How We Helped A Co-living Start-up Increase Conversions, Closure Rate And Improve CTR by 5%
Overview & Challenge
The client is a Belgian Start-up that offers an innovative co-living experience, perfect for young individuals who seek a unique and affordable living option. It showcases rooms for co-living available for rent in Madrid, Brussels, New York, and Paris, with world-class amenities, modern features, and competitive pricing.
The business faced several challenges in optimizing its advertising campaigns.
The tracking was not configured properly. As a result of conversions being imported from the UA and secondary conversions being set as primary, the algorithm was optimized for users which were not much interested in the service.
Overall, the account structure was too fragmented or complex. Additionally, there were too many similar keywords in the account, which limited traffic generation.
The use of only one RSA per ad group also prevented experimentation and performance improvement. The business also faced seasonality issues, as lead generation was critical when new houses were opened or when co-living houses had vacant rooms.
The Solution
Account Optimization
We optimized the account for Google's algorithm, categorizing campaigns by location and service.
We launched French and Spanish-specific campaigns, refined keyword targeting, and integrated 3 RSA to boost ad performance.
Recalculation of Target CPA
The recalculation of the target CPA was carried out to determine the real CPA that would be starting optimization point.
Enhanced Conversion Tracking
Unification of the primary conversion across all accounts and enhanced conversion tracking were implemented, aimed to provide a more streamlined and accurate method for measuring conversions and optimizing campaigns.
The Results
Increase of the Number of Conversions
Considering the seasonality of the business and developing a more assertive advertising strategy during periods of increased demand, ads generated more qualified conversions since the commencement of the account management on October 1st.
Increase of CTR by 5%
Regarding the improvement of ad copies and optimizing account structure, a 5% increase in CTR has been observed.
During periods of decreased demand when all rooms were booked and ad budgets were reduced, CTR declined but overall growth rate remained positive.
Increase of Closure Rate
The implementation of enhanced conversions resulted in a notable increase in closure rate, indicating that it was effective in generating more successful conversions and affected the overall performance of the advertising campaigns.