increase in conversions
increase in click through rate
decrease in cost per click
About the Michael Anthony Paid Media Case Study
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About the client and the brief
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What we delivered
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The results
Michael Anthony are an independent estate and letting agent, serving the Home Counties for over 30 years. They have been working with Distinctly on their Google Ads campaigns for a number of years in order to increase lead generation.
After trialling some Display activity to improve brand awareness, Distinctly recommended a switch to video advertising through YouTube. Choosing to focus geographically on Leighton Buzzard the content would emphasise Michael Anthony’s expertise, reliability and local knowledge. The advertising strategy needed to target relevant users in a localised area, avoiding brand fatigue and eventually leading to additional leads and enquiries.
Being involved from conception, Distinctly helped shape the content of the video that we felt would connect well with the audience, as well as allowing us to optimise efficiently. We created an advertising strategy that focused on relevant YouTube placements, A/B tested to people either in the market for property, interested in valuations or homeowners.
We applied content restrictions from the very start of the campaign and quickly excluded any placements that YouTube deemed relevant based on the audience but which indicated a shared device, such as kids programs. Key ongoing optimisation tactics included regular placement reviews, negative keyword additions, and narrowing the audience e.g. excluding renters and younger ages based on engagement. The bid strategy was also carefully adjusted to increase the reach of the campaign without limiting the conversions we were generating.
After the first four months of activity, we increased the click through rate on the video by 283%. During the same period, cost per click decreased by 71%, and cost per conversion also decreased by 79%.
Our successful optimisation allowed us to increase clicks by 1,170% and conversions by 1,600%, despite spend only increasing by 263% over the same timeframe. As a consequence, Michael Anthony are now looking to expand the campaign even further and create more video content for future use.
Quote From Client
“We’ve been working with Distinctly for a number of years, so when they suggested we trial a switch to video advertising, we were confident it would be a successful strategic move. The results so far have been great and the team have really supported us throughout the whole process.”
Nick Lewis-Smith, Director, Michael Anthony
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