As a residential complex in the Moscow region with a small budget, thanks to simple changes in Direct and Google, I sold +2 apartments. And why did we resume campaigns at Google that were not generating any hits?
Real estate is one of the most difficult topics for advertising. First of all, this is due to the high cost of purchase. The period of interaction with a brand until the moment of purchase is much longer than if it were, for example, the sale of cosmetics.
Decisions made
In Yandex, we found that audiences interested in finance have higher affinity than audiences interested in “Real Estate.” In Metrica, a segment was created for an audience that is interested in finance, and in Direct they made an increasing adjustment to the bid for this group of users. Google, using the associated conversions report, found out which of the previously stopped campaigns were important in the chain of interaction with the brand and turned them on again.
Results
- It was possible to significantly increase the number of requests;
- Based on new requests received, 2 more apartments were sold;
- Taking into account that the advertising budget did not exceed 200,000 rubles, the apartments sold covered the costs, and the advertising turned out to be super profitable.
