The IEEE, the professional organization for electronics and computing technology whose roots go back to Thomas Edison, Alexander Graham Bell and Guglielmo Marconi, has discovered in the social networking site LinkedIn an online ad platform for boosting conversion rates, IEEE director of marketing Angela Trilli says.
The IEEE, which was formerly known as the Institute of Electrical and Electronics Engineers, defines itself as “an association dedicated to advancing innovation and technological excellence for the benefit of humanity.” It uses several forms of online marketing to attract visitors to IEEE.org, where it sells several print and online publications, as well as memberships in the organization.
It has discovered that targeting other networked professionals can be more effective than more broad-based marketing campaigns, the IEEE says. Working with search engine marketing firm MoreVisibility, the IEEE has been running cost-per-click LinkedIn DirectAds to increase the quality of leads coming through its paid search efforts.
After two months of running paid search ads in LinkedIn’s DirectAds program, the IEEE discovered through Google Analytics that the conversion rate for visitors arriving through DirectAds was nearly three times as high as its overall average for IEEE.org visitors, Trilli says. In addition, the bounce rate was 10% less than average. The bounce rate measures how often shoppers leave after viewing one page.
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