SEO Tips and Tactics for Events Venues
11/03/2025
Digital Advertising
For over five years, we’ve been running B2B paid search campaigns to promote our venue client’s corporate and private events offer. Thanks to the tangible results we’ve consistently delivered, we were approached with an exciting new challenge. To create and execute a B2C digital advertising strategy to drive sales of their unique experience days.
Services provided
Industry
Market
step 1
The Brief
Following a trial launch of a new exclusive screening event and behind-the-scenes tour experience in 2023, Patch was appointed to devise a digital advertising strategy to increase ticket sales for multiple dates throughout 2024.
Objectives:
- To raise awareness of the experiences beyond the existing audience – with a particular focus on international positioning
- Increase traffic to the Eventbrite ticket page
- Increase ticket sales for both events
- Develop awareness of events and facilities at the client’s headquarters
step 2
The Campaign Execution
Adopting an Omnichannel strategy across Google Ads and Meta Ads, we approached the campaigns in our usual data-driven and inquisitive way, prioritising quality traffic over quantity.
Then we applied our Patch magic…here’s how:
Research
Thoroughly researching and defining a specific and concentrated keyword targeting strategy to drive relevant and engaged traffic, designed to maximise conversions while reducing non-relevant traffic.
Optimisations
Providing a seamless, cross-device user experience by combining fantastic desktop, tablet and mobile-optimised creative assets (video and static) with compelling copy to create visually stunning ads to captivate the target audience.
Refinement
Carefully managing budget allocation by constantly A/B testing assets and optimising spending towards higher-performing campaigns to obtain the best ROI possible.
Nurturing
Retargeting specific website visitors through additional Meta and Google ad campaigns, based on credible Google Analytics-4 (GA4) data, to nurture the sales funnel and improve ROAS over time.
Performance Max
Prioritising a Performance Max (P-Max) campaign on Google Ads, to support our creative-focused approach and maximise cross-channel reach across Google’s inventory, including YouTube, Display, Search, and more. This approach leveraged advanced audience targeting to reach high-intent customers.
Tracking & Monitoring
Utilising advanced UTM tracking for all ads to monitor important performance data via Google Analytics. This allowed us to continually enhance campaign performance based on our findings. Key to this was frequently forming and A/B testing our hypotheses, creating a feedback loop.
step 3
The Results
Both digital advertising campaigns have consistently been classified as ‘High Performing Campaigns’ on Meta Ads Manager (formerly Facebook Ads Manager).
All dates for the 2024 tours were fully booked by mid-summer, leading to the addition of further dates, which also sold out by Q4. Due to popular demand, new dates for 2025 had to be released early, and are already nearly sold out.
Behind-The-Scenes Tours
23,154
Link Clicks
49,079
All Clicks
3.55%
CTR (All)
£0.03
CPC (All)
399,516
Reach
1,523,358
Impressions
£0.93
CPM
Screenings
16,367
Link Clicks
43,280
All Clicks
3.79%
CTR (All)
£0.05
CPC (All)
287,217
Reach
1,143,193
Impressions
£1.75
CPM
final
Client Feedback
Jackson, Melissa and the whole Patch team are absolutely brilliant. Always up for a challenge and with the skill and know-how to drive it to success. Not only that but always with a huge smile and laugh along the way. Absolutely wonderful people to work with!
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