ASPE
At Nation Media, we were presented with the exciting challenge of amplifying the digital presence of the ASPE Convention & Expo 2022, a pivotal event in the plumbing industry. Our objective was to harness the power of digital marketing through strategic use of Google, LinkedIn, and Facebook Ads to achieve high-level ROI and enhance event registrations. This case study details the meticulous approach and innovative strategies we employed to ensure the success of our digital marketing campaign for ASPE.
$14,000
Budget
1,508,554
Total impressions
4145
Event registrations
$39
Cost per conversion
“
“Nation Media’s digital marketing prowess significantly boosted our event’s visibility. Their strategic use of Google, LinkedIn, and Facebook Ads not only enhanced our registration numbers but also strengthened our position in the plumbing industry.”
-ASPE
About WMGB Home Improvement
ASPE, dedicated to advancing plumbing engineering, professional growth, and public health and safety, faced the challenge of increasing visibility and registrations for their 2022 convention and expo. With a specific focus on reaching plumbing professionals and related industry members, ASPE needed a targeted and effective digital marketing strategy to promote their event.
The challenge
ASPE’s primary challenge was to utilize digital platforms to maximize event exposure and registrations effectively. The goal was to optimize ad spend across Facebook, LinkedIn, and Google Ads, ensuring each platform was leveraged according to its strengths and audience.
Solutions
We initiated our campaign with a strategic allocation of the budget across the selected platforms. Our approach was tailored to each platform’s unique characteristics and audience:
Facebook Ads Marketing:
We created a dual campaign approach – standard ads leading to a landing page and a lead form within Facebook. This approach was designed to maximize lead generation and conversions, with detailed targeting to reach the ideal demographic.
Google Ads Marketing:
Google Ads was our primary budget focus, aiming to achieve extensive reach and high click-through rates. We optimized our ads for lower cost per click while maintaining a high impression count, ensuring broad exposure.
LinkedIn Marketing:
Although a smaller portion of the budget was allocated to LinkedIn, our strategy was to reach a highly specific professional audience, showcasing the event to relevant industry members.
The Outcome
Facebook Ads Marketing Overview
Facebook proved to be our most effective platform, surpassing all Key Performance Indicators (KPIs) with remarkable conversion rates, cost-per-click (CPC) averages, and overall cost per lead. Our targeted Facebook campaigns included two distinct approaches: a standard ad directing users to a landing page for registration and a lead form directly filled out on Facebook.
Impressively, our campaigns reached over 120,000 people, generating 142 leads at an astonishingly low cost of $8.12 per lead. The CPC of $0.56 was significantly lower than the industry average of $1.74 for lead generation. The average click-through rate (CTR) of 2.55% was notably higher than the industry’s average of 0.89%. The latter part of our campaign, focusing on standard ads, contributed to over 70% of our registrations.
Facebook Campaign Results
- Impressions: 120,554.
- CPC: $0.56.
- CTR: 2.55%.
- Clicks: 1,517.
- Total spend: $1,731.53.
- Cost per lead: $8.12.
- Leads: 142.
Google Ads Marketing Overview
Google Ads, where we allocated most of our budget, delivered impressive results with 694,000 impressions and 4,370 clicks, achieving a CPC of $0.52. This CPC was well below the industry average of $3.94. Despite a slightly lower CTR compared to industry standards, the extensive reach and optimization of ads significantly contributed to the campaign’s success.
Google Campaign Results
- Impressions: 694,000.
- Clicks: 4,370.
- CPC: $0.52.
- CTR with display ads: 0.62%.
- CTR average without display ads: 5.26%.
- Total spend: $3,850.
LinkedIn Marketing Overview
On LinkedIn, where we invested minimally, we still managed to reach over 48,116 professionals relevant to the plumbing industry, achieving 177 clicks through to our landing page. While the performance was average, the potential for future improvements and greater impact on this platform remains significant.
LinkedIn Results
- Impressions: 48,116.
- Clicks: 177.
- CPC: $4.28.
- CTR: 0.32%.
- Total spend: $757.09.
SERVICES USED
Business impact
Our comprehensive digital marketing strategy, encompassing Facebook, Google, and LinkedIn ads, yielded significant returns for the ASPE Convention & Expo 2022. We achieved a cost per registration of $39, with 145 event registrations and 142 Facebook leads. The success of this campaign highlights the importance of targeted digital advertising and the effectiveness of a diversified platform approach. Our partnership with ASPE not only delivered satisfying results but also established a dependable and collaborative relationship, essential for future endeavors.
Platforms used
Facebook, LinkedIn, Google Ads
1,508,554
Total people who viewed ads
$14,000
BUDGET
4145
Event registrations
$39
Cost per conversion
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