Knight Frank Vendor | Paid Media Case Study

Services

Paid Media

Sectors

B2C Services
Property

The challenge.

Knight Frank approached us with a mission: dramatically increase high-quality leads for their savvy clientele looking to sell their homes.

The real estate PPC market is already competitive, with lots of companies offering to sell homes quickly (some within just 7 days) — a slightly different offering than Knight Frank. When it comes to keyword targeting, exploring outside-the-box ideas that suit the same purpose was a big part of our approach, leading to positive results where we were able to qualify more high-quality traffic.

Using a combination of segmentation strategies, as well as budget phasing based on volume and historical data, we were able to improve performance across the board YoY and replicate our strategy across other service line accounts for Knight Frank.

Our response.

Our strategy consisted of a holistic and multi-layered approach, from A/B testing keyword insertion to help qualify more traffic at a cheaper cost to implementing segmented campaigns to drive visibility and volume. We shifted keyword strategies towards highly relevant audiences and made more use of advanced Search Ads 360 bidding strategies whilst maintaining a healthy CPL.

Segmented structure

By segmenting our activity based on individual objectives, we maintained a high level of control to optimise towards the best-performing locations and build on momentum while targeting more generic keywords to maintain volume and a cheap CPC.

Powerful bidding strategies

Search Ads 360 was implemented to utilise their advanced and powerful bidding strategies. Shifting away from manual bidding helped stabilise performance and give us more insight to inform budget optimisation decisions to help us strike a balance between maintaining a strong search impression share for offices. We did this whilst also sustaining lead volume and a healthy CPL.

Budget phasing optimisation

Based on seasonality trends and historical performance data, we were able to phase budgets using insights from both. In turn, we minimised wasted spend and high CPLs in quieter months whilst building momentum in busier periods throughout the year.

The impact.

Through the above marketing tactics, reviewing performance for 21/22 compared to 20/21, the results speak for themselves.

Overall lead volume has increased by +1,420% YoY, with overall Cost Per Lead decreasing by -77% YoY. The overall conversion rate has improved by +205%.