Southwest Washington Convention and Visitors Bureau Case Study

Overview
The Southwest Washington Convention and Visitors Bureau (SWCVB) is Clark County’s official destination marketing and economic development organization, dedicated to competitively promoting Vancouver and the Southwest Washington area as a destination for meetings, conventions, and group and leisure travelers. SWCVB was looking to drive additional traffic to the website in order to generate the following conversions through Pay-per-Click (PPC) marketing: Meeting Planner and Group Tour RFPs and Visitors Guide requests. Formic was tasked with launching an efficient PPC campaign to drive targeted traffic to the website and produce conversions.

Objective
Formic’s objective was to launch a lead generation-based Pay-per-Click campaign to increase monthly RFP and Visitor Guide request quotas for SWCVB.

Challenge
The challenge was to maximize a limited media spend across the competitive travel and tourism market space to drive qualified visitors to the website, with the end goal of increasing monthly conversion numbers.

Strategy
Formic’s PPC strategy focused on complete PPC account optimization to ensure that SWCVB’s media spend focused exclusively on top performing keywords and ad creative. All inefficient keywords and ads were removed from the campaigns to effectively capture targeted website visitors and drive an increase in conversions.

Results
Formic optimized SWCVB’s PPC campaigns on Google through extensive keyword bid management and campaign performance supervision to return high conversion improvements from month one to month two. By utilizing a variety of campaign and keyword bid and performance revisions, Formic was able to produce the following results for SWCVB: