Attracting leads to an offline event in Vietnam: $11.35 per lead via Linkedin Ads

Developing an SMM strategy from 4Limes

Our client is a company that specializes in providing services for purchasing a second passport under the golden visa program. The client planned to hold an offline event in Vietnam to present information about the developer and its services.

559, 42 $

advertising campaign budget

leads were received

11,35 $

price for the result

successful transactions with an average check for services of $30,000 + bonus commission from the developer

Details

GEO

Hashimine, Hanoi

Target audience

Men and women aged 25 to 60 who are interested in investing in real estate in Portugal and obtaining EU residence permit

Niche

Passport and visa services

The topic of the event was “How to invest in real estate in Portugal and get a residence permit in the EU”. During the event, the client’s offer “All guests of the event will be offered special discounts on the Golden Visa and legal services of the company N” was disclosed. We were contacted about choosing and setting up a traffic source for the event.

The client had previously used different traffic sources. We know that LinkedIn is a social network for business, and people who can afford to get a second visa are more likely to use this platform. Taking into account our experience in this traffic source, the client first contacted us for advice, and after evaluating the project, decided to test this channel to attract people to an offline event.

The task

Our task was to generate 40 leads to get 20 quality attendees to an offline event in Vietnam.

Client: Attracting visitors to an offline event in Vietnam
Goal: 40 leads
GEO: Hashimine, Hanoi
Traffic: to the site – registration for the event
Traffic source: LinkedIn Ads
Price per targeted offline event participant: $250-300 (these figures were previously obtained through other traffic sources)
Term of work: 10 days

Work progress

Client analysis and task setting

We were contacted by a client who specializes in providing services for the acquisition of a second passport under the golden visa program. The client was planning to hold an offline event in Vietnam to attract participants interested in investing in Portuguese real estate and obtaining a residence permit in the EU. Our task was to generate 40 leads, of which 20 would become quality participants in the event.

Identify your target audience on LinkedIn

To achieve the campaign goals, we identified several audience segments that correspond to the characteristics of the target customers into 5 segments. The estimated costs of the campaign ranged from $160 to $680 depending on the activity of users on LinkedIn in the specified regions.

Preparing and launching the campaign

We developed a bidding strategy to participate in LinkedIn auctions. The initial bid was $0.15 per InMail message, but to increase the chances of winning the auction, we increased it to $0.27. Considering the features of the LinkedIn platform and audience behavior, we focused the budget on increasing the bid to increase the chances of success despite the low DAU (daily audience unit) in countries with underdeveloped Internet infrastructure. LinkedIn's advertising account does not support language localization, so the ads were run only in English.

Campaign optimization

To achieve the goal of 40 leads, we focused on highly targeted InMail messages aimed at key positions in companies, which provided us with a relevant audience. The campaign lasted for 10 days, during which we actively tracked the effectiveness of the advertising materials and adjusted the strategy to increase conversions.

Target audience for an offline event

The target audience for an advertising campaign on LinkedIn aimed at attracting participants to an event in Vietnam has the following characteristics:

Age: 25-34, 35-54, over 55.
Positions held: Executive Director, Chief Operating Officer, Founder, CEO, President of the company, Real Estate Investor.

Segment 1: Business Development

This segment consists of senior management and owners of companies responsible for strategic decision-making and business development. They are the key players in the market and have a significant impact on the business environment.

Segment 2: Operations

This segment includes top managers responsible for the day-to-day management of the company and the implementation of strategies, as well as real estate investors interested in entrepreneurship and increasing their investments.

Segment 3: Marketing

This segment includes members who are responsible for the company’s marketing strategy, including CEOs and investors who are interested in developing the marketing aspects of the business.

Segment 4: Sales

This segment includes members who are responsible for developing sales and ensuring the company’s sales performance, including CEOs and investors.

Segment 5: Education

This segment includes participants who represent educational institutions or invest in the education sector.

The estimated cost of the advertising campaign for 30 days was $160.00-680.00. Under such conditions, the advertising campaign was aimed at attracting the attention of highly qualified professionals and influencers in various business areas, which helped the client to attract participants to participate in the offline event in Vietnam.

Data from the account

Work on the lead generation project

A bidding strategy was developed to ensure a successful auction activity. The initial bid in InMail was $0.15 per message, but to win the auction, it was increased to $0.27 per message.

The peculiarities of LinkedIn as a social network and the behavior of the audience significantly influenced our bid. Each social network has three metrics: TAU – total audience, MAU – monthly audience, and DAU – daily audience. The disadvantage of LinkedIn in countries with underdeveloped Internet infrastructure is that with a large TAU, the number of sessions per month is very limited, which leads to a small DAU. It is also worth noting that the LinkedIn advertising account does not have a language localization option, so you can only run ads in English.

Also, the lack of language localization in the ad account complicates the situation, which is why we had to run ads only in English. Given that we had only 10 days to run the ad campaign, we had to significantly increase the bid to win the auction and ensure that our ads were shown to a limited daily audience.

The entire planned budget was spent on raising the bid due to the low DAU to ensure that our LinkedIn ad campaign brought the desired results.

Results of offline event promotion

Key results

559, 42 $

advertising campaign budget

leads were received

11,35 $

price for the result

successful transactions with an average check for services of $30,000 + bonus commission from the developer

41 leads were attracted, of which 4 successful transactions were made with an average check for services in obtaining a golden visa in the amount of $30,000 + bonus commission from the developer.

Costs: $559,42
Lead: 41
Price for the result: $11,35

Data from the office

Conclusions

For our client, the results of this advertising campaign came as a big surprise, primarily due to the engagement of a relevant target audience. They hadn’t previously gotten such effective results from any traffic source they had used at previous events.

The LinkedIn-focused advertising strategy helped generate 40 leads and provided the client with 20 quality attendees at the offline event. Thanks to successful transactions, the client received a good return on investment and a significant profit that exceeded his advertising costs and helped him achieve his goal.

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