Challenge
WeDesign was commissioned by Diamond Bank to create a web platform toprovide information about the event and also facilitate the collection ofregistration data which will help in planning and organizing the event.Diamond Bank also wanted to create awareness about the event via the webplatform. They wanted to drive greater efficiency from paid media channels sothat they could achieve a lower CPA and get the most from their marketingbudgets. Paid search formed an important part of TechFest’s digital channel mix,so it was vital to the client that the channel was reaching the right audience,high quality leads were being generated for the event, and efforts weren’t beingwasted on consumer traffic.With this brief, Wedesign set about creating a plan which helped TechFestconnect with the target audience and improve the performance of their paidsearch campaigns.
Solutions
Our first move was to make sure that search activity was connecting with quality audience. We knew that we needed to reach right audience, and (where possible) limit exposure to the wrong traffic. We took measures to analyse campaign performance by both time of day and day of week, and ensure that the account’s budgets were aligned with performance. Running campaigns during working hours only greatly improved spend efficiency, and within these hours we were able to find additional pockets of efficiency in which we could adjust our bidding accordingly. The created a website that was supported by a robust backend of application development and web infrastructure to handle the registration of over 15,000 participants in a week while we provide them with a constant update via email. We also created a secure data channel to allow the organizers access data in real-time to enable planning and logistics for the event. To help further refine our paid search targeting, the team also took advantage of audience demographic information so that we could identify areas of opportunity. We examined campaign performance by factors such as age, gender, and user household income to make sure that we limited ad delivery to those not interested in TechFest proposition. Conversely, we were then able to maximise our efforts on audience demographics that responded well to our ads and were likely to result in a qualified lead. In addition to demographic audience analysis, we then started to run several in market audiences on groups we believed to be similar to TechFest’s target audience. By observing the behaviour of relevant groups; such as users in the market for general event planning services, we were able to set bids based on their performance.
