Mystic Mountain Account Structure Optimisation For Increased CTR & Lead Volume
Summary
For our client, Mystic Mountain, who operates an adventure park in Ocho Rios, Jamaica, we decided to take a granular approach to account structure to be flexible with budget allocation & ad creatives.
The Approach
The closer a user was to the Mystic Mountain location, the higher we were willing to bid in the auctions to outperform the competition. This meant that we had multiple campaigns based on proximity expanding to nearby parishes with each campaign having a different bidding strategy to account for the likelihood someone was willing to drive to Ocho Rios.
For example, If someone was in the Ocho Rios Cruise Port, we were willing to bid the highest. If someone was in Negril, we would reduce our bids.
The same approach was used for Pre Arrival campaigns. If a user was near a cruise port in Florida or Texas, we would be more aggressive. If a user was in a non direct flight city in the US, we would reduce our bids.
This ensured our budget was being allocated efficiently to drive the maximum number of visits to the adventure park.
Creative Optimisation
Having a granular account structure meant that we could tailor ad text to users based on proximity. For example, a user that was in the Ocho Rios Cruise Port might see an ad that spoke to the short amount of time to arrive at Mystic Mountain, ensuring a timely return to the cruise port.
Conlcusion
By having the approach of showing the right ad to the right user at the right time, we can ensure we are maximizing click through rate potential to drive more direct business for Mystic Mountain.