The Torngat Natural Park awareness campaign directed by NEON COAST, had three main goals:
a) Increasing the general awareness about the park across Canada.
b) Generating tourism based inquiries about booking or running tours in the park.
c) Increasing the general awareness about the park across the United States and Europe.
The plan involved a social media campaign with creative content for follower growth, and a Google Ads campaign aimed towards increasing traffic. For this case, we'll focus on the Online Advertisement part.
1. CAMPAIGN STRATEGY
After defining the main features that needed to be communicated through the Ads, it was important to define the type of personas that needed to be targeted so different Ads could be designed and tested.
2. KEYWORD RESEARCH
In order to engage with the defined personas through online advertisement, was necessary to find all the potential ways that Internet users were using to find for similar content, and gradually optimize to find the absolute best ones.
3. AD SETUP & OPTIMIZATION
With the defined personas and researched keywords ready to work, the next part was about setting up the campaigns by province.
Within each campaign, different AD Groups were created to address the different personas, and different Ads were tested to find out the ones that converted the most.
The rest was simply optimizing keywords and messaging until obtaining the most amount of clicks and the best average cost per click.
Once the campaign was over, a thorough report was developed explaining the entirety of the campaign, providing and analysis of the results, and crafting suggestions for the next campaign.
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