Exceeded Event Registration Expectations through PPC and Social Media

Association for Financial Executives

How Spiral Marketing Maximized ROI for This Financial Executive Association through Increased Event Registrations

An international association for Financial Executives with more than ten thousand members strong over sixty-five US-based chapters needed an effective marketing agency partner they could trust to manage their digital advertising efforts, as well as social media content and social advertising. They promote professional development through networking, conferences, research, and career management services. They approached Spiral Marketing for association event promotion and increased membership.

Problem Summary

  • They came with the goal to increase their association event registrations, as well as membership numbers.


To help reach their goals, Spiral Marketing initiated a digital marketing campaign that evolved their Google Ads Account and overall program. The PPC campaigns promoted ten annual events, including two major events, certification events, and various seminars. The broader digital campaign also included significant video advertising, as well as strategy and implementation around a segmented and detailed LinkedIn advertising campaign.

Solution Summary

  • Implemented digital marketing efforts that included PPC for event promotion, video advertising, and a segmented LinkedIn advertising campaign.
  • Underpinned the campaign with SEO strategy and reporting

The Results

After working with Spiral Marketing to increase their event registrations and membership numbers, the client saw 3,440% monthly increase in all site conversions. They also saw an annual increase of 2,671% in conversions from paid traffic. Brand awareness was heightened through increased traffic across all channels. (Annually, paid traffic increased by 1,189%; email traffic increased by 5,067%; branded traffic increased by 3,040%; and total social media traffic increased 468%.)