Speaker Series Client Client Establishes Initial Search Volume For New Event While Maximizing Return On Ad Spend And Conversion Value
4.40
Return On Ad Spend
$33,938.5
Conversion Value
93.7%
Search Top Impression Share
586.84%
Decrease In Invalid Clicks

“This inaugural season has gone better than we could have imagined. This is exactly what I was hoping for and I’m thankful for the Google Ads helping to make this happen. We will be back with you on Google Ads for next year’s season!”
Fred ******, Owner - L********y Speaker Series
| Overview
This client launched an inaugural speaker series featuring world-renowned speakers, so they needed to generate a high return on ad spend (ROAS) to cover venue and speaker costs to realize profit prior to opening. Being brand new to the market, there was no existing search volume, only what we would create, so the client needed presence on all stages of the marketing funnel in a short amount of time. By targeting users based on their internet behavior corresponding to the individual speakers, we were able to generate awareness through display cold targeting, increase consideration through re-marketing, and utilize search to be found by users looking to purchase tickets.
| Goals
- Establish initial search volume and audience for newly established event
- Generate ticket sales through display and search campaigns
- Establish baseline return on ad spend, ideally two or above
| Problems
- The primary problem for this client was the lack of initial search volume for a brand new speaker series. Nothing like it had been done in the area before.
- The event was comprised of several different speakers without strong commonalities, so targeting each had to be thoroughly defined.
- With ticket cost starting at $350 per ticket, conversions require multiple user touch-points and are harder to obtain due to the high cost, especially considering that most tickets are bought in minimums of two
| Strategies
- Generate awareness and demand through display ad targeting custom to each speaker
- Move the user further down the marketing funnel by delivering ad frequency through remarketing in order to increase consideration
- Be ever present on search when a user is typing in relevant terms in Google when they are ready to learn more
- Capture search volume early-on to beat reseller competition by achieving the highest possible first to market quality score and resulting low cost per click
- Due to the start date for the event being shortly after Christmas, budget allocation consideration had to be made to run ads during the retail holiday shopping season, but also to leave enough budget for a last minute push for ticket sales.
ABOUT THE CLIENT
This speaker series client is brand new and one of its kind in the region, designed with the goal of bringing global conversation to a local space. Their speakers are varied in discipline but similar in recognition. By sparking thoughtful sharing, our speaker client hopes to engage and enrich their audiences for years to come.
TYPE
Event
INDUSTRY
Information ; Entertainment
SERVICES RENDERED
- PPC Management
- Phone Tracking
- Conversion Rate Consulting
Results
Case study timeframe: July 31 2019-January 15 2020
After




| Conclusion
After six months of ad management with Doggo Digital, this newly established speaker series client was able to establish significant search volume awareness through display and search campaigns targeting each speakers core audiences. Through our refined targeting and enhanced ad relevance we were able to maximize return on ad spend by reducing cost per click and cost per conversion while maximizing conversion value.