BRAC Case Study

PPC MANAGEMENT | APARTMENT MARKETING

The Blue Ridge Apartment Council (BRAC), a non-profit organization, is the largest association of rental property owners in the Charlottesville, Virginia area. Members are committed to providing excellent housing opportunities for students and townspeople alike.

Challenges & Marketing Goals

BRAC is a body of apartment owners in the Charlottesville, VA area that works to ensure the success of each of its members. However, as the apartment industry continues to become more competitive, BRAC needed help to ensure their online presence and attract qualified leads for their individual member apartments. BRAC is a body of apartment owners in the Charlottesville, VA area that works to ensure the success of each of its members. However, as the apartment industry continues to become more competitive, BRAC needed help to ensure their online presence and attract qualified leads for their individual member apartments.

Rank higher in search engine results pages
You’ll get more site traffic and increased sales
Increased conversions pave the way for a growing business.

Strategy

Driving Qualified Leads

BRAC knew the rise of competition in the apartment marketing space was getting more and more expensive. The aim was to drive a number of online reservations on their new website with SEO content for their landing pages.

We worked with the leadership team at BRAC to create a highly focused PPC marketing strategy to attract qualified leads and increase qualified traffic to specific campaigns. We handled every aspect of BRAC’s PPC marketing needs, from research to campaign setups and ongoing optimizations.

We did competitive research and market analysis studies to find the best keywords to focus on based on the needs of BRAC’s target audience. This information was vital to help us optimize the campaigns and ad copy to meet the needs of their demographic. These efforts resulted in increased traffic and more bookings for BRAC and their partners.

SEO Copywriting To Overcome The Competition

The Charlottesville apartment market is growing at a fantastic pace as the University of Virginia, and other economic drivers are causing a revival for the local area. This economic growth has spurred the growth of apartment complexes across Charlottesville, which has put increased pressure on BRAC to drive traffic for their members.

Together with their web development team, we produced quality SEO content to meet the needs of their audience. Along with amazing website content, we also spearheaded the PPC management campaign for BRAC’s online marketing strategy. Our knowledge and expertise allowed us to develop content to improve organic traffic and improve the Quality Score of BRAC’s PPC campaigns.

Focused Apartment PPC Marketing Campaign

BRAC knew that their members needed more bookings through the website, so we worked with the BRAC leadership team to build an optimized PPC campaign to meet their needs. We used market and competitive research to create customized ads and keyword sets based on what BRAC customers are searching for. We developed several campaigns and ad groups around specific themes and aligned the keywords, ads and ad extensions to the landing pages to ensure the highest performance possible.

Results

The optimized PPC campaigns that we created for BRAC have already shown success for their partners. Since we worked with their PPC campaign and SEO Copywriting BRAC has already received an increase of 17.25% Sessions, 18% Users and a substantial boost in revenue.

Increased average page views

6.5%

Increased Length of each visit

7%

Increased Organic traffic

80%

Decreased Bounce Rate

6.5%

We may be small, but we help our clients grow big profits of over $17 million!

Words From Our Trusted Customers

Chris delivered professional content for a recent digital marketing project, and he delivered on time and within budget. Chris is a passionate and knowledge marketer who cares about his clients and gets results!

Alex Alexakis Owner- Pixelchefs

Chris has helped our businesses with PPC, SEO, and content development. He is a master of digital strategy with superb customer service skills. Chris always puts the success of his clients first. We couldn't be happier using him for digital marketing.

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Stephen Colvin Internet Marketing Manager

Chris brings an unparalleled attitude and enthusiasm that translates into how he communicates & writes, and that has really helped my business serve my clients better.