Georgia Tech Increases Conferencing Inquiries by 500% Using a Paid Search Advertising Strategy
Testimonial
“DemandEngine transformed our paid search marketing campaigns and produced a 500% increase in conference inquiries generated.”
— Jennifer Wooley
Georgia Tech
Global Learning Center
Challenge
Located in midtown Atlanta, the Georgia Tech Global Learning Center faces tough competition for conference center business. As one of their primary marketing strategies, the Center moved away from traditional print advertising and invested in Google paid search advertisings. For buyers seeking conference and meeting space in Atlanta, the Georgia Tech Global Learning Center has enjoyed the number one position in paid search advertising results.
While the campaigns placed Georgia Tech ahead of its competitors, the campaigns generated awareness. The marketing team sought to increase their paid search advertising performance by converting more of the online traffic they were receiving into inquiries, and ultimately new conference business.
Solution
DemandEngine worked with the Georgia Tech team to develop targeted customer personas and tailor existing ads to those groups. Then, a new offer strategy, landing page, and automated email were created to capture leads and enable the sales team to follow up on these leads and convert them into tangible business.
Results
Within one month of revising the offer strategy and landing page, leads increased by 500%. Capturing leads attributed to specific paid search marketing ads, the Georgia Tech Global Learning Center is now positioned to document the return-on-investment (ROI) of this online advertising channel and maximize their investment in paid search marketing.
Testimonial
“DemandEngine transformed our paid search marketing campaigns and produced a 500% increase in conference inquiries generated. Through
improvements to existing ad campaigns and developing a new offer strategy, the leads DemandEngine has helped us generate are better qualified. We’re now focusing beyond the click with paid search marketing; we’re capturing leads and, ultimately, customers.”
- Jennifer Wooley
Georgia Institute of Technology
Distance Learning and Professional Education
Assistant Director, Client Marketing
