Case "Dune". Contextual advertising for a residential complex

#Real estate

Season and control

The promotion was carried out for the developer of the Dune residential complex in Kotelniki at the start of construction. The main audience is home buyers and investors focused specifically on this residential complex and a specific location.

The key objectives were to receive targeted requests for the purchase of apartments, control the cost of a lead and the quality of traffic, as well as ensure the stable operation of advertising campaigns in the face of seasonal growth in competition. An additional difficulty was that the advertising budget was formed weekly, some requests came through instant messengers, and data on leads arrived with delays.

Growth plan

Stabilization and increase in efficiency

height CTR

30+

leads

2,5with

loading site

How the plan and work were built

Promotion was carried out through Yandex Direct with weekly budget replenishment. To track requests, Callibri call tracking was connected, and Yandex Metrica and Webvisor were configured.

Advertising campaigns were regularly optimized: bids, ads and keywords were adjusted. The main focus was on highly relevant queries related to the Duna residential complex, its geolocation and competitive objects.

A weekly analysis of CTR, clicks and conversions was carried out. To synchronize strategy, lead quality and financing, a meeting was organized with the client. The uninterrupted operation of advertising and auto payments was separately monitored to eliminate campaign downtime.

At the same time, technical improvements to the landing page were made: font preloading, image compression, optimization of content loading.

Result

CTR increased from 3.2% to 6.43%, the number of clicks increased from 2069 to 3205. Received 32 lead, including 4 calls. The cost of a lead has been reduced to 4,426 ₽.

The landing page has become faster and more convenient for users: the time to fully load the page was 2.2 seconds, and the overall perception of the content has improved. Advertising campaigns worked without downtime, statistics remained relevant and suitable for analysis.

As a result of the advertising campaign, deals were concluded for the sale of several apartments for a significant amount. Work with the remaining leads continues, and support of potential clients is carried out.