Strategic spend optimisation based on demand

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Case Studies
Knight Frank International Paid Media

Services

Paid Media

Sectors

B2C Services
Property

The challenge.

Knight Frank, UK’s top real estate consultancy, entrusted us to run PPC campaigns across Lettings & Landlords, Vendor, New Homes and International services while protecting their brand in SERPs. Despite strong initial results, we saw room for improvement, especially for their international branch.

We analysed seasonality, internal priorities and historical data to optimise budget allocation. We created a ‘Search Volume Heatmap’ to ensure efficient budget allocation and implemented global targeting, broad match keywords, and automated bidding strategies

Our response.

Historically, the budget was evenly distributed throughout the financial year. However, the seasonality of a fast-paced industry like real estate was not being considered.

We looked at seasonality trends alongside internal priorities and historical performance data in a bid to drive a strong volume of leads within budget. We also brought learnings from our 2021 in-platform data and PPC stats to pinpoint when/where our target audience was searching for property. Combining all that data and applying creative thinking, we formulated a ‘Search Volume Heatmap’ which overlayed KF’s property stock for each country so that we could ensure budgets became efficiently distributed.

The heatmap also complements other tactical elements, including:

Global targeting of countries/cities: Using data to segment beyond country-level to key individual cities, followed by data analysis to inform exclusions
Broad match keywords: Reach target audiences migrating from exact match keywords to wide ranging algorithm generation
Automated bidding: Advanced SA360 bidding strategies utilised to complement broad match strategy

The impact.

Results for Q122 have brought major YoY increases, exceeding our targets. While we targeted a larger market with an increased budget, the true contributor is our innovative data-led strategy and reactiveness to key updates within the international real estate market.

26%
Increase in conversion rate
83%
Increase in conversion
-14.5%
Decrease in cost per lead

Knight Frank is a large global organisation with a vast Paid media strategy, to which our account team at Passion are pragmatic and quick to respond. Passion are a true partner to Knight Frank and we would highly recommend their paid media team. Thanks to them, we’ve definitely made considerable improvements to the technology we’re using. As a result, we’ve automated our ad efforts and saved a lot of time.

Passion is very transparent and honest. Additionally, the team is very agile and cost-efficient — they provide a significant amount of value for the price.

Anonymous

Head of Social Media

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Strategic spend optimisation based on demand

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