From PPC campaigns, if they are done correctly you should just be looking at something that you can define as a conversion, so a completed visitor registration, an exhibitor lead, a data download. Something that’s a solid data capture as opposed to an impression or a click. If that’s all set up correctly, then you would be looking at about 30% of your overall results that should come from PPC. It’s really important that PPC is focusing on new data, so there are lots of ways that your agency can target new data using job titles, keywords or competitors, and you want your campaign to be building by using new data as well as retention from existing users in your database.
Talk to the Tag Digital team to learn other best practices for maximising your event PPC.