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American Psychiatric Association Logo

Digital Marketing for Live and Virtual Education

These campaigns are a clinic on how to use digital marketing to find revenue, drive leads, optimize cost effectiveness, and more

Digital Marketing for Live and Virtual Education

Challenge

American Psychiatric Association (APA) produces the largest annual conference for psychiatrists in the country. It spans nearly a week and addresses key topics across the entire mental health landscape. APA also offers many other education products for the mental health field across live, virtual, and asynchronous online formats. Each year since 2015, APA looks to our team to help increase attendance (from both members and non-members) and drive revenue growth through cost-effective digital tactics.

Our challenge each year is to create, test, and optimize effective digital campaigns using multiple advertising platforms.

Digital Marketing for Live and Virtual Education

Solution

For every campaign, we do a full review of advertising platforms to expand how we can target the right audience segments. We also manage testing and technical steps to ensure data transparency in conversion and revenue reporting. Our team works to:

  • Conduct keyword research and pay-per-click (PPC) cost planning across platforms
  • Design A/B and multivariable tests across landing pages, creative, and platforms
  • Concept and stage the right mix of campaign types across search, display, social media, remarketing, and automated options
  • Leverage data and platform functionality to create the right targeting criteria and target the right professional segments on a year-over-year basis based on profession, geography, career level, employer type, and more
  • Write, test, manage and optimize text content across multiple ad types (search, static, video, motion-graphic, etc.)
  • Develop impactful creative across static, carousel, video, and motion-graphic units
  • Test and troubleshoot conversion tracking and data transparency for customer journeys and campaign funnels on APA websites and third-party registration tools
  • Build, test, manage and optimize data transparency needs and dashboards across Google Analytics, Google Tag Manager, Looker, and other tools
  • Launch campaigns on Google, Microsoft, LinkedIn, Meta, and more
  • Reporting, data analysis, and recommendations to expand and optimize campaigns
  • Work closely with internal resources to stage and implement any needs across landing pages, conversion testing, creative, troubleshooting, and more
“

“Charge Ahead understood our marketing needs as a provider of CME education. From analytics, to targeting and SEO, to optimization, we benefited from Charge Ahead’s expertise and collaborative style.”

Marketing Director
American Psychiatric Association

Digital Marketing for Live and Virtual Education

Our Work

  • Strategy Development
  • Campaign Optimization
  • Conversion and Data Optimization
  • Copywriting
  • Multimedia Creative
  • Online Campaign Strategy
  • Paid Search
  • Project Management
  • Remarketing
  • Reporting and Analysis

Digital Marketing for Live and Virtual Education

Impact

  • 40+ total campaigns over 10+ years, including first-ever online campaigns for the brand
  • Deliver year-over-year revenue growth and pay-per-click efficiency for APA Annual Meeting
  • $6,000,000+ in revenue attributed to online campaigns over a multi-year period
  • 100 million+ ad impressions over a multi-year period
  • Deliver positive return on ad spend (ROAS) of $5 to $900+ per campaign depending on campaign needs/goals
  • Drive down year-over-year pay-per-click costs with data analyses and optimization strategies
Looking to make an impact? We've got a plan for you.

$900+

return on ad spend (ROAS) for some campaigns

$6,000,000+

revenue attributed to online campaigns

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