About Clarion DSEI 

DSEI by Clarion Events is the world’s leading defence event that connects governments, national armed forces, industry thought leaders, and the global defence & security supply chain on an unrivalled scale.

The Challenge

Past campaigns suffered from high traffic on irrelevant searches, leading to budget wastage. Balancing generic and specific keywords was essential to attract both new and informed visitors. Additionally, a more competitive ad space meant maximising click value was crucial.

Our Approach 

We strategically formulated our branded and generic keyword structure based on historical data analysis and keyword research insights. We were specific with generic keyword qualifiers to ensure we captured quality traffic. Once live, rigorous search term analysis and budget flexibility allowed us to optimise spend efficiently based on data insights. 

The Results 

Our refined keyword targeting significantly improved the quality of traffic and ad visibility. Despite an increase in investment from previous activity, we delivered 4% less impressions. However, clicks tripled, and CTR surged by 331%, showcasing the success of our strategy in enhancing ad relevancy and ROI.