VIEWS: 0 PAGES: 2 POSTED ON: 12/23/2011
Mortgages Search Vertical Insights - August 2011 MARKET NEWS & TRENDS It’s that time of year again, summer is almost over, • At present, there are 2,688 residential mortgage days are getting shorter and consumers are starting products for buyers to choose from – the most since to hibernate back to their homes to frantically search December 2008. Buyers with a 10% deposit have seen online to sort out their financial stability post-summer their options increase considerably; there are currently and plan for the future. That’s why, at this time of 261 products at 90% loan-to-value, up from 176 at the year, we see spikes in financial searches. This month, same point last year. The tier with the highest number we want to look at mortgages as traditionally August of mortgage products at present is 75% loan-to-value, through October is peak season for home buying. which is comprised of just over 800 residential home loan deals. (Moneyfacts) Here are some of the highlights: • Remortgages are likely to be a significant growth area for lenders this year, as speculation mounts over a rise in interest rates. Indeed, Barclays and Nationwide have already launched Switch & Fix propositions to capitalise on consumer anxiety here. (Mintel) • The number of loans for house purchases and remortgages both increased in May, reflecting a mortgage market that appears to be stabilising. Figures from the Council of Mortgage Lenders (CML) have revealed that there were 41,500 loans worth £5.9 billion advanced for house purchases in May - up from 40,800 (£5.9 billion in value) in April. (CML) • Potential first-time buyers are seeking out advice in droves as lenders begin to return to higher loan-to- value lending. First-time buyers looking for guidance in the market accounted for 40% of all advice sought on mortgage matters in June, the highest level seen since April last year. (unbiased.co.uk) ACCOUNT MANAGEMENT BEST PRACTICE • Match Type suggestions • Keyword Expands As we can see from the above news snippets, there are certain mortgage areas that are particularly strong at the • Excluded Keywords moment. In particular, remortgages and first time buyer • New Ad Suggestions mortgages. It’s crucial to make sure you have these • Dynamic Keyword Insertion campaigns built out and optimised. With 2688 residential mortgages for buyers to choose from, it’s extremely important to relate your offer in the adcopy in order to TOP KEYWORDS set your product apart from others. For example, if you 1. mortgage rate 12. mortgage uk are offering no deposit or 5% deposit mortgages, make sure this is displayed in your copy boldly using Yahoo!’s 2. mortgage 13. best mortgage deal dynamic keyword insertion. Another thing to bear in mind 3. mortgage calculator 14. first time buyer mortgage is to have relevant negative keywords in your account. If 4. remortgage deal 15. mortgage broker you have separate accounts for loans for instance, make 5. buy to let mortgage 16. best mortgage sure you have loan terms as negatives along with other finance products you may offer.... In order to have your 6. remortgage 17. 100 mortgage accounts ready for this peak season, contact the Yahoo! 7. compare mortgage 18. mortgage protection creative team to help optimise your accounts. Below is 8. mortgage advice 19. mortgage quote summary of the work we can help you with; 9. mortgage deal 20. mortgage loan • Account Investigation 10. fixed mortgage • High Volume Restructure 11. fixed mortgage rate • De-Dupe • Bid Proposals Read on for: Mortgage Seasonality, Mortgage Product Seasonality, Top Keywords By Clicks vs. CPC, Hitwise - Share of all Portfolio Clicks www.advertising.yahoo.co.uk Mortgages Page 2 of 2 Vertical Insights - August 2011 MORTGAGE SEASONALITY Impressions on Yahoo! saw a surge last September which tailed off in December. January, however, was very strong, so it is important to ensure that accounts not only have the relevant keywords to take advantage of this seasonality, but also that the top keywords are bid on competitively to help them have a presence in top ad positions. You can also see that Y-O-Y searches are up this year. MORTGAGE PRODUCT SEASONALITY HITWISE - SHARE OF ALL PORTFOLIO CLICKS As expected “fixed rate mortgages” are most popular at This table is very interesting as the number-one term by the moment with searches at their highest in two years. a long shot in terms of clicks is “mortgage calculator”. “Buy to let mortgages” are pretty flat with spikes in Of course this Hitwise data is heavily influenced by January and May. “Tracker” and “offset” are traditionally Google, but from this, looking at the top 20 keywords steady all year around. on Yahoo! on the previous page, we can see there is a big opportunity here to bid on “mortgage calculator” aggressively on Yahoo! Search. In fact, in the top 15 most- clicked terms across all engines, there are four terms that contain “calculator” in them. SEARCH TERMS SHARE OF ALL PORTFOLIO CLICKS 7/9/11 4/2/11 1 mortgage calculator 20.29% 19.14% 2 mortgage rates 3.62% 4.47% 3 mortgages 3.62% 3.80% 4 mortgage 3.08% 2.72% TOP KEYWORDS BY CLICKS VS. CPC 5 mortgage 2.21% 1.99% repayment These figures are based on June’s data and it’s very calculator interesting to note that not only does “mortgage rate” 6 nationwide 2.01% 2.20% have the highest amount of impressions, but also one mortgages of the lowest average CPCs at only 85p. Impressions 7 halifax mortgages 1.85% 1.81% on “mortgage rate” have tripled Y-O-Y, proving that at 8 buy to let mortgages 1.66% 1.93% the moment, there are so many products in the market 9 bbc mortgage 1.36% 1.34% and buyers are desperately comparing rates. Financial calculator comparison sites should really take advantage of being able to compare rates and bid aggressively on this 10 buy to let mortgage 1.27% 0.83% keyword. 11 best mortgage deals 1.00% 1.39% 12 mortgage deals 0.95% 0.84% 13 hsbc mortgages 0.86% 0.68% 14 natwest mortgages 0.82% 0.73% 15 buy to let mortgage 0.81% 0.59% calculator ADVERTISING SOLUTIONS email@example.com www.advertising.yahoo.co.uk Drive your business through a combination only Yahoo! offers: the science to target an audience, the art to create engagement, and the scale to reach the right audience in meaningful numbers.
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