Case Study | Travel

Visit Huntington Beach, CA Conversions Up +61% through Dynamic Search Strategy

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Orienteering stormy CPCs

Net Conversion continually adapts to an ever-changing market and meets hungry competition-filled waters with strategic budgeting shifts.

Situational Analysis

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.

Marketing Objectives

To establish a new search strategy that would battle increasing costs but ultimately lead to more web traffic to the site. Our goal was to reduce Cost per Click by 25% and Cost per Conversion by 20%, and increase Linkouts by +15%

Implementation

What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method.

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.

Results

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:

  1. CPCs down -51%
  2. Sessions up +1.16x
  3. CPA down -45%
  4. Conversions up +61%

Let’s be unexpected together.

Let’s be unexpected together.
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