Digital Marketing Case Study - Gasparilla Boat Tours
Problem
Located in an area with a small audience, surrounded by other nearby tourist destinations also offering boat tours. No conversions when targeting a radius around the location. Want to still advertise to the entire radius due to the small population at the actual location.
Solution
Use Google Analytics to find the towns that historically resulted in the highest revenues over all marketing channels, as well as the ones that did not yield any revenue. We made bidding adjustments to all of the cities that were within the radius we were geotargeting. We lowered bids drastically on those who did not yield any revenue, while raising the bids on the highest yielding cities, with the percentages based on the revenue these specific towns generated. Conversions immediately began coming in, which allowed us to get more granular as we regularly checked the matched locations in Google Ads, based on postal codes, and made bidding adjustments on zip codes. We continued to optimize to maintain and improve KPIs by revisiting zip code data monthly to identify new patterns and adjust bids accordingly.
Results
