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Increasingly, people are using search engines as their first source of information. Nearly half (49%) of all US Internet users use search engines on a typical day, according to a Pew Internet study.

But for promoting events, search engine optimization (SEO) may not be the first marketing channel that comes to mind—and rightly so. SEO campaigns can take months to prove effective, and most events, unless they are annual or seasonal, do not have the time to build a successful SEO strategy.

On the other hand, emailing event information to a mailing list is a good method of online promotion—but with increased marketing clutter in the inbox and more consumers using social media for communication than ever before, you stand a good chance of getting lost in the noise.

Moreover, regional event coordinators may not even turn to online promotions at all, assuming their online audience is too scattered, and so they opt to instead promote their event via local or grassroots efforts only.

But paid-search marketing, with its ability to target geographically, is a great means of increasing exposure for local events, whether fundraisers, conferences, concerts, or anything else.

When running a paid-search campaign as part of your event promotion, consider the following tips:

1. Create an informative and engaging landing page

Be sure to answer the "who, what, where, when, and why" questions instantly when someone arrives on your site. And if there's registration for your event, make it as easy as possible for people to complete the form.

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Brian Combs is senior vice-president at Apogee Search (www.apogee-search.com). Contact him via info@apogee-search.com.