Structured search marketing

Brief

CALA Homes wanted to improve its paid search account to:

• drive highly targeted and relevant traffic towards the website via Google AdWords
• increase the exposure of developments across search as a whole

Red Ant strategy

• Restructure CALA Homes’ PPC account and perform keyword research for over 30 developments in the CALA Homes portfolio.

Tactics

• Unique page titles and meta descriptions make use of targeted keywords for optimisation
• Continual monitoring allows  CALA Group Marketing to understand which channels give response and how to effectively spend budgets online
• Webpages are optimised to reflect the content using simple but effective optimisation techniques

Results

• Conversions increased by 223%
• More qualified traffic with a conversion rate of 3.32% against the previous agency conversion rate of 0.62%
• Stronger results presence for targeted keywords
• Continuous improvement through consistent monitoring