THE CHALLENGE

The client had previously run an SEO (search engine optimization) campaign, SEM (search engine marketing) campaign, and branding ads on cleveland.com that drove a higher amount of traffic. But their Google Analytics revealed that their on-page engagement was very low, users were bouncing off the page almost instantly. The client was also interested in very targeted ads on both an overall company-wide campaign, and to promote their individual communities.

Goals

  • Establishment as a thought leader in the real estate industry and as a home builder
  • Remaining competitive with other local home builders, as well as National homebuilders
  • Improving Google Analytics engagement numbers
  • Increasing the number of raw clicks to site, and increasing CTRs (click-through rate) to meet or exceed industry benchmarks, when available

THE STRATEGY

  • SEO and SEM for continued strong results.
  • Content marketing to establish thought leadership.
  • Social media targeting specific audiences, messages for individual communities, and a content calendar were streamlined and optimized to deliver strong results on a limited budget.
  • Consistent branding message for RRM (responsive rich media)
  • A creative approach was taken to target using the client’s Google Analytics data which increased the CTR (click-through rate) to above the standard benchmark for RRM.

THE RESULTS

  • Audience Targeting (RRM) – increased performance by 50%.
  • Increased site traffic from paid Facebook ads by 53%, and improved performance by over 100%.
  • Bounce rates lowered from 95% to 53.46% – an increase in on page engagement by 100%.
  • Increased total visits to their website by 86%, and organic visits by 24%.

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