The Petroleum Alliance of Oklahoma engaged Candor to launch a social media lead generation campaign to encourage oil & natural gas industry workers and companies to learn more about the association and sign up for their annual membership.
PLANNING & EXECUTION
To attract the most qualified users and companies, Candor ran a 90-day paid lead generation campaigns only through LinkedIn (where the Petroleum Alliance has a strong following of brand/industry advocates).
Audience building was crucial to the success of the campaign. Through A/B testing, Candor served ads to several different audiences by using interest-based keywords, job-title demographics and lookalike matches of current members.
Candor also used A/B testing to determine what creative, copy and calls-to-action resonated best with audiences.
Over the course of the 90-day ad flight, we monitored ad performance and made needed optimizations. In total, the campaign earned:
134 qualified leads at a $33.58 cost per lead (CPL)
The average LinkedIn CPL is roughly $75
1,269 link clicks
1.13% click-through rate
The averaged LinkedIn CTR is 0.39-0.65%