ER CAPITAL
ER Capital is an investment and real estate financing firm that raises and deploys capital for real estate projects and businesses. They connect investors with concrete investment opportunities with the goal of achieving stable returns and long-term growth.
The brief
ER Capital’s SEA campaigns were already performing steadily and delivering consistent results. Our SEA experts wanted to take that performance to the next level and refine it further: how could we get the most out of an account that was already performing well? The focus was on increasing efficiency and relevance—with higher-quality clicks, a higher CTR, and even stronger conversion intent—all within the same budget.
The challenge
Wanneer campagnes al goed presteren, zit de uitdaging niet in het opbouwen, maar in het verfijnen. Elke aanpassing moet zorgvuldig gebeuren om bestaande performance niet te verstoren.
We zochten naar groeiruimte binnen:
- bestaande zoekstructuren
- lopende biedstrategieën
- goed presterende advertenties
De uitdaging zat in het vinden van extra efficiëntie, meer relevantie en een nog sterkere aansluiting op de zoekintentie van de doelgroep.
Our approach
Analysis of current perfomance
We began by analyzing the entire account: campaigns, keywords, ad performance, and conversion data. The goal was to gain a clear understanding of where the current growth was coming from and where there were still hidden opportunities for optimization.
Refining search intent segmentation
The existing campaign structure has been further refined based on search intent. We have established clear distinctions between high-intent and more informational search queries, allowing us to allocate budget and attention more effectively toward the most valuable traffic.
Optimization of search terms
Based on the data, we further refined and optimized the search terms. Irrelevant and low-converting terms were excluded, while high-converting terms were given more prominence within the campaigns.
Refining advertising creatives
The ad copy has been optimized with a stronger focus on relevance and intent. By better aligning the messaging with the search query, we have improved click quality and further boosted the CTR.
Focusing on top-performing clusters
Finally, we shifted our focus to the top-performing segments within the account. By placing greater emphasis on these segments in our bidding strategies and budget allocation, we have further optimized and scaled up existing performance.
The result
Without any additional budget, the existing SEA structure was taken to the next level. Traffic became more relevant and ads more targeted. For ER Capital, this resulted in a more efficient use of their media budget and a scalable foundation for further growth.
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