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May First Wednesday - Pay Per Click
Wed 3 May 2017, 12:15 – 14:00 BST
Get Ahead with Pay-Per-Click Online Advertising
Did you know there are 3.5 million searches per day across Google? That translates to 1.2 trillion searches every year. And that, on average, 41% of clicks go to the top 3 paid ads on the search results page?
Pay-per-click (PPC) advertising is a form of digital marketing in which advertisers pay each time a user clicks on the advert. For cultural organisations, it’s a great way of buying more and more visits to your website.
All industries and businesses, including arts and cultural organisations, can benefit from pay per click advertising and a little budget can go a long way. Used well, it can be a valuable tool for encouraging more visits to your venues, your programmes and your events.
Laura McDonald of LMc Digital Marketing Limited joins us for the May First Wednesday session to provide an overview of pay per click (PPC) advertising and will demonstrate examples of how it can work for your arts organisation. This First Wednesday is aimed at marketers and anyone responsible for developing their organisation’s online presence.
The session will cover:
• An overview of what PPC advertising is and the benefits for arts organisations and businesses
• How an account is structured
• Tips on how to do keyword research and write compelling ad copy
• Good and bad examples of PPC advertising
• Demonstrate the different retargeting strategies that can be utilised
• Show the difference between search and display campaigns – and when you should use them
• An overview of the different platforms available; Google Adwords, Bing Ads and Facebook Advertising
• How you can get started and make the most of budgets
12.15 – Arrival lunch
12.30 – Welcome & introduction
12.33 – Partners introduction round the room
12.35 – Laura McDonald, Digital Marketing Consultant & Strategist) LMc Digital Marketing
13.45 – Q&A
13.55 – Summary: ‘The Most Important Thing’
14.00 – End
Speaker: Laura McDonald – LMc Digital Marketing Limited (Digital Marketing Consultant and Strategist)
Laura McDonald has over 6 years of in-house and agency experience, spanning across all digital marketing channels. She is a specialist in paid search and paid social advertising working with ad budgets varying from hundreds of pounds a month to hundreds of thousands, with clients ranging from Halfords, vertu motors (Macklin motors in Scotland), RBS/NatWest and Edinburgh Aiport.
After a successful four years with an award winning agency working as a Senior Account Manager, Laura has now become a Digital Marketing Consultant and Strategist to work with SME’s to develop their digital skills and performance. Taking real pride in projects, Laura works closely with businesses to understand their needs to develop and implement strategies structured around key business objectives and goals.
ABOUT FIRST WEDNESDAYS
Some of the most stimulating sessions take place when there’s the opportunity to step away from the pressure of a busy job, get together with colleagues and share learning.
That’s why we host ‘First Wednesdays’ – a series of topical, bite-sized information sessions taking place on the first Wednesday of each month.
They are an open invitation each month for our Partners and industry colleagues to regularly drop in our offices to keep up to date with ideas and examples of useful practice we’ve gathered from across the country.
It might be as simple as hearing how other people have successfully tackled the same challenges you face building profitable customer relationships and wider public engagement or learning about the raft of new tools or approaches emerging daily.
Our goal is to inspire fresh thinking, expand current networks and focus on the Most Important Thing … to build new audiences and greater engagement.
If you can’t join us in person, why not sign up for a periscope registration. You will be able to tune in remotely so you can still hear from our speakers from wherever you are!
Join the conversation #1stWed
What can I bring to the event?
Please bring your own electrical devices.
Where can I contact the organiser with any questions?
If you have any questions prior to the event please contact us on firstname.lastname@example.org