Effective Geo-Targeting Strategy for Space Center Houston

 

Space Center Houston, the official visitor center of NASA's Johnson Space Center in Houston, Texas, sought to expand its visitor base and increase membership among locals. To achieve these goals, the center partnered with a marketing agency to implement a geo-targeting strategy using Google Ads.

Challenges & Strategy

Geo-targeting posed a challenge for Space Center Houston as a physical location. Traditional local targeting limited traffic, while national targeting was less effective in reaching potential visitors within a reasonable distance. To overcome this hurdle, the agency developed a two-fold strategy:

Target nearby locations: Focus on regions with frequent travelers, including nearby cities and suburbs, to capture both local and visiting audiences.

Utilize national targeting: Reach out to business visitors to Houston, targeting keywords related to business trips and conferences, to increase the pool of potential visitors.

Results

The geo-targeting strategy proved highly successful, generating impressive results over the period April 2022 to April 2023:

  • Advertising Spend: A budget of $88,700 was allocated for the campaign, covering various online marketing initiatives, including Google Ads.
  • Conversion Rate: The conversion rate, measuring the percentage of users completing desired actions such as ticket purchases, stood at a remarkable 29.47%. This reflected a high level of engagement and interest among the target audience.
  • Clicks: The advertising campaigns generated a total of 42,128 clicks, indicating a strong ability to capture the attention of potential visitors and drive traffic to the website.
  • Ticket Sales: The campaign resulted in 3,385 ticket sales, representing a significant increase in museum visits, particularly among one-time visitors.
  • App Downloads: Across all platforms, the campaign generated 542 app downloads, demonstrating the effectiveness of digital marketing initiatives in engaging and attracting potential visitors.

The success of Space Center Houston's geo-targeting strategy underscores the importance of tailoring marketing efforts to specific geographic areas. The combination of local and national targeting, coupled with the use of destination-specific keywords, proved highly effective in reaching the right audience and driving results.


CHALLENGE


Geo-targeting posed a challenge for Space Center Houston as a physical location. Traditional local targeting limited traffic, while national targeting was less effective in reaching potential visitors within a reasonable distance.

SOLUTION


The solutions devised were to target nearby locations with high levels of frequent travelers and utilize national targeting in other instances to reach out to visitors outside the Houston area.

TOTAL ADVERTISING SPENT


$88,700

TOP CONVERSION


3,385 Ticket Sales