An innovative Google Display strategy helped to reach an ideal audience
MoneyShow, a live events company with finance conferences around the US, looked to increase conference attendees and target a niche audience for an upcoming conference in Las Vegas. They approached AdVenture Media Group to launch a results-driven Google Display strategy. Sarasota, FL, USA • moneyshow.com
THE CHALLENGE
Increase leads and registrations in a highly competitive and niche market.
THE APPROACH
I sought to target a narrow audience interested in finance conferences through precise targeting on the Google Display Network. Leveraging survey data, which included attendees’ online news sources, AdVenture created a Custom Audience that added App Usage, Location Behavior, and Search Terms. They further refined targeting by layering finance-related topics and finance-related keywords.
THE RESULTS
When compared with Custom Affinity Audience, this tailored strategy using Custom Audiences led to 7% decrease in cost per acquisition and 14% increase in conversion rate.