The basis for the launch of Google was the collection of the semantic core and the determination of the recommended advertising budgets. Considering the advertising budget, hot queries like “Buy an apartment in a new building”, “Buy a one-room apartment in a residential complex” and so on were launched with a minimal budget, since the cost per click was quite high due to the great competition in the face of new building portals. The goal of this advertising campaign was maximum conversions, as it gave the best results during several tests.
The second, and later, as it turned out, the main one was a search advertising campaign with branded queries. The essence of this RK is as follows – to collect all requests related to the property, the interest which was caused by social networks, billboards, YouTube, and word of mouth. For this advertising campaign, there were the cheapest, and most importantly, targeted appeals.
Youtube video promotions were launched with one goal – to increase brand awareness. The promoted videos were always attended by sales department employees, not actors, which greatly aroused confidence in the developer and the facility as a whole.
The contextual media network (GDN) was used similarly to offline billboards, but with full digitization of indicators. The main purpose of the GDN is to notify the potential audience about current offers and increase interest in real estate. The indirect goal was to receive an application. But given the decision-making cycle (on average 2-3 months), the team and I did not make big bets on this indicator.
We also separately launched a remarketing advertising campaign to “catch up” with site visitors who did not leave an application. As a result, for 2 years of work (January 2020 – February 2022) we received the following results (for one of the projects):
- 49 million impressions
- 250,000 site visits
- 2 508 applications
- The cost of one application is $ 9
On average, 7 people out of 100 who left an application bought real estate from a developer. Given the specifics of the niche and the average check of $50,000, this is a very good indicator.
The cost of attracting 1 paying customer was $129