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Society of Petroleum Engineers Case Study

Delivering Measurable Growth Across SPE’s Worldwide Events

The Challenge

Modernising SPE’s Content Workflow & Member Experience

The Society of Petroleum Engineers (SPE) hosts over 100 global conferences and workshops each year, targeting industry professionals across diverse geographies—from North America and Europe to the Asia Pacific and Middle East.

SPE needed a digital marketing partner who could efficiently and effectively manage global campaigns, drive high-quality registrations, and navigate the complexities of regional markets and fluctuating industry conditions. SPE required a partner that could deliver measurable outcomes consistently, scale rapidly, and provide transparent performance insights.

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The Solution

Since May 2022, Finsbury Media has served as an essential extension of SPE’s marketing team, providing a robust digital strategy and streamlined execution. Our proven, data-driven approach includes:

  • Structured Campaign Development

    Utilising detailed briefs, we craft tailored strategies segmented by region and audience type—core, exploratory, and innovative.

  • Diverse Channel Mix

    Deploying comprehensive Google Ads (Search, Display, YouTube, and Performance Max), alongside Meta and LinkedIn campaigns, we maximise audience reach and engagement.

  • Strategic Promotions

    Integrating timely promotions such as early bird offers to boost early registrations and interest.

  • Advanced Tracking and Analytics

    Implementing sophisticated tracking infrastructure to deliver granular insights, enabling real-time optimisations and smarter budgeting decisions.

  • Seamless White Glove Collaboration

    Providing dedicated, high-touch support that ensures flawless campaign management and stakeholder alignment.

  • Rapid Campaign Deployment

    Quickly and efficiently activating campaigns, ensuring timely and effective promotion of events.

The Result

Through close partnership and meticulous execution, Finsbury Media has consistently driven outstanding results for SPE:

1. Proven Efficiency

Rapidly scaled campaigns across multiple global events, becoming a reliable partner SPE trusts to manage their most critical conferences.

Achieved exceptional performance metrics, including:

  • Search Click-Through Rate

    17%, significantly outperforming the Google benchmark of 6%.

  • Display Click-Through Rate

    4%, far surpassing the Google benchmark of 0.46%.

  • Cost Per Click (CPC):

    Dramatically reduced CPCs, achieving $0.34 in search (vs. a benchmark of $4.66) and $0.02 in display (vs. benchmark $0.63).

Our investment in advanced tracking and data analytics has significantly improved SPE’s visibility into campaign effectiveness, enabling informed strategic decisions that positively impact event outcomes.

Testimonial

We use Finsbury for all SPE’s Google Ads campaigns, and they’ve been exceptional! Their collaboration with our global team is seamless, and their weekly reports keep us well-informed. They consistently offer insightful suggestions to optimize our campaigns and stay ahead of new trends.



A special shout-out to Charley, our account manager—her attention to detail and dedication to going above and beyond are unmatched. She’s truly an asset, and we’d be lost without her expertise and support.

Louise Doyle - The Society of Petroleum Engineers

Conclusion

Each campaign has been strategically structured to reflect SPE’s global reach, with regional targeting, tailored messaging, and a multi-channel mix driving consistently strong results. Performance across Google Search, Display, YouTube, and LinkedIn has exceeded benchmarks—delivering high-quality registrations while keeping acquisition costs low.

As the partnership has grown, Finsbury Media now plays a broader strategic role—supporting SPE across global campaign planning, audience segmentation, social media management, and digital analytics. This expansion reflects the depth of our collaboration and the trust built over time.

Our commitment to excellence has helped enhance SPE’s digital marketing capabilities, reinforcing their presence across global events and ensuring they remain agile and competitive in an ever-evolving industry.

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