Digital Marketing Case Study: Mattamy
Mattamy Homes is a respected and renowned builder of new and innovative homes in communities across North America. Though their homes are award-winning, their digital marketing needed help. They were spending in the wrong places, giving weight to the wrong KPIs, and, as a result, not achieving the virtual boost in online traffic, and subsequent leads and sales, that they desired.
Enter AdsIntelligence Marketing. We readjusted Mattamy’s digital ad spend to maximize their ROI, refocused their “digital mindset” to concentrate on the metrics that matter, and revitalized their digital ad success through solid conversions. Let’s examine three aspects of Mattamy’s digital ad campaign and how we turned the tide to achieve success.
Paid Search Strategy
Problem
About 20–30% of Mattamy’s digital budget was being spent on Paid Search terms for their own branded keywords—words they would have ranked for organically for free. This strategy certainly made the previous agency look good by lowering their cost-per-click (CPC) and cost-per-lead (CPL). It didn’t, however, add additional leads from prospects not already familiar with the Mattamy Homes brand (such as those searching for more generic terms like “new homes for sale near me”) on top of those from organic traffic.
Action
We completely stopped bidding on branded keywords and devoted our entire paid search budget to focus on reaching new prospects unfamiliar with Mattamy. Though this would appear to negatively impact our Paid Search metrics in the short term, we knew we would see a lift in overall leads and those leads previously attributed to branded paid search come through as organic or direct leads instead.
Dynamic Search Ads
Problem
Mattamy was heavily using Dynamic Search Ads, relinquishing control of their ads and keywords to Google. Without this control, Mattamy was unable to properly target their audience and adapt, if necessary, to changing conditions. Google also focused on brand traffic for these ads (because to Google, brand keywords always appear to perform better), which wasted Mattamy’s digital spend even more.
Action
We switched off Dynamic Search Ads, and implemented a more hands-on approach. We built out keyword lists and executed a strategy that allowed us the flexibility to manually optimize our messaging as needed. This is part of the AdsIntelligence difference: Our digital team applies their expertise to every ad campaign, tweaking and adapting on a daily and weekly basis to get the most out of every dollar spent.
Facebook Ad Strategy
Problem
We also observed that Mattamy was not utilizing multiple ad creative variations in Facebook Ads. Instead, they were running only 1-2 ads per community. They were also using very broad geotargeting (in most cases, targeting the entire state where a community was located).
Action
Using visually stunning carousel ads, traditional static image ads, and engaging video ad creative, we created a full suite of Facebook Ad variations for each of Mattamy’s active communities. With a hands-on strategy, our team was able to dynamically adapt: minimizing spend on ads that were not converting, while spending as much as possible on our best performing ads that yield the most leads.
AdsIntelligence Results – After Month Two:
- Overall website traffic increased 85%
- Organic traffic increased 35%
- Direct traffic increased 18%
- Website sessions increased by 11%
- 10% increase in users
- increase in new users
- Total CPL across all channels improved by 35%
- Leads increased by 71%
- Sales increased 26%
AdsIntelligence helped Mattamy optimize their digital spend to reach more prospective new home buyers. We’re not surprised that their sales increased as a result. That is, after all, the true metric of client success and our main goal.
