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Online Ad Campaigns - More Than a Pretty Picture

Challenge

With so much to offer in the way of beaches, culture and events as well as the growing dependence on the Internet for vacation planning - Sarasota and Her Islands wanted to push its online advertising to the next level. Their click-through-rates were haphazard and the creative just wasn't grabbing online viewers. They needed online ads that would push brand awareness and click-through rates.

Solution

First came intense research on the media outlets that would deliver the niche audiences the SCVB was seeking to reach. Then came price and creative negotiations to stretch ad budgets and creative requirements to the fullest. We secured a hybrid of Pay-Per-Click, video and rich media placements. Then we devised campaigns across the defined key messages and target audiences. At the forefront of every ad campaign was the visitor experience. And since we had the luxury of metrics from the web site and all online ad performances, we were able to test and change the creative in real-time for the highest possible conversions. Each ad corresponded to a targeted landing page that contained the experience that had enticed the visitor to click on the ad in the first place.

Result

When the Pay-Per-Click, display and rich media ad metrics were compared to those before we partnered with the SCVB - there was no comparison. Every metric crushed those of the previous year. In particular, the click-through-rates increased by over 94 percent and the cost-per-click lowered by 44 percent. And Sarasota and Her Islands had content (landing pages) that was producing the kind of engagement that propelled visitors to do more than just stay awhile. Newsletter signups, mySarasota registrations and Sarasota and Her Islands partner referrals skyrocketed.