Case Study: Get Living London
Who is Get Living London?
Get Living London is the residential owner and rental management company that lets out homes directly to residents with the aim of making renting more straightforward. The first project was created from what was The Olympic Village. This amazing development and key London landmark is now fully populated with residents.
Aims of the Get Living London project
Get Living London came to me following a recommendation by their marketing agency. The aim of the project was to bring down the company’s cost per conversion through paid search on Google AdWords and Bing Ads. A three-month proof of concept trial was agreed and planned outlining how much money could be saved. The project lasted a little over 4 years untill the residential units were fully occupied.
A carefully thought-out plan to bring down Get Living London’s paid advertising costs was mapped out.
Understanding the situation at the start of the project
We started by producing a competitor analysis to help us build up a detailed picture of who Get Living London are competing with. Accompanying this competitor analysis, we conducted an in-depth report on Get Living London’s SEO status, taking a snapshot of current rankings and backlinks. Also helping us to understand Get Living London’s current situation was the Google Analytics Healthcheck that we performed, from which we produced recommendations for more accurate tracking of visitors and conversions.
Forming a strategy
Armed with all this detailed information, we were able to put together a highly effective strategy for bringing down the costs associated with Get Living London’s paid search campaigns. Among the recommendations we made were rebuilding ad groups, generating specific landing pages for paid search, and making campaigns more focused.
After implementing these recommendations, most notably building a series of bespoke landing pages for over 80 ad groups, which we’ve used with all Google and Bing ads. These landing pages were optimised for the mobile market, which we had already identified as bringing in a significant percentage of the site’s search traffic. These landing pages have also enabled us to split test our ad campaigns and make changes to improve quality scores.
Along the way, we provided monthly reports detailing the progress of defined KPIs agreed with the client. These allowed Get Living London to see the big difference this project is making to their business.
From taking on the project in May (See chart above), the results quickly began to show incresed benefits to the company, saving the business hundreds of pounds on Cost Per Conversions. Here’s what we’ve achieved.
- Reduced cost per conversion from £251 to £79 in three months
- Increased conversion rate by 200%
- Reduced monthly spend with Google from £8,000 a month to £3,000 a month in four months
I have now worked in the residential sector for 5 years, successfully delivering positive results to clients through Paid and Organic search.