How do you harness machine learning to increase growth?
Zolo is Canada’s largest digital real estate brokerage. Here, you can search for property listings in real-time while accessing data, real estate knowledge, and agents. Their platform is intended to create a seamless, stress-free real estate experience. Zolo is used by millions of buyers, sellers and renters to find and research property, statistics, and advice.
Zolo was experiencing difficulty growing through non-paid channels and was restricted by Google’s limitations. It was taking far too long to index the thousands of new real estate listings uploaded to the site each day.
They approached Major Tom with the goal of doubling their year-over-year growth, while at the same time reducing their CPA (Cost Per Acquisition) and diversifying their channels of acquisition.
Drive 2x YOY growth
Diversify acquisition channels
Growth Through AI and Advertising
By developing an automated process to fully leverage Google’s machine learning in Google Ads, we were able to craft a new process for creating ads at scale. We augmented our manual keyword targeting with the machine learning-enabled Dynamic Search Ads (DSA) format. We did this by programming a system in which over 70,000 active listing URLs in the client’s target regions are automatically updated and uploaded every 15 minutes.
A manually crafted search campaign would not have been able to target specific search terms and drive users to effective landing pages. But, Zolo’s Dynamic Search Ads campaign could. We executed machine learning-enabled optimizations, such as employing target CPA bidding, across more than 1,000 ad groups and nearly 100,000 keywords. This targeted a wide breadth of long-tail search terms far more accurately than a manual campaign.
The delayed listings challenge was overcome with a combination of scripts. We used automated internal scripts (AdWords Scripts), external scripts (PHP), and Google Sheets, turning them into new listings from Zolo’s database and into paid search ads in under an hour. Now, users driving around neighborhoods while looking for listings online will land on Zolo first.
"We were attracted by their willingness to experiment, their ability to understand our business and their ability to move quickly."
Jon Cartwright Head of Growth at Zolo