A main marketing goal for Newport Apartments is to acquire new leads via their website to fill up the available vacancies. To accomplish this, Newport needed to improve conversion rates from their Paid Search campaigns and drive significantly more high-quality site traffic. Additionally, their budget was being allocated to poorly chosen keywords, and their search terms report was not being analyzed on a regular basis. Once we were able to identify these key issues, our goal was to help Newport increase market share and total volume of qualified leads, while generally maintaining the cost structure with liberal allowance to ramp up budget and spend as necessary.
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.
We were able to meet Newport’s goals of increasing the volume of high-quality leads while maintaining the same (or better) ROI. Newport’s budget and ad spend were increased, but the efficiency with which we converted leads stayed the same or improved, with a greater volume of leads overall. The entire customer experience was improved end-to-end across the entire funnel, as the ad copy and landing page were substantially improved. The follow-up via better tracking and remarketing also ensured that we were able to make the best use of our data, and re-engage an interested audience. By optimizing their Google Adwords efforts we were able to combine prospecting, new customer acquisition, and brand building all into one effort, which allowed Newport to grow revenue with minimal loss in ROAS efficiency. Overall trans-actions were up 46.84% YOY, and continue this trend three years in a row.
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