The Challenge
Raleigh-Durham International Airport (RDU) needed to increase revenue from its parking services in a highly competitive market. The airport also faced the challenge of driving higher adoption rates among travelers who might choose competing services.
The Solution
RDU implemented a digital strategy centered on hyper-targeted search and Performance Max campaigns. This approach focused on message and audience segmentation. The campaign's success was bolstered by the hyper-targeted approach to both messaging and audience segmentation. John Doe, Chief Marketing Officer at RDU, stated, 'The hyper-targeted approach to both messaging and audience segmentation proved crucial to the campaign's success, allowing for more relevant communications with potential customers.'
The Results
The campaign delivered exceptional results, including a 2400% increase in conversions and substantial gains in efficiency. Key metrics showed a 93% decrease in cost per conversion and an 18.1% reduction in cost per click. Additionally, the campaign achieved an 18% year-over-year growth in the A18-34 demographic.
