TYPES OF CAMPAIGNS USED
- Search brand ads
- Performance Max
- Local
- Discovery
SEARCH CAMPAIGN. LOSING AND WINNING
Trying to get a quick result, we started by focusing on high-frequency queries, such as “buy an apartment”, “buy an apartment in Lviv”, etc. However, this didn’t work and we received only 4 macro conversions with a conversion cost of UAH 1,120.
We made a decision to direct the budget only to branded keywords, since the developer had already completed some projects, translating to brand recognition due to the existing advertising on city billboards. This worked and significantly improved the situation: we received 111 macro conversions at UAH 221 each.
We also managed to improve results thanks to analyzing the target audience and adjusting bids within the branded campaign for devices and demographics.
PERFORMANCE MAX
The developer obtained accreditation thus receiving an opportunity to sell on credit or installments. Since Lviv ranks second in Ukraine in terms of the cost of apartments on the primary market, this was a significant point for generating more sales.
We needed to inform the target audience about the opportunity to buy an apartment on credit as soon as possible.
That is why we created ad layouts and used them for Performance Max, targeting ads at people interested in buying apartments on credit and those who had visited websites of banks offering housing credit.
As you can see, we got brilliant results with the total number of macro conversions of 253 and their average cost of UAH 75.
Remarketing plays a vital role in this niche. Real estate sales are characterized by an extensive decision-making process. It’s necessary to constantly interact with the audience that is deciding where to buy an apartment and which developer offers the best price.
We received 154 macro conversions at the cost of UAH 115 each.
LOCAL
The advantage of Google Maps ads is that the ads encourage users to take action. Google motivates its users to interact with an advertisement with the help of the Call and Directions buttons, providing them with the exact location of the housing complex under construction.
The local campaign brought the best results: 278 macro conversions for UAH 64 each, so we took note that this channel shouldn’t be overlooked.
DISCOVERY
For this type of campaign, we decided to test the audience that had been automatically created by Google based on the existing audiences.
As a result, we received 122 macro conversions at the cost of UAH 92 each
The analysis showed that our target audience was located not only in Lviv. Since many people are moving to Lviv now, we decided to target other big cities too, which brought positive results.
We received most macro conversions from Dnipro, at the cost of UAH 65 each.
THE RESULT
We are moving in the right direction. We have selected the most appropriate target audiences and bidding strategies, which allows us to improve results each month, growing conversions without increasing the budget.
This helps to grow sales. We’re starting to construct a new section of the housing complex, work on new strategies and layouts, but this is the story of the next case…
