Anyone who has taken an early American History course in grade school is aware of the significance of the Jamestown Settlement and Yorktown, Virginia. For decades, the Jamestown/Yorktown Foundation has worked to preserve our nation’s history and the very land on which our forefathers forged these United States. When the 400th anniversary of the founding of Jamestown neared, the foundation hired on our parent company, CINIVA Systems, to design and maintain the official website, as they already had completed the official site for the foundation. Following a successful program, the JYF has retained Local PPC to maintain a highly successful online advertising campaign.
The Campaign
The goal of our pay-per-click campaign with the JYF was to not only increase traffic to the website, but increase revenue to the foundation via tickets purchased through their site. While Williamsburg is a popular tourist destination, JYF must compete with other area attractions for visitors, so we started with several regional Google AdWords campaigns that targeted travelers seeking information on Virginia and Washington, DC tourism. Bidding on keyphrases relevant to Williamsburg, American history, Colonial history, and historical landmarks helped attract the audience we wanted for JYF. Average cost per keyword: $.40, an excellent price considering the popularity of tourism-related keywords.
The Result
Our initial work brought in over a quarter million new visitors to the site, with thirteen million branding impressions and great success for the summer season. Pleased with our efforts, the JYF retained us to continue overseeing their paid advertising and has since expanded their budget to accommodate PPC beyond Google to other models, and brought us more work through their joint campaign with America’s Historic Triangle.
Local PPC Campaigns Work
These days, organizations that rely on tourism must compete heavily for visitors. More and more, people are turning to the Internet to plan vacations, scouring sites like Expedia and Travelocity to help get the most for their money. Yet, if you plan to visit a specific attraction, there is usually no better source than the official site if you want details. Advertising on the Internet can bring that specialized traffic to you and help turn online traffic into foot traffic.
Contact Local PPC today to learn how we can structure an affordable pay per click campaign for your business.
