Defining the target group
Before launching the campaign, we completed a thorough analysis of data from previous activities and available in Google Analytics and Facebook Pixel. This information allowed us to precisely identify the three main audiences that had the greatest potential for interest in the webinar topics. We also made appropriate narrowing and exclusions to maximize our focus on the most promising audiences.
Time outline and campaign mechanics
We conducted the campaign in just 7 days with a relatively modest budget. We focused on the following steps:
- Redirect potentially interested people to a dedicated landing page where they could sign up for a free webinar.
- After signing up for the webinar, participants received information about a limited special offer (One Time Offer - OTO) at a price of PLN 49, valid for 15 minutes only.
- Regardless of using OTO, everyone signed up received an email with all the details of the webinar.
Effectiveness of OTO offerings
The OTO strategy proved extremely successful - we achieved 18,45% conversions from this offer, which translates into 67 units sold and earned PLN 3283. These results not only covered the advertising budget spent, but also resulted in a significant profit.
Results of the campaign
Despite challenges such as limited time and budget, the campaign yielded excellent results:
- We obtained 363 registrations for the webinar,
- The average cost per entry was PLN 11.56,
- The total expenditure on advertising was PLN 2727.54.
- 67 sold OTO, or revenue of PLN 3283
- Balance at the stage of obtaining subscriptions + PLN 555,46 ! 😉
Thanks to a well-thought-out strategy and effective targeting, we not only recouped the money we spent, but also achieved satisfactory sales results during the webinar itself.
Summary
Our marketing efforts were an unqualified success. Carefully selected target groups and effectively set up advertising campaigns combined with the OTO strategy allowed our client to significantly increase ROI (return on investment). The additional revenue generated during the webinar confirms the effectiveness of our approach and paves the way for more projects in this space.
These activities provide an excellent basis for further analysis and can inspire similar campaigns in the future, which will certainly be the subject of our next case studies on the blog. Do you want to increase your company's profits? Don't know how to use PPC ads effectively? Don't wait! Fill out our contact formy and use the free quote, and we will help you achieve your dream results.
Also check out our client's PLCSpace store, which was also designed and implemented by our agency! - Store PLCSpace
FAQ - frequently asked questions
How to target webinar advertising for PLC programmers?
Use precise groups: interests "PLC/industrial automation", engineering positions, remarketing lists from Google Analytics 4 and Meta Pixel. Add exclusions (e.g., IT too general) to focus your budget.
What budget and duration of a webinar campaign makes sense?
A short sprint of 7 days works if you have a landing page and email sequence ready. Start with a small test budget, scale adsets with the best CPL after 24-48 hrs.
What is an OTO (One Time Offer) and does it increase the ROI of a webinar?
OTO is a limited post-subscription offer (e.g., mini-product for ~£49 available 15 minutes). It gives quick cashflow, lowers the cost of the campaign and often achieves double-digit conversions.
How do I reduce the cost per registration (CPL) for a webinar?
Simplify the landing page form, tailor the message to the PLC niche, test 3-5 creatives, use remarketing and lookalike. Measure micro-conversions (scroll, click CTA) and cut expensive sources.
What metrics do you track in a technical webinar campaign?
CPL, landing page conversion rate, number of signups, OTO revenue, ROI, share of sales from remarketing. In GA4, set "sign_up" and "purchase" events, in Meta optimize under "Leads".
What should a webinar landing page for the PLC niche look like?
Clear value (for whom and what they will gain), list of modules, short form, strong CTA, timer for OTO, social proof (reviews, logos), lightweight graphics - fast loading increases conversions.
How do I set up the email mechanics after signing up for a webinar?
Automations: confirmation + access, email with OTO, reminders (24 hr / 1 hr / 10 min), follow-up after webinar with main offer. Segment: attendee vs. absentee for higher CR.
