To achieve our objectives, the highly localised campaigns needed to be analysed closely in terms of value delivered to agents on both a national and local basis. All activity required powerful integration within the overall multi-channel brand marketing and advertising campaign.
Semetrical have been working with OnTheMarket since their initial launch in 2015 and through careful management and optimisation of their paid search and display campaigns, we have been instrumental in supporting their transition from a new business start-up to a PLC in the first 3 years. In 2019, PPC and Display channels had grown to play a wider role in OnTheMarket’s business, and Semetrical were requested to improve data visibility and tailor an approach to become more efficient and offer added value to specific client partners. OnTheMarket features hundreds of thousands of UK properties listed by over 12,500 estate agent offices. The estate agent market is highly fragmented, with firms typically having between one and three offices operating competitively on a hyper-local basis. To achieve our objectives, the highly localised campaigns needed to be analysed closely in terms of value delivered to agents on both a national and local basis. All activity required powerful integration within the overall multi-channel brand marketing and advertising campaign. At the start of 2019, we set out to achieve the following:
Semetrical built the foundation of OnTheMarket’s localised PPC and Display strategy on the various target audience segments which included the following:
To inform our precise targeting structure, we worked collaboratively with the OnTheMarket team to extract a wealth of information on estate agents by location and where people were more likely to convert. We recognised that building such strong relationships on these grounds is imperative and represented a significant area where we could provide value as an agency.
Our macro strategy focused on:
Finding the best combination of keywords and landing pages:
Leveraging client data In optimisation:
Operating as an extension of OnTheMarket’s in-house teams:
Moving past last click attribution:
Our achievements with OnTheMarket demonstrate a high level of growth brought about by a sophisticated approach to PPC and Display campaign management. We ended the year generating a +62% YOY increase in additional leads, whilst reducing cost per acquisition by -54% YOY. By improving alignment, planning and use of data, we managed to achieve the following results against our set targets:
“We have worked very closely with an integrated Semetrical team since before the launch of OnTheMarket.com in 2015. From the very beginning they highlighted the full potential of investing in cross-device search marketing channels to attract the most valuable audience of active property-seekers. They outlined the potential of PPC to deliver cost-effective traffic and leads to our diverse estate and letting agent membership all over the UK. After just 12 months, OnTheMarket was already established as one of the top 3 property search portal businesses in the UK. We are focused on creating the agent-backed alternative to the market leader and continue to work closely with Semetrical to grow our traffic, our leads and our agent base.”
Head of Marketing