visit tuolumne County

Situation

We worked with Visit Tuolumne in California to drive conversions for soft lodging options through a targeted digital marketing strategy. By leveraging advanced digital tactics, Tuolumne aimed to maximize its budget efficiency and increase the overall return on ad spend (ROAS). We needed to develop a campaign that worked within Visit Tuolumne’s budget, while ensuring that the campaign effectively targeted and converted potential visitors amidst a competitive market. We also needed a a campaign that allowed creative flexibility to engage diverse audiences through various ad formats.

Approach

• Performance Max Campaigns: Leveraging Google’s Performance Max, we used Responsive Ad automation across high-impact placements such as Gmail, YouTube, and the Search Network. This approach ensured that creative assets were dynamically optimized to drive conversions based on user behavior and site context.
• Data-Driven Custom Conversions: Madden’s data team set up custom conversions for tracking outbound clicks to hotel partners and hotel partner detail page views. This setup enabled accurate measurement of campaign performance and provided an average revenue estimate, enhancing the evaluation of ROAs.

The campaign ran for four months, covering the critical summer period. Throughout this time, Madden’s media team monitored the campaign weekly, adjusting strategies to ensure optimal performance and alignment with the target ROAS.

RESuLTS

The campaign, which is still running through September, is already delivering success to Visit Tuolumne and its hotel partners.

• 14,694 Clicks
• 257,994 Impressions
• 5.70% Click-Through Rate
• 68.53% Engagement Rate
• 3,736 Conversions
• 1:52 Average Session Duration