Contextual advertising of real estate: the main stages of development
Advertising promotion requires considerable investment, and the return does not always justify expectations. This is true for all markets, but it is acutely felt in real estate. In this case, it is important to choose the optimal tool for promotion and develop a strategy in accordance with it. One solution is real estate contextual advertising, which, with the right approach, will work effectively.
Real estate is one of the most competitive niches for promotion, the rates for such requests require large budgets. For example, one request in contextual advertising will cost 60-90 dollars, resulting in the sale of one apartment being estimated at several hundred thousand dollars.
Despite the large sums, many marketers in the development of an advertising campaign make mistakes that reduce efficiency and increase costs. This applies primarily to the stage of determining and analyzing the target audience, as well as poor development of semantics. Mistakes here entail problems in setting up the ad campaign itself. As a result, it turns out that the information in the ad does not match the offers on the site. It should also be understood that the content in the ads must carry not only useful information, but also be more attractive than those of competitors. Advertising campaigns should not be set up for too long – they need to be adjusted regularly to improve results.
If there are no clicks after a certain period of time after the launch, then you should think about the fact that the ads did not hit the right target group. In this case, it is necessary to return to the initial stage and properly study the audience and the potential buyer. To avoid draining the budget, you need to initially work through your consumer as much as possible and highlight all the benefits of the product, which should coincide with the needs of the CA.
How it works: Young people with families, children or without, as well as investors are interested in the promoted apartments in the new residential complex. Each of these options should create a personalized offer. For example, buyers with children will be interested to know if there are schools and kindergartens, playgrounds nearby. For single people – infrastructure, cafes, restaurants, for car owners – parking near the complex.
Comprehensive work with the semantic core will help increase the relevance of ads, increase circulation in each group of the target audience. The most conversion queries are those that contain the name of the developer, residential complex, and the address of the site. Do not forget about geolocation, which is an important characteristic. You should also pay attention to minus-words in the setup of ads, through which you can increase the relevance of impressions by screening out non-targeted queries.