About the project
- Location: Kyiv region
- Destination: Sale of cottages in Cottage Town
- Purpose of work - receiving calls
- The account was working from September 2020 to January 2022
Strategy:
Selling cottages requires a clear strategy that combines geotargeting, a segmented approach to the audience and different advertising formats.
- Geotargeting for Kyiv and suburbs.
- Dynamic search ads (DSA) to attract hot leads (under conditions of high-quality indexing of the site).
- Remarketing to return interested users:
- Media remarketing (GDN) - banner ads on popular sites.
- Remarketing in search (RLSA) - showing ads to people who have already visited the site but are looking for alternatives.
- YouTube Video Remarketing - Ads for real estate viewers.
- Using different levels of key queries - setting up ads for different decision stages.
- A/B testing ads. Optimizing your ads and landing page to increase conversions.
- Using video ads.
- Automated bid strategies for budget optimization. Using Google Ads algorithms for efficient budget spending.
- Local search marketing (Google My Business + Google Maps Ads). Displaying ads on Google Maps for potential customers in Kyiv and the suburbs.
- Lookalike audiences. Finding potential buyers that look like real customers.
- Use of promotions and limited offers in advertising.
The combination of these methods allowed to attract target buyers, increase conversion and accelerate sales.
Setting up advertising campaigns:
The project started from scratch, and we applied a comprehensive approach to its implementation. Performed in-depth marketing analysis by researching the market, determining the target audience and analyzing competitive offers.
- Formation of the semantic core - covered both general keywords and targeted queries at various stages of the sales funnel, which allowed us to effectively guide customers from the first acquaintance with the project to making a purchase decision.
- Segmentation of key queries - divided them between separate campaigns for more precise targeting.
- Traffic optimization - added a list of negative words, which allowed to reduce the cost of untargeted clicks.
- Launch of DSA-campaigns and Discovery Ads – dynamic and demand-oriented campaigns ensured reaching the relevant audience.
- Creating Effective Ads - Conducted A/B testing to determine the best calls to action.
- Contextual media advertising (GDN) - visual presentation of the project was used to increase trust in the developer.
- Remarketing – set up custom audiences and returned potential buyers who interacted with the project.
- Optimizing the advertising account - continuously reduced the average cost per click and adjusted bids and budgets for maximum results.
Calls during all working hours
Ringostat callback 58
Ringostat - Answers to 208 calls
Ringostat - 65 lost calls
Click-calls (On Google server) 26
Conversion cost UAH 1,243.
The result speaks for itself.
Thanks to a comprehensive approach, well-thought-out strategy and effective setting of advertising campaigns, we managed to significantly increase the flow of targeted leads and significantly accelerate the sale of cottages in the town. Remarketing brought back potential buyers, and flexible ad optimization reduced the cost of customer acquisition.
Sales increased and some cottages were reserved before construction was completed.
The conversion rate exceeded the expected indicators, and the traffic became as high quality and targeted as possible.
The cottage town gained recognition and demand for housing increased even after the advertising campaign ended.
This case proves: an effective digital strategy combined with analytics and continuous optimization gives a powerful result.
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