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