Industry: Transportation and Tourism
How We Elevated the Digital Advertising Campaigns for a Renowned Ferry Service Company
With a reputation as “The Best Boat Ride in America,” the Cape May-Lewes Ferry (CMLF) is an automobile and passenger ferry service that serves as a reliable transportation link in the mid-Atlantic region of the East Coast with terminals in Cape May, New Jersey and Lewes, Delaware. CMLF sought out DRPM’s help to enhance their PPC and Facebook campaigns to ultimately increase web traffic and overall sales.
With a two-person marketing team, CMLF didn’t have the necessary resources to maintain consistent optimizations for their digital ad campaigns. Since their PPC accounts weren’t optimized for their industry or geography, there were opportunities to better customize their campaigns to effectively reach their audience.
Our first step was to complete competitive audits and digital research to uncover market insights and opportunities, which helped to shape our overarching marketing strategy and direction. From there, we developed captivating messaging that focused on local fun and exploring the area. We then launched custom branded and non-branded campaigns, removing under-performing keywords and implementing new strategies to reduce ad cost-per-click, to drive additional traffic to the CMLF website.