Lead planner: Hannah Kimuyu.
Our challenges were to increase online visibility and build awareness beyond the South East, tapping into nationwide property searches, and to improve the quality of traffic through search engines by securing targeted sponsored ads. We aimed to increase the website's keywords from 30,000 in 2006 to two million for 2007.
Our target audience was users conducting property-related searches in England and Wales. Our strategy was to develop a large-scale pay-per-click (PPC) campaign. This involved a keyword expansion programme extending to new regions and the creation of hundreds of landing pages and ads.
Following keyword research on search behaviour, which gave us millions of search terms that could be incorporated into the campaign to attract traffic, we created groups of keywords focusing on everything from the obvious (such as location, postcode, house and flat) to specific long-tailed terms. We built and maintained a detailed campaign, with frequent data updates from the client's database. We then generated keyword-specific ads around products and categories, before split-testing a series of ads to see which gained the most relevant click-throughs, and uploading the final ads onto the client's search engine account. This strategy enabled us to cover every target region and ensured maximum exposure for the client's inventory.
The campaign resulted in a 37% rise in year-on-year PPC traffic. At its height, it generated 334,000 clicks to FindaProperty.com in a month and achieved an above-average monthly click-through rate of 5.8%. Incorporating ads on Google and Yahoo, total campaign spend in 2007 was £293,517. This yielded 3.8 million clicks at an average of nine pence per click. It also brought in 131,351 conversions with an average cost-per-acquisition of £2.23.
Hannah Kimuyu, lead planner Greenlight
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