Paid media – sometimes referred to as pay-per-click (PPC) and digital advertising – is a conference marketing tool that has seen increased interest and investment in 2022.

Its popularity stems from its ability to cost-effectively drive more awareness, leads and revenue for B2B conferences. As a form of online advertising, it also affords marketers a high degree of control and visibility over performance, making it a safe investment when marketing budgets are under scrutiny.

How does paid media work?

Paid media comprises platforms such as Google Ads, LinkedIn Advertising and Facebook Ads. In essence, it is any online ad where advertisers pay for every click.

Marketers define how ads are targeted, using criteria such as job titles, industries, interests, behaviour (e.g. people who have visited your website before), and intent. The latter is how the popular Google Ads Paid Search functions – targeting users based on the relevant queries they are searching in Google, allowing them to be targeted at the time when they are researching solutions that conferences can provide.

Why paid media should be in your marketing repertoire for B2B conferences

• It allows reach beyond your existing data pool to new, relevant contacts; expanding your dataset and driving more leads and revenue for your conference.
• It can also support other existing marketing efforts such as email and social media, creating another touch point for your audience to engage with, keeping your conference front of mind.
• It can also reach, nurture and convert relevant contacts all by itself. The various targeting methods available across channels allows a full-funnel approach that can be conducted solely on paid media.

3 things you should do with paid media for conference delegate marketing

1. Create a robust plan before spending a penny

• Understand and lay out what you’re trying to achieve. Define success upfront.
• Divide your budget between the relevant channels and campaigns.
• Tailor different channels/campaigns/ads to different objectives i.e. stages in the funnel.
• Ensure messaging is consistent with other channels and ties into customer journeys and the funnel.

2. Ensure visibility of performance and results

• Ensure conversion tracking is active. Always use tracked links.
• Understand which metrics matter – depending on what you’re trying to achieve.
• Use tools like Google Data Studio to consolidate performance data and present in a way all stakeholders can interpret.

3. Leverage the fast pace of conference marketing

• Urgency-based messaging works well for event-focused paid media campaigns.
• Use paid media for ‘break news’, such as agenda releases and keynote speaker intros.
• In the final weeks, narrow geographic targeting and use devices like countdowns to inspire FOMO and maximise ROI.

3 things to avoid with paid media for conference delegate marketing

1. Don’t underinvest, or expect immediate results

• Clicks are cheap, but you won’t convert everyone.
• Finding the best approach to PPC takes time and first party data.

2. Never leave your campaigns unattended

• Review campaign performance at least once a week, ideally daily at the start of a campaign, and then twice a week.
• Adjust your approach based on the performance data you generate. Make changes to your targeting options and refine to what works best.

3. Don’t neglect your website

• Ensure landing pages work for ‘cold’ paid media contacts.
• Utilise lead forms to capture data.
• Leverage content to capture relevant search queries and increase website engagement.

Overall, your strategy and the skill and rigour that goes into execution will – together – make all the difference to how paid media can drive good attendance and delegate revenue for your events.

Want to find out more about how paid media could boost your conference marketing?

Team MPG can help ensure all PPC results are measured and analysed correctly, so you can see the return on your PPC investment. We will create a strategy, detailed plan and then execute your PPC campaigns for optimal results – so you can get more of the right people to attend your events.

Get in touch today to find out how Team MPG can help you achieve success with PPC in your conference marketing.