Case
In October, for CyberMonth, Kriptos sought to capture potential leads by hosting three conferences on the 10th, 17th, and 25th of the month.
Goal
Since this was the first time running an initiative of this kind, no specific participant target was set. The goal was to test how effectively paid media could generate attendees while building brand recognition.
Solution
We developed a strategy with traffic and awareness campaigns on Meta, as well as GDN and SEM campaigns on Google.
Execution
- We used GDN and awareness campaigns to build event visibility for CyberMonth.
- A landing page was created where users could register via Zoom for their preferred conference.
- To drive traffic to the landing page, we launched Meta traffic campaigns and an SEM campaign targeting keywords for users interested in learning more about the conference topics.
Results
- Meta campaigns generated 4,480 link clicks at a cost of $0.05 USD per click.
- On Google, it was found that GDN campaigns were more effective at capturing users interested in attending the conferences. The SEM campaign was paused midway through the month, leaving the GDN campaign, which delivered 4,602 clicks with a 7.07% CTR.
- The client reported 100% attendee retention throughout the entire conference.
- In October, the website experienced its highest user growth of the year, a growth attributed to the paid media efforts.
In the second graph, we can see how the CyberMonth strategy implemented in October resulted in a significant increase in website users.