Utility Week Live is the annual conference for the UK publication, Utility Week. Over 3000 people go to the event each year.
Utility Week Live needed help driving registrations in the 3 months running up to the event.
GrowthMinds helped by creating and optimising new adwords and retargeting campaigns.
- Conversions increased 162%
- Cost per click was reduced 40%, while click thru rates more than doubled to 6%.
Utility Week Live is a huge event hosted at the NEC in Birmingham. Thousands of professionals get together each year to talk about innovations and new technologies in the utilities industry.
GrowthMinds joined the team to improve and optimise the digital adwords and retargeting campaigns that UWL were running to drive registrations and hit their 3000+ target.
There were two registration landing pages for the event:
Various adwords campaigns were driving to these pages, but they weren’t converting well enough for the investment. Here’s how we fixed that!
We conducted a keyword analysis to assess how to drive the right traffic to the site. This enabled us to update the keywords for each adwords campaign. By using narrow and specific keywords we targeted the right audience and minimized valueless impressions, improving the CTR instantly.
We created two new ad groups – one for each of the two landing pages – and directed “familiar” traffic directly to the free ticket registration page, whereas new visitors were taken to the event homepage.
With the new keyword analysis in place, we created and wrote new text ads for each ad group encouraging free ticket registration.
By creating several ads for each group, we could test and learn which ads were most successful very quickly.
When several ads are running, the most efficient ad was shown automatically by Adwords. We also increased the max CPC for specific targeted keywords to collect the most valuable traffic and improve the conversion rate.