U.S. Civil Rights Trail Partnership

Featuring over 130 sites across more than 15 states, the United States Civil Rights Trail is a collection of churches, schools, museums, and other landmarks that celebrate the legacy of the Civil Rights Movement and the advancement of social justice. Watauga Group has partnered with the U.S. Civil Rights Trail on their paid media strategy for 6 years.

For the 2023 campaign, Watauga recommended an innovative and adaptable ad format that increased performance and eased the burden of creative development by employing the power of Google Ads’ responsive display feature. This created a dynamic and personalized ad experience for the audience. This blog post dives into the transformative power of this advertising tool, driving remarkable results and offering valuable insights for other brands in the Outdoor Recreation and Attractions industries.

The Power of Customization and Creativity

To ensure that the sacrifices and achievements of the Civil Rights Movement are not forgotten, the U.S. Civil Rights Trail campaign initiative aims to bring attention to and encourage visitation to significant landmarks and locations across the United States that played pivotal roles in the struggle for civil rights.

Because of Watauga Group’s expertise in digital media marketing with Google Ads, the campaign employed innovative display advertising techniques, effectively reaching and engaging audiences, and keeping the legacy of the Civil Rights Movement alive and relevant in the digital age.

The Google responsive display feature marks a significant advancement in the digital advertising landscape. This feature allows the leverage of vast data and insights to enable the creation of tailored ads that resonate with individual users. By seamlessly combining different campaign assets, such as headlines, descriptions, and images, responsive display ads present a versatile and engaging experience for the audience. This feature proves to be invaluable when creative assets are limited, allowing for the creation of numerous ad variations.

A significant reduction in ad fatigue was achieved by harnessing the potential of Google’s responsive display ads. The ability to craft multiple combinations of ad elements ensured that users encountered fresh and relevant content, increasing the likelihood of engagement while also driving traffic to the site.

Impactful Results:

The success of the U.S. Civil Rights Trail annual campaign, fueled by the implementation of Google Ads’ responsive display, was nothing short of amazing. In comparison to a traditional display campaign with a similar budget, the 2023 results were remarkable:

  • 68% improvement in Cost Per Click (CPC)
  • 150% improvement in Click-Through Rate (CTR)

These numbers demonstrate the power of blending historical relevance with cutting-edge advertising techniques to create a lasting impact on the audience and drive engagement and site traffic.

Empowering the Future of Advertising

Responsive display ads have emerged as a dynamic and effective tool for the U.S. Civil Rights Trail, spearheading impressive improvements in paid media performance metrics. The ability to create personalized ad experiences and maximize the impact of creative assets is revolutionizing advertising across Outdoor Recreation and Attraction brands, including helping celebrate the legacy of the U.S. Civil Rights Trail.

Contact us to discover ways that Watauga Group can help with your media strategy. 

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