2.000 Event Registrations From HR Leaders to Betterworks “Empower HR 2024” Event
Paid Search & Paid Social Advertising
Marketing Strategy
Project Overview
The challenges were: showing up for another company’s branded terms, high cost per click, and potential Google brand restrictions for our ad copy We worked with a detailed negative keyword list and kept refining our ads constantly. Fortunately, we did not get any direct penalties or issues and were able to drive non-branded conversions effectively. Flow had a holistic approach across all major B2B platforms: Google, Bing, and LinkedIn. Our campaign was grounded in two main approaches: Capturing existing demand Generating hype and new demand. We wanted to capture demand with intent-based marketing (Google Search Ads) using non-branded keywords referring to HR conference, HR webinar, HR events, HR summit. And generate demand through interruption-based marketing (Google Performance Max for event awareness). This includes remarketing to website visitors who have not registered yet and a multimedia approach, incl. text, images, and video. We implemented LinkedIn Ads for event awareness featuring the speakers and topics, hyper-focused targeting based on titles, company size, and regions. The campaign was a true cross-functional and cross-agency collaboration. The entire project was run remote only from the USA to Europe.Client
BetterworksTags
betterworks
hr leaders
empower HR 2024 event
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