Ed Leake from Midas Media put out an article through Eventbrite about honing your AdWords campaign for event success.
AdWords can be tricky to figure out, though the concept of pay-per-click ads can lend itself as a positive for those that don't have million dollar marketing budgets it can also be a money pit if not utilized correctly.
The metrics themselves behind the pay-per-click model can also confound beginner users and so it literally pays in the long run to know what you're using.
If your event has a specific theme or niche associated with it then be sure to note that in your campaign because shotgunning out your specific ad to an extremely broad audience may not get you as many results as targeted ads despite the amount of potential clicks.
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Read the rest of these helpful tips at Eventbrite's Blog