Driving visitation from key feeder markets is a common challenge for travel and tourism groups. When clients approach us with this goal, we work with them to build a comprehensive strategy combining various tactics to help them meet their target. One powerful solution we utilize is Performance Display.
What is Performance Display?
Performance Display uses machine learning to automatically optimize campaigns in real-time. It uses a variety of signals, such as device, location, time of day, user demographics, and past behavior, to optimize campaigns. The system learns from historical data and user intent to continually improve performance and help advertisers achieve their specific goals, like maximizing conversions, driving traffic, viewable impressions or return on ad spend (ROAS). This tactic works best as a part of a comprehensive strategy that engages travelers at every stage of the journey.
As a Google Premier Partner, representing the top 3% of Google Ad users in the U.S., we can take your digital marketing strategy to new levels of success.
Challenge
Each of these clients approached us with a need to boost tourism to their Oregon and Washington destinations from key feeder markets across the country.
Results
A Vancouver, WA tourism organization
- 1,711,496 impressions across four key markets
- 0.87% overall click-through rate (CTR)
- Highest-performing market reached a 1.09% CTR
- Below $0.25 cost per click (CPC)
A destination management organization (DMO)
- 5,113,572 impressions across three key markets
- 164% increase in engagement year over year in key target
- $0.57 cost per thousand impressions (CPM) in the target month
An Oregon chamber of commerce
- 4,651,952 Impressions to four key markets
- 0.43% CTR, 377% over Google Display Network’s 0.9% benchmark
- $1.93 CPM over four months
An Oregon travel group
- 3,901,944 impressions in three feeder markets
- 0.90% CTR overall, 10x higher than Google’s benchmark for display
- 35,167 clicks from the Performance Display campaign, generating 3,325 attributions
