Facebook advertising for a construction company in the residential complex “Perlina Proskurova-2”

Progress of work

The main task of our team was to get the maximum number of hot leads without “draining” the budget. Therefore, before launching targeted advertising, we completed a set of mandatory tasks:

1. We analyzed previously launched advertising campaigns for the residential complex “Perlina Proskurova-1”.
2. We studied the target audiences in detail and developed creatives for each of them.
3. We installed and configured the correct operation of the Facebook pixel on the site.
4. We connected Google My Business.
5. We configured lead generation.

Let’s take a closer look at each point.

Analysis of previously launched advertising campaigns

At this stage of work, we were able to compare the effectiveness of different advertising campaigns for “Perlin Proskurov-1” depending on:

• Selected placement;
• Advertisement format, creatives and offers used;
• Reaction of target audiences.

This analysis allowed us to avoid “draining” the budget through ineffective promotion channels, to form an idea of ​​the target audience, to develop a media plan (plan the budget and KPI).

Studying the target audience and developing creatives

The target audience is a group of potential buyers who show the greatest interest in the product.
Identifying the characteristics that unite certain groups of people makes it possible to customize advertising so that it is shown only to interested users. This is the most profitable and effective use of the budget allocated for advertising. Such characteristics include: geodata, age, gender, field of activity, marital status, interests, etc.
To test various creative options, we identified 3 main groups of interested parties.

Target audiences we worked with

1. A broad audience that includes residents of Khmelnitsky and the region.
2. A narrow audience that is represented by residents of Khmelnitsky and the region with a common interest in “real estate”.
3. A narrow audience that is also united by geolocation and by interest in “investment”.

After testing the three listed target audiences, our specialists formed several more audiences – these are married couples living in Khmelnitsky with different interests.
Creatives for each target audience had their own specific offer. You can see examples of creatives below.
In the case of married couples, we described the advantages of the residential complex, installment terms and available apartment layout options. These target audiences showed the best results. Therefore, when further launching advertising campaigns, we continued to focus on married couples.

Setting up the correct operation of the Facebook pixel on the site

In order to regularly analyze user behavior and the effectiveness of launched advertising campaigns, we needed to install the Facebook Pixel on the site.
This is a Facebook tool that allows you to target potential buyers. The pixel allows you to study the actions of visitors to your site in order to further adjust Facebook and Instagram advertising campaigns.
We generated the pixel code in the Facebook advertising account, which allowed us to quickly make changes if we found any shortcomings.

Setting up My Business

To attract traffic to the site and increase user trust, we set up Google My Business. This is a tool that allows you to manage basic information about your company in Google search and maps.
By combining the functionality of different tools, you can do SEO, promote in Google Maps, get feedback, and distribute your contact information in Google+.

Lead generation setup

Leads are potential customers interested in the offer who have performed the target action (left their contact information).
Therefore, lead generation is not only about finding new customers, but also about forming a customer base and getting a clear portrait of the target customer.
If the creative is interesting to the user, they click on the target action button (More details). As a result, a form appears in which you need to enter your contact information (name and phone number) to get more detailed information about the offer.
The data goes to the manager, who then contacts the lead and continues selling the service or product, answers questions, and closes the purchase. These are interconnected stages of one sales funnel.

The result obtained