The mission of the Nevada Commission on Tourism is to generate tourism revenue for the State of Nevada. As the tourism agency for the entire state, Travel Nevada is tasked with showcasing destinations within the state to a world that primarily knows them for Las Vegas and Reno-Lake Tahoe. Nevada Commission on Tourism contracted with MoreVisibility to manage their Paid Placement Programs as part of a comprehensive website marketing and optimization program. MoreVisibility was tasked with the following objectives:
Nevada Commission on Tourism saw a significant increase in the volume of traffic coming to their mobile websites. Visitors increased 62% over the prior month, with the addition of Keyword themed search and content campaigns targeted to mobile browsers. Landing Pages in use across all campaigns were also promoting Nevada’s new mobile websites.
Analysis of mobile versus desktop traffic showed the overwhelming percentage of impressions were desktop users. However, click through volume for the overall campaign was much higher by mobile users.
Of the overall click volume, targeted ads to (mobile) Ski Enthusiasts generated 38% of the total. Excluding Ski Enthusiasts (with a CTR of 2.13%) Mobile campaigns yielded an average CTR of .38% while desktop saw an average CTR of .024%.
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