American Hospital Association
Challenge
Due to the COVID-19 pandemic, the annual AHA Leadership Summit was canceled in 2020 and hosted remotely in 2021. In 2022, it was decided to host the Summit in-person. We were tasked with Google Ads management to identify opportunities to increase registrations and attendance for the Summit. We had 6 weeks to strategize, implement, and optimize the campaigns, so we jumped into the project.
Solution
THE SOLUTION By pinpointing key phrases and topics, we swiftly activated campaigns that gave us the tools to collect valuable data. To bolster our retargeting strategy, we leveraged display advertising along with captivating copywriting backed by creative visuals for both search ads and displays. Following the launch, cost-effective optimization of these campaigns allowed us to efficiently maximize budget options in order to reduce cost per registration significantly.
Results
By pinpointing high-volume keywords with lots of opportunities, we were able to quickly deliver results. By consistently staying on top of the performance and optimizing the campaigns aggressively based on the data we were receiving, we were able to decrease the cost per registration and maximize the budget, resulting in impressive KPIs.
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