After a full account review, POM’s Paid Search team focused on custom and thorough creation of key terms to boost campaign efficiency. By segmenting these key terms under highly targeted ad groups and adding negative terms, the team was able to tighten Newport’s campaigns and strategically distribute spend. Premier started by building Newport’s Google and Bing accounts from scratch, focusing on three key areas: controlling performance more efficiently, creating detailed segmentation, and tightly aligning keywords with ads to tailor the ad experience to searched products. This effort allowed Newport to significantly increase website traffic, efficiently scale across multiple channels, and surpass expected revenue goals. Premier also supplied Newport with regular site audits and conversion optimization advice, identifying potential conversion road-blocks, layout, and design opportunities to improve the customer experience, and suggesting additional dev tweaks in the process. Newport’s team relied on Premier’s expertise to help steer its development in the right direction and used that advice as a springboard to create a truly successful leasing experience.