Situation
Visit Denver consistently leverages Meta to advertise its key events as a way to attract more visitors to the city. But only highlighting a handful of selected events each month left a gap between what the destination really had to offer and what potential visitors on Meta were exposed to. In order to attract more visitors to see how great the Mile High City really is, Visit Denver challenged us to find a streamlined way to feature a large volume of events on Meta while simultaneously reaching more relevant audiences.
Action
We devised a strategic solution on Meta that creates individual ads from hundreds of events listed on Visit Denver’s website. Using an e-commerce tool, we created audience types using a mix of Meta’s interest and behavior targeting as well as look-alike audiences from the client’s website. Dynamic, event-specific ads were served to audiences who would be most interested in attending that event. Success would mean a decreased cost per click and increased click-through rate, indicating our ads were reaching relevant audiences.
Results
Our strategic solution delivered outstanding results. Not only did we see a drop in cost per click from $0.37 to $0.06 (resulting from an increase in clicks by 516%) but we also increased the click-through rate from 2.07% to 9.51%. This 359% increase indicates that the ads being served to Meta users were highly relevant to their interests – greatly improving the chance that they’ll book a trip to Denver.
Results Callouts
- Achieved a $0.06 Cost per Click
- Increased Click-Through Rate by 359%
- Increased Clicks by 516%
