Upping the Ante on

Dynamic Search Ads

Michelle CastilloDirector of Online Marketing

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Dynamic Search Ads

Agenda

About Us

Apartment Listings

• 15K premium apartment listings

• 80+ markets

• 2K+ cities

• 11K+ neighborhoods

• 4K+ zips

Goal

Approach

Capture

High Intent

Audience

Capture High Intent Audience - DSA

Combine DSA with RLSA

Build Custom Audience

Approach

Results

DSA Implementation

26%higher click-through

rate versus non-

dynamic search ad

campaign average

30% 37%Lower cost-per-click

(CPC)

Decrease in cost-

per-acquisition

(CPA)

Results

DSA + RLSA

30%Cost

savings

200%Higher

CTR

67%Improvement in

Average Position

70%Lower Cost

per Acquisition

Results

RLSA + DSA Impressions

RLSA + DSA Conversions

CPL Efficiencies

Competitive Lead

Challenges

Challenges

Challenges

Challenges

Challenges

Best Practices

Best Practices

Case Study

Jellyfish

Questions

Appendix