PANAMA GOLF
THE CLIENT
Panama Golf was a new program launched in partnership with the Tourism Authority of Panama to leverage the country’s unique golf assets and promote the area as a viable golf destination in the Caribbean region.
THE CHALLENGE
Research indicated Panama lacked awareness as golf destination, especially among U.S. golf audiences. The area was overshadowed by well-known Caribbean golf regions such as Mexico and the Dominican Republic.
THE STRATEGY
Panama sought to raise its profile among U.S. golfers with a propensity to travel, become part of the consideration set and generate traffic to a new golf-specific website that featured golf vacation packages.
A behavior-targeted, digital display campaign was launched to reach users with a demonstrated interest in golf travel who were located in U.S. markets with direct flights to Panama’s airport. The brand awareness-focused display campaign was run in conjunction with a search campaign that was designed to generate clicks and inquiries from users actively researching golf vacation options.
THE RESULTS
Data from the paid search campaign informed organic search recommendations by identifying the most profitable keywords and target areas. Key SEO data points and competitors were analyzed as part of an in-depth SEO audit.
The audit, which included technical, on-page and off-page recommendations, was designed to enhance the user experience, better optimize the site for high-value keywords, identify opportunities to improve key page rank and ultimately increase organic traffic from users in targeted markets.
PAID SEARCH
Search and display campaigns were engaged to deliver an immediate awareness and traffic boost in key markets. Keywords and ads were tested to maximize performance.
SEO
SEO activities included: a detailed audit & competitive analysis. Data was utilized to drive target keywords, content strategy, link building & site usability improvements.
ANALYTICS
Website data was analyzed at a granular level to understand which keywords and audience segments were most valuable and adjustments were made accordingly.