The head of the company contacted us with a request to build a flow of leads for the construction of frame houses.
Situation:
A construction company specializing in building houses faced the need to attract new customers and increase sales of their houses. To do this, it was decided to use contextual advertising in Yandex Direct.
Strategy:
1. Defining the target audience:
– Age: from 25 to 55 years
– Geography: Moscow and the region
– Interests: real estate, construction, houses
– Problems and desires: buy a house, build a house
2. Creating advertising campaigns and announcements:
– Creating campaigns for search and Yandex Direct networks
– Collection of the semantic core, collected more than 200 thematic keywords in different variations and divided into groups
– Developing attractive and clear ads using keywords related to buying and building houses
– Setting up targeting in YAN for a specific target audience, taking into account the interests and problems identified at the first stage
3. Optimization and analysis of results:
After the advertising materials were prepared, the advertising campaign was launched. The promotion of the site and the publication of ads were monitored by a specialist in contextual advertising and SMM.
4. Evaluation of results
– Regular tracking of statistics and conversions
– Testing different ad and campaign options
– Implementation of campaign automation and optimization technologies based on user behavior and ad performance data
5. Customer retention and return:
– Using Remarketing to Remind Home Sellers and Attract New Customers
– Conducting promotions and special offers to stimulate sales
6. Results:
– Increase in the number of requests and home sales by 30% during the first three months of using contextual advertising.
– Increased brand awareness and increased trust in the construction company among potential clients.
– Expanding the geography of sales by attracting new clients from neighboring regions.
– Reduce customer acquisition costs with automated bid management and data-driven ad optimization.
– In 2 months of work, we attracted 223 leads at a price of 300 rubles per lead and made 12 sales As a result, contextual advertising setup works as a scalable growth channel, not a one-time campaign.
