The exclusive new opportunities that Microsoft brought to Purplebricks have transformed search engine results pages into a rich, branded experience that builds salience and drives consideration while generating clicks.
“Features like Multimedia Ads, Video Ads, and Image Extensions have made search more than just a lower-funnel channel for us,” says Jack Hart, PPC Lead for Purplebricks. “We’ve got the branding in there, and it’s great for consideration because we’re delivering targeted video messages exactly when the customer needs them. Search is the perfect tool to create that consideration at the same time as being great at converting.”
“We’ve had great feedback where people searching for our brand have encountered really striking brand imagery—and it’s very much a Microsoft feature that’s not offered by any other channel at the moment,” adds Andrew. “Bringing our brand personality into search engine results pages is really exciting.”
Innovating with Microsoft has enabled Purplebricks to respond to the reality of how homeowners decide on an estate agent to work with: An extended research process with many twists and turns, where preference comes from encountering a brand consistently across touchpoints. Working with the Microsoft Audience Network to retarget searchers in their feed provides another powerful option for influencing that journey.
“The whole Microsoft Advertising stack is working really well for us,” says Andrew. “Retargeting is an important part of our strategy—and native placements on the Microsoft Audience Network put us alongside premium content in premium positions, which is where we want to be as a market-leading brand.”
Empowering search to play a role throughout the funnel is delivering spectacular results for Purplebricks, further extending the value of Microsoft Advertising as a marketing property. “When we use all of these features, we find Microsoft Advertising delivering a return on advertising spend (ROAS) of 500%, and our conversion rates are up 18% across all activity” says Andrew. "That's far higher than any other channel. We're really happy with how this partnership delivers for us"