Promote your event with Google Adwords

A Google Adwords campaign can be a very effective marketing tool to promote your event, and especially to make it a success. To do this, Adwords provides you with very effective features that will allow you to attract visitors and, above all, to involve them. Perhaps you are not used to using Adwords for these purposes, our best experts will explain how to carry out your advertising campaign in order to generate maximum sales and attract visitors to your event.

Google Adwords, undeniable advantages

Creating your campaign is very fast, and it is also fully manageable on the internet from any device. Once your campaigns are created, they will only appear 24 hours later!

The main quality of Adwords is based on its considerable audience volume (at least 2000 billion requests per year!). Combined with unparalleled targeting quality and thanks to different types of campaigns, you are sure to reach as many people as possible who are potentially interested in your event.

Another argument in favour of AdWords is that your budget is controlled: you are free to cap your budget per visit and per day. If you want to set up an adwords campaign for your event, contact

What types of campaigns for your events?

Text campaigns

The display of ads is based on keyword targeting related to your theme. The objective here is to think of requests that correspond to the theme of your event. It is also very important to ensure that you use their good correspondence.

Example: The event you want to promote is an e-commerce conference, you can use for example a system ranging from the largest to the most restrictive, adding words each time that will target your search more precisely:

  • Wide query: e-commerce conference (without quotation marks, this will link your ad to all requests containing synonyms, terms with spelling errors, or queries related to the subject)
  • To target more precisely, add words to the broad query, using quotation marks: “E-Commerce Conference 2016”, “E-Commerce Conference Paris 2016”, “Free E-Commerce Conference Paris 2016” etc.
  • If you only want to appear in search results for the exact term, you must put it in square brackets[e-commerce conference]

(a) Geographically target its campaigns

While ad groups allow you to target your audience by theme, it is possible to add a geolocation of the targeting of your campaigns. This avoids promoting your events to people who could not go there because of the remote location for example and thus saving on the cost of unwanted clicks….

b) Segment ad groups

You will considerably increase the accuracy of your targeting and your number of subscribers by creating several groups of ads associated with the different themes, and a targeted page.

Thanks to these different groups, you can address each segment of your target audience (e.g. young people / older people) in a different way, by personalizing the message of your ad and especially the associated keywords. Moreover, by splitting your campaign in this way, you will have much easier to analyze and optimize your results by target.

c) Creating urgency

In addition to reaching your audience with personalized ads, you can add different optimizations that will engage your target audience.

The countdown can thus be very effective in your ads: updated in real time, it will indicate to the future participant that he has little time left to take advantage of the offer, and therefore make him want to click on your link!

To go further, you can use the different Adwords scripts: Example: as the deadline of your event approaches, the maximum CPC will be modified so that it will correspond to the one of the top of page announcement. Your campaign is therefore promoted more strongly just before it expires.

Promote it through Gmail

With more than 425 million users, Google’s mailbox represents a considerable field of action. That’s why Google launched Gmail Sponsored Promotions, an advertising format for ads delivered directly to inboxes.

Three targeting themes

To intelligently deliver your ads to Gmail users, there are three very effective forms of targeting:

  • Domain name targeting: you can target email addresses that receive emails from your competitors, and thus broadcast an ad that will let them know about your event.
  • Targeting by purchased product: this option allows you to target an audience that has already made a purchase on a similar or competing offer to yours.
  • Keyword targeting: you can search by keywords, and therefore find users who have recently mentioned keywords in their emails

To give you a concrete example, you can choose to broadcast your event, a run for example, to Gmail users receiving Intersport emails, or who have mentioned running in their emails.

Google Sponsored Promotions, relevant ad formats

For the GSP network, four ad formats are available to allow you to be as relevant as possible to your potential customers:

  • A clickable image, highlight an image with an action prompting button (CTA)
  • A unique visual: promote a product, with a description, an image and a CTA
  • A multi-product promotion: increase your chances of conversion by offering several products with different CTAs
  • HTML code: you can also opt for a more personalized ad by importing your HTML code

Display promotion

Google Display allows you to target by theme, and therefore to target sites that are visited by people who may be interested in your event. It is also possible to target people demographically, according to their age, gender, interest. This tool can be very useful in promoting festivals, for example, targeting a younger audience.

To promote to your target audience, you can create a visual with a call to action button, or create an animated GIF banner to provide more information about your event. Mention the subject, the place, the date, and finally end with a “Learn more” button to arouse your customers’ interest.

Remarketing, a significant tool in event promotion

To target people who have already visited your site, but who have not registered for your event, you can use remarketing, focusing on several aspects related to your visibility at the banner level. Focus on temporality (“Be careful, more than a few days before…!”), and highlight the very essence of your events (content of a conference, date of a concert, prizes to win in a race,…)

It is essential to redirect them to an appropriate page (avoid the homepage of your site which could discourage some visitors), such as the ticket booking page for example, or to the mini sites dedicated to your event, as proposed by Weezevent!

You will have understood that AdWords is one of the most effective tools to develop the visibility of your events with a specific audience.

Our latest advice: don’t do your campaigns at the last minute, it’s important to think upstream and structure campaigns according to your targets, monitor the budget, targeting and evaluate the return on investment of each of your campaigns. You will certainly find that some ads or types of campaigns work better than others!