Persimmon Homes - Reducing PPC spend

Overview

Challenge

Persimmon Homes wanted to reduce their yearly Pay Per Click spend by optimising their existing PPC work to work harder for them, with a view to increasing quality and volume of traffic to the site.

With the industry currently saturated with portal sites such as Zoopla and Right Move, there was a real need to improve conversions in all areas. Persimmon also wanted to reduce their reliance on advertising through these channels and place more prominent advertisements against direct competitors. 

Insight

A key driver in the optimisation of PPC is a page’s quality score. Strangely this factor is often ignored by the property sector, and the industry’s lack of innovation in this field was a key differentiator for us when developing this project.

Work

After a period of research and development, we came up with the idea of an intelligent PPC landing page solution. This innovative product would increase the Google quality score of landing pages and adverts to user search ratio, while increasing search engine position and reducing cost per click.

Our state-of-the art, innovative and intelligent landing page solution analyses every search query and interpret a user’s intent. It then dynamically constructs a highly relevant landing page with content relevant specific to the specific search query. The new solution led to a huge increase of ad positions, paid site visits, conversion rates and a significant decrease in cost per click.

Results

In combined campaigns, the number of clicks has increased by 541%, Click Through Rates have increased by 36%, whilst the number of conversions increased by 728%.