Converting a large conference into an online event can be challenging, but the COVID-19 pandemic has forced hundreds of industry advertising events to take the step, from Microsoft to Adobe.

While the shift from physical to virtual is not seamless, The Paid Search Association (PSA) this year will make the leap. The group, focused on the paid-search industry, will hold its first conference online via Zoom.

Attendance is on a first-come, first-served basis, but Paid Search Association President David Szetela said the three-day online conference is free to attend, but limited to 500 people, with an option to raise the number to 1,000 if needed.

“I think holding conferences online will become a trend even after the pandemic ends and it becomes safe to attend events,” Szetela said.

The search industry has been stifled by COVID-19. 

The goal is to bring together hundreds of experts who typically would have already attended many events focused on the advertising industry this year.

Organizers have been working behind the scenes since early March to put the online conference together.

More than 20 of the world’s top paid media experts will come together to share their knowledge on tips and trends in pay per click and digital paid marketing. The topics include managing paid search during the COVID-19 crisis, learn about key paid search tools and topics, and automation and the epidemic. The event will run between 11:00 am to 1:30 pm EST on May 12, 13 and 14, 2020.

Each day of the conference will focus on a different topic, from Google and Microsoft to social paid advertising and automation.

Speakers include Tinuiti Group Director Aaron Levy and Microsoft Bing Evangelist Christi Olson.