CASE STUDY NO. 01

BRIDGING THE GAP BETWEEN TECH AND MARKETING

How you can leverage your tech business with LinkedIn marketing!

The International Mass Spectrometry Conference sought to engage professionals, researchers, and enthusiasts in the field of mass spectrometry. To achieve this, we launched a targeted LinkedIn direct messaging ad campaign. This campaign aimed to drive traffic to the conference website and convert interest into registrations and participation.

Campaign Details

• Target Audience: Professionals, students, and enthusiasts in the field of mass spectrometry, including those subscribed to the conference's mailing list.

• Ad Format: LinkedIn direct messaging ad

• Objective: Drive web traffic and increase conversions (registrations, information requests, etc.)

Performance Metrics

Web Clicks: 10,092

Impressions: 14,211

Average Click-Through Rate (CTR): 71.02%

Average Cost Per Click (CPC): $0.08

Cost Per Thousand Impressions (CPM): $53.48

Total Amount Spent: $760

Analysis

High Click-Through Rate (CTR):

• The ad achieved an exceptionally high CTR of 71.02%, indicating strong interest and relevance to the target audience. This high engagement level demonstrates the effectiveness of the messaging and the precision of audience targeting.

Cost Efficiency:

• With an average CPC of $0.08, the campaign was cost-effective, achieving a significant number of clicks without a substantial financial outlay. The total spend of $760 yielded over 10,000 clicks, highlighting the campaign's efficiency in driving web traffic.

Impressions and Reach:

• The ad generated 14,211 impressions, ensuring a broad reach within the niche community of mass spectrometry.

• The CPM of $53.48 is a reasonable cost given the high level of engagement and the specialised nature of the audience.

Success Factors

• Targeted Messaging: The ad was tailored to resonate with individuals interested in mass spectrometry, utilising language and content that appealed directly to their professional interests.

• Precision Targeting: By focusing on professionals and students in the field, as well as those already subscribed to the mailing list, the campaign effectively reached those most likely to engage with the content.

• Effective Use of LinkedIn: Leveraging LinkedIn's direct messaging feature allowed for a more personalised approach, increasing the likelihood of interaction compared to standard display ads.