Building growth for Norwegian Log Buildings

Analysis of the existing customer base helped us defined and understand the target market and understand the motivations for building extra accommodation on land they own. Relevant audiences may want extra accommodation for elderly parents or teenagers, or need extra space for home-working or leisure activities.

Existing paid search, Meta and organic search campaigns provided data insights into opportunities to expand activity in existing channels, and informed landing page testing to improve conversions and benefit SEO. Third party overlays were investigated and tested to see if they helped refine targeting.

Given the long lead time from enquiry to purchase, understanding lead quality was identified as an important feedback loop that needed improving to give additional insights to inform where campaign optimisations would be beneficial. The Client worked with us to follow up leads faster and provide information on how warm each lead was, so this information could be used in optimisations. Custom questions were introduced to the lead gen form in Meta to understand the warmth of each lead.

Paid Search

To increase reach, we expanded Google Ads and Microsoft Ads brand and generic campaigns.

• Generic terms were split into granular ad groups e.g. “log cabins”, “residential log cabins”, with Exact and Phrase match campaigns for each, and multiple headline and description options.
• Demand Gen campaigns were launched to increase reach, targeting:
  • relevant In-Market audiences
  • Affinity audiences 
  • Look-a-like audiences using 1st party customer data
  • Re-targeting ads targeted site visitors who hadn’t completed a contact form.
  • Performance Max was launched using best performing search themes, copy and video from Demand Gen and standard search. Ads in all platforms used similar creative assets, for consistency.

On-going testing and optimisation throughout the campaign improved the quality and volume of leads. Tests included:

• Maximum Clicks vs Maximum conversions bid strategy test
• Generic ads landing page test
• Performance Max campaign test
• Cost Per Click test

Meta

Devising strategies to reach our target audiences in Meta was challenging, but by combining interest targeting with age and demographic indicators, campaigns were successfully improved and expanded.

Age and geographic targeting was applied to:

• Target group “Land, Wealth and Cabins” to reach people with high intent for log cabins, summer houses or granny annexes

Geographic targeting applied to:

• A Look-a-like audience built using 1st party customer data
• Re-targeting group to reach website visitors that had not completed a contact form.

Tests included to optimise perfromance included:

• Video ad variants vs Lead Generation static image ads variants  
• Look-a-Like and Re-targeting audiences shown Dynamic image ads variants.
• Re-targeting ad tests
• Landing page testing
• Lead Gen Form copy variants tested
• Visual imagery tests
• Copy tests

Programmatic Display Re-Targeting was introduced to extend reach beyond Meta and maximise conversions. A bespoke bidding strategy prioritised interactions from users in postcodes with more A/B social grade residents.

Organic Social 

The organic content shared was diversified using insights from PPC and Meta campaigns to maximise engagement. Geographically targeted boosted posts were used tactically to increase reach, engage audiences and increase interactions and interest in the product. Posts featured case studies, events and FAQ’s.

Search Engine Optimisation (SEO)

Hotjar data was used to inform site architecture and landing page content changes designed to increase engagement and conversions, and improve organic rankings. 

• Site content changes highlighted customer case studies to increase brand trust.
• Top level navigation changes were implemented to improve UX.
• Landing page testing: Non-indexable landing pages with differing imagery and copy were tested using Google Ads. The winning page was rolled out for organic traffic, delivering higher conversion rates and higher Organic rankings.