Market testing leads to increased DSA campaign spend
ForRent.com and Jellyfish began by running DSA test campaigns in a few markets during the first quarter of 2015.
When their test showed significantly increased visibility for specific properties and broader coverage across long-tail search terms, the rental website gradually increased its DSA campaign spending to 17% of its overall AdWords budget.
As its investment increased, its cost-per-lead decreased, leading the website’s marketing team to quickly build more DSA campaigns to cover all of the markets served by ForRent.com. The home search website also took advantage of remarketing campaigns to achieve greater exposure for more specific searches.
Performance has been so strong that the website’s DSA campaigns now drive 22% of its AdWords leads.
DSA drives clicks, drops costs
ForRent.com’s use of DSA campaigns delivered a marked improvement in performance compared to the website’s standard AdWords campaigns:
Click-through rates increased by 26%, CPCs decreased by 30%, and CPAs decreased by 37%. Performance has been so strong that the website’s DSA campaigns now drive 22% of its AdWords leads.
With help from Jellyfish, ForRent.com looks forward to taking further advantage of DSA’s auto-targeting features to drive more leads from interested renters at scale.