Visit Huntington Beach Conversions Up 61% Through Dynamic Search Strategy
Orienteering stormy CPCs
Net Conversion continually adapts to an ever-changing market and meets hungry competition-filled waters with strategic budgeting shifts.
Visit Huntington Beach is the Destination Marketing Organization for Huntington Beach, California – named The Best Beach of California by USA Today. The organization’s primary task is to generate interest for the broader range of vacation experiences Huntington Beach has to offer.
This season VHB was confronted with the perfect marketing storm. They faced an increasingly competitive market, SEO challenges with search marketing, and a slow market, as organic traffic was down and VHB was facing pressure to continue to drive visitors during the shoulder season.
Establish a new search strategy to battle increasing costs and drive more site traffic
Reduce Cost per Click by 25% and Cost per Conversion by 20%
Increase Linkouts by +15%
Heading into the peak 2019 summer period we were looking for ways to maximize effectiveness on a flat budget to prior year. Throughout the process, we engaged in several phases of diagnosis, testing, and strategy development to dynamically adjust the bidding strategy to match competitor pressure and levels of demand.
Our shift in search strategy helped VHB battle competition and capture demand while creating efficiencies in marketing spend.
Pre Period (3/26-6/3) vs Post Period (6/4-8/12) YoY lift results below for Brand US campaign only where we switched to Target CPA.
Decrease in CPCs
Increase in Sessions
Decrease in CPAs