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Look at what Nation Media’s digital marketing efforts did for the largest plumbing event in the world – ASPE Convention & Expo 2022. Below is more detail about our overall marketing project successes, statistics, and insights from our Facebook, Google, and LinkedIn advertising campaigns.
Budget
$14,000+
PLATFORMS
Facebook
LinkedIn
Google ads
RESULTS
1,508,554 people viewed ads
145 event registrations
$39 per conversion
Facebook ended up being our top-performing ad platform. It met our KPIs of conversion rate, CPC averages, and overall cost per lead better than any other platform we used. As a result, it is a very suitable place for our target demographic. We worked closely to develop a strong Facebook audience and ads that yielded high-level marketing results.
We ran two different campaigns, one being a standard Facebook ad where users would click through, go to the landing page, and then submit a registration. The second was a Facebook lead form. This form pops up on Facebook, and the user fills it out.
To start, we had over 120,000 people see our ads. The Facebook lead form is a precious asset. We had 142 leads at $8.12 a lead. That means ASPE obtained a possible or future registration for $8.12 per person. Our cost per click, which has an industry average of $1.74 for lead generation, was $0.56. We came in at $1.22 below the industry average. Our CPC of $0.56 is five times less than the industry average of $2.48, according to Wordstream. For our CTR, we ended up with an average click-through rate of 2.55%, which is five times our industry’s average of 0.89% (According to wordstream.com).
Now towards the end of the campaign, as we optimized our budget, we launched a secondary line of standard Facebook ads, not Facebook lead forms, to drive traffic to our landing page. I point this out because, in the last 5 to 6 weeks of our campaign, we received more than 70% of our registrations from our digital marketing campaign. From looking at the data, it is clear to see that Facebook ads helped majorly to drive more registrations.
Google was the place where we spent most of our budget. We received 694,000 impressions, and 4,370 clicks, at a rate of $0.52 per click, with an average of 5.26% of people clicking through our ads. That means one out of every 20 people that saw our ad clicked on it. Our CPC at $0.52 per person is $3.42, below the industry average of $3.94.
When we started our campaign, our cost per click was quite a bit higher, but as we moved closer to the event, optimization of the ads proved to pay off by giving us 1/8 of the average cost per click in the industry. We exposed our brand to almost 700,000 people with 694,000 impressions. That high level of exposure attracted 4,370 people to view our website. Our click-through rate was .91% below the industry average of 6.17%. Next year with a few more optimizations, I believe we can improve this by 2 or 3%, improving our overall marketing effectiveness.
You will see in the metrics below a click-through rate average with display ads and a click-through rate average without display ads. This is because display ads receive a much larger impression volume at a much lower cost and are a different type of ad than a standard Google ad.
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page.
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page.
In the end, ASPE was very satisfied with its digital marketing results. Not just with the results, but the personal attention paid to their campaign, Pay Per Click, and Social Media brought satisfaction to the business. In addition, knowing they had a business partner, they could depend on and connect with was of unmeasurable importance. We always say let the results speak as our people reach every business right where they are and take them to where they want to be.
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
LinkedIn was the social platform we invested the least time and cost. Overall the digital marketing campaigns performed on an average level. However, LinkedIn now has 830 million members, so it has a massive potential to perform better and drive more results. Our ads were shown to over 48,116 plumbers, plumbing engineers, or plumbing-related professionals, and 177 clicked through to our landing page. digital marketing campaignsDD digital marketing campaigns
375,000 Hours of Expertise
5+ Digital Marketing Masters On Staff
1400+ Websites Launched
375,000 Hours of Expertise
5+ Digital Marketing
Masters On Staff
1800+ Websites Launched
