Upping the Ante on Dynamic Search Ads
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Upping the Ante on Dynamic Search Ads Michelle Castillo Director of Online Marketing
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Transcript of Upping the Ante on Dynamic Search Ads
Upping the Ante on
Dynamic Search Ads
Michelle CastilloDirector of Online Marketing
%
Dynamic Search Ads
Agenda
About Us
Apartment Listings
• 15K premium apartment listings
• 80+ markets
• 2K+ cities
• 11K+ neighborhoods
• 4K+ zips
Goal
Approach
Capture
High Intent
Audience
Capture High Intent Audience - DSA
Combine DSA with RLSA
Build Custom Audience
Approach
Results
DSA Implementation
26%higher click-through
rate versus non-
dynamic search ad
campaign average
30% 37%Lower cost-per-click
(CPC)
Decrease in cost-
per-acquisition
(CPA)
Results
DSA + RLSA
30%Cost
savings
200%Higher
CTR
67%Improvement in
Average Position
70%Lower Cost
per Acquisition
Results
RLSA + DSA Impressions
RLSA + DSA Conversions
CPL Efficiencies
Competitive Lead
Challenges
Challenges
Challenges
Challenges
Challenges
Best Practices
Best Practices
Case Study
Jellyfish
Questions
Appendix
