Digital Marketing Paid Search Capabilities to Increase Sales

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Industry

Real Estate Market

Based In

United States

Introduction

Today, real estate companies are navigating new avenues to connect with their target audience effectively. A leading real estate development firm going strong with its offline presence decided to transform its online presence as well with a calculated digital marketing campaign. The customer wanted a remarkable increase in website traffic, lead generation, and return on investment (ROI), therefore, our paid ad experts suggested an approach tailored to paid search and display advertising to stay ahead in the competitive real estate market.

The Customer

The customer is a prominent real estate developer known for its extensive range of residential and commercial properties. They cater to global businesses seeking to drive property sales and enhance brand visibility. They strive to seamlessly blend architectural brilliance with functional elegance to help realtors gain a deep understanding of the evolving landscape of real estate marketing.

The Context

The customer boasted a strong offline presence in the market but they had a digital-savvy audience too. Since this group of the target audience was expanding continuously, they wanted to establish their digital presence as well and solidify it. The customer was finding it challenging to work with traditional marketing strategies, which is why they wanted to explore the opportunities offered by digital marketing platforms. They were also looking to generate qualified leads and enhance online visibility using paid search and display advertisements.

The Objective

Primarily, the customer wanted to boost website visits and generate high-quality leads to build interest among the target audience around real estate properties. Additionally, the client sought to refine their paid advertising strategies, ensure cost-effectiveness, and maximize return on investment (ROI).

The Solution

Fine-Tune Paid Search

a. Restructured Campaigns: Transitioned from generic ad groups to property-specific campaigns for tracking individual property performance and optimizing bids accordingly.

b. Improved Targeting: Utilized a mix of keyword, location targeting, and demographic targeting to reach potential buyers effectively.

c. Continuous Optimization: Regularly analyzed search queries and ad performance metrics to identify new keywords, refine targeting parameters, and eliminate irrelevant traffic.

Strategic Display Advertising

a. Compelling Creatives: Developed visually appealing and informative display ads highlighting the selling points of each property.

b. Targeted Placements: Utilized display ads on platforms frequented by the client’s target audience, ensuring maximum visibility.

b. Retargeting Campaigns: Implemented dynamic retargeting to re-engage users who previously showed interest in specific properties.

Flexibility to Adapt Market Trends

a. Seasonal Adjustments: Modified ad strategies to align with market trends and seasonal fluctuations in real estate demand.

a. Competitor Analysis: Monitored competitor activities to identify opportunities and maintain a competitive edge in the dynamic real estate market..

The Impact

300%

Increase in Website Traffic

210%

Surge in Lead Generation

Increase in Brand Visibility

Conclusion

The meticulously crafted digital marketing strategy comprising optimized paid search and strategic display ads yielded impressive results. The customer witnessed a substantial increase in website traffic and lead generation. Meanwhile, the strategic deployment of display ads also significantly enhanced brand visibility, leading to a surge in property inquiries.

Overall, this comprehensive approach not only bolstered property sales but also solidified the customer’s standing as a prominent player in the digital real estate arena, making them a preferred choice for potential property buyers.