ABOUT THE COMPANY
Founded in 2007, Extra Space Asia is present in Singapore, Malaysia, Hong Kong, Korea, Taiwan and Japan. It is the region’s dominant operator in self-storage solutions providing professionally managed services, state-of-the-art security, and round-the-clock accessibility for customers. It considers everyone a customer and with such a large audience base, the company wondered how it could efficiently engage each customer throughout their purchase journey.
THE CHALLENGE: LOW TRAFFIC, LOW LEADS, LOW SALES FOLLOWING COVID-19
The company had a website for a while, but it wasn’t generating enough leads. As more people rely on the internet to find businesses, they sought help from OC Digital.
The company’s online presence needed improvement. It had poor organic search visibility, no way to track customer engagement, and its previous PPC campaigns didn’t yield much. With peak season coming up soon, there was a need to act quickly.
THE SOLUTION: ORGANIZE, TRACK, OPTIMIZE, REFINE
The first thing we suggested was to immediately set up and implement Google Analytics on the site to get a baseline indication of what was happening.
We then worked with their webmaster to revamp the site with an eye towards landing page optimization prior to the Google Ads, formerly Adwords, launch to ensure higher page quality scores and lower bounce rates. As the above graphic shows, prior to the Google Ads launch the site was not generating much traffic at all and, needless to say, very few leads.
We also needed to be able to track successes to measure the effectiveness of the Search Engine Marketing & Search Engine Optimization campaign and make solid data-driven decisions when managing the campaign. We set up conversion goals that aligned with the client’s ‘wins’ prior to launching the PPC campaign.
No successful Google Ads setup is complete without keyword research and competitive analysis to develop the most favorable bidding strategy which, in turn, will help to maximize return on investment. With the updated site ready to go, Google Analytics installed, goals ready, keyword list in hand and the Google Ads account set up we were ready for the attack!
THE IMPACTFUL SOLUTION: INCREASING CONVERSIONS IN THE POST-COVID ERA
The circuit breaker period had a negative impact on ExtraSpace’s business, which continued to affect them even after safe distancing measures were implemented. Fortunately, due to the unique nature of their business model, they were still able to operate.
To drive interest and consideration, we crafted ad copies that compared prices, targeted undecided customers, and encouraged people to declutter their homes during the circuit breaker period. We also used urgency tactics like “limited slots and free storage” to attract potential customers.
To reach people who were closer to making a purchase, we used brand and competitor keywords to highlight our unique deals like “Move in for only $1 per month”. To bring people back who had already shown interest, we used retargeting strategies.
We also used the Google Display Network and Smart Display to prospect for new customers. In addition, we implemented a search engine optimization (SEO) strategy, which included using Traditional Chinese keywords, to increase organic rankings and traffic in the more traditional Hong Kong market.
By combining these digital marketing efforts, we were able to increase conversions and drive demand for self-storage during the post-COVID era.
Search Marketing: SEM and SEO Were Optimized in Both English & Local Language
THE RESULTS: AMAZING 568% LEAD CONVERSION GROWTH IN POST-COVID TIME
Our primary goal was to always acquire new clients. We achieved this by closely monitoring our performance, leveraging negative keywords, and maximizing our goal completion rate, which averaged an impressive 41.5%.
We measured our success by Cost-Per-Acquisition, which allowed us to quantify our achievements in a tangible way. Our campaign not only met but exceeded our client’s desired targets across various markets, resulting in a significant 568% YoY increase in conversions over 12 months.
By the end of the year, we had reduced our Cost-Per-Lead by an impressive 71%, a. These results demonstrate that even under challenging circumstances, with careful planning and execution, outstanding outcomes are achievable.
The Extra Space campaign conversions increased by over 487% Y-o-Y across 12 months with the Cost-Per-Lead optimized dropped by 73% at the end of 2020!
Positive Words from Our Satisfied Client
“In the past, we have worked with many agencies. However, what makes OC Digital stand out is their ability not only to execute and run our campaigns, but also provide us with useful insights, practical consultation and digital strategies to solve any problems we have.”
Faisal Kamaludin, Extra Space
Marketing Director
