Keyses
2023-10-29 11:52

Advertising residence permits in the USA and Europe through investments

How, with the help of Google Ads optimization and the launch of Yandex.Direct, applications for residence permits and citizenship by investment increased

Advertiser is one of the leading companies in the field of services for obtaining residence permits and citizenship through investment. Offices in 9 countries, including the USA and UK.

TA - companies, individuals. persons or families with a high level of income whose activities or lifestyle are closely related to relocation to Europe or the USA or frequent visits to foreign countries. The main ways to obtain a residence permit or citizenship are investments through the purchase of real estate or charity.

Key features of the company:

  • Selection of comprehensive solutions and legal support;
  • High-quality selection of real estate for purchase;
  • Wide selection of programs and countries in which the company operates.

About the project

  1. Placement systems: Google Ads and Yandex.Direct
  2. Advertising period: 2021 - 2022
  3. Advertising budget: up to 7 million rubles/month

Issues

1. Limited target audience coverage using direct key phrases.
Despite targeting many countries, the coverage of the audience who is specifically looking for a service is insufficient. In reality, the coverage is noticeably large, but part of the market is new to the investment opportunities offered. And as you know, contextual advertising works well for conversion with a “hot” audience.
2. High level of competition
The level of competition for narrowly targeted requests is quite high, which is why each request is expensive.
3. Long transaction cycle
In complex and expensive topics, the transaction cycle is long. This adds some complexity to assessing advertising effectiveness at the ROI level.
4. General targeting with non-target audiences
In some cases, it is not easy to target only the target audience, because... for example, in YAN and KMS, ads are shown based on the similarity of content and also attract non-targeted people (for example, to get a Russian Federation card for residents of the CIS)

Solutions

1. Site audit
Before launching advertising, we identified key shortcomings on the site. Having corrected them, we managed to slightly increase the conversion from advertising (by approximately 30%). We have also prepared a list of recommendations for property selection pages. While the main site was initially ready for advertising, the real estate catalog required a complete overhaul. For example, there was no convenient navigation and filters in searching for objects. The USPs of certain proposals are not disclosed well enough.
2. Audit and primary optimization of campaigns
The existing campaigns were put together well, but the advertiser was focused on getting a high Google account ranking. Because of this, the work on conversion may have been overlooked. Based on the results of the audit, we decided to leave some of the campaigns that worked effectively. Recreate the remaining campaigns. The systematic introduction of new campaigns into the account allowed us to gradually increase the overall conversion until the moment when all directions were worked out. And already in the first month we managed to reduce the cost of requests from 17,000 rubles to 10,000 rubles. and increase the quantity by a quarter.
Besides:
  • We worked out the additional details. extensions;
  • Cleaned up search queries and sites;
  • We allocated remarketing and audience targeting into a separate advertising campaign, which was set up in the same groups with key phrases.
3. Advertising strategy development and implementation
To increase the budget with the goal of increasing requests, we developed an optimal advertising plan. In which the budget was distributed based on the potential of each channel, country of residence permit or advertising campaign. We started testing Yandex.Direct.
In addition to classic advertising campaigns on Search and Display Network/YAN, we used the following:

  • We visualized transaction cycles, suggesting, based on the available data, the stages of contact with the brand. This allowed us to create a more accurate marketing funnel. And then plan audiences for remarketing and a media campaign.
  • We began to gradually reach an audience that is not aware of the possibilities with immigration, but could potentially become a target. Here the emphasis was on media formats, wider coverage in KMS/YAN, crossing targets by level of earnings, etc. Having introduced the user to the brand and opportunities at this stage, they subsequently offered the service itself through remarketing.
  • For new campaigns, we developed the widest possible list of variations of search queries, which we subsequently used to prepare all directions. This made it possible to reach the target audience as much as possible.
  • For additional coverage used targeting by the names of competitors' websites as key phrases, and also targeted thematic YouTube channels.
  • Together with the marketing department, we tested advertising on individual landing pages for areas that deserve special attention. Some of them allowed us to get more conversions than from the main site.
  • Throughout the entire period of work, we optimized conversion. Including tracked data on social media. demu.

These solutions made it possible to effectively spend up to 7 million rubles/month during peak periods, and reduce the cost of calls to a record level of 3,500 rubles. average.
4. Quality of requests
A noticeable percentage of requests were low-quality applications (applications were made under other more budget-friendly immigration programs or regarding countries not included in the list with which the advertiser works). This percentage was significantly reduced thanks to the following changes:

  • We found out that most of the non-targeted applications come from KMS and YAN. Therefore, advertising was launched there with a smaller budget, intersecting with audience targeting (for example, income level).
  • According to the advertiser, most of the non-targeted requests came from online chat. We kept this in mind when choosing goals for automated campaigns.
  • Platforms began to be optimized based on their themes. For example, regardless of conversion, sites related to student resources and children's games were disabled.
  • In Yandex.Direct, we set up an audience based on those who have recently been to airports and train stations in the CIS countries (non-target audience), and set a downward rate adjustment.
5. Additional

While working on this project, we also generated a report with recommendations for associated conversions. Where they found out which of the channels can be effective as participation in obtaining conversion, but not being the final one. We learned about the most popular traffic routes to an application.

A detailed advertising plan on Youtube was developed. Including content recommendations for videos at each stage of the funnel.

A detailed plan for more detailed remarketing was proposed. Taking into account the differences in the interests of the audience at each stage.

In numbers

Increase in the number of requests: up to 3 times.

Reduction in the number of low-quality applications: - up to 90%.

Increase in the number of transactions: 2-3 times (the advertiser did not provide exact data).