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Case Study

Retargeting ad campaign increases conference attendance


The Society for Nutrition Education and Behavior (SNEB) wanted to boost attendance for their annual conference. The Society had successfully employed traditional marketing methods in the past (e-mail marketing, social media marketing, print campaigns and affiliate marketing), but wanted to find new ways to reach current and prospective members.


As a result, SNEB launched a retargeting ad campaign to increase attendance to the annual conference. The ad campaigns were targeted to audiences across Google and 95% of the consumer web to promote conference attendance.


The goals of this campaign were to maximize ROI; save money and resources on printing costs; and increase attendance to the conference. The success of the campaign was measured by the number of conversions achieved, i.e. individuals registering for the conference, as a direct result of the retargeting ad campaign. Some key success metrics include: