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HOMEGURU
PPC CASE STUDY

 

PROJECT SUMMARY

R.O.I Digital has once again shown that we are the experts in Paid Media by achieving positive results in short periods of time. In addition to this, a very special client/account called HomeGuru (AUS) was optimised to the best of our ability, using all features based purely on the Search Network. Our existing campaigns are reigning the search network with a manual bid strategy that is making sure that HomeGuru remains top-of-mind when it comes to property report valuation

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HOMEGURU
THE CHALLENGE

R.O.I Digital’s relationship with HomeGuru has been coming on for quite some time. During the time working together, HomeGuru was planning to roll out some new changes to their current website/landing page. In order to maintain stable account performance, we had to keep an eye on the account. This was from a search perspective and to evaluate the impact this will have on traffic and overall website performance. The primary objective was to ensure a successful launch of the new website and have little infringements with the accounts performance as possible.  

HOMEGURU
OBJECTIVES SUMMARY

The account’s focus is lead generation. It proves to show a stable and good performance each month, with the main goal being to get conversion under AU$10 as to client’s request. In order to reach this mark in a short period of time, our main task was to optimise the account based on Google’s best practices.

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HOMEGURU
THE EXECUTION

The recommended metrics to focus and improve firstly: the quality score, ad relevancy, click-through-rates, max. CPCs and cost-per-conversion. With the combinations of these metrics, we’ve reached our goal within just over a month, spending the full monthly budget. We realised that there was a 70% lost impression share on Mobile with 40% of conversions coming from Mobile. This revealed an opportunity to us, to increase the average position on mobile devices with a suggested bid increase of 43% with cross-device conversions included.

 

The investment in top-performing avenues within the account saw to have owned the top slot on the Google Search Network with a 93% growth in non-branded clicks coming from ads in the top slot, with 10.1 x higher CTR.

THE RESULTS

To this day, the account is showing incredible results as we even got the CPA as low as AU$8.10. The other key optimisations across all campaigns were: to make use of expanded text ads, full ad extensions, implantation of RLSA and mobile bid adjustments.

 

CONVERSION RATE

14%

INCREASE

 

 

AVG CLICK THROUGH RATE

8.4%

INCREASE

AVG. CPC

AU$1.30

 

 

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