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Real estate has proven to be a challenge this year. While other branches of our business enjoy success in search engine optimization – placing our real estate clients toward the top of relevant search for the Hampton Roads area – there is the ever-looming conversion tracking. We can produce attractive content and build a great campaign, but we won’t know the payoff unless users are actively renting or buying homes.

Nolde Condos of Richmond is an elegant, renovated bakery offering beautiful downtown Richmond apartments. Nolde had previously been an organic SEO client, and returned for more work, this time adding on a local PPC campaign targeting the Richmond, Virginia area.

Given the size and location of the condo rentals, Nolde’s goal is to attract young professionals and area graduate students. The accompanying organic campaign involves marketing the condos as the perfect locale for urban living and affordable luxury, while the PPC encourages visitors to click through to see floor plans of the condos and to fill out information forms. Since the implementation of the program, Nolde is working a 21% conversion rate through Google Adwords, and rising. Further efforts with Nolde will focus on the grad student market and transplants to Richmond, with emphasis on free application fees and discounts for college.

Contact Local PPC today to learn how we can structure an affordable pay per click campaign, for your localized business.

Especially in the current economy, the fight for tourism dollars is intense. When you are a low-traffic shoreline destination on the Atlantic Coast, you have to compete for attention among larger markets like Myrtle Beach, Virginia Beach, and Nags Head. So when the tourism department of Currituck County, North Carolina approached us to manage their PPC campaigns, we rolled up our sleeves and dove right into the surf.

That Currituck County is part of the Outer Banks presented us with an advantage in marketing, as well as a purpose: let visitor know of this quieter section of the coast, secluded from the high-tourist areas yet affordable and full of fun things to do. We knew that visitors to the area think “Outer Banks,” so this key phrase was worked into our campaigns, along with relevant words for the region.

Sample Banner Ad for Currituck County

Over five months, we set up different campaigns geared toward different audiences – people looking specifically for OBX vacation information, people looking for general beach vacation deals, and people looking to rent vacation homes. The end result brought an average CPC of $2.00 per keyword, given the high bidding competition, and a CTR of 4.5%

Sample of 336 x 280 ad for Currituck County

In keeping with a dedication to showcasing the finer points of Currituck Beach, we launched an image ad campaign in addition to simple search. The images and color scheme were designed to match an accompanying e-mail marketing campaign.

Contact Local PPC today to learn how we can structure an affordable pay per click campaign, including banner ad design and implementation, for your business.

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.