Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology...

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Real Estate A New perspective France – May 2020

Transcript of Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology...

Page 1: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

Real EstateA New perspective

France – May 2020

Page 2: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

Goal and methodology

Methodology

The goal of this analysis is to identify changes and trends in real estate searches,

using SEA data.Goal

Market: France

Period: April-May 2020/2019.

Scope: sample of top 30 advertisers accounts in all real estate categories.

The whole marketplace is observed on some slides (in this case it is mentioned in

footer notes)

Page 3: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

Key findings and actions

Search volume is slightly down year-on-year but web user

engagement (CTR) is higher this year.

We see a shift in the searched cities which get the highest

% of clicks: Paris is down, Toulouse and Bordeaux are

up. And some suburbs, attract people who may be

moving away from big cities.

Having a “garden” seems to be a more important criteria

now, as lockdown experience may have change people

priorities.

The visual aspect plays a big role in real estate journeys.

And adoption of image extension drives high CTR uplift.

Key FindingsRecommended

Actions

As real estate marketplace CPC are currently low, and web

user engagement high, you could seize opportunities in

optimizing your share of voice (via bid and budgets) and

be at the start of people real estate journey.

As lockdown experience and financial crisis have changed

people’s priorities and behaviours, you may consider

using DSA (Dynamic Search Ads) campaigns to address

changing searched cities trends in an agile way.

Make sure you embrace the new “garden” / perspective

need in both your keyword and ad copy tactics.

Image extension drives the biggest uplift and is worth

considering. And have you discussed the MSA native

offer with your Account Team ?

Page 4: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

Higher engagement

Page 5: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

For generic queries the search volume is slightly down year on

yearIn 2020, the search volume on top 100 generic terms is down -6% vs 2019

Period : April 25th – May 24th 2020/2019

Scope : top 100 generic search terms

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Search volume of top 100 generic real estate queries

2019 2020

Page 6: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

However, engagement is higher with CTR risingThe CTR on top 100 generic terms is up +0.5 pt

Period : April 25th – May 24th 2020/2019

Scope : top 100 generic search terms

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CTR of top 100 generic real estate queries

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The shift in searched cities

Page 8: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

These top 10 cities get the highest % of SEA clicks

Search term scope :

- Generic + city OR Brand + city OR Brand + Generic + city

- Include searches with city name and for which the user location is known

(1) Period : 2019 May and 2020 May 1st-26th. Volumes are not compared, only % of overall clicks.

(2) https://dashboard.covid19.data.gouv.fr/vue-d-ensemble?location=FRA

City (searching for) 2020 % of Clicks 2019 % of Clicks 2020 Evol YoY

Paris 16.4% 9.8% -6.6

Lyon 3.7% 3.8% 0.2

Toulouse 2.4% 3.1% 0.7

Bordeaux 1.3% 2.1% 0.8

Marseille 2.4% 1.9% -0.5

Rennes 1.7% 1.7% 0

Nice 1.7% 1.5% -0.2

Strasbourg 1.3% 1.4% 0.1

Montpellier 1.8% 1.4% -0.4

Lille 2.1% 1.4% -0.7

Paris

Lille

Lyon

Toulouse

Bordeaux

Nice

Strasbourg

Montpellier

Marseille

Rennes

Ranking year-on-year

The % of clicks driven by searches containing “Paris” decrease.

On the other hand the % of clicks on searches containing “Toulouse”

and “Bordeaux” both increase year-on-year. These two cities are in the

south west, a region less impacted (2) by Covid-19.

From a big city perspective there is no clear correlation between geo

pandemic spread and % of click evolution, as we see Strasbourg and

Lyon growing, even though these places were impacted.

Searches containing “Paris” drove 16.4% of the clicks in May 2019 and only 9.8% of the clicks in May 2020(1).

Page 9: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

These top 10 cities get the highest % of SEA clicks evolution

Search term scope :

- Generic + city OR Brand + city OR Brand + Generic + city

- Include searches with city name and for which the user location is known

(1) Period : 2019 May and 2020 May 1st-26th. Volumes are not compared, only % of overall clicks.

(2) https://dashboard.covid19.data.gouv.fr/vue-d-ensemble?location=FRA

City (searching for) 2020 % of Clicks 2019 % of Clicks 2020 Evol

Bordeaux 1.3% 2.1% 0.8

Toulouse 2.4% 3.1% 0.7

Les Sables-d’Olonne 0.0% 0.6% 0.6

Dijon 0.0% 0.4% 0.4

Villefranche 0.0% 0.3% 0.3

Noisy-le-Grand 0.1% 0.4% 0.3

Narbonne 0.2% 0.5% 0.3

Villeneuve-d’Ascq 0.0% 0.3% 0.3

Rouen 0.8% 1.1% 0.3

Chalon-sur-Saône 0.1% 0.3% 0.2

Toulouse

Bordeaux

Les Sables d’Olonne

Dijon

Villefranche

Noisy-le-Grand

Narbonne

Villeneuve-d’Ascq

Rouen

Chalon-sur-Saône

Searches containing “Bordeaux” drove 1.3% of the clicks in May 2019 and 2.1% of the clicks in May 2020(1).

Ranking by year-on-year

Most of the cities in this top ten are “mid-size” cities

Some are suburbs of major cities.

We can hypothesize that “Noisy-le-Grand” benefit from a shift from

“Paris” and “Villeneuve-d’Ascq” from “Lille’

Page 10: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

The need for green space

Page 11: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

The « Garden » criteria has seen a rise in importanceAfter weeks stuck home, having a garden appears to be of greater important when looking at

criteria

Period : April 2020/2019

Scope : top 30 generic search terms including « garden »

Evol of top 30 searches including "garden"

2019 April 2020 April

+48% YoY

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A PICTURE is worth 1 000 (key)words

Page 13: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

Images drive the highest engagement upliftLooking at ads on Mainline 1, we observed the benefit of each ad extensions throughout April

Image extensions have the highest uplift.

Period : April 2020

Scope : All Real Estate accounts on the France Marketplace

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Image

ActionLink

Callout

Review

Structured Snippet

Enhanced SiteLink

App

CTR with / without extension on Mainline 1

Without With

Mainline 1 ads with an Image Extension have on average

a CTR of 18% . Versus 9% for ads having any other(s)

extension(s) combinations.

Page 14: Microsoft Advertising insights other Real Estate new ...€¦ · Goal and methodology Methodology The goal of this analysis is to identify changes and trends in real estate searches,

An example of an image extensionYou can use this extension with a logo or photography.

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