Paid search campaign for Lafferty Communities
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Paid search campaign for Lafferty Communities aimed at selling lots for their Petaluma ASPECT Community.
Paid search campaign for Lafferty Communities
- 1. Lafferty Communities Paid Search Campaign
- 2. Business Description Lafferty Communities is a privately-held, luxury custom home builder located in Northern California. We build homes that people love to live in. Homes that draw from a legacy of craftsmanship and premium quality. Homes that inspire pride for generations. To do this, were continually seeking ways to innovate our process. So when you choose Lafferty, youre choosing state-of-the-art technology, engineering and design.
- 3. Market Analysis A staggering increase in buyer demand - Bay Area Market Reports Many counties are seeing dramatically increased demand over last year, with Sonoma seeing one of the greatest jumps. - Bay Area Market Reports Sonoma County has been seeing record demand and home sale prices. Growth will continue into the fall.
- 4. Target Audience Name: Suzanne Marital/Family Status: Married with two kids City: San Francisco, CA Occupation: CFO Language(s): English Household Income: $450,000 Big Spender Age: 40 Life Stage: FT Employee A Day in the Life: COVID has changed her daily life. She used to wake up at 4:30, workout, plan her day, read and then get the family ready to be at work by 7:30. She now wakes up at 4, works for 2 hours before her kids get up. She works as much as she can but assists her kids with virtual school. They have grown out of their condo in San Francisco. Online Behaviors: Buys everything online - from toys to furniture to groceries Previous Engagement with the Brand: Has never heard of Lafferty Favorite Brands: West Elm, Chanel Goals and Aspirations: Successful career & family How Lafferty Can Help: Provide a larger family home in peaceful Petaluma Challenges/Frustrations: Balancing work and children in a small space. No outdoor area for children.
- 5. Competitive Analysis Top Competitors Strengths Weaknesses Blu Homes Open concept, indoor/outdoor living, faster build time, green focus, modern style Minimal options, modern style, less customization, less experience Annadel Builders Sustainability focus, varied skill set (new construction, renovations, tasting rooms), very customized, strong content marketing (blog) Too varied Fautt Homes Very experienced, completely custom Expensive (specific clientel)
- 6. Campaign Objective & KPIs Objective: Generate 10 leads (request for information) for Petaluma ASPECT community through Google Advertising in 3 months. KPIs: - Number of leads per month - Track Well get back to you soon with more information! landing page on Google Analytics - Number of Phone Inquiries
- 7. Keywords zillow napa, sonoma homes for sale, average cost to build a house, new builds, zillow petaluma, new subdivisions near me, petaluma real estate, zillow new construction, homes for sale in petaluma ca, new home communities, zillow sonoma, new subdivision, sonoma homes for sale, house developments near me, zillow petaluma, homes for sale in petaluma ca, home for sale in petaluma ca, real estate in petaluma, santa rosa in california, home sales in santa rosa ca, home for sale in napa ca, santa rosa, home for sale, house for sale napa ca, real estate in santa rosa, lafferty communities petaluma, lafferty homes petaluma, lafferty communities petaluma, lafferty homes petaluma, homes in napa valley, sonoma houses The selected keywords are relevant to custom home building in the Sonoma area, low to medium competition and have more than 10 searches as a minimum.
- 8. Ad Groups Six ad groups based on keyword similarity: 1. Searching for homes in Napa: zillow napa, home for sale in napa ca, homes in napa valley, house for sale napa ca 2. Searching for homes in Sonoma & Santa Rosa: sonoma homes for sale, sonoma houses, zillow sonoma, sonoma homes for sale, santa rosa in california, home sales in santa rosa ca, real estate in santa rosa, santa rosa home for sale 3. Looking to build a home: average cost to build a house 4. Looking for new construction homes: new builds, new subdivisions near me, zillow new construction, new home communities, new subdivision, house developments near me 5. Searching for homes in Petaluma: zillow petaluma, petaluma real estate, homes for sale in petaluma ca, zillow petaluma, homes for sale in petaluma ca, home for sale in petaluma ca, real estate in petaluma 6. Branded terms: lafferty communities petaluma, lafferty homes petaluma, lafferty communities petaluma, lafferty homes petaluma
- 9. Ad Groups and Keywords 9 Lafferty AdWords Account ASPECT Petaluma Request for Information Napa Homes Sonoma Homes Build a Home New Construction zillow napa home for sale in napa ca homes in napa valley house for sale napa ca sonoma homes for sale sonoma houses zillow sonoma sonoma homes for sale santa rosa in california home sales in santa rosa ca real estate in santa rosa santa rosa home for sale average cost to build a house new builds new subdivisions near me zillow new construction new home communities new subdivision house developments near me Petaluma Homes Branded zillow petaluma petaluma real estate homes for sale in petaluma ca zillow petaluma homes for sale in petaluma ca home for sale in petaluma ca real estate in petaluma lafferty communities petaluma lafferty homes petaluma lafferty communities petaluma lafferty homes petaluma
- 10. Napa Homes Ad Group Ads
- 11. Sonoma Homes Ad Group Ads
- 12. Build a Home Ad Group Ads
- 13. New Construction Ad Group Ads
- 14. Petaluma Homes Ad Group Ads
- 15. Branded Ad Group Ads
Editor's Notes
- #4: https://www.bayareamarketreports.com/trend/sonoma-county-real-estate-market-report https://www.pressdemocrat.com/article/business/coronavirus-pandemic-causing-sonoma-county-housing-market-to-sputter/?sba=AAS
- #6: https://www.bluhomes.com/ http://annadelbuildersinc.com/ https://www.fautthomes.com/
- #8: Keywords brainstorm: https://docs.google.com/document/d/1NchLFSLTeI7-SHQUrW9KwBwyxJWSr2R1ounahOIxSlw/edit?usp=sharing Keywords research: https://docs.google.com/spreadsheets/d/1ShRR_vLGQPrA2uCUyZcmpuTNvjvGqKtw2NKFY8tQ2MQ/edit?usp=sharing Thought process: Use Google Keyword planner & ubersuggest Filtered out: minimum search volume 0, 10 and 100 Competition medium, high and unknown Added back in a few branded keywords Forecast was high so had to reevaluate a few