Our strategy was to utilize text ads on Google and Bing search to grow awareness and generate bookings for tours. Not only did we track conversions, but we also implemented call tracking. With this being a new offering to the industry we felt that many people may have questions and be more likely to call and book rather than going online.
Halfway through the program, we introduced remarketing efforts and look-a-like modeling to build out a similar audience to those that had booked tours in the first few months of the program launch. Lookalike campaigns allowed us to find people on the web with similar characteristic and data points.
The introduction of additional marketing efforts into the mix made things easier as Google and Bing shifted their approval processes for the Cannabis space. When we initially launched, Google and Bing were open to cannabis tourism because these companies were not selling cannabis directly, the tours are purely educational, however, this policy changed and as with all things in the Cannabis space, challenges present themselves regularly. Agency420 was able to future-proof the strategy by continuing to adapt with the addition of 3rd party display partners. Choozle, Quantcast, and strong organic (SEO) efforts helped to ensure maximum exposure on the search engines where paid was no longer an option.