The financial backbone of all concerts and mass events is the ticketing company. This huge turnover is a product of the ability to buy tickets online for any given event and effective online promotion.
In concert advertising, we worked with both individual concert agencies and ticketing companies, and these are completely different approaches.
Ticket operator promotion is a systematic approach to organizing advertising campaigns for each event, with unique ads, locations, and keywords.
The success of a ticket operator's promotion lies in the following:
Event request ➔ search results response.
This could be SEO or contextual advertising. The higher you are in the search results, the more sales you will get.
Why search?
👉 Since it is the search that is the tool for quickly finding tickets in conditions of shortage.
Neither targeting, nor mailings, nor general queries will produce the same results as searching for the keyword: event - answer.
3 options for promoting ticket operator events in search results
➊ SEO
This is the most classic method, but somewhat outdated, as contextual advertising accounts for up to 67% of search results clicks, while the top three SEO results account for up to 20%. This doesn't mean it shouldn't be done. On the contrary, it's necessary for comprehensive promotion of a ticket operator, but the effectiveness will be limited.
➋ Dynamic search campaigns in Google Ads (AI MAX)
It's a convenient and quick start. You set up crawling rules for your site, and Google Ads automatically generates ads using the text on the landing page, inserting the target URL, and automatically selecting keywords.
This method has a huge advantage: speed and compactness. You set up a campaign once, and it runs for a long time. But there is also a huge drawback - the quality of the ads, namely, inconsistency in languages, unlaconic data display, advertising of past concerts, and so on. PPC professionals immediately notice such ads because they look a bit odd, but users still automatically click on them.
This method is used by operators who do not want to incur the costs of a contextual advertising agency adding concert advertising in separate campaigns.
➌ Search campaigns based on the principle: 1 event - 1 campaign
It's complex and labor-intensive, but highly effective, as all parameters in such campaigns are controlled.
We've been working with concerts since 2012 and have learned to scale these campaigns without extensive human resources. Our systematic approach allows us to manage hundreds of events individually for each campaign with maximum quality assurance, as everything is planned out in variables, eliminating human error. These campaigns take into account:
- Event date;
- Venue;
- Ticket price;
- Destination URL;
- Planned budget;
- Event title;
- Language version of the website;
- Various information directories;
- And so on.
In our experience, we launched up to 700 new events per month, with guaranteed quality, and had up to 1 100 working advertising campaigns in total. This generated six-figure revenue.
Yes, for agencies that don't know how to scale campaigns, this is a difficult task, but for us, it's a reality. We're an extraordinary leader over all competitors in terms of speed, quality, and predictable results. Several contextual advertising agencies had previously handled this volume, but we were able to consolidate it within a single team, enabling implementation at any scale. For more information, please contact the agency.
Order a service