Zoopla has launched ‘In Search’ ads to support agents and housebuilders as they seek to capitalise on record demand from buyers.
The ads are hosted on Zoopla’s listings search page, which the business has reported is receiving 120 million views per month.
Ads are shown in line with listings, while the product also has improved targeting capabilities and an increased inventory, with five ad slots available per page.
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Since roll-out began a month ago, the In Search ad campaigns have reportedly delivered a click-through rate more than five times that of similar display products.
The ads can be used by customers to promote their brand, or services of their choice, such as conveyancing or mortgage solutions.
Zoopla also aims to help agents and housebuilders save on marketing agency spend and in-house design team time, as the creatives assets are built and managed in-house.
This ensures the ads match the look and feel of the Zoopla website and in turn, provides a less disruptive brand experience for consumers.
‘In Search’ ads have a flat monthly cost, which decreases the more impressions are purchased.
Andy Marshall, chief commercial officer at Zoopla, said: “The pandemic and the search for space has led to a range of homeowners deciding to enter the market including many second and third steppers and downsizers.
“As we look to support agents and housebuilders to capitalise on this momentum, the launch of ‘In Search’ ads gives agents the opportunity to ensure they’re in prime position to capture the interest of these motivated homeowners.”
Mark Wayne, director at Wayne and Silver Estate Agents, added: “One of our key priorities as a business is to promote the Wayne and Silver brand to potential customers in the local area and sending consumers to our website is central to that.
“In-Search Ads is not only helping us achieve this goal but is also driving enquiries, all with a look and feel that’s in line with listings on the website.”
