The Client

The University Park Airport (UPA), located in State College, PA, sought to incorporate geographically targeted Pay-Per- Click (PPC) campaigns into their marketing strategy. The purpose of this initiative was to fortify the Airport's online presence, drive more people to the Airport's website, and ultimately to increase the amount of travellers flying out of UPA.

The Solution

Myriad Core worked with the UPA marketing team to establish the messaging, targeting, and website traffic goals for their campaigns. After launching the PPC campaigns, Myriad Core managed UPA's budget, continuously tested ad copy and landing pages, and monitored bids on highly performing key words to ensure cost per click remained competitive.

The Results

During the first year of the project, Myriad Core has been able to significantly reduce the cost per click for UPA's most effective key terms. Google PPC now accounts for 15% of UPA's traffic, up 102%. By scaling website traffic to UPA's webiste in this manner, UPA has been able to effectively communicate its message to its audience, as well as reach new audiences. UPA reports that passengers flying out of their Airport have increased, trending in-line with website traffic trends. The project continues to this day.

Visit University Park Airport's Website Here »

University Park Airport now boasts 27% more website traffic than the industry benchmark for Air Travel Websites of a similar size.