LUXURY AUCTION HOUSE IN THE REAL ESTATE SECTOR
1200% growth in Conversions in two months
Our client, a Luxury Auction House in the Real Estate sector, went from 6 conversions to 77 in two months, and increased their conversion rate from 0.20 on average to over 2% on average for campaigns targeting similar properties in the luxury space.
+971%
Increase in Conversions across
Google Ads Campaigns with a 22% increase in ad spend
-83%
Reduction in Cost/Conversion across all Google Ads Campaigns
+1460%
Increase in Conversion Rates across
Google Ads Campaigns with a 22% increase in ad spend
THE COMPANY
Luxury Auction House targeting affluent owners of multimillion-dollar real estate
Our client is a market leader in its field, with an exclusive concept and business model they have trademarked, and which they are known for, brokering the sale of multimillion-dollar real estate to affluent owners from all over the world, looking for gold-gloves and a best-in-class buying experience.
THE CHALLENGE
Improve Conversions in Google Ads as a Market Leader
We saw an opportunity with this client to improve effectiveness of their Google Ads’ campaigns, without diluting their brand message, and keeping into account their positioning as a market leader, especially as other competitors had started to emulate their concept and business model.
WHAT WAS OUR GOAL
Expanding the reach and effectiveness of the client's Google Ads campaigns
To optimize keywords and ad copy to drive conversions from targeted buyers
With luxury properties, there’s no shortage of Google searches. We were aware from the beginning that one of the risks involved in advertising the luxury real estate our client brokers had to do with attracting browsers, instead of potential buyers. It was thus imperative to select for the optimal keywords, and ensure that our campaigns would attract actual potential buyers.
To restructure our client's campaigns in order to drive more conversions
The second step involved restructuring our client’s campaign to ensure their ads would accurately match the prospective buyer’s search intention, and thereby drive a higher number of calls and forms filled to join our client’s exclusive auctions.
To ensure conversions on the site would lead to actual sales
Our ultimate goal was that, by increasing relevancy between keywords, ad copy and landing pages, we would drive down the cost per conversion, drive up conversions and thus drive up the final sale of luxury real estate. Not only did we focus on increasing our partner’s prominence as a market leader in their field, but ensured they would see better results from their advertising efforts.
THE SOLUTION
Implementation of a hyper-targeted Google Ads strategy based on A/B testing, with a clear focus on quantifiable business results.
We decided to tackle this challenge by focusing on our best-in-class keywords research strategy, which takes into account seasonality, competition trends, and demand, and structured our campaigns prioritizing effectiveness, simplicity and efficiencies.
OUR RESULTS
Increase in impressions and conversions
Since we started working on their campaigns, our client has seen an increase in impressions in Google Ads, gained market share, and seen an up-spike in conversions from qualified leads.
The implementation of an effective campaign structure has resulted in a higher reach, with more keywords leading to conversions, eliminating reliance on brand-keywords.
Improve ROI
In a digital ecosystem in constant evolution, and in a sector with incoming suppliers, being willing to test and learn it’s key. That’s why we relied on A/B testing from the very beginning to inform our decision, and drive an increase in conversions without increasing ad spend. This allowed, in the course of almost three months of working on our client’s campaigns, to drive up their returns on Investment.
