Industrious Case Study:
Industrious offers professionals luxurious offices in 150+ locations and 65+ cities around the country and abroad. Established in 2013, they’re known for their high-quality, all-inclusive approach to private and shared working spaces.
Our paid search campaigns for Industrious were consistently driving qualified leads, but after the
COVID-19 pandemic hit and working from home became the new norm, they quickly noticed a sharp decline in tenant applications and office tours. With vaccination rates on the rise, we were tasked with ramping-up applications and tour volume.
Services We Provided
What Socium Identified:
As a forward-thinking agency, we knew that Industrious’ Search account held the potential to be more efficient, with a unique emphasis on consolidation within Search campaigns.
Our Strategic Approach
Analyzed the current structure, looking for areas to consolidate
Θ Each ‘market’ had its own set of campaigns (which equaled 100s of campaigns overall) and each campaign had its own set of match types and bidding strategies. This extreme level of segmentation made it challenging to manage and run campaign tests effectively, which impacted our ability to grow and fully utilize smart bidding strategies.
Proposed an ideal consolidation restructure
Θ While working with the Industrious team, we discovered that although their non-brand campaigns were broken out by market, their internal finance team still needed to segment their offices by region for reporting purposes. This was the perfect place for us to begin consolidating.
Began consolidating within the proposed non-brand campaigns
Θ Next, we simplified the match types. Contrary to our typical restructuring process, we consolidated match types in the same ad groups (and campaigns). Grouping Exact and Phrase Match gave the Google bidding strategies even more opportunity to excel.
The Results MoM:
Increase in Applications
Increase in Office Tours
Increase in Clicks
Increase in Impressions
After seeing the impact that consolidated campaigns had on Industrious’ bottom line, we’ve implemented the new consolidated structure across all campaigns within their accounts. So far, this has resulted in further growth and even easier account management.
— Haley Roxin, Performance Marketing Manager, Industrious
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