GOMAC
Post – Campaign
Report
Introduction
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Jain Heights is one of the real estate developers based in Bangalore, India. They offer various villa, apartments, penthouses, and plots for sale in Bangalore. They have been responsible for the development of numerous real estate projects in Bangalore in the past, and also have a number of upcoming projects lined up for development in different strategic locations of Bangalore, India.
Projects of Jain Heights:
Rain Forest
Grand West
East Parade
Our Primary Goal
Generate leads for enquiries for sale of plot or land of the mentioned project ”Jain Heights -Rainforest”
Our Secondary Goal
Create Brand awareness – Website Traffic through clicks and impressions for awareness
Potential Competitors:
Puravankara
(Mkt Cap INR 1912.61crore)
Prestige Group
(Mkt Cap INR 8484.38crore)
Embassy Group
(Direct Competitor)
Sources: https://economictimes.indiatimes.com/puravankara-ltd/stocks/companyid-20136.cms
https://economictimes.indiatimes.com/prestige-estates-projects-ltd/stocks/companyid-32683.cms
*Note: 1 INR = US$ 0.014
Considering Jain Heights deal in high value properties the scope of generating leads is very difficult however the return on investment for the same is very high, due to which our entire strategy will focus upon getting relevant leads for the client.
Approach & Strategy
Strategy was to understand our consumer base and their buying journey at all stages. This would help us in our targeting and also give the client some good research data on their customer for future campaigns.
We got an overview of our audience from the clients past data of plot purchases and did further research on them. We used methods like consumer journey mapping and tried defining the audience Persona through which Consumer Buying Cycle was mapped and below mentioned target audience were identified.
Name: Ross and Rachel Age: 27 & 30 Location: Bangalore
Household Income: INR 20 to 30 Lakhs per annum
Profession: Senior Manager at reputed organization
(Tech/Real Estate)
Ross and Rachel are searching for their second home in an upcoming area where they will get good returns on their investment through rent.
*Note: 1 INR = US$ 0.014
LOCATIONS:
Bangalore- Yelahanka , Devanahalli
Based on location of project rainforest.
Nearby areas as there is more awareness
Interests: Luxury Living, Real Estate, Real estate investment,
Age: 27-60
Gender – Male , Female
Investment
Second home, Investment Property
Facebook Targeting
WHAT WE DID
Jain Heights Lead Generation (Married)
Jain Heights Lead Generation
1 Ad set
Lead Generation
2 - 3 Ads
Rain Forest
Leads
Ad Sets
2 Ads
3 Ads
3 Ads
Age
27 to 40
Age
40 to 60
OVERALL
CAMPAIGN
METRICS
Jain Heights Lead
Generation
Campaign | Overall Impressions | Overall Reach | Leads | Coat Per Lead | Amount Spent | Result |
Jain Heights Lead Generation | 10,986 | 6798 | 38 | 125.02 | 4750.93 | 0.35% |
Key insight- The broad campaign with a broader targeting gave us more impressions and leads than specifically focused one. However the specifically focused campaign on gave us the quality lead we were looking for. We then set higher budgets for the specifically focused
campaign.
PERFORMANCE GRAPH
OVERALL
CAMPAIGN
METRICS
Jain Heights Lead
Generation (Married)
Campaign | Overall Impressions | Overall Reach | Leads | Coat Per Lead | Amount Spent | Result |
Jain Heights Lead Generation (Married) | 4355 | 2898 | 6 | 261.40 | 1568.39 | 0.14% |
PERFORMANCE GRAPH
This was a more specific campaign run only from the 2ndweek based on our previous campaign data. We managed to get our first quality lead who visited the plot site from this campaign on the 3rd week hence set higher budgets for this campaign later on.
Campaign | Overall Impressions | Overall Reach | Leads | Coat Per Lead | Amount Spent | Result |
Jain Heights Lead Generation | 10,986 | 6798 | 38 | 125.02 | 4750.93 | 0.35% |
Weekly Comparisons
WEEK 1 (Trial week)
1 Campaign- Jain heights Lead Generation with 1 Ad set that is rain forest leads. Targeting was very broad for this keeping an age range of 27-60 with interests in real estate , Luxury lifestyle, Real estate Investment and others. The whole idea was to understand how Facebook advertising works and try and get insights on what is working and accordingly narrow things down.
WEEK 2
2 Campaigns- Based on our first week reports we narrowed down our audience and added more interests that we could target and also started another campaign specifically targeting married people. Our idea was that married people with family would be more interested to invest than a bachelor hence we went
ahead with this thought.
WEEK 3
This is when we had a broad understanding of what is working for us and what is not. We optimized our ads based on some best practices and added more ads in each campaign to maximize the leads. This week our leads and reach increased significantly and we also got a qualified lead according to the client who showed further interest.
WEEK 4
In our last week we divided different age groups into different ad sets for the 1st campaign. Through our campaigns we observed that most of our leads came from the age group 27-44 hence we divided our ad sets into 2 groups that is 27-40 and 40-60. We received significant leads in this week and our overall leads went up to 42. We optimized our ad copy and also coordinated with the other agency the client is working with to get better insights.
Week 1 metrics - Spent 22% of total
budget to get 34% of total leads.
Week 2 metrics - Used 7% of total budget to get 6% of total leads
Week 3 metrics -Used 40%of
total budget to get 39% of total leads
Weekly Comparisons
Most of our leads were of the age range 27-44.
Mobile got us more leads.
Week 3 was most successful in terms of leads and we got our quality lead from this week who has visited the plot site and is in the buying process. This was based on our previous optimization based on previous campaign data.
Client is in touch with leads and will give us a proper
update shortly.
Week 4 metrics- Used 30% of total budget to get 21% of total leads
OVERALL OUTPUT
Google Ads Campaign Overview
We started the Google Ads campaign targeting to specific audience basis of data received from the client and understanding of the client’s website. Bids were implemented on Manual CPC at the keyword level. The bid amount was determined using the keyword planner, considering an average of the top of the page and bottom of the page bids. Email Marketing (remarketing purposes) and Smart Campaigns to enhance brand awareness through relevant platforms machine learning which helps in achieving the desired goals. During this process below mentioned tools were used to optimize our chosen strategy.
Google Ads campaigns have been broadcasted for 28 days (15th Feb 2019 – 14th March 2019), however due to payment
issues ads were not run for 4 days (22nd March 2019 – 25th March 2019) . To begin with we created a total of 7 campaigns focusing on rain forest project and 100km radius of the Project Location i.e. Devanahalli as mentioned in the pre-campaign report. Later on Smart Campaigns & Email Marketing was executed for higher impressions and remarketing purpose.
Search Network campaigns were worked out in the eCPC model and smart campaigns on maximize click model. On the search network, we used 2-3 versions of ads. We made sure recommendations that were provided by Google Ads were executed for better optimization on all levels. We used Analytics to identify bounce rate and avg. session duration, and the same was used to target more relevant audience for conversion and relevant traffic.
We were unable to go live as per the timeline defined in the pre-campaign as the client was facing issues with the landing page and hence a new landing page was created which caused a delay in campaign execution.
Google Ads
Weekly Overview
Week 1
15th Feb 2019 – 21st Feb 2019
The first week was to test the audience targeting and get more website traffic. As per our initial targeting majority clicks were obtained by the Age Group 25 to 44 which is approx. >50%.
Our Spending was controlled and rolled as planned. After a few days the bid strategy was changed from Manual CPC to eCPC to get better results. Search term report was used to improve keyword bidding and in adding more relevant negative keywords to avoid irrelevant traffic like ‘rent’.
During this period client created a new landing page and the same was added on all campaigns. In this process client was unable to add any conversion tags which did not allow us to have entire track of conversion/ leads generating on the website.
*Note: 1 INR = US$ 0.014
In the 1st week of the campaign we achieved 33% & 50% of the estimated clicks, estimated impressions at a stable
CTR = 3.4 %
which was a bit lower
than estimated i.e. 4%
(Search Campaign Only)
As pre defined our overall spending for Google Ads would be 60% of the entire budget i.e. INR 12000 and the same would be primarily used to generate more traffic and other platforms such as social media (Facebook) will focus on getting leads.
The 2nd week had a rough patch due to limitations on availability of funds due to which campaigns were not live 4 days of week. However campaigns like Smart Campaign and Email Marketing (remarketing purpose) were initiated.
Our spending was higher than previous however the total spending of week 1 and week 2 combine was same as our estimations. Our targeting was working well for us and wasn’t changed. Bids were modified basis suggestion received by Google and performance. Bids were increased for better avg position i.e. at 1.7
Email Campaign was introduced on the last day of second week due to which its impact wasn’t much on this weeks numbers. Clicks = 31, Impressions = 237, Avg Cost = INR 5.62
*Note: 1 INR = US$ 0.014
By the 2nd week we had achieved our monthly target of clicks, impression. However we
were unable to create a
balance for better CTR and
were still struggling at 2.4%.
(Search Campaign Only)
Campaign based on Investment and Plot fetched maximum clicks which are most relevant as the client deals in plots and his portfolio is for investment also. Conversion tracking was failure which couldn’t allow better optimization.
Smart Campaign provided maximum impression = 3835
& Clicks = 32. The CTR was lower
than expected 0.83% however it
helped in creating Brand
Awareness.
Google Ads
Weekly Overview
Week 2
22nd Feb 2019 – 28th Feb 2019
Google Ads
Weekly Overview
Week 3
1st Mar 2019 – 7th Mar 2019
*Note: 1 INR = US$ 0.014
The 3rd week we had sufficient traffic and website visits and continued with Smart Campaign and Email Marketing (remarketing purpose). We were able to manage the funds more appropriately.
Our spending was well managed and worked as per the strategy formed in the beginning. Our targeting was working well for us and wasn’t changed. Bids were modified basis suggestion received by Google and performance. Bids were increased at ad group and keyword level basis key word relevance and its performance.
Email Campaign proved to be very successful and made sure the CTR rate is higher than expected. Clicks = 129, Impressions = 533, Avg Cost = INR 7.14
By the 3rd week operating smoothly and gaining momentum to go further than the set
target. However CTR had improved but still not close
to the set target.
CTR = 3.05%
(Search Campaign Only)
Campaign based on Brand and Clients product fetched maximum clicks which means we were able to create good image for the brand and our awareness strategy worked well. Conversion tracking was failure which couldn’t allow better optimization.
Smart Campaign provided maximum impression = 5307
& Clicks = 40. The CTR was lower
than expected 0.75% at the cost of
INR 256.79.
Google Ads
Weekly Overview
Week 4
8th Mar 2019 – 14th Mar 2019
The Primary objective of 4th week was to make sure CTR rate is stabilized and improved, which involved pausing the smart campaign as the goal for the same was achieved.
This was the last week hence the budget was to be used very carefully and was optimized on campaigns which fetched highest CTR rate. The 4th Week CTR rate was twice that of all any other week. Brand Awareness was achieved in the first couple of weeks hence the goals were modified accordingly.
Email Campaign was continued as per previous week and fetched better results that earlier due to changes in targeting. Clicks = 51, Impressions = 202, Avg Cost = INR 4.93
*Note: 1 INR = US$ 0.014
By the 4th week we had spent approx. INR 11,150, and
achieved all set goals
except CTR at 3.49%
(Search Campaign Only)
Campaign based on Investment and Plot fetched maximum clicks which are most relevant as the client deals in plots and his portfolio is for investment also. Conversion tracking was failure which couldn’t allow better optimization.
From Keywords perspective brand keywords and clients product keywords were optimized and gave maximum results week on
week indicating we were successful
in guiding the ads to our
requirements.
Google Ads Campaign – Success & Failure
We were able to achieve all the pre defined target that was
Impressions = 7000 | Clicks = 300 | CTR = 4% | Leads = 10
*Note: 1 INR = US$ 0.014
We faced a challenge in having conversion traffic placed which didn't allow us to track our performance from leads point of view which was our primary goal for entire digital campaign, however considering the situation client was able to share the enquiries data captured in his backend system and being handled by his sales team for further process. As per the data shared by the client we were able to fetch 8 leads for the clients referral Google. We did Display(Email) Campaign, Search Campaign & Smart Campaign. Results for Email & Search Campaign are mentioned in the charts.
Top Ad Groups which performed well (basis clicks) are :
1. Email(RMKRT) 2. Sites_Yelahanka
3. Jain Heights 4. Rainforest
Investment campaign fetched maximum impressions however had less clicks due to which CTR had fallen down and the strategy to target basis investment keywords didn’t go as planned.
Total impressions – 23625
Clicks – 755 | CTR – 3.20%
Cost – INR 12894.31
Accounts Statistics
Smart Campaign
Impressions = 9142
Clicks = 72
CTR = 0.79%
Cost = INR 390.18
Email Campaign
Impressions = 972
Clicks = 211
CTR = 21.71%
Cost = INR 1345.90
Search Campaign
Impressions = 13511
Clicks = 472
CTR = 3.49%
Cost = INR 11158.23
Campaign Appraisal
The Campaigns were well structured and strategy as well defined which allowed us to achieve all our target before the campaign timeline. We are focusing on getting more leads to the client. As per the estimates we have performed 3X which Is a major plus point and can convince the client in pursuing digital marketing as a good source for marketing and generating revenue.
Impressions - 4/5
Clicks - 4/5
Leads - 5/5
Technical Aspects - 2/5
Cost Effective - 4/5
Client Relationship - 2/5
Google Data Studio Link: https://datastudio.google.com/open/1rH28ayupYNzw5SJAkXeFIf7ZA8Si2iXz
We failed miserably in getting all tags and starting our campaigns in the beginning as we were facing delays due to website or landing page issues. We targeted our audience in the most narrow way which gave us most efficient and cost effective leads. Social Media had great results for us where in as per clients information we were able to fetch leads which later on converted into sale of a plot, therefore ROI sky rocketing for all the hard work put in by the team.
We could have aligned ourselves to tackle all technical issues in advance which in return could have helped us in getting more relevant leads and users on the website.
Below mentioned are rating to all goals defined by the team before going live.
Future Recommendation
Client has hired a Digital Agency to work on its website and they have defined website traffic has the ultimate goal which isn’t going to help in generating revenue, hence we strongly recommend to focus on getting more leads in the future.
Website
Navigation Errors
font type can be changed
to heavy images
SEO requirements.
Image Resolutions
Below details indicate various opportunities client can work upon to increase the site speed which might help in better engagement.
Estimated Savings in time load-second
Serve Images in next-gen formats - 1.8
Eliminate render-blocking resource -0.6
Properly size images – 0.3
Minify Java script – 0.15
Content
Marketing