Gaining efficiency around search-based marketing: REA Group's keyword quest

ASX-listed property digital media company rolls out online advertising management tool and gains new automated reporting and management capabilities

When you have more than one million keyword search terms and multiple digital brands to manage, having an automated, scalable and efficient search management and reporting tool is vital to your sanity.

This was the case for Bill Robinson, an SEM specialist working at ASX-listed online property industry digital advertising organisation, REA Group. The company operates a host of well-known real estate brands including realestate.com.au, and realcommercial.com.au, all of which are heavily reliant on Google and Bing search for traffic and customer leads.

Robinson and his team manage 30 accounts including different identities for each state, as well as website sections such as land development or commercial property. The search marketing team is a centralised function and works across all lines of business.

The problem was that its incumbent search management solution was archaic, slow and manual. Making bulk changes to keywords was an arduous process, and customer service was poor.

“Our goal was to improve paid search ROI and the level of inquiries from paid search activities,” Robinson said. “This is very important as search sits at the heart of our traffic strategy.”

The company opted to roll out Marin Software’s platform concurrently with another major SEM software provider over a three-month period, a task which involved tracking tasks through both systems. Tests were conducted in four main areas, Robinson said: Bid management and automation efficiency; customer service; reporting efficiency; and accuracy of conversion.

The Marin Platform was successful and has now been rolled out as a permanent platform. In one example, Robinson said REA saw a 52 per cent increase in enquiry conversion rates on one of its accounts on realestate.com.au after deploying the software, and a 39 per cent decrease in cost per click.

Scheduling, changing and optimising campaigns across the sites has also become quicker and easier, and was achieved without spending additional dollars.

Another key area of improvement is reporting. “I can automate reports and distribute these to stakeholders, whereas previously we had to download reports,” Robinson said. “Data is presented in a more visually appealing way as well.

"People are more interested in the metrics that affect them, such as cost per inquiry or return on ad spend."

In addition, Marin integrates well with REA Group’s existing analytics social and search technology tracking platform, SiteCatalyst, and allows the team to pull in conversion data, such as email leads to real estate agendas. This helps determine which real estate ads to run for that day. Marin also integrates with Google Adwords, Yahoo, Bing, Facebook and Adobe Insights.

Having rolled out the Marin automation bidding platform earlier this year across higher value accounts, Robinson said his team are working to extend the technology across all keyword accounts. Recent upgrades to the platform have also allowed REA Group to gain more functionality with site links and how it tags ads for Google.

"We're using this feature more to change our site links," he said.

More on managing technology in marketing:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

The real asset of small data – getting granular unearths opportunities

When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.

Pip Stocks

CEO and founder, BrandHook

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Why innovation requires less certainty and more ambiguity

According to the Knowledge Doubling Theory, the sum total of human knowledge doubles every 12-13 months. With the full evolution of the Internet of Things, it will eventually double every 12 hours. Faced with such a sea of shifting data and knowledge, how can we make progress if we try to nail everything down to a certainty?

Matt Whale

Managing director, How To Impact

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

You can also use automation to help keep the contact database nice and tidy. For example, programs that check and fix database values (eg...

automatico

3 brands using marketing automation for more than just email

Read more

Digital marketing landscape is changing rapidly and you need someone who has hands on experience, keeps up with emerging trends and strik...

A.M. International

Predictions: 16 digital marketing trends for 2016

Read more

Its time consumers see their points as an financial asset which has value, and begin to manage them like money (with a plan and a desired...

Steve@iFLYflat

Virgin to offer customer loyalty program points as petrol currency

Read more

Love seeing the revenue gain from mapping the customer journey, not only for the business but for the client too! Very nice outside-in t...

magnipath

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in