PROGRAMMATIC ADVERTISING FOR DESIGN AND CONSTRUCTION ORGANIZATION
Type:

Client:



Objective:


Period:


Programmatic advertising

Design and construction organization


Attracting new customers


Period: March–May 2019


Tasks and KPI
TASKS: Include targeted traffic to site and increase conversions before ordering services.

Target audience

GEO: Northwestern Federal District (RF)
Gender, age: Men, women, 25–44 years
Interests: Commercial real estate, real estate registration, lease and purchase of commercial real estate, business, investments, design organizations, design work, construction and contractors, construction companies.
Positions: Managing directors and top managers, deputy director for capital construction, head of development department, representatives of developers.
Audience segments:





Real Estate / Interested in commercial real estate
Real Estate / Interested in real estate abroad
Real Estate / Interested in design organizations
Real Estate / Interested in construction companies
Real Estate / Interested in tenders in construction
Real Estate / Commercial Real Estate Fill in the filter or search the site
Interest in buying commercial real estate
Financial services / Real estate insurance
Financial services / Investments, etc.



KPI

The effectiveness of the advertising campaign was evaluated by the following indicators:



Applications: from 3 per month
Average check > 1,2 million rubles


Tools and solutions

Programmatic formats: banners, native, promo posts in social media, search
Channels: Media + Social
Remarketing
Custom segments





IMPLEMENTATION OF THE ADVERTISING CAMPAIGN
1
Problem description and solution
The client asked to increase the number of applications for project services. Before NT joined, the client worked with an advertising agency that provided SEO and contextual advertising for just over 5 months. The amount of bids from the previous contractor is 2–4 bids per month. Our task was to increase the CR in the application, and increase the average check application.
2
Formation of custom segments
To implement the advertising campaign, custom segments of the target audience were formed. NT DMP and 3rd party data resources from partner companies were used.
3
Cross–device synchronization
The cross–device setting synchronizes the display of creatives between devices of one user.
4
Campaign optimization
Throughout the advertising campaign, both manual and automatic optimization took place in real-time mode. Bid Factors' automatic optimization technology redistributed the budget to those audience segments and targets that responded better to the ads and performed conversion actions on the site.
Test: initial setup, collection of analytical data, start of optimization
01
Analysis, adjustment of settings, connection of new segments
Control,
optimization
02
03
The campaign took place in 3 stages
Period 3 weeks

Initial configuration of the advertising campaign according to the agreed targets and connection of segments NT DMP and 3rd data

Manual assignment of Bid factors

Launch of 3 packages of banners, promotional posts on Facebook
Period 1,5 weeks

At the end of 3 weeks, one package of banners was disconnected from the demonstration because it had the least response from the audience.
In three weeks, the platform has collected enough data to switch to mode automatic assignment of coefficients to segments and targeting — AI Bid Factors.
Set up a new advertising campaign — search remarketing by users,
which were brought to the site in the first three weeks of launch.
Launched a new creative package to work with the audience that visited service pages and contacts page.


Perido 3 weeks

Manual and automatic optimization in real-time mode.
Results
11
Number of service orders for 3 months
2,04 pages/session Viewing depth
*6.09% better than average depth compared to other advertising channels
265 sec. The average duration of the session
*10.81% better than the average session duration compared to other advertising channels
24,71% Failure rate
*11.02% lower bounce rate than other advertising channels
1
Average check, increase
in %
2
Achieving the goal "Ordering a service", pc.
3
Types of conversions