Case "Setting up web-analytics and advertising for real estate agency in Grodno Shoprealty.by"
I want to promote my project
Website of modern real estate agency in Grodno, Volkovysk and suburbs ShopRealty.by
Client is a modern real estate agency based in Grodno and Volkovysk, as well as the surrounding areas. They assist clients from the idea of purchasing and selling real estate to a legal and successful transaction. Their expertise lies in the sale and purchase of apartments, homes, and commercial real estate. They provide legal support for all transactions, help with property valuation, promote profitable investments, and help transfer apartments to non-residential status, among other services.
WORK START:
July 16, 2019
July 16, 2019
Цели продвижения
Целевая аудитория
Уникальные предложения
Запустить рекламу за 1 день. Баку.
1 день под ключ.
78 регистраций.
12 менеджеров непрерывно загружены.
1 день под ключ.
78 регистраций.
12 менеджеров непрерывно загружены.
Человек, который практикует или как минимум интересуется духовными практиками, разными видами медитаций, йогой.
Необходимо настроить аналитику на сайте фестиваля и рекламу в кратчайшие сроки за неделю для достижения поставленных целей.
Goals of setting up analytics and advertising
Attracting new customers.
Increasing the number of calls and applications from the site.
Evaluating the efficiency of advertising campaigns.
Evaluating the efficiency of advertising campaigns.
Understanding the behavior of visitors on the site.
Increasing brand awareness.
Analytics set up
The set up of analytics was made through Google Tag Manager as it can be done quickly and without the need for developers. GA4 and Yandex Metrics were chosen as tools to analyze traffic sources.
GTM code was added to the website and configured the tracking to collect key performance indicators such as site traffic, traffic sources, page views, conversions. For the main conversions on our site, we implemented the following actions:
- sending feedback forms,
- clicking on a phone number,
- switching to the messenger for correspondence.
Development of an advertising strategy
Google, Yandex, Facebook, and Instagram were chosen as target advertising platforms.
To configure search campaigns keywords were collected using Yandex Wordstat and Google Keyword Planner. The following directions were chosen as those with most priority:
To retain and return potential customers the following campaigns were set with site visitors audience:
On Instagram and Facebook to attract customers we set:
To configure search campaigns keywords were collected using Yandex Wordstat and Google Keyword Planner. The following directions were chosen as those with most priority:
- General keywords (Grodno Real Estate Agency).
- Competitors keywords.
- Keywords about the sale and purchase of apartments and houses.
To retain and return potential customers the following campaigns were set with site visitors audience:
- General remarketing in Google Ads
- General retargeting in Yandex.Direct
- Remarketing in Google Ads with banners of priority properties for sale
- Retargeting in Yandex.Direct with banners of priority properties for sale
- Advanced remarketing in Google Ads
- Advanced retargeting in Yandex.Direct
- Remarketing with review banners in Google Ads
- Retargeting with review banners in Yandex.Direct
- Remarketing with expert articles in banners in Google Ads
On Instagram and Facebook to attract customers we set:
- Campaigns with lead generation through the website
- Campaigns with lead generation through the lead form
- Campaigns with messaging conversations generation from Instagram users.
Execution of the advertising strategy
At first, search campaigns on Google Ads and Yandex direct, search banner were set. Remarketing and retargeting campaigns were launched once audiences got the necessary number of users.
For each advertising campaign, monitoring of performance indicators was conducted, as well as sorting of search terms in search campaigns in Google Ads and Yandex Direct every week for the first month, then monthly.
Using the Yandex Webvisor tool, the behavior of users who visit the site from advertising campaigns was analyzed. It was discovered that users had good engagement and interest mainly on the pages of the apartment catalog. So we left out only general keywords and keywords related to apartments as priority areas.
After receiving enough statistics and sufficient number of conversions, search campaigns with the general keywords in Google ads were switched from a manual bidding strategy to a 80% target impression share on the top results page, as it was important for the client to be shown in the first positions on the search results, over competitors. This led to more efficient use of the daily budget, an increase in the conversion rate and a reduction in the cost per conversion.
Facebook and Instagram advertising campaigns test has shown that creatives work most effectively with the images of the agency team together or agents separately in corporate colors. The same result had banners in the Google remarketing and retargeting Yandex.
For each advertising campaign, monitoring of performance indicators was conducted, as well as sorting of search terms in search campaigns in Google Ads and Yandex Direct every week for the first month, then monthly.
Using the Yandex Webvisor tool, the behavior of users who visit the site from advertising campaigns was analyzed. It was discovered that users had good engagement and interest mainly on the pages of the apartment catalog. So we left out only general keywords and keywords related to apartments as priority areas.
After receiving enough statistics and sufficient number of conversions, search campaigns with the general keywords in Google ads were switched from a manual bidding strategy to a 80% target impression share on the top results page, as it was important for the client to be shown in the first positions on the search results, over competitors. This led to more efficient use of the daily budget, an increase in the conversion rate and a reduction in the cost per conversion.
Facebook and Instagram advertising campaigns test has shown that creatives work most effectively with the images of the agency team together or agents separately in corporate colors. The same result had banners in the Google remarketing and retargeting Yandex.
Analysis of the results
The results of the advertising campaigns are shown in the attached screenshots.
All campaigns in Google ads have a good for this segment click-through rate (CTR) of 29-35% and a conversion rate (CR) of 0,8-3%.
Remarketing helped to return target customers. Conversion rate (CR) for this campaign is 0,8%. Moreover, such advertising is quite cheap – $0.15 per click compared with campaigns on search.
All campaigns in Yandex direct have a good for this segment click-through rate (CTR) and a conversion rate (CR).
All campaigns in Google ads have a good for this segment click-through rate (CTR) of 29-35% and a conversion rate (CR) of 0,8-3%.
Remarketing helped to return target customers. Conversion rate (CR) for this campaign is 0,8%. Moreover, such advertising is quite cheap – $0.15 per click compared with campaigns on search.
All campaigns in Yandex direct have a good for this segment click-through rate (CTR) and a conversion rate (CR).
Conclusion
As a result of working with client, we fully customized the analytics on the website, collected relevant keywords and configured search and display advertising campaigns in Google Ads, Yandex Direct as well as in Facebook and Instagram.
The most cost-effective channel according to the cost of lead was Google and Yandex with general keywords.
With the help of ads campaigns on various platforms, we were able to create brand awareness for the client in Grodno. This helped to increase customer loyalty and establish in the top positions of advertising results and gain requests from the site. A part of the customer database has been contacted. Half of the respondents said that they have seen or occasionally see advertising and find it pleasant and non-intrusive.
Cost per conversion on search in Google Ads - 13,3$.
Cost per conversion on search in Yandex Direct - 35,92 BYN.
The most cost-effective channel according to the cost of lead was Google and Yandex with general keywords.
With the help of ads campaigns on various platforms, we were able to create brand awareness for the client in Grodno. This helped to increase customer loyalty and establish in the top positions of advertising results and gain requests from the site. A part of the customer database has been contacted. Half of the respondents said that they have seen or occasionally see advertising and find it pleasant and non-intrusive.
Cost per conversion on search in Google Ads - 13,3$.
Cost per conversion on search in Yandex Direct - 35,92 BYN.
Indicators
Promote the project
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Promote the project
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Features of promotion of the site of real estate agency
Promoting real estate agency services using contextual advertising can be an effective tool for attracting clients. Here are some features and strategies that can be useful when organizing contextual advertising for a real estate website:
Target Audience:
Define your target audience. It can be a specific geographic region, income group, type of housing (e.g. apartments, houses), etc.
Keywords:
Select the keywords that are most relevant to your business.
Landing pages:
Create customized landing pages for listings. Landing pages should be optimized for conversions and contain a clear call to action, such as requesting to view a property or leave contact information.
Announcement Extension:
Use ad extensions to provide additional information such as addresses, contact information, customer testimonials and other important details.
Geotargeting:
Set up geotargeting to show ads only to people in a certain neighborhood. This is especially important for real estate agencies that operate in specific geographical areas.
Conversion Tracking:
Implement conversion tracking to evaluate the effectiveness of each ad campaign. This will help you determine which keywords and ads are bringing in the most results.
Targeted Ads:
Create targeted ads for different segments of your target audience. For example, ads for buyers may be different from ads for real estate sellers.
Seasonal promotions and special offers:
Take advantage of seasonal promotions and special offers to grab the attention of your customers. It can be a discount on services, free consultation, etc.
Regularly update campaigns:
Update your campaigns regularly to follow market trends, changes in consumer behavior and update relevant offers.
Data Analysis:
Conduct regular data analysis using analytics tools to evaluate campaign performance and make adjustments to your strategy.
Remember that contextual advertising is effective when combined with other marketing strategies. A combined approach can maximize your visibility and appeal to potential customers.
Target Audience:
Define your target audience. It can be a specific geographic region, income group, type of housing (e.g. apartments, houses), etc.
Keywords:
Select the keywords that are most relevant to your business.
Landing pages:
Create customized landing pages for listings. Landing pages should be optimized for conversions and contain a clear call to action, such as requesting to view a property or leave contact information.
Announcement Extension:
Use ad extensions to provide additional information such as addresses, contact information, customer testimonials and other important details.
Geotargeting:
Set up geotargeting to show ads only to people in a certain neighborhood. This is especially important for real estate agencies that operate in specific geographical areas.
Conversion Tracking:
Implement conversion tracking to evaluate the effectiveness of each ad campaign. This will help you determine which keywords and ads are bringing in the most results.
Targeted Ads:
Create targeted ads for different segments of your target audience. For example, ads for buyers may be different from ads for real estate sellers.
Seasonal promotions and special offers:
Take advantage of seasonal promotions and special offers to grab the attention of your customers. It can be a discount on services, free consultation, etc.
Regularly update campaigns:
Update your campaigns regularly to follow market trends, changes in consumer behavior and update relevant offers.
Data Analysis:
Conduct regular data analysis using analytics tools to evaluate campaign performance and make adjustments to your strategy.
Remember that contextual advertising is effective when combined with other marketing strategies. A combined approach can maximize your visibility and appeal to potential customers.