IPSC or Indian Plumbing Skills Council is the apex Sector Skill Council for the Plumbing Industry, operating under the aegis of National Skills Development Corporation (NSDC), an initiative of the Government of India (Ministry of Skill Development and Entrepreneurship – MSDE) to transform India as a hub for skilled manpower as envisioned by the Prime Minister Shri Narendra Modi. IPSC chose then ProGrowth Hack now Conversion Valley to lead and execute advertising for lead generation for their mega virtual expo 2021.

Advertising Channels Leveraged:

• Google Search
• Programmatic Display
• Facebook Ads
• Instagram Ads
• LinkedIn Ads
• YouTube Ads

Additional Tech: 

• Salesforce
• Hotjar
• Google Optimize

Target

The client is interested in getting as much as certified leads possible for their virtual expo named PLUMB SKILLS EXPO 2021 – GLOBAL PLUMBING CONNECT. Due to the Covid pandemic outburst, IPSC decided for a virtual edition of the expo. People from all around the world had the opportunity to take part in the expo. We were supposed to bring in as much as certified leads possible who would eventually sign up for the expo.

The Problem

The Account Management Team and the client wanted to know the best possible way to allocate budgets across their desired advertising platforms. After intensive and through discussions with them and the previous data provided, we moved forward with LinkedIn, Twitter and Facebook as the mediums for advertising. We were provided with a very short period of time to bring in genuine results. And this was the biggest hurdle which we came across throughout the promotion for the same.

How We Solved The Problem

Our Conversion focused research team allowed us to balance agility and thoroughness. We drew the blueprint on how to attract our targeted audience and how to measure how they behave using Facebook Pixel, LinkedIn tracking, Twitter tracking, Google Analytics audit, heatmaps, machine learning and exit poll analysis.

Due to the short amount of time provided, we had to make sure that we allocate the right amount of testing budget in order to have an idea how did we perform. After getting the testing results we optimized the campaign as per the data we got from the tests.

Subtle changes to the ad creative, few twerks with the ad copy and an intriguing headline for the different platforms worked heavens for us in the shorter term. We still believe if some more time was allocated we would have performed way better. But in the shorter term we exceeded the client’s expectations.

Results

We saw a 238% increase in qualified leads as compared to their previous data provided.