Domain Real Estate

How smart automation delivered a 28% increase in total leads to agents whilst reducing cost-per-lead by 28%

28%

Increase in leads to agents

28%

Decrease in
cost-per-lead (CPL)

16%

Decrease in
cost-per-click (CPC)

46%

Increase in click-through-rate (CTR)

DOMAIN REAL ESTATE

The Challenge

Domain Group, a Fairfax Media business, is one of Australia’s leading multi-platform property industry destinations, providing residential, new developments, commercial & rural property information and the latest market intel for buyers, investors, sellers, renters and agents Australia wide.

Pais Digital was approached to managed Domain Group’s performance media strategy, engaging in a unique hybrid agency/ client relationship to support the business’s aggressive growth plans. When we started managing Domain’s paid activities, it’s paid search and display strategy was limited in terms of reach and cost-effectiveness, impacting their ability to scale performance across two of their core digital acquisition channels. Therefore, Domain Group set us two clear objectives. These were to grow leads to agents and improve efficiencies by reducing their overall cost-per-lead.

Despite a 7.4% reduction in marketing budget YoY, see how we were able to deliver 27.8% growth in total leads to agents, whilst reducing Domain’s overall cost-per-lead (CPL) by 27.5% using proprietary technology to automate campaign targeting and optimisation in real-time for over 3,500 suburbs.

Key problems

High competition from the largest property group in Australia

Limited brand affinity and authority in areas outside of NSW

Need to grow property listings market share to help drive more leads to agents

Agents were not motivated to use another platform to advertise properties.

Our Strategy

In order to unlock Domain’s ability to scale their paid media performance, a thorough campaign audit was initiated which uncovered their existing campaign structure didn’t follow best-practise and lacked major keyword coverage to really compete across 3,000+ suburbs.

Changes were immediately made, restructuring over 20 million keywords and implementing a comprehensive strategy that aligned to Domain’s site structure and specific suburbs where they had a strong property listing market share compared to their competition.

Once we built the necessary foundations to facilitate their growth, we then focused on improving their audience reach and ability to compete more aggressively by targeting specific property types and geographical regions that had a greater commercial value to the business. By leveraging Pais Digital’s own proprietary technology, Domain was able to automate campaign targeting and optimisation in real-time and at scale, across 100’s of geographical areas, significantly improving investment decisions and campaign efficiencies in the first 30 days of management.

Completely restructured Google and Bing search campaigns, expanding keyword coverage from 15 to over 22 million keywords.

Built scripts to collect Domain’s property listings data across 3,500+ suburbs to guide real-time bidding and investment decisions.

Deployed a full-funnel remarketing strategy to recapture high-intent website visitors.

Used dynamic ad creative across search and display based on browser behaviour; suburb, postcode, and property type.

“Pais Digital continues to deliver exceptional results from their paid search strategy for Domain Group, growing leads to agents by 28% year-on-year, whilst also reducing our cost-per-lead by 27%, which is an outstanding achievement. They have strong commercial awareness and proactively identify new opportunities which is what we expect from our digital agency.”

Melina Cruikshank – Chief Editorial & Marketing Officer

Driving growth and competitive advantage for digital-first brands

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