How can paid search be better utilized for raising awareness of integrated marketing (events, etc.)?
For physical events, targeting audience members by geography can be highly effective. If you are more relevant to people near a specific location, searching for a specific topic, then your Quality Score, and lack of niche competition, can make PPC highly affordable.
However, foot traffic can be difficult to track back for attribution. Therefore, terrestrial marketing tactics will follow digital, and focus on things like RSVP email signups as conversions. Once you determine what the conversion rates are from those emails to the final intended behavior, you can probably determine a proportional dollar value for the email address itself. Once you have that, the math on bidding is identical to e-commerce. If you don't have a funnel, basically, build one upstream from where you want the result to happen.
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