Overview
When Camden, a property operations company that owns a portfolio of multi-family apartment communities across the United States, needed to up their game with local advertising to get more bang for their buck, Siteimprove was the perfect partner.
The Problem
Camden had long relied on Siteimprove's Accessibility offerings, but with respect to their management of ads, they were doing a lot of guesswork to understand Google’s Quality Score. "We regularly pulled Google Quality Score reports, and when we came across a keyword with a low Quality Score due to poor page experience, we had to go through tedious trial and error to improve the page experience," says Katie Baumann, senior marketing analyst at Camden.
Lack of visibility into what wasn’t working meant that keyword optimization was hobbled — and that Camden was spending more on ads than they should.
“Siteimprove has dramatically improved how we keep on top of one of the most crucial pieces of our advertising.”
The Solve
When Siteimprove debuted a tool that could analyze Google's Quality Score for advertisers, Camden immediately signed up. They could finally get an analysis of their Quality Score based on ad relevance, expected CTR, and landing page experience, which meant that at a glance they could assess the score’s impact at the keyword, ad group, and campaign level. With Siteimprove Ads, Camden’s marketing team could also see in real time how fixes improved their Quality Score and then kept their CPCs lower.
Armed with transparent data, the Camden marketing team could identify quick wins, like optimizing ads and the website to dominate in certain markets. "Now we can identify ads which need to be optimized in a specific way. Overall, this increases productivity with better use of time and resources," Baumann notes.
Camden’s ad strategy has always been rooted in being particular about their location-based keyword list and shifting budget toward top performers, but now, with Siteimprove, they get even better returns on their ad spend.
