CASE: Contextual Internet advertising of the residential complex "Lvovsky" residential complex

Performance Tracking

To track performance, we set goals for all active page elements, goals for scrolling, page views, and time spent on the site. A large amount of information obtained from Analytics allowed us to draw conclusions in a short time and without spending large amounts of money on advertising. Advertising in the Display Network, Remarketing, Brand advertising, DPO performed well. Ads on more general topics were more expensive and less effective, and played little part in generating conversions for other campaigns (Associated Conversions report).

Performance Tracking

To track performance, we set goals for all active page elements, goals for scrolling, page views, and time spent on the site. A large amount of information obtained from Analytics allowed us to draw conclusions in a short time and without spending large amounts of money on advertising. Advertising in the Display Network, Remarketing, Brand advertising, DPO performed well. Ads on more general topics were more expensive and less effective, and played little part in generating conversions for other campaigns (Associated Conversions report).

Separation of the target audience and analytics

For Remarketing, it was decided to divide the audience into several main groups: men and women in 2 age categories (18-44 and 44+ years old) and display specialized banners, New Year banners and general-purpose banners for each of the groups.

Banner analysis and first conclusions...

As a result of tracking work in the context of different types of banners, it was revealed that specialized banners have a higher click-through rate and a lower cost per click, but their conversion is slightly lower than that of general and New Year banners, resulting in approximately the same conversion cost for each type of banners.

In search of demographic dependency

Tracking work across demographics revealed that women, on average, are more likely to click and convert more than men. At the same cost per click, the cost per click for women was lower than for men, regardless of age group.

For the CCM, various general audiences were selected for coverage and an audience for the ROI "Apartments for sale (primary market)". The second option was much more effective, had indicators at the level of remarketing and branded campaigns, so we almost immediately abandoned the first audience in favor of the second.