Source: Google Analytics

Transcription

Visit South Walton
!
Multi-Channel Analytics Report
May 2015
1
CONSUMER SITE PERFORMANCE
©2013 Zehnder Communications, Inc.
2
OVERALL HEALTH
Stick Rate is defined as the percent of visits that last more than one page. VSW’s May stick rate of 49% is an increase from last month’s 40%
but still is slightly lower than the industry average of 55%. The industry standard for time spent on site was around 5:35, which is higher than
the average 2:06 minutes that VSW visitors spent on the site in May. VSW site visitors viewed between 3-4 pages during their time on the site
in May, which isn’t far behind the industry average of 4.16. These engagement metrics were all an improvement compared to last month.
[Source: Adobe Digital Index 2014]
100%
7:00
4.5
75%
5:15
3.4
50%
3:30
2.3
4.16
5:35
25%
55%
49%
3.26
1.1
1:45
2:08
0.0
0%
Stick Rate
Minutes per Visit
(MIN:SEC)
Tourism Industry Average
Pages per Visit
Visit South Walton - May 2015
3
Source: Google Analytics + Adobe Digital Index 2014
INDUSTRY vs. BETA
For the engagement metrics below, the Beta website performed on par or better than the Industry Average and also the Non-Beta website.
Stick Rate, the inverse of Bounce Rate, is defined as the percent of visits that consist of more than 1 pageview. According to this metric, nearly
7 out of 10 visitors to the Beta site looked at more than one page - they actually looked at 5-6 pages on average. This rate is higher than both
Non-Beta’s rate of 3.5 and Industry Average of 4.2. The Beta website engaged users to stay on the website for an average of 5 minutes, which
is very consistent with the Industry Average of 5:35 and much higher than Non-Beta’s 2:36 minutes. [Source: Adobe Digital Index 2014]
Tourism Industry Average
75%
Non-Beta
Beta
6
7:00
5:15
50%
25%
4
55%
57%
66%
3:30
5:35
5:02
5.21
2
1:45
4.16
3.50
2:35
0%
0
Stick Rate
Minutes per Visit
Pages per Visit
(MIN:SEC)
4
Segments within Google Analytics were created to analyze the behavior and volume of visitors to the VSW Beta website compared to the former Non-Beta website. Below are
graphs that depict the overall volume of traffic for each segment. A segment was created to filter out media driven traffic so that only true organic traffic would be shown (organic
searches, social referrals, other referrals). Segments were then created to distinguish Beta vs. Non-Beta sessions, which was dependent on the hostname associated with the visit.
The Beta and Non-Beta segments also excluded media driven traffic. Beta represented 1.5% of total non-media traffic and these visitors were highly engaged with 5-6 pages
viewed and 5 minute average durations.
BETA vs. NON-BETA
Visits
All Sessions
Bounce Rate
Pages per Visit
51%
3.07
111,752
Average Duration
2:08
Non-Media Sessions
78,098
42%
3.52
2:37
Non-Beta Sessions
76,908
43%
3.50
2:35
Beta Sessions
1,190
0
5.21
34%
120,000
0%
100%
0.00
6.00
5:02
0:00
5:30
5
OVERALL STATS
71,896
295,689
This month, the number of monthly Unique Visitors continued to grow compared to last year which provided an overall growth of 48%. Visitation was
returned to normal levels following the end of the Reserve Spending campaigns. Pageviews also continued to increase with a 38% growth difference
compared to last year’s average amount of monthly pageviews. Both bounce rate and pages per visit improved compared to last month, but still have a
negative annual monthly growth compared to last year.
86,557
362,173
88,965
384,601
87,882
356,923
101,491
341,166
63.5%
48.3%
3.5
48.0%
3.5
46.3%
3.6
44.4%
69,685
285,314
228,240
263,586
JUNE
JULY
AUG
SEPT
82,557
92,384
UNIQUE VISITORS
57,878 vs. 85,594
↑ 48%
302,525
52.4%
50.4%
3.8
60.7%
48.7%
352,526
PAGEVIEWS
424,239
299,730
302,525
OCT
May 2013 - May 2014
NOV
57.1%
59.5%
53.1%
51.4%
3.7
2.8
MAY
100,996
127,988
234,528 vs. 323,018
↑ 38%
BOUNCE RATE
3.6
3.5
51,905
60,629
89,789
MONTHLY AVERAGES:
DEC
2.7
2.8
2.7
JAN
FEB
MAR
May 2014 - May 2015
3.0
3.1
APR
MAY
47% vs. 53%
↑ 12%
PAGES PER VISIT
3.4 vs. 3.2
↑
6%
6
TRAFFIC SOURCES
Compared to last year, there have been fewer visitors traveling directly and through referrals to the VSW website.
Most visitors reached the site from campaign sources or through organic searches.
MAY 2014
REFERRALS
7%
REFERRALS
DIRECT
DIRECT
5%10%
16%
CAMPAIGNS
CAMPAIGNS
36%
42%
SEARCH
41%
MAY 2015
SEARCH
42%
7
The graphs below illustrate the engagement and volume of each different traffic source. Most visitors continued to reach the site through organic searches
and it continued to be one of the most engaged traffic sources. Paid Search was also very engaged, along with Direct, Email, Referrals and Social. Email was
significantly more engaged this month with an extremely low bounce rate of 14% and high pages per session and average duration. The lesser engaged
traffic sources came from other media driven sources: Display, residual Amazon Kindle traffic, and Video.
TRAFFIC BEHAVIOR
Visits
Organic Search
Bounce Rate
47,283
Display
Direct
Paid Search
Social
Video
281
88%
1.22
Kindle
123
88%
1.26
25,000
111,752
50,000
0%
100%
51.4%
2:35
2:06
2.94
49%
0
2:24
3.42
42%
1,678
2:06
3.59
47%
3,896
2:29
2.70
57%
9,440
Referral
3.49
14%
11,476
2:48
0:30
1.38
82%
13,765
Average Duration
3.76
47%
23,810
Email
Pages per Visit
0:17
0:40
0.00
4:00
5.00
3.07
2:08
8
BANNER PERFORMANCE
This graph compares the creative and sizes used for banner ad and how they performed against each other according to amount of sessions
and the engagement of banner driven traffic. The x-axis represents the amount of pages visitors viewed, the y-axis represents average duration,
and the size of the mark denotes the amount of sessions the ad brought to the site. The color of the mark represents the creative used in the
banner and the shape represents the size of the banner.
BANNER DRIVEN VISITOR BEHAVIOR
DURATION (Y) + PAGES PER VISIT (X) + SESSIONS (SIZE)
BANNER ANALYSIS
!
• Banners including creative for Beach Safety (red)
brought visitors to the site who spent over 40 seconds
on average and looked at 1.5 pages during their
visits. The 320x50 size brought in the most visitors.
!
• Other creatives that had high engagement, but
relatively less volume of traffic, were for the Visitor
Guide and the Houston Direct Flight banners.
!
• Of the brand creative banners, Lose Yourself (dark
blue) had the most visitation, but engagement for all
4 categories were almost identical - 20 second
durations and 1.3 pages viewed per session.
!
• For size comparison, 300x250 brought the most
visitors to the site, in particular those for Lose
Yourself. The size that had the best engagement were
1200x628 banners - which were the Facebook
website click ads for Beach Safety and Houston Direct
Flight.
9
GEOGRAPHY
These are the top cities and metros contributing the most visits to the site. Houston, TX continued to be the top city for visitation in May
2015, which is likely credited to the the Houston Airport Direct Flight campaign.
TOP 10 CITIES
CITY
VISITS
TOP 10 METROS
METRO
VISITS
Houston, TX
4,525
Atlanta, GA
9,770
Atlanta, GA
3,136
Houston, TX
6,141
Freeport, FL
2,819
Dallas-Ft. Worth, TX
5,933
2,218
Panama City, FL
5,646
New York, NY
4,242
Nashville, TN
4,128
Mobile AL-Pensacola (Ft.
Walton Beach), FL
3,799
Chicago IL
3,752
3,526
3,010
Dallas, TX
New York, NY
Chicago, IL
Nashville, TN
Rock Hill, SC
2,197
1,940
1,897
1,382
New Orleans, LA
1,262
Orlando-Daytona
Beach-Melbourne, FL
Destin, FL
1,253
Birmingham AL
TOP CITIES
10
RECOMMENDATION
Goal: Continue to make positive strides to increase engagement
metrics (pages per visit and time spent on site) to more closely meet
industry averages.
!
Strategy: Optimize paid media, especially mobile banners, for
increased user engagement.
!
Tactics:
‣ Continue to provide support for new website content and SEO.
‣ Optimize media based on creative execution, size and engagement level.
‣ Test banner landing pages on new website to optimize engagement.
11
CONTENT ARTICLES
Content articles are a key component of the content marketing strategy for VSW. Like last month, the majority of visits to
these articles found the articles from the enewsletter. The leisure newsletter is now including links to multiple articles,
which has resulted in a more even distribution of visits across all the Tips & Trips for the month.
How visitors arrived at these content pages:
New Entrances
Home Page
Other Pages
Tips & Trips Page
400
49
320
73
240
52
84
47
25
160
80
10
200
216
0
74
21
49
14
49
14
25
Take a Tour with a
South Walton Expert
Everything You Need to Know
About Turtle Wastch
A Gallery Tour of South Walton,
Designed by Artists
Bocce, Croquet, and Sailing:
The Leisure Sports of South Walton
Total = 374
Total = 372
Total = 147
Total = 109
12
RECOMMENDATION
Goal: Continue to increase engagement metrics (pages per visit and time
spent on site) to stay in line with industry averages and encourage further
exploration.
!
Strategy: Create content that garners high traffic and high engagement
!
Tactics:
‣ Continue to utilize content analysis to identify top performing strategies and capitalize on this
knowledge in Beach Momma moving forward.
‣ Continue to drive traffic to content through successful vehicles such as email and social.
‣ Continue to diversify enewsletter content and link to multiple articles within site to showcase
all monthly content.
13
ENEWSLETTER
Both enewsletters were successful at driving higher than average open rates, as well as average or better than average click through rates. This may be attributable to new
testing being performed in which 3, content-focused subject lines were tested before deploying the leisure newsletter to the entire mailing list. This month both newsletters
had higher than average open rates and the click through rate for Sweeps was particularly high. 42% of visitors from the Leisure email traveled to the Family-Friendly Seaside
Sweeps page, 15% went to the Tips & Trips Turtle Watch article, 15% went to the Tips & Trips Take a Tour with a SW Expert article and 12% went to the Events page.
SWEEPSTAKES ENEWSLETTER
LEISURE ENEWSLETTER
“A Family-Friendly Seaside Sweepstakes”
“Your Guide to Summer Turtle Nesting”
!
!
SITE VISITS = 6,122
SITE VISITS = 1,195
50%
50%
40%
40%
30%
30%
20%
10%
39.4%
40.0%
20%
10%
16.8%
7.7%
10.3%
12.4%
0%
16.8%
14.9%
15.5%
7.7%
8.1%
8.2%
0%
Click Through Rate
Open Rate
Industry Tourism Average
Click Through Rate
Previous 6 Month Average
Open Rate
May 2015 Performance
14
Source: Google Analytics + Distribion + support2.constantcontact.com/articles/FAQ/2499
RECOMMENDATION
Goal: Surpass industry averages for email marketing open and click
through rates across all types of newsletters.
!
Strategy: Make content in emails useful, influential and reliable to drive
user engagement.
!
Tactics:
‣ Continue to analyze subject line testing to identify top performing subject line, now
focusing on content-specific lines.
‣ Continue to insert additional hyperlinks to emails for increased conversion.
‣ Continued inclusion of links to multiple Tips & Trips articles in newsletters.
15
MOBILE APP & SITE BEHAVIOR
16
MOBILE APP USERS
This bar graph represents the total amount of monthly active users (the value on top of the bar) and how many of those users
were new and how many were returning. New users are represented by the orange bars and returning users are represented by
the blue bars. From June 2013 - May 2015, there have been 6,855 total users who have downloaded the app.
1,400
6,855
TOTAL DOWNLOADS
1,120
746
840
436
560
280
0
New App Users
Returning App Users
285
485
4/14
467
718
377
530
5/14
499
6/14
469
7/14
256
595
417
8/14
9/14
114
452
10/14
123
317
11/14
211
313
243
305
256
281
3/15
4/15
202
214
204
12/14
1/15
2/15
MOBILE APP ENGAGEMENT
Compared to the previous 6 months, visitors had fewer crashes per day in May 2015. There was a higher amount
of average daily crashes due to a spike on 5/18-5/19 which had over 20 crashes each per day. Without those two
days, the average daily crash amount was 1.2. There were 91 crashes in total.
10
2:30
8
4.50
2:00
6
1:30
4
6.00
3:00
8.2
3.00
2:47
5.04
2:31
1:00
2
2.9
1.50
3.60
0:30
0.00
0
Average Daily Crashes
Screens per Visit
Minutes per Visit
(MIN:SEC)
6 Month Average
November 2014 - April 2015
May 2015
RECOMMENDATION
Goal: Meet industry averages for mobile app performance.
!
Strategy: Keep app content and functionality in line with best
practices and operating systems.
!
Tactics:
‣ Finalize iOS 8 and Sun Wave branding update, to ensure all elements function
optimally.
‣ Scope updates to ensure compliance with new website.
19
SOCIAL PERFORMANCE
20
SOCIAL OVERVIEW
The following metrics provide a snapshot of VSW social media presence and performance during the month of May 2015. The
percentage value located under each box is an indication of how much each metric changed from the previous month. Follower growth
remained at consistent levels, except for YouTube, which experienced fewer views due to the end of the reserve spending campaigns.
TOTAL
LIKES
TOTAL
FOLLOWERS
TOTAL
FOLLOWERS
TOTAL
FOLLOWERS
TOTAL
VIEWS
164,488
9,692
3,930
1,480
993,469
+4%
+2%
+10%
+4%
+0.2%
21
Source: Cyfe + Facebook + Twitter + Instagram + Pinterest + YouTube
FACEBOOK AUDIENCE
This graph represents the total number of monthly likes the page has received over the past year. Since May 2014, total
audience of the VSW Facebook page has grown by over 96k likes.
170,000
136,000
102,000
68,000
34,000
67,605
77,012
91,123
103,956
113,146
119,294
124,283
9/14
10/14
11/14
127,546
12/14
137,885
145,416
151,406
2/15
3/15
158,299
164,488
4/15
5/15
0
5/14
6/14
7/14
8/14
1/15
Page Likes
22
Source: Facebook
FAN ACTIONS
2,400
Fan actions are updates from Facebook friends about their engagement with a page and includes activities such as likes, comments,
mentions, and shares. More people engaging with VSW’s content will build a higher awareness of the brand and increase the chances of
one of their friends discovering the Facebook page. Total fan actions for May 2015 were 27% lower than they were last year. Last year
had higher fan actions due to the Emerging Markets Page Likes campaign and the Steeplechase campaign.
5/1
“Happy first day of May from the shoreline
of Miramar Beach” reached 31.5k users and
over 2.5k total engagements.
1,920
1,440
5/5 - 5/6
An “Insider Tip” post about Seagrove inspired 530 likes,
comments and shares and another about “Perfection in
Rosemary Beach” received over 560 total engagements.
5/10
#SundaySunset for “all the
moms out there” received 850
total fan actions and 260 clicks
960
17,832
TOTAL FAN ACTIONS
MAY 2015
24,372
480
TOTAL FAN ACTIONS
MAY 2014
0
May 2015
May 2014
23
Source: Facebook
Reach is the number of unique people who received impressions from one of VSW’s posts within Facebook. May 2015’s reach of 488k was 61% lower than
last May’s reach of 1.25 million. Paid reach accounted for 67% of total reach, whereas organic reach accounted for 33%. Total Reach was higher last year due
to the Emerging Markets Page Likes campaign and the Steeplechase campaign.
REACH
90,000
5/1
First day of May post
organically reached
23.6k users on this day
and received 2k clicks.
72,000
5/10 - 5/11
54,000
#SundaySunset post calling out “all the
moms out there” reached 12.2k users
during these two days and another
post about SW community visiting with
NBC Sports reached 2k users.
488,221
TOTAL REACH
MAY 2015
36,000
1,251,158
18,000
TOTAL REACH
MAY 2014
0
May 2015
May 2014
Source: Facebook
24
TOP ORGANIC POSTS
These were the top organic posts in May 2015 according to each post’s organic reach.
PAGE PERFORMANCE RATE
This metric is an indication of the overall performance of a fan page. The PPI shows how engaged the Facebook fans are,
how high the interaction on the page itself is and how fast it grows. The higher the value, the better it is. This May, the Visit
South Walton page had a Page Performance Index of 18%, which is lower than last month’s average of 22%. Competitor
posting frequency (~2 times per day) and paid support are reflected in their higher PPIs.
90%
68%
45%
AVERAGE PPI = 36%
84%
65%
61%
23%
53%
47%
24%
0%
18%
15%
14%
9%
6%
May 2015 - Page Performance Index Rate
SoWal
30A
Florida's Emerald Coast
Visit Hilton Head
Visit South Walton
Visit Miami
Visit Pensacola
The Florida Keys & Key West
VISIT FLORIDA
Amelia Island
Visit Panama City Beach
26
Source: Fan Page Karma
TWITTER MENTIONS
This is an analysis of South Walton’s online presence on Twitter, Blogs, News, and Forums. There were 2,113 mentions of South Walton or Visit South
Walton, with most mentions occurring on Twitter. Total reach from all mentions about South Walton on Twitter this month was estimated to be 6.7
million and from South Walton’s own tweets there were 33.9k total impressions.
Mentions by Channel
Most Engaged Tweet
Site Visits from Twitter
137
140
1%
119
2%
15%
112
98
90
84
81%
Twitter
Blogs
125
News
Forums
70
69
77
79
4/15
5/15
56
28
0
9/14
10/14
11/14
12/14
1/15
2/15
3/15
Visits from Twitter
27
Source: Sysomos + Twitter
PINTEREST
Site visits from Pinterest were significantly higher this month compared to previous months, and could be a result of the page almost doubling the
amount of other accounts the page follows (last month was 218 compared to May’s 590). During May, the VSW Pinterest page had over 1.6k average
daily impressions and 12 average daily repins. The top 3 pins according to total impressions are featured below. Two involved content about beach
weddings and the other was an article from USA Today about the 10 Least-Known Florida beaches.
Top Pins by Impressions
Site Visits from Pinterest
590
600
480
120
90
360
240
184
188
189
190
67
120
25
0
10/14
21
11/14
215
218
218
111
60
82
30
60
57
27
12/14
1/15
2/15
3/15
4/15
5/15
0
Following Count
Visits from Pinterest
Source: Google Analytics + Pinterest
28
RECOMMENDATION
Goal: Increase overall growth and engagement across all social channels to maximize in-market peak
season visitor experience for future repeat visitation opportunities.
!
Strategy: Optimize both paid efforts and organic messaging.
!
Tactics:
‣ Increase posting frequency to drive engagement and PPI.
‣ Increase promoted posts to address Facebook’s shifting algorithms that favor a combination of paid
and organic posts.
‣ Increase user-generated content shares for real-time, in-market promotion to demonstrate the South
Walton experience by peak season visitors.
‣ Avoid use of overly promotional content — solely pushing people to buy a product, push people to
enter a sweepstakes or promotion with no real context.
‣ While maintaining focus on growth, focus efforts heavily on engagement to influence consumer
decisions.
29
MEDIA PERFORMANCE
30
SEM RECAP
These are the average monthly click thru rates for VSW’s overall search campaign. The top performing campaigns for this month were: South Walton
Destination (7.75%), Romantic Vacations (6.33%) and Weddings (4.77%). Those were the top campaigns for last month as well. Overall average CTR was
4.36%, which exceeded the goal of 2.50% and continued the upward trend of rising CTR month over month.
4.5%
3.8%
3.0%
2.3%
1.5%
CTR GOAL = 2.5%
2.89%
3.07%
5/14
6/14
3.62%
4.07%
3.95%
3.24%
3.13%
2.97%
11/14
12/14
3.44%
3.85%
4.22%
4.36%
4/15
5/15
3.28%
0.8%
0.0%
7/14
8/14
9/14
10/14
1/15
2/15
3/15
Average Monthly Click Thru Rate (CTR)
31
Source: Google AdWords + Bing + Yahoo + Ask + Other Search Partners
SEM RECAP
Below are the individual AdWords campaigns that are currently running along with each campaign’s total visits to site, CTR, CPC, Bounce Rate and
Pages per Visit. 16 Beaches and South Walton Destination has the best engagement on the site, and SW Destinations had the best CTR of 7.75%.
Romantic Vacation visitors had high CTR and low CPC, however their engagement on the site was poor and similar to the Groups & Meetings group.
Visits
16 Beaches
Family Vacations
South Walton Destination
Weddings
4.77%
263
2,500
5,000
0%
4%
$0.95
52%
3.1
54%
3.1
$0.00
$2.50
3.4
48%
$2.10
8%
5.1
32%
$2.44
0.90%
25
0
$2.96
7.75%
607
2.6
59%
$1.60
4.63%
459
4.5
35%
$1.78
2.75%
1,671
Pages per Visit
Bounce Rate
$1.13
6.33%
2,471
Florida Vacations
CPC
4.38%
4,687
Romantic Vacations
Groups & Meetings
CTR
2.3
60%
$5.00
0%
50%
100%
0
3
6
32
Source: Google AdWords + Bing + Yahoo + Ask + Other Search Partners
CO-OP MAY ONLINE PERFORMANCE
These are the total impressions and clicks for the following partner sites for May 2015, the second month of the
Spring Online Partner Campaign. All participating partners made over 1.75 million impressions and had an
average of 1,967 clicks (which was 26% more average clicks than last month). This campaign will last through
June 30, 2015 with all partners guaranteed 3,000 clicks.
Partner
Impressions
Clicks Dune Allen
1,838,781
1,906
Southern Vacation Rentals
1,837,315
2,098
Resort Quest
1,808,107
1,864
My Vacation Haven
1,804,658
2,324
Sandestin G&BR
1,801,275
1,823
Courtyard Sandestin
1,787,830
1,865
Beach Rentals of SW
1,752,019
1,886
12,629,985
13,766
TOTAL
Source: Conversant
BRAND SPRING ONLINE PERFORMANCE
These are the total impressions, clicks, and average click thru rate (CTR) for May 2015 brand online media campaigns:
mobile, desktop, and pre-roll video. The best performers based on CTR were the mobile ad with “Lose Yourself”
brand creative and the desktop ad promoting the Visitor Guide. Based on completed view rates, the brand TV spot
“Get Out and Go" was the best performer for pre-roll videos.
MOBILE
DESKTOP
PRE-ROLL
1,317,386
2,123,833
608,390
CLICKS
8,042
5,337
617
CTR
0.61%
0.25%
0.10%
Industry Mobile CTR Avg = 0.28%
Industry Desktop CTR Avg = 0.07%
Video Completion Rate = 71.1%
Industry Completion Rate Avg = 40.3%
IMPRESSIONS
BEST
PERFORMING
CREATIVE
Source: Conversant & Sizmek Research 2014
BEACH SAFETY
These are the year over year changes in the number of active subscribers and total texts sent for Beach Safety. The 2014 Beach Safety
campaign was successful in driving results through an increased focus on mobile advertising. For the 2015 campaign, Zehnder
optimized the plan by shifting heavier advertising impressions to the higher performing platforms. The 0.58% CTR performance in May
exceeds the online display performance goal of 0.53% CTR.
Display Metrics
May 2014
May 2015
45,000
IMPRESSIONS
1,347,242
CLICKS
7,752
22,500
28,567
42,620
0
Total Texts Sent
1,700
CTR
0.58%
850
1,011
1,628
0
Active Subscribers
35
Source: Facebook
FACEBOOK LIKE ADS
Starting on December 29, 2014, new Visit South Walton Page Likes ads with the new logo were rotated into the Facebook campaign. The
following ad was determined to be the best performing because of overall click-through rates, page likes and costs per page like. These
stats were recorded for May 2015 and are outlined below. Campaign #1 focuses on demographic and behavioral targeting, while
Campaign #2 retargets visitors of the VSW website when they go to Facebook.
CAMPAIGN #1: TARGET AUDIENCE
‣ Impressions = 178,915
‣ Clicks = 6,623
‣ CTR = 3.7%
‣ Page Likes = 5,424
‣ Cost per Page Like = $0.43
!
CAMPAIGN #2: WEBSITE CUSTOM AUDIENCE
‣ Impressions = 77,781
‣ Clicks = 1,115
‣ CTR = 1.4%
‣ Page Likes = 529
‣ Cost per Page Like = $1.47
Source: Facebook
36
HOUSTON DIRECT FLIGHT INITIATIVE RECAP
Starting on 3/24, digital out-of-home and interactive placements have been promoting the new airport service from George
Bush Intercontinental (IAH) airport to the Northwest Florida Beaches International (ECP) airport. Four high-impact digital
screens within the Houston Bush airport feature Visit South Walton creative on the new direct flights. Additionally, Mobile
and tablet ads are geo-fenced around the Houston Bush airport. The campaign was also supported by Facebook website
click ads targeting the Houston DMA.
Display Metrics
IMPRESSIONS
1,702,113
CLICKS
12,439
CTR
0.73%
37
Source: Facebook
RECOMMENDATION
Goal: Maintain traffic levels and media conversions while increasing
engagement metrics (pages per visit and time spent on site) to be in
line with industry averages.
!
Strategy: Continue to optimize media for increased user engagement
and optimal performance metrics.
!
Tactics:
‣ Monitor advertising traffic to the new Visit South Walton website.
‣ Optimize media based on landing pages, creative execution, size and engagement level
as well as specialized targeting options.
‣ Support content on social channels for optimal reach and metrics.
38

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