VISIT FLORIDA® is the official tourism marketing corporation for the State of Florida.
VISIT FLORIDA® and partner Miles Media brought Location3 in to provide online and mobile paid search solutions to bring more vacationing visitors to the state of Florida. The initial challenge was to increase qualified traffic to the site after poor performance from a previous marketing initiative.
Location3 used the Market Efficiency Index (MEI) to cross-reference paid search performance by both market and subcategory. Conversion performance was weighed out by market and interest segment, and compared against market value.
Location3 then optimized the traffic brought to the site by tagging all the elements that indicated intent to travel. Team members analyzed site traffic and interactions to discover where the greatest number of conversions came from. Based on this data, the paid search campaign was adjusted again. The ads were also timed to maximize budget by coinciding with vacation seasonality and offline marketing initiatives
Since Location3 and Miles Media took over campaign management, the cost per conversion is 46 percent lower than the benchmark. Overall cost per click decreased by 22 percent compared to the original benchmark, giving VISIT FLORIDA® more traffic and conversion volume out of the same budget. As each regional campaign was run, the conversions-to-adspend ratio improved. From the first to the third flight in the Northeast, the cost per conversion lowered by 66 percent.