HomeMy WebLinkAbout12-13-2018 Agenda PacketApproved
HOTEL/MOTEL TAX FUND 2018 BUDGET
Revenues:
Hotel/Motel Excise Tax
Investment Income
Total Revenues
Expenditures:
Administration
Tourism Manager Salary*
Marketing Consultant
Travel
Dues
Conference Fees
Meetings
Printing/Promo Supplies
Subtotal
Marketing
Media Buy,Trade Shows, Digital
Web Site
Multi Media
Subtotal
Community Grant Program
Subtotal
Total
L
g Fund Balance
q Reserves**
YTD YTD as of
10/31/2017 10/31/2018
$86,170
$1,150
97,320
$35,835
$2,500
$0
$500
$60
$35
$105,440
$�,2�3
$108,6731
$45,265
$3,000
$476
$500
$490
$131
$o $1,11T
930 $50,979
$42,854
$2,445
$540
$45,839
$7
YTD 1 $92.269
"The FICA, Pension, Industrial Insurance are lumped into
this line item and are paid by the City.
"The City recommends that Contingency Reserves
should equal 20% of budgeted annual expenditures.
$11,405!
$2,4251
$591
$14,420,
$31500
2018
w/BA#5
$113,300
$400
$1139700
$46,125
$10, 300
$1,030
$515
$515
$515
$2,800
$61,80
$134,595
$2,575
$1,030
$138,200
410,300
$2107300
r2018
36,57342906094,513
CHOOSE
ADVENTURE
PERFORMANCE REPORT
WASHINGTON
EXPLORE
ogu6u��
EXPLORE ALIB URN.COM
Qryoflw
Fnm Ocf22,2018 to Nov 21.2018
Created On Nov21. 2018
Choose Your Own Adventure - Week 4
We have reached the end of the first month of the Choose Your Own Adventure campaign.
In Week 4, we disabled all of the Google Ad Words ads except for the Puget Sound region. This was due to the majority of the searches being casino -
related and likely irrelevant to people searching outside of our region.
The campaign will be paused over the Thanksgiving holiday weekend. We will analyze the stats over the weekend to decide if any other placements
should be discontinued for next month due to the reduced budget.
ICAMPAIGNSNAPSHOT- PAGEII
cMoffu n-
rrom Oct22.X18 to Wv21.2018
Cmated Oo Nov21.2018
Summary
These are the top -line statistics for the ad campaign. The Overall Stats are combined statistics across all of the different advertising platforms. It also shows each platfo rm's combined total stats. An
impression is each time an ad is loaded on a page. a click is when someone clicks the ad and is taken to the ExploreAubum.com website and CT R stands for click through rate which is the percentage
of people who are served the ad who then click on it. Impressions are capped at 3x/day per individual device.
r overellstats
p Banner
f_ racebooNnstapam
PE
CoatamerbameY
A Goorle Ad Words
680.53K 1.73K 025`-s326.?2K 1.15K 0.35°S
i EaplervA bums.. WebslteTn/ik
j7_ L-K i '3; 0.59 1.39K don s; 74.46�r
I PERFORMANCE BY REGION - PAGE 11
CiyofPu n®
From Oct22.2018 to 1,1ov21.2o18
cleated On 1,1ov21 W18
Summary
This section shows the ad performance by broad geographic reg ion. The top four boxes show combined totals from all ad platforms and then they are broken down by platform below those. CPC is
the cost per cl ick which is the average cost to show the ads to get someone to cl ick on them. Post engagement for Facebook represents the number of times someo ne interacts with the ad whether
clicking on it to visit the website, leaving a "Like"o r other reaction, sharing it or leaving a comment.
11110 California
05 Puget Sound
D mneer
E
.80K 9.46K 0.0
r Portland
lranfeYYlr
0 �: XKI -
I ') XK]
L68.65K ?.'14K 0. 6 336-3SK 1S: k 0.45%
Piarem nl
tt apnasbm
TotNMMM
CTR
CPC
CaWt,mo-Banner
145.492
317
0.22%
S0.48
pt, t -8amer
170.MS
201
0.179,
$5.97
Pugetsound- Banner
209783
371
0.18%
$566
Vancou.or-Banner
123.372
734
0.59%
SL69
Total
648,992
1,703
0-26%
f378
d BanlerCTR
0.8
0.6
0.4
0.2 .0
Cali ,rtia-Banner Pa rdand- Banner Puget So und- Vanaouve, Banner
PERF0 RMANCE BY REG IO N-PAGE 2 1
Cdyof Auburn®
Fr,,. Oc1222018 to Nov212018
Creited0. Nov21 M18
f. Facebook
Adset
Puget Sound -FB4G
Ufifornia-FBAG
Portland-FBAG
Vancouver-F&AG
Total •
w Go.CIe AEWords
Cairyabn Name
Q ose Your Ov / nture-Puget Sound
Choose Your Own Adventure-C Ifornm
Oaoose Your Own Adventure -Vancouver
Choose Your Own Adventure - Portend
Total •
kgrerstwls
CRcb
CTR
CPC
Pbsl Engagement
174.1W
L033
0.T
$0.98
L067
119,485
886
074%
$0.91
755
217045
L239
0.57%
$0.94
L013
160.762
547
0.34%
S147
454
671A31
4,005
0.60%
$0.99
3,289
kyresabns
Clicks
CTR
84.732
435
0.51%
101.825
255
0.25%
51251
241
0.46%
71,651
184
0,26%
310A59
1,115
0.36%
f— Facebtwk CTR
0.8
0.6
F 0.4
u
0.2 ■G
Puget Sound-FB/IG CaBfornia-FBAG Portland-FBAG Vancouver-FB/IG
Gnogle Ad Words CTR
Avg.CPC 0.6
$L60
$2.23 0A
$135
■ ■
$3-26 0.2
$2.18
0
Choose YourOwn Choose Your Own Choose YourOwn Choose Your Ov
Adventure- Adventure- Adventure- Adventure -Puget
Vancouver California PorBand Sound
IPERFORMANCEBYAD- PAGEII
cmnrw,nnrn®
From Oet22.2018 to 14ov21.2018
Create60o Nov21. 2018
$ummary
This section shows the ad perfo rmance by ad set and individual ad. For the banner ads, it shows each size of the ad within a particular ad set with a combined total at the top. For Facebook and
Google AdWords there is only one ad per set so there isn't a combined total.
V Banner -Dance Big
Ad
$t bpnrssbns
TatalMClkln
CTR
CPC
Total 0
142,340
369
0.26%
$179
CYOA-Dance Big 160x600
16,017
55
0.31%
$313
CYOA-Dance Big-300x250
69.930
138
0.20%
$4.81
CYDA-Dance Big 300x600
22252
55
0.25%
$431
CYOA - Dance Big 728.90
32,141
121
0.38%
$268
D Banner -Dine Big
An
1l Imprtssbns
Tatalbt&la
CTR
CPC
Total •
147059
310
021%
$4.66
CYOA-Dine Big-160x600
19,195
51
027
$a45
CYOA Dine Big-300x250
A978
110
0.16%
$6.22
CYOA-Dine Big -300x600
14.370
74
0.52%
SZ12
MA -Dine Big -728 x90
42.516
75
0.18%
$5.68
p Banner-PlaYBig
A,,
It Yninessens
TQWMCgan
CTR
CK
Total 0
122,483
322
026%
$177
CYDA-Play Big-160x600
16.443
24
0.15%
$6.67
CYDA-Play Blg-300x250
55.008
112
0.20%
$4.75
CYDA-Play Big-300x600
11792
41
0.30%
$362
CYDA-Ptn8ig-728x90
37240
145
0.39%
$257
e cty o+Apburn®
PERFO RMMCE BY AD - PAGE 2 1 F.. a122. zo1a to ran.21.2B18
Created On 14ov21.2018
P Banner -Save Big
Ad
13 Yryrezzions
Toul A6 Clkkz
CTR
CPC
Total 41
137,412
354
0.26%
S3.82
C A -Save Big-160x600
17.909
38
0.21%
$4.41
C C,A-Sane Big-300v250
58,540
136
0.23%
$4,19
C A -Save Big-300x600
19108
78
041%
$2.58
MA -Save Big 728x90
41,855
102
0.24%
$4.04
Da Banner -shop Big
Ae
it bpmzzbns
Total A4 Cllcks
CTR
CPC
Total O
131.287
370
0.28%
$3.51
C A Shop Big-160x600
12465
41
0.33%
$2.98
UOA-Shop Big 300x2%
%554
125
0.22%
$4.33
CYOA-51,op Big - 300x600
21.567
72
0 33%
$3.19
CYOA-Shop Big-728x90
40J01
132
0.32%
$3 06
f— Faeebp9k
Ad
L`- Yryrezxbnz
tech
CTR
CPC
Post Engagement
Total 81
703,096
4,161
0.59%
$0.99
3,415
C A -Dance Big -FM
239,359
1.830
076%
$0.98
1,366
UOA-Dine Bg -FSXi
96,663
350
0.36%
$1.11
326
C A-PmyBg.FBMG
196,107
1,461
0.75%
$0.92
1.210
CYOA-Sa Sig-FB
65.396
136
0.21%
$L58
129
CY A -Shop Big-FBMG
105,561
384
0.36%
$1.05
364
IPERFORMANCE BYAD-PAGE 31
City of Au rn®
From Oc02.2018 to N.v21.W18
Croated On Nov21.2018
A Gooale Ad Words
AdGmuP
Total •
PLAYM
SHOP BIG
DANCEM
DINE BIG
SAWAIG
Ynpresslons
C cl.
RP
Av .CPC
326,723
1,152
0.33%
$2.19
152,384
�2
0.26%
$2.39
"AM
=02
0,86%
$209
62.680
220
0,35%
$2.16
22.990
76
0.33%
$198
4Z175
52
0.12%
$1,91
. cmnra,be.e®
OTHER KEY METRICS - PAGE 1 From Oar 22 2018 to 11nr21. MI8
healed Oe no.21.2018
seaman
This section has miscellaneous campaign stats. Time on site shows the average time in seconds that someone spends on the site broken down by region. The keyword list displays the top words
used in Goog le searches that causes one of our ads to display.
i Avenge Tlmeoo Sh.
00.14
00:12
00A0
c
0
00U8
O
co
N 00:06
Q
00 04
0002
0"o
BrNsh Columbla
CarrforNa
Oregon
Washington
Cityot AobomO
OTHER KEY METRICS - PAGE 2 From Oct22.201gto Nov21,2018
Created Oo Nov21. P18
A Ted 10 KeTmorde
Me w
Roca ns
C-ks
Aag.CK
oa0elslore
32.456
.U6
$139
cirvotwb rn
118I3
171
$169
pdmot
2,101
156
SZ13
C.. games
8 883
55
$2 67
a games
26.303
38
$139
moktk
1594
32
$2.88
casmo
15.165
l0
1152
wbumsmre
861
n
$1.65
casinos
13.652
21
i187
dubnig6tcWb
3.686
19
$118
GLOSSARY OFTERMS-PAGE I
cnoia,w.,,®
FMM Oa22,2018 to Nov21. 18
Created On Nov21. 2018
Ad Fraud: Ad Fraud is when a company knowing ly serves ads that no one will actually see as a way to drive'views' and revenue. For example, a website can use bots to automatical ly ref resh its
pages in order to register a high number of page views and appear more attractive as an inventory source on ad exchanges.
Average Session Duration: P rovides a top-level view of how long users are spending on your website. Goog le Analytics does not count time fo r the last page viewed during a session. This means
that average session duration wil I tend to be skewed lower than the actual amount of time people are spending on your website.
Bounce Rate: Bounce rate is the percentage of sessions with a single pageview. Bounce rate can provide top-level i nsig hts about the performance of your content. It's also impo rtant to apply
context when analyzing bounce rate, since some pages will deliver all of the information somebody is looking for on a single page, torexample, a store locator or a blog post.
CPC (Cost per Click): CPC Stands for Cost per Click. T his is the price paid by an advertiser for each ad click received.
CTR (Click-Throug It Rate): CT R is a metric that measures the number of clicks your ad (s) receive per number of impressions.
Impression: I repressions are so metimes called a view or an ad view, is a term that refers to the point in which an ad is viewed once by a visitor, or displayed once on a web pag e.
Keyword: Goog le Analytics provide details about the keywords people use in their searc h to f ind your website or that trig ger an ad to be displayed.
Pageview: A pageview is reported when a pag a has been viewed by a user on your website. In the Goog le Analytics pag es report, by def ault, your pages are ordered by popularity based on
pag eviews. This al lows you to see which content is being viewed most of ten.
Post Eng age ment: T he total number of actions that people take i nvolving your ads. Post engagements can i ncl ude actions suc h as reacting to, comment i ng on or sharing the ad, clai ming an offer,
viewing a photo or video, or clicking on alink.
Session: A si ngle visit to yo ur website, consisting of one or more pag eviews. The default session ti meout is 30 minutes, which means that if someone is inactive on your website for over 30
minutes, then a new session will be reported if they perf orm another interaction.