Denver Parade of Homes Success Story

Situation

The Denver Parade of Homes has seen longstanding success with their multi-week home showcase since the 1950s. For many years, Parade advertising was done primarily through print media. However, as the world has become more digitized, the Parade was throwing money away — quite literally — in the form of their unused print magazines. After witnessing this waste year-after-year, the Parada saw an opportunity to reach new, highly qualified audiences with digital media.

In 2019, Volume Nine helped the Parade of Homes launch its first-ever Google Ad campaign. The focus was on driving qualified audiences to schedule a tour and participate in specialty events Paws on Parade and Chefs on Parade. These ads drove over 4.3 million impressions and increased site sessions by over 104%.

2020 was a year unlike any other, with the COVID-19 pandemic. Luckily, the work to move the Parade to digital advertising helped make it less bumpy for a traditionally in-person event. Virtual home tours were made available, and we were able to continue to build upon the success we achieved with the previous campaign. In case, we drove the cost of Google Ad impressions down by 41% and increased impressions to over 11.8 million.

Strategy

Our Plan for Google Advertising
Launched a top-of-funnel campaign to introduce, educate, and build awareness of the event and the special virtual offering.

Examples of Google Display Ads

Denver Parade of Home Example Display Banners

Results

In 2019, V9 was presented with essentially a blank slate for the digital advertising strategy.  By creating Google Display Ads, we were able to:

  • Increase site users by 56.31% over 2018
  • Increase site sessions by 104.35% over 2018
  • Drive 34,450 clicks during the campaign 
  • Attract 4,356,582 impressions 

With paid advertising, we were also able to target people in their target audience, see how many people were clicking on ads, which ads performed better than others, etc. This offered unprecedented insights into the Parade of Home’s audience and conversions, whereas before they only had the number of magazine sales and locations to drive decisions. 

Building on their 2019 paid ad campaign success, V9 also supported the Denver Parade of Homes through what could have been a much rougher season in the Spring of 2020 due to the COVID-19 virus spread. By shifting the ad campaigns to a virtual parade, we were able to successfully attract: 

  • 11,803,251 impressions
  • 59,965 link clicks
  • 3,084 conversions

The virtual parade’s campaign also only cost $0.85 cost per 1,000 impressions — 41% less than in 2019. The average cost per link click also decreased to $0.17, making this a successful campaign with higher ROI for the Parade overall.

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