HomeAdvisor leading in Home Improvement Industry with innovative digital and paid search marketing

HomeAdvisor leading in Home Improvement Industry with innovative digital and paid search marketing


[MUSIC] HomeAdvisor is the leading
website to help homeowners connect with prescreen
service professionals. Last year, we connected over
10 million homeowners to our network of a 120,000
service professionals. Homeowners want
things done fast, they want them done easy,
so we’ve created tools. Homeowners connect
through the website or directly on the phone
through a click of a button. We have two customers, we have
homeowners on the one side, people who have any type
of home improvement need. And then on the other side,
we have service providers. These are usually local small
businesses who are looking to acquire customers. Whether it’s a plumber,
a landscaper, a cleaning service, HomeAdvisor
has reviews and ratings that can help you find who’s
gonna do your project best.>>Our biggest differentiator’s
that we’re really not just a directory, we’re an advisor, we
have our homeowners and our pros advice on how to have a project
done and have it be successful.>>The home industry spaces
around a $314 billion space. To succeed, you really need
to understand your customer, need to understand
how to reach them.>>We grew up in digital and
we’re very ROI focused. And paid search for us has by
far the greatest ROI, and so that’s where we
invest most heavily.>>Search advertising and other
sources of digital marketing are really our bread and butter here on HomeAdvisor,
and does all cost money. And we’ve found that we need
to really be efficient.>>Within search there’s a few
key players that we work with. The things that we really like
about Bing are the ability to target, and the types of
customers that we’re attracting.>>All of our search advertising
partners give us pretty much the same deal. The thing that Bing does
that goes above and beyond is it gives us access to
their internal tools that look at that data and
make decisions based on it.>>Something that is unique to
Bing is the ability to bid on different demographics.>>With Bing Ads, audience
lists, we’re able to generate a list of users who have
been to our website. It’s really cool
because it allows us to separate out these audiences. I can say, okay, here are people
who submitted a request for a fence and they had someone
come out and fix their fence. Now, I bet they are invested
in their lawn and so we can serve them ads for
landscaping. We try all kinds of
different things like this.>>Sitelink Extensions have
been really valuable for us, because by the time
someone has searched, we know exactly what
they’re searching for. They can say, I do need a leaky
pipe repair, click on that, and they’ll be right on the page that will connect them
with the service provider.>>One of my favorite tools that
I’ve been using recently is Bing Ads intelligence. It’s a Microsoft XL add on
that allows us to download our account performance and then
uses Bing’s internal tools to generate recommendations for us
and it saves us a lot of time.>>Looking back at
the last couple years, our performance on Bing has
just continued to improve.>>Bing support is a key
differentiator for us.>>Our Bing reps are like having
another team member here.>>They come back to us with,
hey, you told us what
your goals were. We went in and we looked at
the data, we used our tools, and we think these new products
can really help you out.>>I can tell that we’re not
just a number with Bing. There are faces, and there are names and
it’s like having a partner.>>It’s a very personal
experience having someone come into your home and
do work on your home. So people really want to feel
comfortable that that person is gonna do a good job and gonna
do it right the first time.>>Success, for us,
is having happy consumers and happy professionals
>>What it really boils down to is that moment when
the homeowner connects with that professional and
makes their life less stressful. That’s what it’s really about. [MUSIC]

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