Driving lead volume and a drop in CPL YoY
Our ads were seen by 884k users, with traffic to the site increasing by +400% YoY, leading to a significant drop in cost per lead (CPL) of -77% and lead volume increasing by +1,420%.
Knight Frank - Vendor
Knight Frank is a market-leading, internationally renowned estate consultant, which has been providing innovative property solutions for over 125 years, with 384 offices and 16,000+ employees across 51 territories. To support in increasing the volume of high-quality leads for users looking to sell their homes, we implemented and optimised campaigns targeting key catchment areas across the UK.
Services provided:
Paid Media
Our Strategy
Knight Frank has entrusted us for over 2 years to run PPC activity for multiple service channels across their offering. These have consisted of lettings, landlords and vendor services, whilst also protecting their brand name within the SERPs.
When it comes to our strategic approach, we used segmented campaign structures, shifted keyword strategies towards highly relevant audiences and made more use of advanced Search Ads 360 bidding strategies. This strategy has allowed us to see great results over 2020-21, particularly within our Vendor account, where we targeted users looking to sell their property within the UK.
The Challenge
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.
The Approach
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 through to implementing segmented campaigns to drive visibility and volume. And we did all this whilst maintaining a healthy CPL.
Segmented Structure
Through segmenting our activity based on individual objectives, we were able to maintain 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 to 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.
Results & Stats
400%
increase in Clicks
200%
increase in Conversion Rate
1,420%
increase in Leads
-77%
decrease in Cost per Lead
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%.
Looking Ahead to 22/23
Moving into 22/23, we were able to utilise both historical data, and seasonal search volume to once again phase budgets towards peak periods throughout the year. To help scale the account, we’re looking to expand our targeting to reach areas close by to office locations, in turn increasing lead volume over time.