Apartments.com
Apartments.com Achieves 54% Lower CPL Than Target Goal with Taboola Dynamic Creative Optimization
Apartments.com Achieves 54% Lower CPL Than Target Goal with Taboola Dynamic Creative Optimization
- 54% Lower CPL Than Target Goal
Company
Apartments.com is the top online rental marketplace where people can browse over 1 million apartments, houses, condos, and townhomes for rent.
Challenge
Expand Apartments.com’s remarketing program to incorporate new ad formats and inventory, and test a new strategy to drive qualified leads to rental property listings on their website.
Solution
Use Taboola Dynamic Creative Optimization to retarget website visitors with personalized ads based on properties they’ve viewed.
Results
With Taboola Dynamic Creative Optimization, Apartments.com increased qualified leads at a 54% lower CPL than their target.
Introduction
Apartments.com is the top online rental marketplace where people can browse over 1 million apartments, houses, condos, and townhomes for rent. With a comprehensive database of high-quality property listings and a user-friendly platform, Apartments.com empowers millions of renters nationwide to make informed decisions about where to live, while providing property owners with effective advertising solutions, market analytics and social and reputation management solutions to secure more rental leads and fill vacancies fast.
Apartments.com is part of CoStar Group, Inc., a leading global provider of commercial and residential real estate information, analytics, and online marketplaces.
Apartments.com Retargets Website Visitors with Personalized Taboola Native Ads
Apartments.com was looking for new ways to generate qualified leads on their website. To that end, they wanted to expand their remarketing program to include new ad formats and inventory. The goal was to drive target audiences to rental property pages, where they could engage with each listing and submit a form for more information.
Apartments.com had already been running native ads across the Taboola network for a few years, using prospective tactics to increase traffic and lead generation. Now, however, they wanted to use retargeting tactics to increase lower-funnel performance results.
That’s where Taboola Dynamic Creative Optimization (DCO) came into play. Taboola is always building innovative solutions to help advertisers expand their reach across the open web and meet their performance goals. DCO — one of the latest solutions — is an advanced ad technology that automatically customizes ad creatives for users who’ve already engaged with a brand’s content.
DCO proved to be the perfect fit for this performance-driven campaign. Apartments.com tracked website interactions with the Taboola Pixel and then retargeted engaged users with ads featuring the properties they’d previously viewed. Each ad was dynamically created to include all relevant property information, including price and location. This DCO-powered strategy helped Apartments.com motivate people to revisit their site and continue their customer journey, ultimately increasing clicks and conversions.
Apartments.com Increases High-Quality Website Leads with Taboola DCO
The campaign delivered tremendous lower-funnel results. After just two months of testing, Taboola DCO helped Apartments.com generate high-quality leads at a 54% lower cost per lead (CPL) than their goal.
Apartments.com is now working with Taboola to add incremental reach to their native acquisition strategy. Taboola also provides access to unique placements and inventory not available from their other Apartments.com vendors. Going forward, Taboola will help Apartments.com continue to scale their performance results as they enter peak seasons in 2025.
After running Taboola sponsored content for a few years, we were excited to test Taboola’s new Dynamic Creative Optimization feature. In just a short time, these real-time optimizations proved extremely successful in driving leads and lower-funnel action among our target audience.
- Lydia Barnes, Director of Programmatic & Social Media, Apartments.com