Advertising case study: how to reduce the cost of leads by 50%?

Today I would like to share with you a case study on information flow delivery and optimization in the real estate industry. Get more people with potential housing purchase needs through information flow, and get more leads through large-scale search.

▋Case Background:

A real estate service company in Guangzhou mainly provides professional services and information to home buyers, helping them save time and energy and providing professional services throughout the entire process. From demand analysis, to online property recommendations, help with selection, offline communication, special car to accompany you to view the property, assistance in choosing apartment type, and help in negotiating prices. Provide one-on-one services throughout the entire home buying process for home buyers before they find a satisfactory property.

Main business: real estate property information, property sales and other real estate service businesses

1) Expanding the amount of information flow clues

Currently, we have invested in the Dasou channel, but Dasou is more inclined to invest in a single property and cannot acquire more potential people. We need to invest in information flow to acquire people with potential housing demand and cooperate with Dasou to obtain more leads.

2) Daily delivery needs

Real estate properties are updated frequently, so you need to advertise different properties on a daily basis and give them a certain amount of exposure to increase your customers. Improve our own competitiveness and compete with other peers for market share.

3) Huge market potential

With the development of the economy and the increase in per capita income of residents, housing has become a necessity for people. As a new batch of post-90s generation start families and build careers, the real estate market has great potential and needs to be delivered through information flow to meet the current mobile market's display and customer acquisition needs.

▋Crowd Analysis:

① People aged 25 and above who have a need to buy a house or are interested in real estate investment

②Male users are the largest, accounting for 53.7%; users aged 45-54 are the largest, accounting for 31.9%

③ More sensitive to property prices

▋Marketing objectives:

Increase the number of conversion leads while controlling the cost of leads

Daily budget: 1000 (increased to 8000 after optimization)

Assessment criteria: Power cost < 150

Regions of distribution: Guangdong, Guangxi, Fujian, Jiangxi, Hunan, Chongqing, Guizhou, etc.

Promotion model:

It is mainly based on CPC, because the business is local real estate recommendations, the population range is not particularly wide, and it can also improve the bottleneck of low conversion before optimization.

Account Strategy

Problems before optimization:

> Low traffic: Lack of traffic, budget cannot be fully utilized

> Small number of leads: It is difficult to obtain leads and few calls are left

Overall account optimization actions:

Classification test, select three directions for testing: programmatic creativity, OCPM, and video style, and choose the best delivery method.

Test results: The advantage of programmatic creativity lies in intelligent optimization and reduction of labor costs; OCPM can reduce costs and obtain a certain amount, so it is retained; because the video style is poorly matched with real estate, it is eliminated.

Account setup:

•Planning logic: Because there are many real estate projects, the account structure is divided according to the real estate project names.

•Unit logic: Target the population according to different real estate businesses and regions, and capture more potential people based on different interests and intent words.

•Creative logic: If you want to be creative, stick to the content of the single page to achieve consistency. The display method of three large pictures is often used, and multiple creative promotions are carried out with keyword copywriting of the property's advantages to better stimulate user demand and carry out landing page information.

Targeted Strategy

Creative Strategy

Advertising creativity:

① The three-image style sets different creative ideas for different real estate projects, targeting different regions or nodes, etc. The copywriting is correspondingly induced according to local policies, discounts and other aspects. For example, the May Day node is approaching, with the help of the May Day special promotion, plus the specific discount amount of 600,000 as a guide, to attract clicks

② Creative images should be mainly native and relevant, closely related to the business, to prevent pop-ups.

③ The large picture style increases the attractiveness of the property based on the original large picture. As shown in the picture, the fact that there is no purchase restriction in Foshan is highlighted to stimulate clicks.

Landing page strategy

Landing page:

Header image: The header image highlights the down payment price as low as 10%, informs the location and size of the property, and adds the subway house as an advantage. The entire header image carries simple and clear information, which reduces the complexity of information extracted by users, thereby reducing the bounce rate.

Advantages list: The first advantage is the down payment information provided by the headline, showing the specific amount, attracting users with the real amount of scarce properties + low total price.

Delivery effect

After the creative materials were replaced, the average CTR increased from the original 1.5% to over 3.1% .

After replacing the interactive landing page, the lowest cost can reach 100 yuan, which is more than half lower than that of peers.

The above is today’s sharing of real estate industry investment cases.

Author: Baidu Marketing Center

Source: Baidu Marketing Center