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 prefers 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 campaign and daily analysis with optimization over 2 months.

Advertising project 2021

Client goals and my plan of action

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

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

Decreased

Generic web traffic

Decreased

Lower rate appeals

Increased

Higher rate appeals

Increased

Business revenue

I have worked together with

Several partners and clients to achieve greatness

Reach out now

Get ready to take the next step and work together