Objectives
When a new project is developed, it is important for Vestio to get the right people excited about these residential projects. It is our job to create awareness for these new construction projects. Although we strive to reach as many people as possible, it is crucial that we choose the right targeting settings so that we reach a very targeted and relevant audience. This way we avoid burning ad budgets unnecessarily.
Our role is to bring in qualified leads through advertising. Bringing in many leads is not enough; it is up to us to make sure that the leads that come in are of the highest quality.
Something else we also help Vestio with is vacancy marketing. Filling an open job opening is not easy. Through vacancy marketing, we dish out open positions to the right profiles for the job.
- Creating Awareness
- Bringing in qualified leads
- Recruitment marketing
Approach
To achieve these goals, we set to work on Google and Meta advertisements. Through our Google analytics, we can build our own targeted audiences. With these target groups, we can then do retargeting. Within both Google and Meta advertising, we use these retargeting target groups to show the right people the new construction projects. When someone has visited a particular project on the website, they end up in a target group with other people who visited this project. We can then use this target group to show the viewed project more or less to these people. On the other hand, this also allows us to show similar projects to members of the target group.
Another efficient way to reach the right people are lookalike audiences. Then we let Google create a new similar audience based on the already created audiences such as the website visitors, people who like the Facebook page or people who are registered for the newsletter. This way we get a new group of people whose interests and preferences resemble those of the already interested profiles. Certain Vestio projects are aimed at a niche audience, which is why we work here with custom intent audiences. We then send on highly targeted searches or urls of similar projects.
Finally, we also use offline conversion tracking. In short, this means: when a lead that had entered through the ads actually proceeds to purchase, we let Google know. By importing this data, Google gets a better idea of which keywords and targeting options (e.g., location or time of day) yield the most profitable conversions. This is how we optimize our campaigns for better results.
Conclusion
The combination of the ads across the different channels work reinforcing each other. We do this through the retargeting that we extend across channels. We also see that the cost per lead we generate has gone down, and we can only be happy about that.
