MoveAgain wants to drive more visitor traffic with a minimal budget. The document recommends (1) optimizing current traffic from MoveAgain's four sister sites that focus on rental properties in Europe by sending those visitors directly to country-specific landing pages on MoveAgain, (2) launching a Google AdWords campaign with country-specific ad groups and keywords to acquire intent-based visitors, and (3) using conversion tracking to optimize the campaigns and website for acquiring, converting, and retaining visitors. This combined approach aims to increase property listings and engaged buyers on MoveAgain.

1. MoveAgain:
growing visitor
numbers
PREPARED BY STUART HALL, 14 MAY 2014

2. How to move the needle…
How to drive traffic
to MoveAgain with
minimal budget,
and maximum
impact?

3. Optimise what you’ve got!
 Visitor traffic to the MoveAgain site which launched in
March 2014, already benefits from the four sister sites which
focus on rental properties in France, Spain, Portugal and
Turkey
 Each of the sister sites on their home page has two specific
routes to the holiday sales site, the top menu tab marked
‘Holiday Homes For Sale’ and the top news piece under
‘Latest News’
 However, this is not optimised – instead visitors are taken to
a landing page with minimal content, no clear ‘CTA’, and
a link that goes to the main homepage of MoveAgain
rather than the relevant country section
 Plus there is little visibility for the four sites or MoveAgain on
Google search, a key channel for attracting visitors

4. Combination approach to growth
 For more rapid cost effective growth I proposed a
Google paid search approach based on optimising
the value of current traffic from MoveAgain’s four
sister sites
 Benefit of PPC is that can control costs and measure
results, in run up to peak search volumes
 These can be adjusted according to different
demand, in France holiday purchase search volume
peaks in the months of August and September
 In Spain search volumes are much higher overall, and
search peaks in January as well as in late summer

5. Use Google to reach customers
Delivering visitors based on matching
their intent with the relevant website
is a key advantage of using Google
paid search

6. The benefits of PPC for MoveAgain
With poor SEO MoveAgain does not
appear on the all-important first
page for holiday property searches
But why not use PPC? A significant
% of people don’t make a
distinction between organic results
and paid search

7. The benefits of PPC for MoveAgain:
visitors with intent
 It’s quick to set up, and create the keywords and
find the best budget to get maximum number of
visitors with ‘intent’
 Using the Google Adwords dashboard it
automatically creates a list of suggested keywords,
and cost per click, to get started with
 Main key is to ensure keywords also used in the ad
content itself, as price bid plus ad quality (which
includes the relevancy of the site and landing page
quality) determines the ad ranking
“It’s worth noting that for
keywords with high
commercial intent (such as
'holiday homes for sale‘)
around two-thirds of visitor
clicks go to sponsored
results”
Hubspot PPC expert webinar ‘5 Ways
to Leverage PPC in the Holiday
Season’

8. Visitor acquisition strategy
 So to best use the four sister sites, changes need to be
made in terms of the (location and design) current
‘property to buy’ landing pages
 This would include sending country visitors straight to a
country specific landing pages on the MoveAgain site,
and removing the landing page on the sister sites
 The landing page CTA can be to sign up for a free
Buying Guide, as the first step to retaining new visitors
 This country specific approach would also allow
creation of specific Ad Groups within Google
Adwords, with more precise keywords based on user
intent

9. Targeting landing pages: PPC costs
and benefits France example
 For example the 20 top long tail keyword phrases for buying
property in France the average cost per click per day is £0.76,
with 510 impressions and 9.79 clicks on average
 This Google adwords (search & display network) example
results in an estimated cost per day of £7.49. Over the month
this totals £227, driving approximately 300 visitors
 Overall the aim is to choose keywords that are most cost
effective to delivering visitors at an affordable budget
 In the significantly more competitive search market of Spanish
property the aim would be to find keywords with lower search
volumes, and thus delivered cost effective visitor numbers

10. Maximising visitor growth
 Peak search volume for buying holiday homes are months of
August and Sept in France for example
 So suggest from campaign optimisation pov a seasonal
campaign strategy is worth considering to deliver max ROI
 Within that Google Adwords also allows you to ensure
targeting at the best time of the day and week
 Aim also to use the most cost effective keywords, striking the
most profitable balance between search volume and cost
per click

11. Google Display Network’s value
 Using Google PPC is that you can also take direct advantage of
listing ads on hundreds of independent top websites that are part of
Google display network, which also now includes Google+ paid ads
 A neat growth hack that happens as a result of the inclusion in the
display network is that you are able to insert ads directly into
potential customers’ Gmail accounts
 This is based on emails on the subject of holiday property sales, so
again delivering on intent and relevancy

12. Acquisition, conversion , retention
 Using Google’s conversion tracking on MoveAgain’s PPC
campaign, you can track which keywords and clicks lead to certain
actions - newsletter signups, downloads, purchases. This can show
you the most effective keywords
 Also with benefit of conversion metrics you can much more
effectively prioritise your SEO marketing workflow, make sure that
new content on MoveAgain sites is keyword optimised
 All in all ensuring that PPC’s value is not to just acquire visitors, but to
use the data on what works to drive improvements on the 4 sister
sites and MoveAgain to drive conversions, and retention, for greater
longer term ROI as well as cost effective short term growth

13. Success for MoveAgain sellers and
buyers
 Using a combined acquisition approach of
driving optimised traffic from four sister sites for
in time for peak demand for MoveAgain
 Plus PPC Adwords campaign targeted to four
country landing pages
 With a strong conversion ‘CTA’ around country
specific Buying Guides
 Will deliver success for MoveAgain, with
increase in seller property listings and more
engaged buyers