The Challenge
To increase visibility to new users and potential purchasers.
The Approach
Introducing a Demand Generation Campaign.
The Result
An increase in traffic and purchases.
Revenue
+ 44%
Purchases
+ 28%
Traffic
+ 23%
The Brief
Increase our demand on Google in seasonally low search periods, to ultimately drive ticket sales for new customers.
The Process
With RiseNY entering its off-peak season, we launched a demand gen beta across Google to reach audiences higher in the funnel on Google, when we anticipated our conversion campaigns would see a drop in performance (due to lack of tourism in New York & demand.)
The aim of a demand gen campaign is to find new customers across the Google and youtube network and drive demand. Demand Gen placements are integrated across the most visual, entertainment-focused touchpoints Google has to offer — YouTube, YouTube Shorts, Discover and Gmail.
These products reach over 3 billion monthly users as they stream, scroll and connect, so it presented a great opportunity to test for the RiseNY client as they entered a seasonally low period for sales
The Results
After introducing demand gen into our campaign mix, we saw not only an increase in traffic by 23% but all conversion metrics increase simultaneously, with conversions up 28%, a 44% increase in revenue and 22% increase in ROAS across all our other Google campaigns, looking period on period following a 2 month window.
