Arkansas State Parks

Arkansas State Parks PPC Case Study

Arkansas State Parks Exceeds the Industry Conversion Rate Benchmark by 2,064% through Strategic Paid Search Campaign

Challenge

The State Parks of Arkansas have played an important role in the history of the state. Visitors can explore a prehistoric, American Indian mound, walk where Civil War battles raged, stay in cabins built by FDR’s Tree Army (Civilian Conservation Corps) and tour where Jim Bowie and Davy Crockett traveled before they fought for Texas independence. Paired with the diverse beauty of the Natural state, Arkansas’ state parks take visitors through time all the way back to prehistory.

Goals
• Drive vacation planners to arkansasstateparks.com
• Encourage website engagement
o Increase Website Traffic
o Increase Time on Site
o Increase Travel Guide Requests
o Increase Average Number of Pages Visited Per Session

Solution

Approach
• Google AdWords
• Utilize keywords that have historically generated high conversion rates
• Add SEO keywords for which ArkansasStateParks.com is ranking below #1 or #2 position in Google
• Optimize for a cost-per-click under $0.50
• Optimize for top-converting terms

Arkansas State Parks wished to utilize pay-per-click advertising in the Google AdWords Search Network to drive qualified traffic to the ArkansasStateParks.com website and to encourage online bookings.

Aristotle utilized the Google AdWords Search Network to capture people searching for terms related to Arkansas and its state parks and to drive them to the ArkansasStateParks.com website during the travel planning process.

We worked with our dedicated Google team to set up and optimize the campaign based on Arkansas State Parks pay-per-click historical data and Google’s best practices.

Creative

Sample Ads:

Arkansas Ad Samples

 

Ad Extensions:

Arkansas Ad Extensions

Off-the-Charts Success

The Arkansas State Parks paid search campaign performed extremely well. The campaign conversion rate is 2,064% above the industry benchmark. The click-through-rate is 312% above the industry benchmark. Bounce rate is 41% below the industry benchmark, and the cost-per-click of below $0.50 is extremely competitive.

Results

• $0.47 cost-per-click
• 21.6% conversion rate
• Low 29.6% bounce rate
• 5.2 pages/session
• 288 average session duration

Arkansas tourism continues to boom today and has since Aristotle began working with Arkansas State Parks in the summer of 2015. The last two years have seen record breaking numbers of visitors and revenue from tourism. Gov. Hutchinson said tourism and business travelers in 2016 set new records in terms of the number of visitors and how much money they spent in the state. In Arkansas, the tourism industry is now second only to agriculture for generating state revenue. This is no small feat considering the fact that Arkansas is the nation’s largest producer of rice.

The numbers continue to rise. In 2016, the Arkansas State Parks website enjoyed a 23.5% increase in visitors, a 31.7% increase in unique visitors and an 18.3% reduction in bounce rate over 2015’s already impressive numbers.
Due to the success of the tourism industry in Arkansas, Gov. Hutchinson successfully pushed to enact around $150 million in tax cuts and is investing more in tourism facilities.


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A conversion rate of 2,064% above the industry benchmark

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A click-through-rate of 312% above the industry benchmark

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A bounce rate at 41% below the industry benchmark
“You are the number two industry in the state and you are rising, and I love that!”Gov. Asa Hutchison
Sarah Stashuk
--Sarah leads a team of experts who are knowledgeable in all aspects of organic and paid search marketing. With more than 17 years of experience, Sarah has built a wealth of knowledge regarding online marketing and the ever-changing rules of search engine optimization and online media buying. Her work with Albuquerque CVB, Arkansas Department of Parks and Tourism, Huntington Beach, Kentucky Tourism, Elvis Presley Enterprises, Silver Dollar City and South Carolina Department of Parks, Recreation and Tourism is award-winning and has generated significant ROI for our tourism partners. Most recently, Sarah’s work for the state of Utah won US Search Awards 2017 for “Best Use of Search – Travel/Leisure” and the gold Davey Award in 2017, "Best Brand Strategy" for the Arkansas Department of Parks & Tourism.
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