A tiered cost allocation approach for Tilia Homes

Our paid search strategy for property developer Tilia Homes is to generate as many customer enquiries as possible at the most efficient cost. The challenge we had was that highly-demanded developments would mask performance and drive budget costs and enquiries, taking the opportunity from low performing areas to gain search visibility.

Services:   Paid search through Search Ads 360

How we helped

Our paid search strategy for property developer Tilia Homes is to generate as many customer enquiries as possible at the most efficient cost. Tilia Homes has a wide range of developments across the country with varying levels of demand, customer reach and enquiry levels. Our search bidding technology through Search Ads 360 allows us to manage costs and automate budget management based on a blanket cost per lead enquiry (CPL) goal, applied across all targeted areas.

The challenge we had was that highly-demanded developments would mask performance and drive budget costs and enquiries, taking the opportunity away from low performing areas to gain search visibility.

We tailored our keyword bidding approach based on search demand and available enquiry data on a development by development basis. We decided to move away from an overall blanket-cost goal application so that all development budgets could be utilised fully, rather than having low performing areas being lost in the data.

To make the most of bidding strategies within Search Ads 360, we created a tiered keyword bidding system, allowing different targeted CPL’s for different developments, without going so granular that there was not enough data to generate enquiries.

To split out the developments into three initial categories, and have a high, mid and low range target CPL, all with target CPL’s under our industry benchmark. The developments were split out by their current CPL’s rather than having an even number of developments in each tier. Once the algorithm learning phase had been completed for each strategy we expected an improved overall CPL, with enquiries coming from every development.

Having the three different tiers would allow those with naturally low CPL to continue to lower their CPL, and gave those that were naturally poor converters the opportunity to get enough data through to start converting better themselves. Once the conversions started improving it allowed us to lower the target for each of the categories.

Results

94%

Increase in Leads

The number of leads naturally increased as more traffic filtered through, it allowed the high CPA development to get conversions, and it allowed the low CPA developments to squeeze even more out within the budget.

35%

Decrease in client CPL

Budgets remained the same, so naturally, an increase in leads meant a better CPL.

50%

Increase in Lead Generation Rate

The lead generation improved due to the amount of data flowing through across all developments. Previously some developments may have had throttled spend, having little consistency with finding converting keywords, but the more data allowed the algorithms to learn which keywords to prioritise more per development.

100%

of Developments

100% of developments contributed to the new and improved CPL.

What the client had to say...

“The team as Focus on Media have been proactive in finding innovative solutions to our business needs. The delivery and continued optimisation of our Paid Search and Social campaigns, has meant that we have seen a significant increase in warm leads over the first months of 2021. Focus on Media understand our sales strategy, and have worked in collaboration with our sales team to ensure that our paid media is not only driving high numbers of leads, but also genuine, relevant, and timely leads, more likely to convert into a sale.”

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Gleeson Homes

Our partnership with Gleeson Homes commenced in June 2020 and after our initial scoping exercise, our first priority was to drive down the average cost per leads (CPLs) from the core digital media efforts.

What was achieved

  • In the first 6-months of us working with Gleeson, the area composite ads generated 3,505 leads (that represents about 35% of all leads)
  • Our audit of the GTM and GA resulted in us fixing a broken tracking pixel on the Enquire Now button.  Data within GA showed that this had been faulty for at least six months
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