GEO restructuring in paid accounts.

To maintain the visibility of highly competitive, yet vital retirement property keywords, we decided to integrate all past purchasers and enquiries from McCarthy & Stone’s CRM with a map and overlay it with a list of selling developments, focussing on the locations we needed.

We were then able to distil the catchment areas of each location which gave us the opportunity to maintain the top positions for the important retirement property market keywords, while only targeting the actual catchment areas for each development.

INCREASE IN CONVERSION RATE + 65.11%

REDUCED COSTS PER LEAD - 48.82%


Creative Facebook retargeting.

We enhanced McCarthy & Stone’s Facebook retargeting to improve conversion rates.

Using McCarthy & Stone’s Ads and Adwords accounts, we were able to develop innovative lists, including those of users who clicked on a Facebook ad, to capture specific audiences and their interests. These lists of users would then receive specific, brand-led ads, which encouraged them to return and complete their enquiry.

+ 31.59% INCREASE IN CONVERSION RATE

+ 84.98% PAGE FOLLOWERS


New landing pages creation and form optimisation.

User testing of new landing page templates was also strategically carried out in parallel with our GEO restructuring. 35 hours was spent testing old pages with 51 participants involved to represent all of McCarthy & Stone’s core customer profiles.

From this we gathered 86 actionable recommendations which resulted in the roll out of new and refined landing page templates. The results speak for themselves:

+ 21.38% INCREASED PAID CAMPAIGN CONVERSION RATE

- 30.99% REDUCED COSTS PER LEAD

2,128 SALES LEADS PER YEAR


Using paid campaigns for organic audience growth.

We knew that an effective way to capture new audiences was to grow organic followers.

So by creating weekly ‘giveaways’ targeted at users who liked the McCarthy & Stone page, liked or commented on posts, or who were friends of existing followers with similar interests and age filters, we quickly improved McCarthy & Stone's Facebook visibility and organically grew follower numbers.

We also used our learnings about the catchment areas from our GEO restructuring to shape precise geographical targeting for each week’s giveaway.

228,995 PEOPLE REACHED

+ 15.36% PAGE FOLLOWERS



0.48
CPL

The Challenge

improving brand perception, increasing new enquiries, sales leads, ROAS and ultimately client revenue.

The Process

We worked with our partner agency Delete on this account.

The platforms included Google Ads, GDN, YouTube, Facebook and Bing and saw us employing innovative tactics such as:


GEO restructuring in paid accounts.

Creative Facebook retargeting.

New landing pages creation and form optimisation.

Using paid campaigns for organic audience growth.



The Solution

GEO restructuring in paid accounts.

To maintain the visibility of highly competitive, yet vital retirement property keywords, we decided to integrate all past purchasers and enquiries from McCarthy & Stone’s CRM with a map and overlay it with a list of selling developments, focussing on the locations we needed.

We were then able to distil the catchment areas of each location which gave us the opportunity to maintain the top positions for the important retirement property market keywords, while only targeting the actual catchment areas for each development.

INCREASE IN CONVERSION RATE + 65.11%

REDUCED COSTS PER LEAD - 48.82%


Creative Facebook retargeting.

We enhanced McCarthy & Stone’s Facebook retargeting to improve conversion rates.

Using McCarthy & Stone’s Ads and Adwords accounts, we were able to develop innovative lists, including those of users who clicked on a Facebook ad, to capture specific audiences and their interests. These lists of users would then receive specific, brand-led ads, which encouraged them to return and complete their enquiry.

+ 31.59% INCREASE IN CONVERSION RATE

+ 84.98% PAGE FOLLOWERS


New landing pages creation and form optimisation.

User testing of new landing page templates was also strategically carried out in parallel with our GEO restructuring. 35 hours was spent testing old pages with 51 participants involved to represent all of McCarthy & Stone’s core customer profiles.

From this we gathered 86 actionable recommendations which resulted in the roll out of new and refined landing page templates. The results speak for themselves:

+ 21.38% INCREASED PAID CAMPAIGN CONVERSION RATE

- 30.99% REDUCED COSTS PER LEAD

2,128 SALES LEADS PER YEAR


Using paid campaigns for organic audience growth.

We knew that an effective way to capture new audiences was to grow organic followers.

So by creating weekly ‘giveaways’ targeted at users who liked the McCarthy & Stone page, liked or commented on posts, or who were friends of existing followers with similar interests and age filters, we quickly improved McCarthy & Stone's Facebook visibility and organically grew follower numbers.

We also used our learnings about the catchment areas from our GEO restructuring to shape precise geographical targeting for each week’s giveaway.

228,995 PEOPLE REACHED

+ 15.36% PAGE FOLLOWERS



Skills Used

Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Web Development,Other

Industry

Home & Garden

Results by the numbers

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