BRAND OWNER :BluespaceCATEGORY :Office Goods
REGION :Spain
DATE :Apr 2008 - Dec 2008
The self storage market has been growing at a rapid speed in Spain – well above the European average. Since it’s inception in 2002, Bluespace has been the largest storage company in Spain, but new competitors were popping up every day, mostly from the local sector.
More than 50% of Bluespace’s business is generated through the internet, specifically Search Engine Marketing, and the challenge was to drive more business.
Bluespace has two types of consumers: rental or home owners and corporations. Those individuals who take advantage of Bluespace services do so because they are either moving or renovating, or because they need extra storage space near their home, while companies often use it to store files when office space is just not available.
Bluespace launched a three month test campaign, fostering agreements with several business sites to measure CPC and CPM rates, keywords and conversion rates. It then analyzed SEM by reviewing current investments to define a more effective structure. Bluespace then simplified the ad words structure to gain more control over performance. The entire campaign was tracked and optimized on a daily basis, with keywords being added and older words being deleted. Keywords like “moving services” and “real estate” were found to the consumer. The Bluespace landing page being modified based on keywords. The campaign achieved more than 24m impressions and there was a 200% increase in leads per month during the last four months of the campaign. The cost per “hot lead” (CPR) dropped from €150 to €50 on average. The client was so happy with our findings/optimizations that there will be a 40% increase in online investment in 2009 and a 100% increase in search
Bluespace has two types of consumers: rental or home owners and corporations. Those individuals who take advantage of Bluespace services do so because they are either moving or renovating, or because they need extra storage space near their home, while companies often use it to store files when office space is just not available.
Bluespace launched a three month test campaign, fostering agreements with several business sites to measure CPC and CPM rates, keywords and conversion rates. It then analyzed SEM by reviewing current investments to define a more effective structure. Bluespace then simplified the ad words structure to gain more control over performance. The entire campaign was tracked and optimized on a daily basis, with keywords being added and older words being deleted. Keywords like “moving services” and “real estate” were found to the consumer. The Bluespace landing page being modified based on keywords. The campaign achieved more than 24m impressions and there was a 200% increase in leads per month during the last four months of the campaign. The cost per “hot lead” (CPR) dropped from €150 to €50 on average. The client was so happy with our findings/optimizations that there will be a 40% increase in online investment in 2009 and a 100% increase in search
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