Margarita, the owner of a real estate agency, has made a request to attract leads for the purchase of real estate in Dubai worth $400,000 or more
To achieve this goal, we have implemented the following steps:
1. Market analysis: We studied competitors, their offers, prices and work features.
2. Defining the target audience: We identified the main segments of potential buyers and defined their needs and preferences. Since the goals of people who visit the site for the same requests can differ significantly. From simple investments, when a person buys an apartment at the construction stage to sell it at a higher price or earn money on rent, to a permanent place of residence, when people are looking for dream real estate for personal purposes.
3. We created a sales landing page and added a quiz questionnaire there, in which we first found out the goals of the purchase, and then, depending on the answers, showed individual questions that were important specifically for this group of potential buyers. We also offered a number of important bonuses for completing the quiz and leaving contact information. Thanks to this strategy, we achieved maximum conversion of the site and made it most useful for the user.
4. Selection of keywords and compilation of a semantic core: We collected a list of keywords and phrases that potential buyers might use when searching for real estate, regrouped them, expanded them using a keyword planner, divided them into groups by type of real estate (apartments, villas, offices, etc.) and agreed with the customer.
5. Launched advertising in Yandex Direct for clients from Russia and the CIS, as well as Google Ads for a foreign audience, having previously made a version of the site in English.
6. Creating and testing ads: We developed several ad options, conducted A/B testing, and selected the most effective ads with the best CTR and conversion rates.
7. Setting up and optimizing campaigns: Set up ad impressions, defined regions and display times, and set up an analytics system to track advertising effectiveness. Launched pay-per-click and pay-per-conversion campaigns. The first requests came in during the first week, but they were expensive; after disabling ineffective keywords and learning pay-per-conversion strategies, the price per request dropped significantly by 50%, and the percentage of non-targeted requests dropped to 10%.
8. Analysis of results and adjustment of campaigns: We regularly analyzed statistics and adjusted campaigns to increase conversion and reduce the cost of leads. As a result, in 3 months of work we were able to attract 128 leads and close 6 deals for the purchase of different types of real estate in Dubai. As a result, contextual advertising setup works as a scalable growth channel, not a one-time campaign.
