Client: California employer advocate offering HR law guidance to members
Overview: During a period of seasonally low user interest, our client’s goal was to attract fresh prospects by promoting a free trial membership to site visitors. To do so, we supplemented our client’s search marketing efforts with campaigns focused on reaching HR decision-makers where they congregate online by developing display ad campaigns to run on major social media sites, where customization options allowed us to deliver tailored marketing messages to users. Ad creative featured the benefits of membership and incentivized audiences with a small gift in exchange for the completion of a trial registration.
After a sizable audience had reached the specialized landing page designed to convert traffic to trials, retargeting campaigns were activated to reincentivize visitors who left our client’s site without registering for a free membership trial.
Results: During the four-month display ad promotion, total membership trials increased by 42% over the previous four months. Membership trials from out-of-channel sources increased by 26% during the first 15 days of display ad activity.