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yad2 · Marketplace · Real estate, cars, jobs
10-15% lower CPL, with agents running the campaigns
yad2 runs reporting and campaign management from one hub in Toffu. Campaign managers now oversee a network of agents.
Gilad Kummer, Head of Growth, yad2
10-15%
lower CPL on campaigns run by the agent network
25%
better budget efficiency
Daily
automatic reporting to every account manager
01
The challenge
yad2 is a leading Israeli marketplace for real estate, cars and jobs. Its digital team supports all of the company’s marketing: a wide operation with many channels and interfaces, and many people across the company who need clear, orderly answers.
02
One hub for all digital work
Toffu became the one place that organizes yad2’s digital activity, for reporting and for campaign management. Every account manager sees the results of their activity in reporting that updates by itself, without reminders and without requests.
03
A network of agents, under supervision
Agents run the campaigns according to yad2’s own working method, and the team supervises and steers them. Automations optimize the activity in the background, around the clock. On the campaigns the agents run, CPL is 10-15% lower and budget efficiency is 25% better.
Toffu shifted our campaign managers from execution to oversight and strategy. It takes on the data pulling, report generation and campaign launching, so the team has the time to decide where and how to invest to maximize effectiveness.
04
The campaign manager role, redefined
With much of the daily work automated, Gilad asked what a digital manager’s job is today. The agents do the repetitive tasks fast and consistently, and the digital team has time for development, strategy and creative work.
The campaign manager role is turning into knowledge management: understanding in depth how each channel works, analyzing the performance of each traffic source, and overseeing a network of agents.
Toffu changed the way we think and work, and the results we deliver.
Gilad Kummer, Head of Growth, yad2
