“Every Brand Wants To Be In The Face Of Their Customers Every Minute Of The Day”: A Hipages Case Study

“Every Brand Wants To Be In The Face Of Their Customers Every Minute Of The Day”: A Hipages Case Study
SHARE
THIS



The idea of calling out a tradesman – plumber, carpenter, builder, whatever – isn’t typically considered a pleasurable experience by most people unless, of course, you’re one of those home renovation tragics.

So, in 2004 two Aussie entrepreneurs, David Vitek and Robert Sharon-Zipser, created hipages, a website that connected customers with tradies in their area who actually wanted the job, and would provide quotes for the finished work. In 2015, NewsCorp purchased a share of the business which now represents over 78,000 Aussie tradesman who cover 1300 home improvement categories.

Naturally, when you’re playing in the highly competitive and highly searched tradie category, then your Search Engine Marketing (SEM) is going be what gets you the eyeballs – and the business – over a myriad of online competitors.

HIPAGES-1260x840

Hipages is regularly touted as one of Australia’s biggest search marketing spenders but Kenny Tse, hipages’ Digital Marketing Manager, advises that knowing your brand, knowing your audience and knowing their behaviour is the first thing a brand should get right before embarking on a (often expensive) search strategy.

For hipages, the problem is two-fold. Sure, the brand has to be top of mind (as search brings in almost half of hipages’ customers), but it’s important to go one step further and explain the brand’s unique proposition.

Agreeing that it’s not just hipages fighting to be front row and centre after someone’s hit the search button, Tse shares that “every brand wants to be in the face of their consumers every minute of the day, but you’re not going to appeal to everyone all the time. It’s really important to just focus on the primary purpose of the business, highlight this in your search ad, and on the post-click experience that forms part of your customer’s subsequent journey.”

“User segmentation is so important, being able to identify where a user is in the path to purchase makes converting that user a lot easier. With segmentation, you’re able to be in the right place, at the right time, with your marketing activities.”

“For example, a user searching for a locksmith is more likely to need one urgently, that’s why we focus on direct response messaging. On the other hand, a user searching for a builder may need to do more research before making a decision, so we will retarget to them just to remind them we’re available when they’re ready,” he says.

With a big focus on growth, SEM plays a crucial role in new user acquisition for hipages, which is why they use a combination of Google and Bing for their search advertising. Given Bing has 11.5 per cent share in the search market, Tse shares the platform gives them many new users to target, especially since it has a wealthier and more mature base – an ideal scenario in the home improvement category.

Tse agrees that not all search engines are the same and adds he’s often surprised by the number of people he meets, who are involved in search but haven’t tried Bing. “The only real way to find out how Bing can help your business and get more online exposure, is to try it out. If your budget allows, I would highly recommend setting a test budget aside to do new things.

“In my experience at hipages, the cost per acquisition (CPA) with Bing has been lower and revenue has been higher compared to that on Google – that really speaks for itself,” Tse reveals. “Because there are fewer competitors on Bing, it definitely helps with the performance metrics. We have also been able to enjoy these successes due to the assistance of our account managers at Bing, who really go out of their way to help us optimise our account.”

Some tips from hipages on how to improve your SEM? Try new features early that can mean quick wins at low cost per clicks. Utilise sitelink extensions to send users to pages your customers care about. Keep learning about your audience (they are different on Google and on Bing) and adding relevant keywords. Try and manoeuvre your search to where your customers are. And never underestimate the power of data. “We have three data scientists working at hipages all providing vital insights to the company. In order to make informed changes to the hipages SEM accounts, we’re looking at a few million rows of data every week,” Tse concluded.

Latest News

Sunday TV Wrap: Seven’s ‘All Together Now’ Finds Its Voice, But It’s Nine Doing The Winning Singing
  • Media

Sunday TV Wrap: Seven’s ‘All Together Now’ Finds Its Voice, But It’s Nine Doing The Winning Singing

In a relatively quiet Sunday night of TV, Seven’s All Together Now was the standout entertainment show of the night with 698,000 viewers. Yet again, news and current affairs dominated with Seven’s 6pm news bulletin (913,000) the most watched show of the night followed by Nine’s version with 851,000. 60 Minutes was the third most […]

by B&T Magazine

B&T Magazine
IKEA Turns Broken Lift Into Wonderfully Black Christmas Ad
  • Advertising
  • Campaigns

IKEA Turns Broken Lift Into Wonderfully Black Christmas Ad

A malfunctioning lift is the backdrop to a wonderful Christmas spot for IKEA Italy. The ad features two men stuck in a lift with their IKEA purchases in tow. Unable to escape, the strangers make the best of the situation and set up a festive scenario right there in the lift. The ad’s the work of […]

by B&T Magazine

B&T Magazine
2018 State of Origin - NSW Blues v QLD Maroons

June 6th 2018, MCG #ORIGIN

Digital Image: Nathan Hopkins © NRL Photos
  • Marketing
  • Media
  • Opinion
  • Partner Content

Sport Is A Shining Example Of Darwin’s Theory Of Evolution

In this opinion piece, QMS Media’s Anne Parsons (pictured below) explains why the marketing effectiveness of sport has stood – and continues to stand – the test of time for brands. In the world of media where fortune favours the brave and the shiny new thing takes the spotlight, media channels are being overturned and […]

Partner Content

by QMS Sport

TV WEEK ​​Unveils Inaugural List Of The Next-Gen Women On Aussie TV
  • Media

TV WEEK ​​Unveils Inaugural List Of The Next-Gen Women On Aussie TV

Bauer’s TV WEEK is using its latest issue to celebrate women, with the release of its inaugural list of Next Gen Women of Australian television. The 13-page feature story showcases 37 women who are leading in their field within the Australian television industry. From actresses to writers, producers to reality stars, these women epitomise the modern […]

Why Advertising Needs To Look To The “Good Ol’ Days” To Avoid Becoming Extinct
  • Advertising
  • Opinion

Why Advertising Needs To Look To The “Good Ol’ Days” To Avoid Becoming Extinct

Last week B&T published an opinion piece by J Walter Thompson Sydney’s head of strategy, Carly Yanco, titled Why Aussie Adland Needs To Call “Time” On The “Good Ol’ Days. Unsurprisingly, the piece ruffled a few feathers with some industry veterans and here, B&T regular Robert Strohfeldt, pens his riposte to young Yanco’s claims… This is the third time […]

Opinion

by B&T Magazine

B&T Magazine
Blue 449 Launches New Campaign For Chivas  “Success Is A Blend”
  • Campaigns
  • Media

Blue 449 Launches New Campaign For Chivas “Success Is A Blend”

Blue 449 has launched a new paid media campaign called Success is a Blend for Chivas Regal, the original luxury blended Scotch whisky. This through the line campaign celebrates the belief that blended is better, in life and in Scotch. Chivas’ faith in blending was instilled by founding brothers, James and John Chivas, who pioneered […]

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders
  • Media

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders

The Australian has today published its fourth annual edition of The Deal focused on emerging female leaders, in association with Chief Executive Women (CEW). The issue showcases successful women while asking some challenging questions. The Deal editor Helen Trinca said: “Women have achieved so much, even if there is more to do, and there is […]

Shake The Cage Cup Submissions Open
  • Media

Shake The Cage Cup Submissions Open

Didn't have much like on the recent Melbourne Cup? Well, why not turn your attention to the Shake The Cage Cup instead?