SIGN & DIGITAL uk
Sign and Digital UK (SDUK) is the UK’s longest-running trade show for the visual communications sector.
How we implemented a best-in-class PPC strategy to help drive event registrations.
in daily registrations to the event
in cost per registration
After working on another event, the marketing team at SDUK wanted to see if we could replicate the good performance that 505 Digital had previously driven. They were unhappy with how their marketing budget was being spent and they wanted to increase the number of people registering to attend the event, at the same time as reducing the amount each registration cost.
We analysed their previous set up and decided that a restructure was needed. This was in order to separate campaigns into themes so that we could correctly group keywords. We also conducted keyword research to identify missed opportunities and refreshed ad copy. One of the biggest wins though, was distributing budget appropriately to the performance of the campaigns.
By grouping campaigns by theme, we were able to see which areas performed best, allowing us to distribute budget accordingly. We cut back on areas that didn’t contribute to registrations and pushed more budget on keywords with a high conversion rate. As a result, we drove a 2,082% increase in daily registrations and a 90% reduction in the cost per registration.
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