Persimmon Homes Intelligent PPC Landing Pages

A development of an innovative and intelligent landing page solution which offers 100% keyword relevancy.

ADVERTISING // CONVERSION

persimmonThe brief

Persimmon Homes is one of the largest property developers in the UK. The mainstay of their product offering is sales of new build in residential new developments.

With competition being fierce they wanted to become highly visible on search engines with cost effective CPC’s for highly relevant search terms in a very short timeframe.

With over 30,000 keywords at stake PPC advertising was the quickest solution to rank highly and become visible for many long tail keywords – but the trick was how to do it better and much cheaper than anyone else.

The results

  • 4152% ROI achieved from cost savings
  • 252% increase in traffic without any increase in budget
  • 34% increase in onsite conversions
  • Award for “Best Use of PPC” at the UK Search Awards

The project

Using a reformatted version of the query string search functionality of the website a system was created to be able to specify (in the URL) various keyword placements and page layouts to maximise the keyword relevance on the page and have incredibly high quality scores.

Landing pages could be created on-the-fly by search marketers in seconds just from knowing the URL structure and templates required for a great user experience. This new system meant a landing page showing correct and relevant information is generated automatically every time for every ad within any adgroup.

The PPC campaign achieved +4152% ROI while competition in Google intensified and searches for residential for sale queries increased by 65% year on year.

Persimmon Home Intelligent Landing Pages