Social Media Case Study

Conventions & Visitors Bureau Increases Conversions 27% With Help Of Targeted Facebook Advertising Campaign

Overall Conversions
Increase
27%
Facebook Traffic
Increase
392%
Cost Per Conversion
Decrease
35%

Client

Our client is a Conventions and Visitors Bureau for a medium-sized county on the east coast of the US.

Situation

The CVB promotes tourism to their county by promoting events, attractions, and hotels in the area. Vertical Rail manages a mix of SEO, paid search, display advertising, and social media advertising for the client. One of their primary goals is to drive requests for their visitors guide.

Approach

The team at Vertical Rail built and managed a targeted Facebook ad campaign to promote their visitors guide. The Facebook campaign was targeted at specific metropolitan areas within 300 miles of the county, and users were targeted based on their interest in events and attractions in the area.

Results

Comparing January 1, 2016 through June 30, 2016 to January 1, 2017 through June 30, 2017, our client saw a significant overall increase in conversions. The Facebook campaign achieved a conversion rate of 26%, and over 13% of the conversions in that time period can be attributed to the Facebook ad campaign. The CPC for all Facebook advertising was 35% lower in 2017 compared to 2016. Overall, conversions from all marketing and advertising increased 27% in 2017 compared to 2016.

What Differentiates Vertical Rail

At the end of the day, it’s about experience. Clients can expect a dynamic and highly experienced Google Ads team focused on competitive brand strategy that delivers results.

  • Developing highly effective and sales-driving E-Commerce and digital marketing strategies.
  • Driving significant growth in brand presence in Google.
  • Arming brands with the knowledge, strategies, and tools to drive continued growth.
  • Leveraging insights and data to fuel relevance improvement.
  • Developing strategies for leveraging the tools available through Google Ads.
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