The brief
We have been working with Persimmon, one of the UK's biggest housebuilders, since 1999. After delivering their offline advertising campaigns, we were tasked with looking after their paid online activity.
The core aim was to increase traffic to the Persimmon website in order to generate interest for over 400 of Persimmon's developments across the whole of the UK with the ultimate goal of driving footfall, resulting in house sales.
The challenge was to treat each Persimmon development as a separate client with separate targets, budgets and briefs, so our team had to be able to deliver anywhere between 50 and 60 live campaigns at any one time.
The approach
Due to the regional structure of Persimmon Homes all our online activity is planned on a regional and brief-by-brief basis to meet the specific needs of each regional company. By using targeted, localised keywords and geo targeted online display we ensure the best possible quality of traffic and CTR to the website.
Daily and weekly optimisation of the online campaigns means we have delivered results that increase in cost effectiveness week on week. And by refining keywords and improving the quality score of our ads we have secured high positions in the search results, also making sure we reach the right audience.
To then drive customers to convert from online searches to visits to developments, we have incorporated incentives into the online advertising. By writing ad copy relevant to searchers' needs - and keeping well informed on current events - we tailor deals and special offers to reflect the property market.
The result
Our work on Persimmon's online media campaigns led to a significant increase in CTR, with some campaigns achieving a remarkable 600% uplift. This has meant that brand awareness and website activity has increased markedly at a time when the housing market is at its least active.