Discuss the project
We will call you back
Discuss the project
We will call you back
Commercial premises in the Vatutinki Park residential complex
30%
conversion to a targeted lead
11 000 RUB
CPL per qualified lead
29 leads total
10 of them are interested in buying a commercial space
Mosrealstroy is an urban real estate sales centre established by the Moscow City Government in 1998. We have been working with Mosrealstroy since 2022, mainly on residential projects. This time the client came to us with a request to promote commercial premises in Vatutinki Park Residential Complex.
Background
Target Audience
Businessmen, people with above average income, investors, people looking for profitable investments
01Project Benefits
Vatutinki Park Residential Complex is located in the New Moscow district (Troitsk, 3-5 Kvartsevaya Street) and offers premises for a restaurant, coffee shop, bakery, beauty salon, order delivery point, sports club. Newly populated housing estate, high ceilings 4m, free layouts, affordable price, low commercial risks, high liquidity of the object, good transport accessibility.
02Media Split
- Yandex Realty
- CIAN
- Avito
- Yandex Direct
Launch Hurdles
- A difficult-to-promote area of commerce
- Lack of CPA model placements on classifides
Advertising Campaign Period
May, 2023
05
Launching The Campaign
From the very beginning on the sites Avito, CIAN, Yandex Realty it was supposed only to place positions on feed without prediction on leads. 20 lots of premises were selected, 1 of which was supplemented with promotion (strengthened card + TOP in the site search results).
During the launch, it became clear that the field of commerce is new for Classifieds, just as it is for us. The region was incorrectly displayed on some sites, although technically everything was correct in the feed, plus due to the simultaneous upload of parking spaces within the same placement, the cards were confused with each other. The launch on the sites was completed as part of the test, but for efficiency we connected and strengthened the placement in Yandex.Direct.
The Advertisement Campaign
Contextual advertising: an attractive unique selling proposition was chosen - guaranteed income from 1 million roubles.
Selected USPs: Shell&Core finishes, location, price, layout options, ready rooms.
Dividing the target audience: users with a request for premises for restaurant, beauty salon, fitness club, etc. Connection of thematic landing pages with quizzes
Geography: Moscow and the nearest suburbs
The Yandex Direct Strategy
The following campaigns were chosen as the main tools for achieving KPIs on leads in Direct:
Yandex Ads
Search engine advertising
Commodity campaigns
For the launch we selected a pool of keywords related to the selection of premises for business in Moscow, as well as narrow queries on commerce in New Moscow, Vatutinki, Troitsk.
Campaigns were launched for locations on search and in the Yandex Ads, campaigns for general queries and business premises, master campaigns, and product campaigns. The product campaign was launched without feeds - we made landing pages for the layout of each individual room ourselves
While advertising, we found out which propositions were most interesting to our audience - we abandoned the USP of rough finishing, replacing it with "secured demand" (since more than 30,000 people already live in the neighbourhood), and also emphasised the fact that the housing estate had been completed and the premises could already be bought.
As a result, the best results were achieved by product campaigns, advertising campaigns on narrow requests for commercial premises by location, as well as network campaigns on the scheme "semantics + landing" for small business areas:
Bakery Premises landing: https://novostan.ru/commerce-bakery
Beauty Salon Premises: https://novostan.ru/commerce-bakery
The total number of leads received via Yandex Direct was 29, 10 of which were recognised as qualified, the target number plan was fulfilled, but conversions continued to come in June when the campaign was switched off. Thus we were able to establish an effective funnel for attracting leads from commerce, as well as to identify the most successful strategies and channels. The client was satisfied with the cooperation - we continue to work together on his other projects.
30%
conversion to a targeted lead
11 000 RUB
CPL per qualified lead
29 leads total
10 of them are interested in buying a commercial space