HAYA REAL ESTATE, OUR SUCCESS STORY IN DYNAMIC SEARCH ADS

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Together with the Google team and applying the Dynamic Search Ads typology, we established a clear objective: to ensure exposure to all relevant searches for those users interested in acquiring a new home or a second home thanks to Haya Real Estate.

From Relevant Traffic we are always attentive to the recommendations made by the Google team that seek to improve the performance of our ads and proof of this was the presentation of the new configuration of the campaigns of Dynamic Search Ads. Para los que no estéis familiarizados con este tipo de campañas, lo que nos permiten es que nuestros anuncios aparezcan para aquellas búsquedas relevantes de los usuarios teniendo en cuenta diferentes segmentaciones así como el contenido de la página. Esta tipología de campañas indexa el contenido de la web para entenderlo y de esta forma Google Ads puede generar un anuncio con un título dinámico y también elegir cuál es la URL de destino ideal dentro de toda la estructura de la web. Probamos estas campañas en nuestros clientes y los resultados con Haya Real Estate fueron tan satisfactorios que Google nos propuso formar parte de su colección de casos de éxito en Think with Google. Haya es una de las compañías españolas líderes en la gestión de activos financieros e inmobiliarios y llevamos trabajando codo con codo desde 2015. Durante este tiempo hemos trabajado en una sólida estructura tanto en las campañas con palabras clave como en la propia arquitectura de la web mediante optimización SEO. Ambas son las condiciones ideales para probar DSA. Como poseen una amplia cartera de inmuebles en todo el territorio español, es una tarea ardua aparecer para todas las búsquedas relevantes de los usuarios para municipios específicos.

Thanks to a category-based DSA campaign setup and good optimization of the website itself, we were able to appear to users who were actively searching for properties in the areas Haya wanted to promote.

What were the results?

During the period analyzed for the success story, we found that we did indeed get 5% more additional leads, i.e. interested users who left their contact details. These leads would not have happened without this dynamic campaign segmentation. In addition, we were able to make these leads up to 52% cheaper than the total account, providing an extra volume of quality leads. Since then, we have expanded the volume of this type of campaigns by performing different segmentations to impact in a more precise way. In this way, we have been able to increase the reach of Google Ads in a very fast, controlled and efficient way towards other types of real estate searches, such as garages and premises.

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