Masterclass for event marketers: PPC/Paid Media for conferences and tradeshows

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Learn how to improve PPC (pay-per-click)/Paid Media performance in your event marketing campaigns – whether you’re working with an external agency, inhouse specialists or if you’re running campaigns yourself.

This course covers campaign planning for Google, LinkedIn, Meta, Microsoft and more, as well as the overall contribution of PPC/Paid Media to your event performance. Build an understanding of the levers you can pull to continuously improve your ROI from digital advertising.

Top 5 things you will learn:

The unique opportunities and applications of PPC/Paid Media for conferences and tradeshows, as well as the pitfalls to avoid.
The critical components of a successful B2B event PPC/Paid Media campaign – covering all channels including Google, Linkedin, Meta etc.
How to build an effective PPC/Paid Media strategy that achieves marketing objectives and event revenue goals.
If you’re working with an agency or inhouse specialist, how to effectively manage to be accountable for results.
How to define, measure and communicate your approach to, and ROI from, PPC/Paid Media to senior stakeholders for budget sign off and ongoing investment.

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Lead Trainer

Helen Coetzee
Co-Founder & CEO

Whether you’re working with an external agency, inhouse specialists or running campaigns yourself - learn how to:

STRATEGISE
- Define your objectives to align stakeholders and build more effective PPC/Paid Media campaigns for events.
- Identify the channels and campaign types that will work best for your event.
- Plan around the dynamic nature of event marketing – ensuring PPC/Paid Media has best impact within your multi-channel campaign.

SCRUTINISE
- Gain confidence in identifying both challenges and opportunities in your PPC/Paid Media, whether an agency, specialist inhouse resource or your own team is running campaigns.
- Understand how an event PPC/Paid Media campaign should evolve.
- Know the questions to ask and the information you need to provide to your campaign manager to get PPC/Paid Media working at its best.

MEASURE
- Build a PPC/Paid Media performance report that focuses on the metrics that matter most.
- Communicate results effectively and build confidence in PPC/Paid Media investment.

OPTIMISE
- Understand what can be done to improve a PPC/Paid Media campaign that is already running. Identify your winners and uncover areas for improvement.
- Focus on improving results to achieve your specific objectives and a strong ROI.

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What MPG Academy participants say...

Andrew Milne Director GSMA

Really insightful and useful course. Helped focus the team on the key aspects of audience acquisition and some invaluable tools to improve our productivity and planning. Thanks to the MPG Academy team!

Chris Lester Event Director Bauer Media

The consultancy, outsourced marketing and inhouse training MPG has delivered for Bauer has been brilliant. We’ve enjoyed working with various MPG marketers and specialists – they’ve become part of our team!

Tania Marshall Global Marketing Director FT Live - The Financial Times

The marketing training programme that MPG delivered for my team was exactly what our marketers needed as strong inbound and digital skills are now so critical. The delivery and format of the training was tailored to what we needed and had great impact.