INDX Shows (AIS ltd)
442% increase in total number of leads per show
INDX Shows (AIS ltd) wanted to increase leads and registrations for its annual trade shows.
Using our knowledge and experience in Paid Social advertising, we created a strategy to review the current ads being used, as well as the detailed targeting options, that would improve the number of visitors coming to each of the 17 shows across the year.
The results were impressive, with the number of leads increasing by 11 times for the first show compared to the previous year and an average 442% increase in total leads across all shows. This success led to several shows doubling or tripling their total registrations.
The team at The Digital Stride helped us step-up our social ads game, optimising our targeting and helping to generate new leads - resulting in double- and triple-digit increases. Super professional service and a thoroughly nice bunch of people to work with.
Objectives
The main objective was to increase the number of leads and registrations to their trade shows.
They had been running ads themselves through the Meta advertising platform, showing ads on Facebook and Instagram but were limited by resources when it came to making changes and optimisations that would help grow the account and improve the results they were achieving.
Using our knowledge and experience in Paid Social advertising, we created a strategy to review the current ads being used, as well as the detailed targeting options, that would improve the number of visitors coming to each of the 17 shows across the year.
Strategy
The first step of our strategy was to audit the current ads, specifically the copy and images being used. By auditing the existing ads, we are able to understand what areas need to be optimised and changed to better draw in the right type of users and increase the amount of visitors for each show.
Another important step was to audit the targeting of the ads and to where/whom they were being delivered. Meta has a very complex targeting set up which, when set up correctly, can allow you to narrow down your targeting to people with specific interests and behaviours.
Along with the optimisations to the ads and targeting, we planned A/B testing of images, content and set-up to continuously test the best type of ads being shown in order to keep the ads up to date and performing to their full potential.
Success
From the very first show’s campaign, we saw a huge improvement in results, increasing the total number of leads from Meta by 11x times compared to the previous year.
For this year so far, we have seen an average increase in the total number of leads per show of 442%. This has led to a number of shows having double or triple the amount of total registrations compared to last year.
Solution
From the initial audit of the ads, we changed and updated the imagery and copy of the ads, with the help of the team at INDX Shows to ensure we were still accurate with the messaging we were using.
We also created further campaigns to better target the specific audiences we wanted to reach with each trade show which allowed for more relevant ads to be shown to each audience.
As some shows took place bi-annually, we were able to use the data from the first show's performance to see what content, images and targeting worked well and make further improvements to the campaigns based on this data, maximising the return of the click spend budget.
As part of our ongoing optimisations, we made further adjustments and optimisations to the detailed targeting and audience match lists, as well as continuously reviewing ad placements. We also carried out A/B testing of images, content and set-up to continuously test the ads that were being shown and ensure we were showing the best performing ads at all times.