Targeting by specific location
The first step was to make changes to Zoopla’s property feed so that it contained all of the required information, such as the number of properties available by location, number of bedrooms and average property prices. It was then integrated with the inventory management feature of DoubleClick Search, allowing the creation of dynamic ad copy reflecting current availability.
Simplified campaign management
DoubleClick Search also offered custom variables and rules so the team could make changes to the feed in real-time without the need for back-end development on the Zoopla property database. Meanwhile, the use of advanced templates for ads and keywords reduced the time required to build a campaign without compromising the granular detail with which they could be managed.