Marketing Automation & Growth
Domain Group is one of Australia’s best destinations for property seekers, led by a team of real estate experts and property journalists. Domain Group delivers national property marketing and search solutions across online, mobile and print to the real estate industry, as well as home buyers, investors, sellers, and renters.
Domain Group has a huge volume of keywords across campaigns with varying targets and goals. Manual optimization would be impossible for the existing team to handle. Their only option would be to find an automated solution they could trust to make efficient bidding decisions, and help scale and automate as much of their day to day tasks as possible. They also needed to find a solution to help expand to other publishers beyond Google. Due to the scale of their portfolio, manually building out campaigns for Bing is simply too time-consuming to be an option.
Domain Group partnered with Skai 3 years ago, and over time has adopted more and more Skai product features to help solve their challenges around automation and scale. They were finally able to expand their search program into Bing with Skai’s Campaign Mirroring feature – something they simply couldn’t do manually before. They also deployed Skai’s KPO, Halogen, and now Budget Manager for bid management, forecasting, and overall budget planning. Skai intelligently orchestrated their bidding efforts across publishers so that their team could concentrate their time and effort on more strategic optimization tactics.
As a result, Domain Group was able to achieve substantial growth by expanding beyond Google into additional publishers with Campaign Mirroring, all while maintaining CPA efficiencies with Skai’s Budget Manager and KPO. By using Skai, Domain Group was able to drastically automate and scale their program achieving a 37% increase in average monthly conversions, and a 37% increase in average monthly impressions. They also saved an estimated 20% in time savings on their normal day-to-day efforts.
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- Immense keyword portfolio
- Inability to scale manually
- Inability to bid manually
- Skai Campaign Mirroring
- Skai KPO
- Skai Budget Manager
- 37% increase in average monthly conversions
- 37% increase in average monthly impressions
- 20% Time Savings
There’s no way we would have been able to scale Bing in the same way if we had to replicate the campaigns manually.
Emma Seakins, Domain Group - Senior Manager, Search and Performance Marketing