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Using Keywords in your Ticket Ads

It’s been a while since our last post (before the holidays) and we thought it would be time to focus today’s lesson on a simple and often overlooked technique to get your ticket ads more traffic – use good meta keywords!   Although meta keywords alone are no longer a major factor search engines consider when ranking search results, they should not be left off the page as they help direct the search engines as to what terms in your post are important. In fact, we feel they are so important they are mandatory when submitting your ticket ad.

Often overlooked, well crafted keywords can bring even more highly targeted traffic to your ticket ad!

Often overlooked, well crafted keywords can bring even more highly targeted traffic to your ticket ad!

When posting an ad it’s always a good idea to put together a mental list of the most important search terms.  When you make your list, start by looking over the ad copy on the submit ad form and ask yourself, “what terms are users likely to use when search for tickets to your event?”.  Pick  the terms that most accurately describe the event and tickets for sale and are likely to be used in internet searches.  Because of the uber-competitiveness of the current search engine placement landscape in the ticket industry, pages need to be very focused on one or two specific keyword phrases in order to have a chance to get a top ten placement.  For example, an ad about 2010 Winter Games snowboarding  and hockey tickets doesn’t have much of a chance to get high placement for either “2010 Winter Games Hockey Tickets” or “2010 Winter Games Snowboarding Tickets”.  Essentially, your keywords would have to be all over the place and this dilutes the value of each keyword.  This is why we do not allow (nor recommend) generic ads.  Each ad posted should represent a group of tickets to a specific event and your should be able to describe that with 4 keyword terms or phrases.

So now that we have covered the basics of keywords, let’s try some examples.  Let’s say you are looking to sell tickets to 2010 Winer Games Snowboarding Events- what are the key terms that best describe the event and the ticket that are for sale?  Let’s make a list and answer the 4 basic questions that are critical to ticket ads:

  • What is the event? 2010 Winter Games Snowboarding
  • When is the event? 2/15/2010
  • Where is the event? Cypress Mountain, Victoria, British Columbia
  • Where are the tickets? Category A Reserved

Now after having answered those basic questions, you have your finely tuned keyword list:  “2010 Winter Games Snowboarding, 2/15/2010, Cypress Mountain, Victoria, British Columbia, Category A Reserved”.  Now you’ve just told the search engines what are the important terms in your ad!  It’s that simple.