UniversityHaus: Elevating Student Housing CTR by 40% with a 28% Drop in CPC

Challenge:

Efficiently increase qualified leads within the existing budget. The account faced challenges such as insufficient keyword coverage, utilization of only 6 headlines in ads, restriction to the phrase match type, and a lack of incorporation of negative keywords. The challenge involved enhancing relevance and reducing CPC to maximize traffic and leads within the allocated budget

Solution:

The advertising strategy underwent significant enhancements to address challenges. This included maximizing ad variations by utilizing all 15 headlines, incorporating compelling elements like prices and urgency, and prioritizing relevance through the integration of top search terms and dynamic keyword insertion. Ad extensions were leveraged comprehensively, and tailored to each ad group and campaign. The keyword strategy saw improvements with the addition of historically successful search terms and the strategic exclusion of irrelevant keywords for refined targeting. Geotargeting was refined for a more precise audience reach, introducing localized campaigns targeting students. Furthermore, conversion settings were adjusted to track one lead, avoiding overcounting and ensuring accurate measurement.

Results:

• The ad strength improved from 69% of the impressions from average Ads to 100% of excellent, showing a major boost in the quality and relevance of the ads.

• The CTR went up by 40%

• 28% decrease in CPC, making it more affordable to get more leads.

• Traffic increased 72%

• Leads increased by 66%