London 10 November, 2009… Independent digital agency, Blue Barracuda has won a three-way pitch for the search engine marketing account for Zoopla.co.uk. Zoopla.co.uk, the UK's fastest growing property portal, called the review following its latest acquisition of PropertyFinder Group. Within a short period of time, Zoopla.co.uk has already integrated its range of property websites onto a single, technology platform to combine the best features of each website and deliver an enhanced experience for the group's estate agent members and the millions of home owners and movers that use the sites. Blue Barracuda, which has managed the paid search for Zoopla.co.uk since March 2008, is appointed to increase targeted traffic for the new portal with a view to driving more leads to their estate agency clients.

The brands in the Zoopla! portfolio - Propertyfinder.com, HotProperty.co.uk and ThinkProperty.com (recently acquired from Guardian Media Group) - have become 'powered by' Zoopla! supported by a significantly increased marketing investment into the Zoopla.co.uk brand. Blue Barracuda will direct a new launch strategy including the use of feeds to target the full range of Zoopla.co.uk property listings on search engines. Click-paths will be analysed to understand the users’ complete search journey and portfolio bid management will be utilised to guarantee the best Cost-Per-Lead (CPL). Working across Google, Yahoo! and Bing this will drive more enquiries for lettings and sales to estate agents with increased propensity to convert.

Commenting on the appointment, Jamie Jaggard, Head of Consumer Marketing at Zoopla.co.uk explains, “Blue Barracuda stood out in the pitch because of their analytical approach to the account, commitment to innovation and understanding of our business. The agency has done an excellent job of the search engine marketing for Zoopla.co.uk , exceeding targets for the past 18 months. Despite this their pitch ideas were fresh and innovative, integrating with on-site search activity , the needs of our sales team and Google’s full offering to advertisers. We are confident they will make the most efficient use of the search budget to give the properties listed by our member agents the widest possible exposure online.”

Martin Talks, CEO of Blue Barracuda, adds, “Zoopla.co.uk is creating a unique, market-leading proposition for its estate agent members and the millions of home-movers using its websites every month. We’re proud of the work we have done for Zoopla.co.uk so far, and now we can scale up to deliver an overall strategy to reach more consumers in the market for a property and deliver more leads, more viewings, and more requests for instructions to their member agents. We have seen the number of property-related searches grow by over ten per cent this year so it’s important to increase the number of keywords, rewrite the creative and optimise the position as well as analyse the results to improve the campaign going forward.”

The PPC activity will be supported by a broad range of online activity, and as a result of its acquisitions, the Zoopla.co.uk group will power the property channels for leading UK websites including MSN, Yahoo!, Guardian, Tiscali, UpMyStreet and Virgin.
About Zoopla!.co.uk
Zoopla!.co.uk is a unique property website offering users information and tools to help them make better-informed property decisions. Our aim is to provide the most comprehensive source of residential property market information in the UK to help buyers, sellers, owners and estate agents alike and give them an advantage in the property market.
In 2007, following the success of bringing DVD rental to the web with LOVEFiLM.com, Zoopla!! founders Alex Chesterman and Simon Kain realised that the UK property market had yet to fully enjoy the benefits of the internet in terms of its ability to deliver transparency and efficiency. They set out with the mission to transform the property market for both professionals and consumers by:
• offering users FREE access to instant value estimates, sold house prices and local information and trends
• enhancing estate agents' marketing efficiency by providing exposure/leads on a pay-for-performance basis
• helping users find local agents and other property professionals to assist them in the transaction process
• letting buyers make offers on ANY UK home and owners test interest in their homes before choosing to sell
• creating an environment where anyone can ask/answer questions and share their knowledge about homes
By providing FREE value estimates for EVERY UK home, sold prices and local information as well as hundreds of thousands of property listings for sale/to rent, Zoopla!.co.uk is fast-becoming the ultimate destination for users to both search for property and to do their market research. We continue to be the UK's fastest growing property website and largest and most active property community, with over a million user contributions to our website in the past 12 months alone. We also offer unique features, like TemptMe!. and AskMe!., which allow consumers to gain an insight into the market and discover information they won't find anywhere else. Our estate agent directory, FindAnAgent and our unique AskAnAgent feature also help guide users to local professionals directly for their expertise.
We launched our website in January 2008 and since then we've been on a non-stop path to transform the UK online property sector. Our user numbers continue to grow impressively and we have consistently been the UK's fastest growing property website for the past 18 months, now attracting over 1.5 million visits per month to our website.
In July 2009 we acquired Thinkproperty.com from the Guardian Media Group and in August 2009 we added Propertyfinder.com, one of the UK's largest property portals, which we purchased from News International.
Our value estimates are calculated using a proprietary algorithm (secret formula) that we have developed by analysing millions of data points relating to property sales and home characteristics throughout the UK. The algorithm works by comparing relationships between home prices, economic trends and property characteristics in given geographic areas. Our estimates are constantly refined, using the most recent data available and a variety of statistical methodologies, in order to provide the most current information on any home.
Zoopla! Ltd is a privately held company with a highly experienced and proven management team, backed by well-respected angel investors and leading venture capital firms Atlas Venture (atlasventure.com) and Octopus Ventures (octopusventures.com).

About Blue Barracuda
Independent digital agency Blue Barracuda gives brands digital bite: the competitive edge brands need to make the most of the digital opportunity. The agency does this by taking a strategic approach backed up by a full service online marketing offering ranging from brand creation and launch, conception and production of online creative, including video and audio, online media planning and buying, email marketing, social media and site design and build. www.bluebarracuda.com

For further information please contact,
Joanna Burton
PR Director
020 7923 6840
Joanna.BurtonATBlueBarracuda.com

Published on: 4:50PM on 20th November 2009