Driving Attendance for An Annual Hospital Leadership Summit

American Hospital Association has hosted the annual AHA Summit for many years prior. They turned to Boundless to increase summit registrations through Google Ads.

Client

American Hospital Association

Channels

Paid Search

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 identifying keyword clusters and topics, we were able to quickly launch campaigns and start collecting data. Plus, we have created a retargeting strategy that involved display advertising.

We have also developed the copy and the visual assets to support both search and display campaigns.

After the initial launch, we were able to quickly and aggressively optimize the campaigns to maximize the budget and bring down the cost of registrations.

N

Tested value-based copy to encourage registrations

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Retargeted web visitors as well as past attendees and other custom audiences as “low-hanging fruit”

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Drove a high volume of Summit registrations (ticket cost $1,195-$1,395)

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 results.

THE RESULTS

additional registrations

Average CPC

%

CTR for cold audiences

average cost per conversion

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