Best Use of Search Winner - Real Estate & Property
Aspire Post Oak appeals to renters with a household income (HHI) of $150K or more. Our approach to targeting was specific to both audience demographics and keywords for search and custom audience targeting on display. In addition, luxury ad copy and imagery played a key role in attracting high income renters. We built a strategy to negate all users who fall within the lower 50% HHI demographic audience. While this isn’t a guarantee to reduce low income users, we felt that combined with a negative keyword list (cheap, affordable, or queries with price qualifiers), it would increase our campaign efficiencies. After determining initial audience filtering, we decided to split our search strategy into two campaigns to be more purposeful with our keyword strategy.
Overall, the PPC campaigns drove 49,000 ad impressions and 7,000 ad clicks over a seven-month timeframe. This was an average click-through rate of 14%, indicating that we hit above industry average targets for the property.
Our main indicator of success was achieving a 5.06% average conversion rate for search, which indicated that we were reaching double the average for the industry (Wordstream 2.47%). We found our highest success with the nationwide campaign, with a 5.76% average conversion rate. This resulted in hundreds of apply now converstions for the property, helping to keep it leased up!