Two formats were launched in VKontakte: "Record in the tape" and "Carousel", in myTarget - multiformat (ads were shown in OK and VKontakte, as well as on services and partners Mail.ru ). Instagram Facebook testing has shown that the volume of the target audience that can buy a business class apartment is much smaller than on Facebook and Instagram. The cost of the target call was higher. Facebook Instagrammed the main share of the budget in favor of Facebook and Instagram. VKontakte and myTarget were left in the remarketing format for site visitors.

We analyzed the first results and started segmenting campaigns to those who have:

Direct interest (real estate, mortgage, real estate market, apartments)

Potential interest (business, executives, top managers, investors, regular travelers).

Dynamic remarketing has been launched.
Instagram Facebook and Instagram we "caught up" with the apartment layouts (viewed or similar) in the "Carousel" format. The planning data was pulled up automatically from the feed.

The ads have added clarifying information on price, location and layouts to cut off non-target users. This way we got fewer leads, but their quality was much higher. Remarketing was set up for those who: visited the websites of other business class residential complexes (cross-retargeting) was on the website of the residential complex "Novocheremushkinskaya 17", but did not leave a request

The format worked great for engagement. We returned the interested audience to the site by showing them the layouts of those apartments that they had already viewed. Compared to traffic campaigns, the cost per click was 32% cheaper, and the CTR was 55% higher.

Enabled event optimization
The next thing we did was set up optimization for events on the site. We put a pixel on the site - it collected those who ordered a callback, viewed the layouts, filled out the application form. Facebook instagrammed all this data automatically into the advertising cabinet and Instagram. The platform was looking for people who are more likely to perform a targeted action on the site, and we optimized advertising campaigns for conversion.

The results got better - the number of applications increased, but the CPA in the first two months of the campaign was unstable. We tracked this indicator over the decades of the month and really wanted to reduce it.

Launched Lead Ads
In May 2018, we decided to test Lead Ads, because this format is very convenient for users - they do not need to enter data (they are automatically pulled up from the profile) and leave social networks for the site.

But there is a minus - the user sees only the information that is in the ad, and when buying real estate, a lot of questions arise (after all, we do not order charging for the phone). In order to meet the needs and requests of the client 100%, we listen to calls. We take the most frequent questions from conversations and add answers to them in ads. We check and update the USP once a week.

Due to constant listening to calls and adjusting target USPS, the conversion from leads to uniquely targeted users is constantly growing. The maximum value = 56% was recorded in July 2019.

In September 2019, we see a decline in the total number of conversions and CR in uniquely targeted appeals. This is due to the fact that in August 2019 there were no one-room apartments at the minimum price on the site. Apartments are available from 18.8 million rubles. Any rise in price reduces the volume of applications and conversion.

Working with visual
The visual component in social networks is one of the main elements of an effective campaign. The quality of banners, the availability of text for each target audience, as well as the constant updating of creatives are important here. This is necessary so that users do not "get bored" with ads.

We suggested updating the creatives: increase the area with the render, reduce the branded dies and shorten the texts. Facebook Instagram didn't reduce the coverage because of the rule about 20% of the text in the picture.

In September 2018, we revised the budget between sites and formats. Instagram Facebook and Lead Ads sent most of them. In January 2019, we received 8.5 times more leads compared to August 2018 with a 2.1-fold increase in the budget.

Facebook Instagram's capacity is limited, so additional targeting with intersections, Look-a-like and Supergeo was connected to scale the campaign.

Targeting with intersections:

-Real estate interests VS business interests (business, investments, deposits)
-Real Estate Interests VS Premium Brand Interests

-Configured Look-a-like (LAL) based on Ingrad's customer bases for other business class residential complexes and for those who sent a lead form for Novocheremushkinskaya 17 residential Complex. Facebook algorithms found an audience as similar as possible to those who sent a lead form or made a target call. We reached people who were not directly interested in real estate. The cost of the lead after the launch of LAL was reduced by 25%, while the number of requests increased by 60%.

- We have set up a Supergeo for the addresses of business centers or large campaigns. We have chosen the TOP 20 suitable companies in Moscow.

The cost of a target application in traffic campaigns is more expensive than in Lead Ads. Lidgen consistently leads a larger volume of targeted applications, so for October 2019 we have disabled traffic campaigns and are working on optimizing lidgen.

With the help of Lead Ads, we have increased the number of applications and the conversion of them into uniquely targeted appeals. At the same time, the CPA was reduced. In September 2019 - 7.9 times compared to March 2018 and 1.9 times compared to December 2018.