Driving Attendance for An Annual Hospital Leadership Summit
For years, the American Hospital Association has hosted its annual AHA Summit. They tapped into Boundless to bring a new level of growth and engagement – jumping in Google Ads for even more registrations.
CLIENT: American Hospital Association
CHANNELS: Paid Search
THE RESULTS
average CPC
%
CTR for cold audiences
average cost per conversion (ticket cost $1,195-$1,395)
About the Client
The American Hospital Association (AHA) is the national organization that represents and serves all types of hospitals and health care systems. The Leadership Summit features senior health care executives and thought leaders in the field presenting high-level, transformational strategies and innovative approaches for delivering better care and greater value.
THE 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.
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.
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.
Tested value-based copy to encourage registrations
Retargeted web visitors as well as past attendees and other custom audiences as “low-hanging fruit”
Drove a high volume of Summit registrations (ticket cost $1,195-$1,395)
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