Event marketers can no longer rely on SEO alone to drive visibility—nor can they expect PPC to work as a simple conversion machine. The digital landscape has shifted, with AI-driven search changing how users discover events. This means a new approach is needed: one where SEO and paid ads work together to reinforce brand presence, enhance discoverability, and tell a compelling story.
Why the Old Approach No Longer Works
SEO alone isn’t enough – AI-driven search results prioritise structured, high-value content over keyword rankings.
PPC must evolve beyond conversions – Paid ads should now focus on storytelling, brand awareness, and exclusivity rather than just click-through rates.
AI-driven search changes discovery – Instead of simply bidding on keywords, marketers must create high-value, omnichannel brand experiences that AI integrates into search synthesis.
So, how do you integrate SEO & PPC for AI-driven discovery?
Use PPC for storytelling – Showcase event exclusivity, keynote speakers, and industry impact.
Leverage organic brand-building – Guest blogs, partnerships, and high-engagement content fuel AI-driven visibility.
Optimise for AI summaries – Structured content ensures your event is referenced in AI-generated search results.
But what does this actually look like over a year-long event cycle?
There’s no one-size-fits-all approach. Your strategy must be shaped by your industry, event type, audience behavior, and performance benchmarks. This 52-week guide will break down exactly how to balance SEO and PPC throughout the year—so you can maximise discoverability, drive meaningful engagement, and ultimately, boost event attendance.
Let’s dive in…
📅 52–40 Weeks Before Event (Early Awareness Phase) → SEO Foundation Begins
Goal | Build long-term SEO visibility & audience awareness. |
SEO Focus |
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PPC Strategy | Run low-cost brand awareness ads (Google Display, LinkedIn, YouTube) Target previous attendees & lookalike audiences with remarketing. |
What to avoid | Don’t rely on PPC too early—organic rankings take time, but investing in SEO now saves money later by reducing dependency on paid ads.
By maintaining a consistent SEO strategy, you’ll build long-term visibility, reducing future ad spend and strengthening your event’s search presence year after year |
📅 39–26 Weeks Before Event (Build Authority & Interest) → SEO-Driven, PPC for Testing
Goal | Expand search visibility & test paid strategies. |
SEO Focus |
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PPC Strategy |
*Consider creating a competitor event calendar to identify peak traffic periods and strategically position your ads alongside competing events. Use tools like Semrush (or similar) to analyse their traffic for information on the traffics geography and engagement and allocate resource and budget accordingly. However, be mindful of aggressive bidding strategies, as they can lead to costly bidding wars—success often comes down to budget sustainability – and this isn’t a position you’ll want to find yourself in. |
What to avoid | Don’t focus only on ticket sales—build demand first with content & awareness campaigns. |
📅 25–16 Weeks Before Event| (Registration Opens) → SEO + PPC Hybrid
Goal | Convert early interest into registrations |
SEO Focus |
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PPC Strategy |
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What to avoid | Don’t bid on generic event terms (e.g., "conferences 2025")—focus on high-converting, industry-specific keywords. |
📅 15–6 Weeks Before Event (Ticket Sales Acceleration) → PPC-Heavy Push
Goal | Maximise conversions & fill last-minute registrations. |
SEO Focus |
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PPC Strategy |
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What to avoid | Don’t neglect remarketing—users who have already visited the event page are the most likely to convert. |
📅 5–1 Week Before Event
(Final Conversions & Onsite Engagement) → PPC Peak, SEO Supports
Goal | Drive last-minute sales & keep attendees engaged. |
SEO Focus |
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PPC Strategy |
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What to avoid | Don’t overspend on broad audiences—focus on converting warm leads who have already engaged. |
📅 Post-Event
(Week 0–4 After Event) → SEO for Next Year, PPC Retargeting
Goal | Capture post-event interest & prep for the next event. |
SEO Focus |
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PPC Strategy |
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What to avoid | Don’t let SEO efforts drop—keep driving traffic to the event page year-round. |
Seven Key Takeaways for a 52-Week SEO & PPC Strategy
SEO and PPC Must Work Together to Maximise Visibility and Conversions
The days of relying solely on SEO for organic traffic or using PPC as a last-minute sales driver are over. AI-driven search is changing how users find information, making it critical to integrate both strategies. SEO builds long-term discoverability, while PPC ensures your brand stays top-of-mind and converts high-intent leads when it matters most.
The Rise of Zero-Click Searches Demands an AI-Optimised Approach With AI-generated answers, featured snippets, and conversational search results, users are increasingly finding information without clicking on websites. This means traditional ranking strategies alone are no longer enough. Instead, event marketers must focus on structured content, schema markup, and authoritative backlinks to ensure their event information is included in AI-driven summaries—whether or not users visit the website directly.
Investing in SEO Early Reduces PPC Costs and Strengthens Long-Term Discoverability SEO isn’t just about ranking—it’s about building a resilient digital presence that reduces reliance on expensive last-minute PPC campaigns. By optimising event pages, securing high-authority backlinks, and creating valuable content early in the event cycle, marketers can increase organic visibility and improve the quality score of future PPC campaigns. A strong SEO foundation means less budget wasted on bidding wars for last-minute ticket sales.
Competitor Monitoring is Essential for PPC Efficiency Event marketers often overlook the importance of tracking competitor activity when planning paid ad strategies. By analysing competitor event calendars and peak search traffic trends, you can strategically time your PPC efforts to avoid budget-draining bidding wars. Tools like Semrush and Google Trends help identify when to scale spending versus when to rely on SEO-driven organic traffic.
PPC is No Longer Just About Conversions—It’s a Storytelling Tool With AI-driven recommendations shaping user journeys, PPC must evolve beyond simple keyword bidding. Event ads should focus on brand awareness, industry authority, and exclusivity—highlighting speakers, networking opportunities, and unique event experiences. PPC should work hand-in-hand with organic efforts to create a cohesive, multi-touchpoint brand experience that AI-driven algorithms recognise and prioritise.
Post-Event Marketing is the Foundation for Next Year’s Success Many marketers treat post-event content as an afterthought, but it’s a key driver of long-term SEO performance. Recap blogs, attendee testimonials, and video highlights ensure that your event remains discoverable year-round. Optimising the event page for next year—while leveraging PPC retargeting ads for waitlists and early registrations—creates a seamless transition into the next event cycle.
Testing, Iteration, and AI-Readiness Are the Future of Event Marketing As search behaviors evolve, so must your SEO and PPC strategies. AI-driven algorithms prioritise structured, intent-driven content, meaning event marketers must continuously analyse performance data, refine messaging, and optimise for emerging search trends. By adopting a test-and-learn approach, you can future-proof your event marketing strategy against the ever-changing digital landscape.
Let’s Talk About Your SEO & PPC Strategy
SEO and paid ads are constantly evolving, and figuring out the right balance can be tricky—especially with AI changing how people find information.
If you’re feeling stuck or just want a fresh perspective on how to get more visibility and conversions for your event, let’s chat!
Book a free, no-pressure 30-minute consultation—no hard sell, just an honest conversation about what’s working, what’s not, and how to get better results. Click here to schedule a time that works for you!
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