Case Study
Increasing Visibility via Digital Ads in Buena Park
Background
Just five minutes from Disneyland®, Buena Park, California, wanted to capture the attention of travelers who were looking for affordable and alternative accommodation options in the area in order to drive more overnight hotel stays to the destination. At the same time, the city sought to increase awareness of Buena Park’s tourism experiences.
Services Provided
Strategy
DCI launched strategic search and display campaigns built to reach and engage users in target markets at different stages in their travel decision making journey. Users were retargeted and served different display ads based on their level of engagement with the Visit Buena Park website, nudging them back to the site and down the conversion funnel.
The proof of performance is in the metrics. With DCI’s management, our campaigns drove 75% of all hotel clicks to our site and increased our conversion rate.
Results
- Paid campaigns accounted for 75% of all hotel clicks on the Visit Buena Park website, driving 5,496 clicks to partner hotel sites.
- CTR was twice the industry average with a 25% lower average cost per click.
- Users coming from paid ads showed stronger engagement compared to total site traffic, with lower bounce rates and higher pages per session than the overall site average.
- Campaigns drove 178k+ sessions to the website, resulting in an 18% conversion rate.
178,000+
Website Sessions Secured
18%
Conversion Rate
75%
Percent of Hotel Clicks Generated