Digital marketing for property investment
Credibilty, emotional connection and effective keywords on Google Ads are the keys for success.
SYDNEY — January 2019
Since 2015 I have been in charge of the digital marketing for DPN, a property investment company based in Sydney, NSW.
The main channels used for the advertising campaigns were: Google Ads and Facebook.
Digital advertising related to property investment is highly competitive. There are a high number of established players from small to large companies.
In an industry were companies have access to large advertising budgets, digital marketing can be costly, especially on networks based on bidding such as Google Ads and Facebook.
Purchase a property investment is a big decision and the lack of trust from the costumes could make harder to generate acquisitions if the brand does not have a strong and credible presence in the market.
The key for success is to play smart and create an interconnected strategy that takes advantage of cost-effective keywords and utilizes creative assets such as video and Facebook Canvas.
Data analysis has been fundamental to build a succesful conversion funnel. Tools such as VWO and Google analytics has been fundamental to obser user behevior.
The conversion funnel includes initial steps to build strong brand awarness that convey trust by using testimonials while connecting with costumer at an emotional level and finally support the decison to enquire with a strong data-driven contents.
Results
65%
Reduce CPA from av. $129 in 2015 to av. $45 in 201892%
Reduce CPC from av $6.72 in 2015 to av $0.5 in 201857%
Increased av. position 2.6 in 2015 to av 1.1 in 2018Adwords
SKAG campaigns
The campaign portfolio has been widened with the introduction of several SKAG campaigns related to the DPN flat-ship products ensuring high-quality acquisitions at a reduced cost thanks to CPC discount applied to high-quality score ads.
The SKAG campaigns have been supported with a landing page with dynamic headlines to increase the CR..
Display campaigns and retargeting
Several dynamic display ads have been created based on DPN properties to increase the number acquisitions.
Retargeted lists have been fundamental to increase the CR and lead quality. The users have been segmented and retargeted with target display ads linked to specific landing pages featuring selected high-growth and positive income properties.
An example of Adword display ad related to the DPN Dual Income property.
Branded keywords and brand awarness campaign
Many ad groups related to unique branded keywords have been introduced to ensure the top position on Google Search of specific keywords.
These keywords have generated acquisitions at low CPC and high conversion rate.
In order to increase the impression volume of the branded keywords, several brand awareness search and video campaigns have been introduced. The goal of the campaigns was to create credibility and awareness around the DPN brand.
The campaigns were based on in-depth research articles and videos related to high-growth areas.
Chat bot
A Facebook Messenger chatbot has been used in FB campaigns. The bot was able to reply to general questions from the users and generated acquisitions by collecting information such as email address and phone number.
A number of automated sequences were created to send to the user engaging articles via Facebook Messenger, selected based on the previous interaction of the user with the bot.
Complex flows has been create to ensure to move users throught the conversion funnel.
— Thanks for reading