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IAEE Tech Guide - Brought to You by: Austin Convention Center
IAEE Tech Guide - Brought to You by: Austin Convention Center


How to Grow Event Attendance, Exhibitors and Sponsorships Using Paid Advertising

October 31, 2019

Tag Digital, based in Glasgow, Scotland, is an event pay-per-click (PPC) specialists with a dedicated focus on events ensuring an unparalleled understanding of the industry, as well as a thorough knowledge of the difficulties and opportunities that organizers have. They run campaigns in over 40 countries for over 2000 events each year for world-leading organizers including Messe Frankfurt, The Telegraph, GES, The Financial Times, Informa and many more.

The global events industry is growing in both size and competition. To respond to the evolving marketplace event organizers, require new products and marketing services to reach new attendees, secure sponsors, delegates, ticket sales and gaining exhibitor leads.

PPC supports event organizers using paid media on Google Search and Display, as well as on social and video platforms to successfully deliver exhibitor and sponsor leads, attendees, visitor registrations, awards entries, delegates, ticket sales and new data for our clients. PPC is further enhanced with intelligent machine learning on Google, Facebook, LinkedIn, Instagram, Bing and YouTube to work effectively across different continents, time zones and in a range of currencies.

PPC is highly trackable, one of the only marketing channels that tells you with certainty how much it costs to get one attendee or sponsor. PPC event campaigns can be used to promote and advertise events to a largely untapped audience who is searching for information the event provides.

With PPC, the event organizer chooses exactly where and who their ads are displayed to, ensuring their message is displayed to the right audience at the right time to generate relevant traffic. PPC drives traffic to the event website. Since ads appear to those who are interested in what their event has to offer, those visitors are more likely to convert. PPC campaigns can quickly pivot, through constant real-time measurement on the return of advertising spend and tracking which advertisements, keywords, or ad placements drive the most return.

20-30 percent is Tag Digital’s benchmark of event attendance, which is significantly higher than the 2-4 percent event organizers achieve running their own campaigns. Additionally, event PPC can bring an uplift of 60 percent new data to an individual campaign.

UBM/Informa collaborated with Tag Digital to develop a comprehensive PPC program across their entire fashion show portfolio to drive high-quality website traffic and deliver free visitor registrations. As a result of the PPC campaigns UBM/Informa have seen a 31 percent year-over-year increase in registrations.