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Digital Media
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Situation
As the digital advertising agency for Visit Jacksonville, Madden Media was tasked with developing a media strategy that not only drove traffic to VisitJacksonville.com but also ensured that this traffic was of high quality. The objective was to align our efforts with each of the DMO’s brand pillars—arts and culture, beaches, culinary, parks and outdoors, and sports and entertainment—while focusing on conversions and goal achievement within GA4.
Approach
To meet this challenge, we shifted our media planning focus from merely driving traffic to prioritizing website engagement. This transformation began with the establishment of custom goal conversions in GA4 that tracked user engagement metrics such as time on page and other behaviors indicative of meaningful interactions during their website visit.
These custom goal conversions were integrated into our Meta and Google ad strategies, allowing us to optimize bidding tactics that targeted users with high engagement potential. This strategic shift from traditional “traffic campaigns” to “conversion campaigns” emphasized the importance of not just attracting visitors but ensuring their actions aligned with Visit Jacksonville’s objectives.
Furthermore, Madden’s media team collaborated closely with Visit Jacksonville’s creative agency to conduct A/B testing on various creative elements. The tests compared branded versus non-branded imagery to identify the most effective visual approaches. The insights gained from these tests led to a strategic pivot towards non-branded creatives, which significantly enhanced campaign performance.
RESuLTS
Through a strategic focus on optimizing for conversions and enhancing user engagement, Madden Media successfully elevated the effectiveness of Visit Jacksonville’s digital campaigns. By moving beyond traditional traffic metrics and focusing on meaningful user interactions, we were able to drive significant improvements in campaign performance.
- 55% YOY increase in users
- 133% increase in paid search users
- 46% increase in Meta engagement rate.
- 67% increase in average session duration from Meta
- 31% increase in engaged sessions from all paid traffic
- 74% increase in engaged sessions from direct flight markets
- 783% increase CTR on ads following creative A/B testing
Turning Clicks into Connections
Our shift from traffic-focused campaigns to conversion-driven strategies helped us align with Visit Jacksonville’s brand pillars, ensuring every visitor was accounted for.
Engaging Visitors, Elevating Experiences
By focusing on meaningful interactions, we didn’t just bring visitors to the site; we inspired them with Jacksonville’s vibrant offerings.
Strategic Creativity in Action
A/B testing led to a creative breakthrough—driving a 783% increase in click-through rates.
Driving Results Across the Board
Our collaborative approach with Visit Jacksonville led to a 74% increase in engaged sessions from key markets, making every ad dollar count.
