the red carpet for some innovative AdWords mobile features. 

Below are some of new changes, and what to expect.

Ads on Google Maps

Following is a list that covers the latest and greatest features coming to Google. So, you’ll be educated and prepared when AdWords starts shifting, and ready to pounce on the marketing opportunity.

Google’s going to be ramping up its ads on its Google Maps application. Google Mobile Ads Changing The updated version of Google Maps includes several more local search ads, which will be present in both the mobile and desktop versions.

Google.com itself will also display several more ads than it currently does. What’s nice for those marketing using Google AdWords is that brand logos, as well as company offers, will now be right on the map’s surface and much easier to see.

Plus, if customers click on the logo on the map, they’ll be taken to a local inventory ad format for the business. So not only will your ads be displayed on more apps, they will be much more clear for general marketing.

Doubling Headlines for Better Vision

If you are wondering, “Why Google Maps for more ads?” you are probably not alone. The answer comes from the sheer volume of users—more than a billion.

Within Google, searching for a location makes up about 33% of all the searches present on mobile devices. So Google will be using the location of the user to advertise about businesses that are near the customer while the customer searches for a destination and uses the map.

You’ve probably noticed there are no more right side appearances of Google AdWords. You’ve probably noticed there are no more right side appearances of Google AdWords.

The desire was to pull the appearance of Google together on all devices, rather than having anything seem broken up or offset. The text ads are now the next things set to evolve.

Headlines will increase to two 30 character headlines, replacing the current 25 character one headline version. Even better for advertisers using Google, Google found that this headline length brought up CTR by nearly a quarter.

There’s going to be an increase in the characters present in the description line as well. Right now, Google AdWords offers two 35-character description lines, which will increase to one 80-character line.

While five characters might not seem like much, the ads are certainly going to be bigger and more noticeable, which seems to promise much more clicks than the current version of Google AdWords

Monitoring In-Store Connections

AdWords brings the capability to measure the conversion from the customer that clicked on your ad in the mobile world to the person physically walking into your store. This prospect, although not completely new, will allow business owners to see how many people searched for your store, clicked on your ad, and then came to your store. While the feature exists, it is not standard, and Google plans to focus on making this capability general to all types of businesses.

Responsive Display Ads

If you are tired of making different ads for all the different formats in existence, you can breathe a sigh of relief. Google will allow you to create an ad that will adapt to the best format for you, depending on where it is being served. From there, all you will need to do is type in a URL, headline, description, and image, and Google will make that ad for you. So, you can kiss your ad headaches goodbye.

Device Bidding Updates

AdWords Bidding will become more user-friendly. You used to have to Responsive Display Ads setup a desktop bid, and mobile bids could adjust the base bid. And if you had a tablet, you were stuck with the desktop version no matter what. Now, you’ll be able to set bids via mobile, desktop, or tablet freely, and if they become dependent it is based on your choice. You’ll have a lot more control over your bidding.

Google-Centered Innovations

Google is one innovative company, and who can blame them? Their focus on mobile enhancement provides benefits for customers and advertisers alike, and many people are looking forward to the change.

As more people become more reliant on their mobile phones, the shift to mobile-centered features promises Google many happy and grateful consumers and advertisers.

New Ad Formats And Targeting To Find, Keep And Monetize High-Quality Gamers

When mobile users are looking for entertainment they often turn to game apps. In 2015, an estimated 41% of all apps downloaded were games.1 However, while a user may be excited about downloading an app, it can soon be forgotten; studies have shown that 1 in 4 installed apps are never used.

For game developers, building a successful business has often depended on an approach of acquiring as many users as possible, then trying to keep them engaged in the game as their interest wanes. While volume is important, it’s more important to find the right kind of user, who’ll open the app and keep on playing. That’s why today, at the Game Developers Conference (GDC), we announced a host of new features in AdWords and AdMob that make it simpler for developers to reach the right users at scale.

Let users try your app before downloading from Google Search
We recently introduced Trial Run Ads on the Google Display Network which lets users stream your game from a display ad for your app before they download. In the next few weeks, we’ll extend these ads to search results on Google as a beta for selected U.S. advertisers. With Search Trial Run Ads, when a user searches for a game on Google, they can click ‘Try Now’ from within a search ad and try the app before installing it, similar to streaming apps from organic results. These ads will appear to smartphone users on WiFi, and the user can play for up to 10 minutes, then download the app in full if they choose. This format drives highly qualified users who are more likely to stay engaged with the app after install. Contact your Google representative to learn more about using this new format.

Showcase your game with portrait videos
More than 80% of video ad views in mobile apps on the Google Display Network are from devices held vertically, but often, the videos are created for landscape viewing. Over the next few weeks, we’re launching Portrait Video Ads so users have a full-screen, immersive portrait video experience without having to re-orient their device. We’ve seen significant improvement in both click-through and conversion rates from game developers using Portrait Video, resulting in a much lower cost per install and a larger number of downloads.

Promote your app to game-lovers
Advertisers have long been able to control who sees their AdWords ads, and in the coming weeks we’ll be launching even finer options to reach high-quality users with Active User Targeting for Games. This new type of targeting for Android apps can show ads to users who have spent more than 30 minutes playing games, or who have played a Google Play Games integrated game in the last 30 days. Game developers can show their ads to game lovers, and combined with other types of targeting, such as a particular game category (e.g., Adventure), they can reach a very precise audience.

Earn money from rewarded ads with AdMob Mediation
AdMob helps app developers around the world earn through in-app advertising with best-in-class formats and smart tools to maximize revenue. Increasingly, rewarded advertising is becoming a popular form of game monetization: users are given the choice to engage with ads in exchange for in-app rewards. Today, we’re introducing a way for developers to easily monetize apps with rewarded video ads from a number of ad providers in AdMob Mediation. Supported networks and platforms include AdColony, AppLovin, Chartboost, Fyber, Upsight, and Vungle, with more being added all the time. So if you’re a developer monetizing with these providers, you can easily manage and optimize them through the AdMob interface. It’s part of our ongoing commitment to provide app developers with a first-class mediation solution, and follows our recent launch enabling SDK-less mediation.

We’re working closely with developers to innovate our ad solutions and help them build strong businesses. If you’re a game developer, come and meet with our ads teams at GDC at the Google booth between Wednesday and Friday, to discuss developing great games, growing your user base and earning more money. We’ll have a series of great talks in our booth mini-theater each day, and on Thursday morning we’ll be part of the main GDC sessions, with a discussion on user acquisition and monetization.

Source: Official Google Webmasters Blog

The Ultimate Guide To Event Marketing

The Ultimate Guide To Event Marketing

By Taylor Reaume

You’ve sent out the email invites, put a link on your web site and even made a post on your company blog. That’s plenty of promotion for your upcoming event, right? Not anymore! Lately, I hear more and more event planners becoming increasingly frustrated with event marketing in the web 2.0 landscape. Given the current economy, even savvy event planners are struggling to find sponsors and speakers. Below I will illuminate some best practices for event marketing with a particular focus on Internet marketing and online promotion.

Online promotion is a key aspect to planning an event nowadays. Without online promotion, no-one will know about your event and you will have no registrants, no attendees. This guide will cover event promotion, and provide insights on how to promote events online.

That said, here are some good starting questions to reflect upon:

  1. Who is your target audience (including sponsors)?
  2. Which online channels are they present on?
  3. What is their concern that is being addressed by your event?

Below are the steps to follow in order to expand awareness for your event.

Event Marketing Strategy

STEP 1: Keyword Research: Find 10 keywords to target. Try to find low competition, high search count keywords utilizing keyword research tools.  Ask a web professional to develop a keyword research report for you.

STEP 2: Article Writing: Write 10 articles about your event (1 article around 1 niche keyword) 500 words each and use “Theme” Words.

Web Design Costs

STEP 3: Tags: Develop 10 Titles and 10 Descriptions for each page, and optimize each page for the search engines. Title can be 65 words or less, but more is okay.  Try to include your important keywords in the beginning of the title. Write your event description with your target keywords in mind – not more than 250 characters. Write at least 3 tag keywords for each article. Now that you have a set of Titles, descriptions, keywords, you have a data set to use for social bookmarking submissions, directory submissions and link campaigns.

Event Marketing Manager

STEP 4: Event Directories: Go to the event directory web sites below, and register your event. This is a general list widely accepts most events. However, it’s also a good idea to do a Google Search in your town, and find local event directories online for your area. Submitting your event to various event directories doesn’t cost you any $. It only brings new delegates and helps you improve your Search Engine rankings.

Eventful – http://eventful.com
Eventful will allow you to search, create, promote and track online events in your local area. Search by location or category to make it easy to find the events you want to attend. You can also keep track of your favorite events by added them to your calendar. Eventful will also all you to create a profile, group, and friends list to stay in touch with family, friends, colleagues or industry leaders. I love this service because they send an email every week to people in your area with the events that are about to happen.

Night Out – https://nightout.com
NIGHTOUT has emerged as one of the most innovative and specialized event ticketing platforms on the web today, used by thousands of top event producers, promoters, and venues. This platform can give your event a good deal of exposure.

Meetup  – http://www.meetup.com
Meetup is probably the most mainstream event website on the web currently. Meetups niche is allowing people to create local groups and “meetup” at local establishments in the area. Their goal is to create an environment that is easy for industry people and groups to meet, interact, discuss, and share topics that matter to them. Create your own MeetUp group or join other groups. Sometimes, if your event is really interesting, administrators of other groups will be happy to pass the word to their members.

CitySearch – http://citysearch.com
This local search engine is here to stay. It’s getting very popular and can make your event visible to thousands of people.

Eventbritehttp://EventBrite.com
Eventbrite is another popular event site known for their easy to use online ticketing tools.  Listing your event here is a smart idea because they have a large presence on the web and come up frequently when people search for local events.

STEP 5: Social Networking: Go to the social networking web sites below, and start generating a buzz around your event. Social Networking sites such as Facebook, LinkedIn offer numerous opportunities to promote any event. You can create & leverage a community (e.g. Facebook Page or LinkedIn Group) to promote an event or a conference. The status messages at these sites (particularly Facebook) can really create a powerful personal buzz & engagement in the target community. Lastly, the core team can use their own network (by sending event invites; e.g. on LinkedIn) to spread the word about the event. *remember to use your target keyword phrases when commenting and using your social network. (use your target keyword phrases!)

Event Marketing Online Promotion

LinkedIn http://www.linkedin.com
Let all your contacts know about your event. In addition to that, you can join dozens of business networking groups based out of your city and post your event to their discussion boards.

Facebook http://www.facebook.com
Use Facebook to find groups and people in your area, and invite them to your event. You can also use Facebook Ads and deliver them to people in a certain location.

STEP 6: Setup Event Blogs: Goto the following sites and setup free blogs. Every Friday, make a 300-500 word post about your upcoming event (use your target keyword phrases!) The blog is a very important part of a successful online marketing strategy. Not necessarily the traditionally-defined blog, but the ‘blog’ that has emerged from within the context of Web 2.0 as it exists today. Whether it’s a pre-event, during the event or post event, you can highly leverage both Blogging & Microblogging (e.g. Twitter). It’s a great idea to launch your event blog (may be even before your conference website) while you are launching the website/microsite for your event. In addition, you can leverage other relevant blogs (create blog badges like Proto did) to promote your events. Live conference blogging is a great tool to create valuable content for event promotion in addition to enriching the experience of the delegates. As a central platform, blog also helps you promote other social media channels & content (e.g. photos, videos, presentations, twitter).

WordPress http://www.wordpress.com
Starting a wordpress blog about your event is both free and easy. There are thousands of templates out there for word press blogs. Managing the content for an event is extremely easy with WordPress.

HubPages http://www.hubpages.com
Hubpages is another social network site that allows you to create a content online for free.

Blogger.com http://www.blogger.com
This is one of the oldest free blog sites where you can post anything about anything. Start a free blog about your event, and post consistent updates 2-3 months prior to your event.

STEP 7: Social Bookmarking: Open up the document you made in Step 2 (10 titles, 10 descriptions, 3 tags each) Setup your free social bookmarking accounts. Every Friday, make a social bookmark using your target keyword phrases. Social networking websites are one of the best ways to promote to people. YouTube.com, Twitter.com, Facebook.com, Gather.com amongst hundreds of other sites are easy ways to generate a lot of buzz quickly. Plus, promoting your event via this outlet is generally free or low cost, so not only will you be able to publicize your event swiftly, but cheaply as well.

Here are the Top Bookmarking Sites

Top 15 Most Popular Social Bookmarking Websites | April 2016

Here are the top 15 Most Popular Social Bookmarking Sites which is a continually updated average of each website’s Alexa Global Traffic Rank, and U.S. Traffic Rank from both Compete and Quantcast.“*#*” Denotes an estimate for sites with limited data.

1 | Facebook
3 – Compete Rank | 3 – Quantcast Rank | 2 – Alexa Rank | Last Updated: April 1, 2016.

2 | Twitter
19 – Compete Rank | 8 – Quantcast Rank | 8 – Alexa Rank | Last Updated: April 1, 2016.

3 | Pinterest
29 – Compete Rank | 13 – Quantcast Rank | 26 – Alexa Rank | Last Updated: April 1, 2016.

4 | Google Plus+
*24* – Compete Rank | *28*– Quantcast Rank | NA – Alexa Rank | Last Updated: April 1, 2016.

5 | Tumblr
53 – Compete Rank | 13 – Quantcast Rank | 34 – Alexa Rank | Last Updated: April 1, 2016.

6 | Reddit
227 – Compete Rank | 27 – Quantcast Rank | 60 – Alexa Rank | Last Updated: April 1, 2016.

7 | StumbleUpon
699 – Compete Rank | *50* – Quantcast Rank | 152 – Alexa Rank | Last Updated: April 1, 2016.

8 | Digg
*950* – Compete Rank |2,393 – Quantcast Rank | 492 – Alexa Rank | Last Updated: April 1, 2016.

9 | MetaFilter
2,139 – Compete Rank |458 – Quantcast Rank | 3,600 – Alexa Rank | Last Updated: April 1, 2016.

10 | Newsvine
2,071 – Compete Rank |*240* – Quantcast Rank | 3,934 – Alexa Rank | Last Updated: April 1, 2016.

11 | Folkd
NA – Compete Rank | NA – Quantcast Rank | 2,093 – Alexa Rank | Last Updated: April 1, 2016.

12 | FARK
3,873 – Compete Rank |2,503 – Quantcast Rank | 2,943 – Alexa Rank | Last Updated: April 1, 2016.

13 | Scoop.it
6,218 – Compete Rank |10,152 – Quantcast Rank | 591 – Alexa Rank | Last Updated: April 1, 2016.

14 | Slashdot
9,118 – Compete Rank |7,322 – Quantcast Rank | 1,631 – Alexa Rank | Last Updated: April 1, 2016.

15 | Delicious
10,072 – Compete Rank |7,032 – Quantcast Rank | 1,235 – Alexa Rank | Last Updated: April 1, 2016.

STEP 8: Video Marketing: Create a 30 second-60 second promo video about your event. This can be done easily in Microsoft Powerpoint, or by using Windows Movie Maker. Or you can go get a generic video from a stock video site and then load it in Windows Movie Maker to add a small intro and outro about your event. Video’s are a tremendous boost to search engine rankings, and will contribute to more trust and credibility at your web site. Video Tags, Video Title, and Video Descriptions can all be utilized to maximize your online marketing efforts. One of the benefits of internet advertising as opposed to traditional, physical advertising is the level of interactivity that can be reached at a relatively low cost. Technologies such as Flash have allowed marketing managers to include robust, high-quality audio and video in their advertisements without forcing consumers to suffer through long downloads or install third-party software.

  1. Youtube http://www.youtube.com
    Put a Youtube video on your website about your event, and watch your ranking skyrocket. Another idea is to use Pay Per Click to drive traffic to your video page, which increases your Youtube Views, and your ranks on Youtube Search Engine.
  2. Vimeo http://www.vimeo.com
    Vimeo is a high quality HD video site that has been gaining popularity rapidly, especially in the film world.
  3. Google Videos http://video.google.com
    Videos are excellent for helping boost organic rankings for your event pages. Upload your event related snippets to a free Google Videos Account and watch your traffic levels!

STEP 9: Online Press Releases: Online PR enables you to directly reach out to global audience but also help you increase your Search Engine rankings. Writing press releases and distributing them to television and radio stations, websites, specialized magazines, and newspapers is a great way to get your event promoted to a larger audience. Depending on whether or not your event is more localized or on a national or international level will determine which media to contact, but regardless of who it is it is a great way to have people read about your event. In addition to sending out press releases to the media, it is also a good idea to invite journalists to the event so that they can report on it and your event can receive publicity afterward.

SEO Press Releases

STEP 10: CRAIGSLIST: Create a few posts on Craiglist and give away tickets with a coupon code. This is a particularly effective tactic because it drives groups of people to the event website, and expands awareness for the event via word of mouth.

STEP 11: Listing in Community Newspapers and Websites In addition to writing press releases and contacting media for publicity, simply listing your event in the “Community Events” section of local newspapers and on community websites is an effective way to reach your audience. Many people tend to read the “Events” section to quickly see what is going on and so this strategy works very well. Don’t be afraid to contact local newspapers and other publications to inform them about your event. In most cases, they will find this information useful and relevant, and they’ll be happy to share it with their readers. Journalists love writing about current events in the community.

STEP 12: Mailers: Sending event invites with postcard mailers is still a viable means of spreading the word about your event. However, more than the message, it’s the database of the recipients, which determines the success or failure of your email campaign. While signing up for media partners (who promise to send your event mailer to their database), don’t just be enticed by the volume of their database – relevancy of their member base is much more important. Sending your mailer to the wrong audience can be a huge waste of time and money. Consider an urgency angle with your advertising, for example, consider these two headlines:  ‘MY EVENT’ or ‘7 Days to MYEVENT- Join Now!’ (can you guess which ROI is better?)

Event Marketing

STEP 13: Leveraging Content (Photos, Presentations, and Videos etc): Even today, most of the events don’t last beyond the day on which they happen. As such, there is an amazing opportunity to leverage the event content (in the form of session takeaways (an important reason for live blogging), photos, presentations, videos) to promote the event & the organizer’s brand – this can significantly contribute to the next year’s conference or other conferences by the same organizer. So, please plan to capture and use the wealth of content which gets created during the event. For e.g. Social Media Channels – Speaker Presentations, Event Photo Galleries, Session Videos have driven thousands of views for various events.

content strategy

STEP 14: Sponsors The relationship with your sponsors is incredibly important when organizing a good event. While you help your sponsors by promoting them to your event attendees, they can also assist in promoting your event. This can be done on their website, in store by displaying fliers and posters, and even through their newsletters and mailings. Sponsorship is a two way street and can be very effective in promoting your event to people that would be interested in attending.

Event Marketing Online Promotion

STEP 15: Word of Mouth Simply put, talk about your event with others. Information spreads rapidly through people talking with each other. Individuals are more likely to attend an event if their friend is going and speaks highly of it. It is important to make your event sound interesting and unique when talking about it with others so that they will in turn pass the information along and get more people to want to come to the competition. “Word of mouth” marketing, i.e. the water cooler effect, is very poweful and is often ignored during event planning. If an influential person at a company or in a group likes something, they will tell their friends. So, create ways to influence the influencer. Reach employees while they are at work with special offers for entertainment events looking to move distressed inventory or special VIP packages. One common influencer strategy is to host a group of our most influential customers and treat them to the event for free during the early stages of the event and an off night where the tickets would have gone dead anyway. By turning what would have been a lost opportunity (a seat that would not sell) into a marketing tool, you have the opportunity to influence many influencers who then share their experience with employees at their corporation or group, thereby generating word of mouth publicity.

STEP 16: Email Signature: Update your email signature to include a blurb and a link to the event (especially effective for the sales and marketing folks)

STEP 17: Email Auto Responses: You’re going to be out of the office this week, but still need a few more registrants. How about adding a link to your email auto response? Something to the tune of “I am currently out of the office and will return Friday 5/4. I hope you can join us on May 8 for our upcoming Webinar titled “How to Create a Successful Email Campaign.” Register Today!”

STEP 18: Vanity URLs: If the URL for your event registration is long and confusing, create a short “vanity” URL that will redirect people. Make it something you can easily write down if you want to jot it on a business card, flyer, napkin, etc.. Traditional media (including a pen and paper!) can still work in your favor even if it’s an online event

STEP 19: RSS Feeds: You’ve added a post to your blog about the upcoming webinar or event, but consider adding an extra push just to the RSS feed as the event gets closer.

STEP 20: Instant Messenger: Love it or hate it, instant messengers exist in the workplace. Make yours work for you by adding a short promo in your “status” message.

STEP 21: Find People with Lists: I can guarantee that there are at least 100 people in your area that have email lists of other people in your area. Offer them an incentive –sometimes it’s not even necessary, and ask them to let people know about your event through a blog post, a short announcement in their newsletters or a simple email. Offer them a small incentive, like a free ticket perhaps.

Event Marketing

STEP 22: Do a Google Search: If you live in New York, search on Google for “New York Events”. There are hundreds of niche-websites that revolve around events in local area; they can give your event great exposure. Try these as well:

Quick Links to Laser Target Google Research
Blogs & Forums new york events forum
“new york events forum”
intitle:new york events forum
inurl:new york events forum
new york events blog
“new york events blog”
intitle:new york events blog
inurl:new york events blog
“add comment” new york events
“post comment” new york events
new york events members
new york events join
new york events tag
intitle:tag new york events
intitle:post new york events Add/Submit new york events “add url”
new york events “add site”
new york events “add website”
new york events “add your site”
new york events “add a url”
new york events “add * url”
new york events “add * site”
new york events “add * website”
new york events “submit url”
new york events “submit site”
new york events “submit website”
new york events “submit your site”
new york events “submit a url”
new york events “submit * url”
new york events “submit * site”
new york events “submit * website”
new york events “suggest url”
new york events “suggest site”
new york events “suggest website”
new york events “suggest your site”
new york events “suggest a url”
new york events “suggest * url”
new york events “suggest * site”
new york events “suggest * website”
Directories new york events directory
new york events * directory
directory * new york events
intitle:directory “new york events”
inurl:directory “new york events”
“list of new york events sites”
“list * new york events sites”
“list * new york events * sites”
“recommended links” new york events”
“recommended sites” new york events”
“favorite links” new york events”
“favorite sites” new york events” Advanced allintitle:new york events
allinanchor:new york events
allinurl:new york events
allintext:new york events

STEP 23: Event Posters: Get signs or banners up at the venue space. Posters should match all direct mail on online media

805-salsa-party-december

STEP 24: Print up invite cards, or ticket: A hard copy on paper works the best. “You are invited” or “VIP Invite” Email invites can supplement your efforts.

STEP 25: Sponsor Mini Events: One cost-effective way to raise awareness about your event is to simply go on-site to organizations and companies and create a fun afternoon focused on the events you promote. Raffle off tickets to the events to generate awareness amongst hundreds or thousands of potential consumers.

Event Marketing

STEP 26: Event Evangelism: When talking about your event to potential buyers, talk about the experience they’re going to have as opposed to standard promotional talk. Many times you will need to completely re-write copy given to to you from the event because you want it to talk to the customer in a way that helps them understand the experience. Customise the copy to talk to the target audience-get inside the conversation in their head. For example, if your event promotes a Broadway star who isn’t in the mainstream media, you might consider shifting your focus to place more attention on the storyline if the crowd isn’t theater savvy. You should remember that interest and attendance is really driven by demand. Don’t get wrapped up with thinking the event is “great” and then not understanding why no-one is coming to it. Another really good approach if it is an event that is going on over many weeks or more or one that may be yearly is to survey the audience and understand clearly what folks like and what they don’t. Have the objective to really understand the demographics of the people who respond positively and negatively so you can constantly tweak marketing to focus on the people who are most likely to show up. Most events have a budget and large or small, a focused approach using data and analysis will help maximize the marketing dollars spent. The above is mostly for longer running events, but there are ways to adapt the above to a one-day or shorter event. To do that, you want to generate word-of-mouth selling around the anticipation of the event or the “buzz” of the event. This is a tougher as you are relying on the event topic or presenter to hold the event. Bottom line you should try to spend the time really creating the value proposition and focusing intently on your target audience.

Event Marketing Online Promotion

It is important to remember that while these all are very effective ways to promote your events, it is usually necessary to mix these tactics to reach your target audience. Also, be sure your event software has promotion tools like email marketing to previous attendees. I hope this guide to event marketing online has helped you develop a better understanding of event marketing and promotion.

Finding Your Audience With Google Display And Video Ads

People constantly move between devices throughout the day — reading breaking news on their smartphone, watching a viral video on their tablet, or researching a beach vacation on their laptop. This creates a challenge for marketers: how do you find the right person at the right moment? Google’s audience solutions help marketers reach people based on the things that matter to them using insights from millions of websites and apps on the Google Display Network and billions of daily video views on YouTube. Whether you’re a business looking to build your brand or drive sales, we can help you deliver relevant messages to people at each stage of the path to purchase. Here’s how businesses can find the right audience with Google display and video ads:

  • Demographics – Reach customers within demographic groups you choose — including age, gender, and parental status. For example, a brand running a promotion for back-to-school backpacks can reach moms 25-34 years old.
  • Affinity audiences – Drive brand awareness and engagement by reaching people who have interests relevant to your brand. For example, a sportswear brand can reach outdoor enthusiasts to announce its new line of hiking apparel. 
  • Custom affinity audiences – Drive consideration with an audience tailored precisely for your business. For example, a company that produces a soccer video game can reach fans of specific soccer clubs.
  • In-market audiences – Drive qualified traffic by reaching customers actively researching and intending to make a purchase. For example, a consumer electronics manufacturer can reach customers actively shopping for cameras.

Each month, AdWords advertisers worldwide run hundreds of thousands of campaigns using these audience solutions. Ford New Zealand, one of these advertisers, used Google’s audiences to drive more car shoppers to its website. Ford wanted to reach auto enthusiasts and raise brand awareness for its vehicles, so it used affinity audiences. The automaker also wanted to reach individuals actively researching and considering the purchase of a new vehicle, so it used in-market audiences. By using these solutions as well as dynamic remarketing, Ford drove a 60% increase in site visitors and tripled the amount of time spent on its site.

Google’s audiences let us reach customers at each stage of the path to purchase, which helped us drive more qualified customers to our website and increase leads,” said Ford New Zealand’s general manager of marketing, Cameron Thomas. Read more here.

Marketers can achieve results like these because of three things unique to Google:

1.  Deep consumer insights based on many touchpoints
Google’s audiences are built using data from millions of websites and apps — including properties like YouTube that reach over a billion users. This gives us a wide range of contexts — reading hotel reviews, browsing homes on a real estate app, watching car videos, and more — to understand what people care about. Users can control their experience so they’re more likely to see useful, relevant ads.

2. Ability to distinguish between people’s passions and purchase intent
We classify the millions of websites and apps on the GDN using machine learning, separating those that indicate “passion” from those that indicate “intent.” This enables you to connect with customers at the right stage of the path to purchase based on the types of websites and apps people visit. For example, if you’re an electronics brand looking to drive awareness, you may want to reach people who browse electronics blogs and videos to satisfy their passion for gadgets. But if your goal is to drive sales, you may want to reach people who are researching high-definition televisions on price comparison websites.

3. Real-time data that’s always fresh
AdWords updates audiences in real-time, adding new information each time an ad is shown and removing information that no longer reflects people’s current interests. This is important for your ads’ performance, since a person who shops for a plane ticket today may no longer need one tomorrow. Or a person who is an aspiring chef this winter may find a new all-consuming passion for the outdoors in the spring.

To help even more marketers reach their audiences, we’ve also made these solutions available globally on YouTube and DoubleClick. Whether your goal is building your brand or driving sales, Google’s audiences help you reach the right people at the right moment across millions of websites and apps.

Source: Official Google Webmasters Blog