AACC | Perfect Search Media
How This Non-Profit Increased Event Registrations Using Google Display

Case study:
Paid Search
Associations

Goal

The American Association for Clinical Chemistry (AACC) wanted to use digital advertising efforts to drive registrations for their annual conference event.

Our strategy

Perfect Search began by using Google Display to target association members and past conference attendees. We then supported this audience by targeting an extensive list of job titles, education levels, companies, and lookalikes audiences.

We focused first on prospecting to new audiences and higher-funnel display and social media ad campaigns. Later, we used the people who clicked on those ads for a lower-funnel Remarketing audience.

We used ad learnings to continually modify and test new ad copy and images for each platform based on audience preferences and performance.

Results

1300% increase in leads

73% conversion rate with only 30% of the budget

97% lower cost per conversion than other campaigns

What this means for your business

Google Display is a cost effective way for associations to reach specific, custom audiences. The platform also allows associations to later target audiences with remarketing ads when the registration for their event nears. Using these custom strategies to increase registration for events doesn’t have to be complicated when you work with a team of paid search and social advertising experts.

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