Fb Ads: How to double conversions and halve CPL for real estate?

Customer: One House is an A-class new building, an absolutely untypical development for the city of Vyshneve (a suburb of Kyiv, the capital of Ukraine). 

Task: Identify the target audience and get as many leads as possible.

Stages of implementation

Stage I – Increasing the growth of new users on the website.

Stage II – Increasing the number of conversions.

Stage III – Reducing the cost per lead.

  Increasing the growth of new users on the site

We achieved this thanks to the following: 

• aunch a Reach Advertising Campaign.
• optimizing the processes in the Traffic Advertising Campaign.
• timely changes in creatives and text.

Launching a Reach Advertising Campaign 

Reach is an advertising campaign aimed at reaching the maximum number of users. Wide audience:

• Kyiv + Kyiv region;
• age from 23 to 50 years old. 

 Traffic Advertising Campaign routes users to the site. We worked on the following:

• audience;
• daily budgets.

 We also tested various creatives and text.

We have achieved this in 4 months: Increasing the number of new users on the site by 700%.

Increasing the number of conversions

How we achieved this: 

• Using different types of advertising campaigns (coverage, traffic, attraction, lead generation);
• Engaging individualized audiences.

Here we use different types of advertising campaigns. An engagement Advertising Campaign helps to get more likes, shares, and comments for posts.

 We gathered an audience through advertising campaigns:

• Reach.
• Traffic.
• Engagement.

Getting leads through advertising campaigns:

• Leadgen.

Gathering an audience in several ways:

• Pixel.
• Lead form (contacts + Look alike, interactions).
• Facebook page.
• Canvas.
• Video.

What we have achieved: Increased the number of conversions by 179%.

 Reducing the CPL

How we achieved this:

• Through A/B testing of placements.
• By splitting audiences into smaller ones.

A/B testing of placements:

 Splitting audiences into smaller ones

Wide audience:

•  Kyiv + Kyiv region;
• age from 23 to 50 years old.

Splitting into:

• Brands (Facebook & Instagram placement).
• Targeting around the residential complex (Facebook & Instagram placement).
• Real estate agent.
• Investor.
• Look alike.

As well as:

• Parents.
• Remarketing.
• Lovers of studio apartments.
• Expensive car brands.
• Fashion lovers.
• High-paying positions.
• Lovers of two-bedroom apartments.
• Targeting around the residential complex (Instagram placement).

What we have achieved: Decrease in the CPL by 43%.

Result:

• Increase in the number of new users on the site by 700%.
• Increase in the number of conversions by 179%.
• Decrease the price per lead by 43%.