Case Study

Residential property developer chose Red Ant to deliver a structured and measured campaign to improve their conversions

Brief

CALA Homes are committed to not only building outstanding homes, but to providing excellent customer service. Properties are in development in Scotland & England and CALA enjoy a reputation for developing stylish developments with a high quality finish on apartments, family homes and luxury detached properties.

Previously, CALA Homes marketed across the internet on portals, in email and search marketing. There was a lack of optimisation in the webpages and so search position was very low for key search terms. The paid search campaign was very basic, described as a ‘cloud campaign’ which aimed at quantity rather than qualification of traffic.

CALA Homes chose Red Ant to take over and improve the account as it recognised Red Ant’s knowledge of search marketing in the housing industry. After reviewing its paid search marketing campaign, Red Ant supplied CALA Homes with a brief of the approach to the management and steps we would take to improve the campaign.

Due to the large number of property portals that exist within the Cala Homes site, Red Ant targeted and attracted the relevant audience for the properties at each development through specific key phrases. The efforts needed to be measured, so Red Ant implemented a tracking of the website with Google Analytics to get insight into the campaign results.

The results of the digital campaigns

Cala Homes now has a highly targeted paid search campaign, with keyword groups supported by precise adverts for each development. Using the information from CALA about the properties, Red Ant send paid search traffic directly to the most relevant page of the website at a keyword level. The PPC campaign is continually being monitored and revised to ensure maximum ROI across the search platforms for Google, Yahoo and Microsoft search.

The webpages are optimised to reflect the content of the website in very basic but effective optimisation techniques. Red Ant now consult with CALA Homes to drive improvements through development of the webpages so that its website is a stronger sales tool.

How we changed the results

The impression rate of the adverts did fall, but we expected that as keywords were chosen with the intention of targeting the correct online audience for CALA Homes. By doing this, paid search conversions have increased by 223%. The reason for this was that the traffic previously was not qualified at such a heightened level and was almost irrelevant to CALA Homes, and the chances of an enquiry were slim.

Whilst managing the campaign, we add more keywords for longer tail search and use match types to discover new search terms and drive down CPC.

Through working with CALA Homes, listening to their business aims, we’ve turned things around for their search marketing and given the campaign a great new start and future.

• Conversions increased by 223%
• More qualified traffic with a conversion rate of 3.32% against the previous agency conversion rate of 0.62%.
• Stronger results presence for targeted keywords
• Campaign monitoring has enabled CALA to make informed marketing decisions