Advertising project 2021
A service for customers to appeal the value of their house online
Every year the municipalities or tax partnerships determines the value of the houses, but often incorrect. The client offers an online service where customers can appeal the value of their house.
Due to data protection, competitors, privacy of the users and the strategy that is shared, the client has requested to be anonymous.
Municipalities
355
There are a total of 355 municipalities in The Netherlands, all of them were important to be targeted.
Weeks
120
Divided over 4 months, the customers have 6 weeks to appeal. When the weeks start is different per municipality.
Competitors
14
It is an high competition market, with at least 14 competitors who are offering the same service.
Hours
50
I have spend around 50 hours, including research, building the campaigns and daily analysis with optimization over 2 months.
Revenue
The goal from the client was to keep the cost per conversion as low as possible, in order to increase the rate for more revenue.
Awareness
The second goal was to work on the brand awareness, they previously focused mainly on remarketing and not on new potential customers.
Divide
Increase the potential revenue by dividing the municipalities into three groups depending on the rate for a successful appeal.
Conquer
To conquer the auction with the competitors, the budget and bids were set differently for the high, medium and low rate campaigns.
Previous advertising results 2020
Equal success rate campaign
- Targeting 355 municipalities
- Historical 0 to 100% rate for a successful appeal
- Spending 100% of the budget
- Bids were not optimized for positions
- 4 competitors due to generic keywords
Decreased
Generic keywords
Decreased
Broad
structure
Increased
Specific keywords
Increased
Quality
structure
Decreased
Generic web traffic
Decreased
Lower rate appeals
Increased
Higher rate appeals
Increased
Business revenue
Advertising results 2021
High success rate campaign
- Targeting 130 municipalities
- Historical 50% or higher rate for a successful appeal
- Spending 50% of the 2020 budget
- Bids were set to reach first position
- 14 competitors due to competitive keywords
Advertising results 2021
Medium success rate campaign
- Targeting 150 municipalities
- Historical 25% to 49% rate for a successful appeal
- Spending 35% of the 2020 budget
- Bids were set to reach top of page
- 14 competitors due to competitive keywords
Advertising results 2021
Low success rate campaign
- Targeting 75 municipalities
- Historical 24% or lower rate for a successful appeal
- Spending 15% of the 2020 budget
- Bids were set to reach first page
- 14 competitors due to competitive keywords
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