used the Google Display Network to attract first-time visitors and increase awareness about the South Carolina vacation destination. Display drove one-third of total site traffic, enhanced branding efforts, and expanded reach in all markets where the brand advertises.


  • Drive traffic to the site and attract first-time visitors
  • Create awareness and influence consideration with potential visitors


  • Dedicate 60% of marketing budget to digital, with half of that to Google
  • Use Keyword Contextual Targeting on the Google Display Network for broad reach and high-quality traffic
  • Built mobile-optimized site featuring a simplified layout, fewer navigational options, and prioritized content for mobile audience (30% of all traffic)


  • Google Display Network drives 1/3 of total site traffic
  • Google tools and controls make it easy to track and optimize performance
  • AdWords helps contribute to $6.3B annual local economy
July 2013