Merkle

London, United Kingdom
Founded: 1971
Staff: 180
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Skills
Online Marketing
Online/Digital
Paid Search
Digital/Web
Conversion Rate Optimisation
Advertising & Media
Web Measurement & Analytics
Marketing
Advertising Agencies
Email Marketing

and 37 more

Clients
Aviva
Rentokil
Tesco
Roland Mouret
Canon
NOW TV
Mulberry
Morrisons
Warner Bros
J.P. Morgan

and 32 more

Sector Experience
Automotive
Charity
Fashion
Legal
Media
Public Sector
Retail
Travel
Finance
Publishing

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Zoopla | Zoopla's Dynamic Campaigns Increase Click Volume by 106%

Property websites have the potential to attract millions of users on a daily basis. For a company operating in such a competitive space, Zoopla was faced with a dilemma; how could they ensure they were actively advertising for every location for which they had inventory, without casting the net too wide and spending money on users not in the market for a property?

The digital marketing team at Zoopla recognised that native advertising would work best with these conditions, and PPC would provide the level of specificity needed to attract relevant traffic to the website. With this in mind, Merkle | Periscopix were tasked with the following; how could we advertise on every possible property location and property type, with ad content directly reflecting each search query? To caveat this, could we achieve these goals whilst maintaining strong acquisition metrics?

Strategy

Targeting by specific location

The first step was to make changes to Zoopla’s property feed so that it contained all of the required information, such as the number of properties available by location, number of bedrooms and average property prices. It was then integrated with the inventory management feature of DoubleClick Search, allowing the creation of dynamic ad copy reflecting current availability.

Simplified campaign management

DoubleClick Search also offered custom variables and rules so the team could make changes to the feed in real-time without the need for back-end development on the Zoopla property database. Meanwhile, the use of advanced templates for ads and keywords reduced the time required to build a campaign without compromising the granular detail with which they could be managed.

Results

Since campaigns are now created dynamically from data contained within the property feed, optimisations have become more efficient and the need to create manual updates has been removed. The budget spend on advertising for the London market has decreased by 17%, which can be reallocated to regions that were previously not covered. And despite the budget decrease in London, the following results were achieved:

  • Number of leads in that market increased by 22%
  • Overall the cost per acquisition dropped by 31% from the previous year.
  • Click-through rate for Zoopla’s ads went up by 40%
  • Volume of clicks increased by 106%

Tags

PPC
Paid Search
Search
CTR
DoubleClick
DoubleClick Search
Dynamic Campaign
Click Volume
Custom Variables

Clients

Zoopla