We had a goal to create brand awareness while generating leads for a popular real estate conglomerate in the city. Here are the results of phase 1 of our digital marketing strategy.

7. PRESENTATION BY THINK TREE MEDIA
A MARKETING CASE STUDY

8. Apartments to be soldTotal Apartments
88 50

9. Objectives
To create Brand Awareness for SKAV, a Real
Estate conglomerate that has built some of
the most recognisable buildings across
Bengaluru.
To create Dynamic Ads across different
platforms and curate relevant leads for one of
their latest projects, Aastha by SKAV.
To use CRO(Conversion Rate Optimization) to
improve the quantity/quality of leads monthly.

10. CPL Marketing
CPL Marketing, in recent times has become one of
the best methods to track Conversion-Rate
Optimization(CRO) over brief time periods.
Lead Ads are the most advanced Ad form because
they are the only kind of ads, which when
psychographically/behaviourally well targeted, will
always lead to steady and concrete conversions.
In fact, a large part of performing lead ads is the
end user filling a form/calling the product/service.
The best forms of Lead Ads in India at the
moment are through Social Media(FB,IG) and
SEM(Google Ads)

11. Marketing Strategy

12. Lead Gen Ads(Social Media)
Lead Ads on Social Media consist of an ad copy and
a creative, preferably a Video or a Carousel. Both
the Copy and the creative, or at least one of them
needs to be brief, and clear about the
product/service, its USP and offers attached.
The Copy needs to push the end user to fill the form
by clicking on the CTA Button.
Once the user is on the Lead Form, it can be either
Volume(more Leads) or Intent(quality leads).
The questionnaire in the form should only look out
for relevant information and nothing more, while
still reminding the customer what the ad he/she
clicked on was about.

13. LEAD GEN AD 1-HIGH
VOLUME(SOCIAL MEDIA)

14. LEAD GEN AD 2-HIGH
INTENT(SOCIAL MEDIA)

15. Ad Performance
Stats-Video Ad(SMM)
Impressions: 490,696
Cost Per Lead: Rs. 643.97
Leads: 173
Relevance Score: 8
Target: General Audiences
Amount Spent: Rs. 114495.05
Confirmed Site Visits: 35

16. Ad Performance
Stats-Static Ad(SMM)
Impressions: 110444
Cost Per Lead: Rs. 873.01
Leads: 63
Relevance Score: 8
Target: Entrepreneurs
Amount Spent: Rs. 54,999.83
Confirmed Site Visits: 17

17. The Video of the Apartment has performed well as an ad and constantly provided
us with leads. It had a CPL as low as Rs. 250 however switching the Lead Form into
an Intent Oriented Questionnaire has pushed up the CPL.
The statics are performing well, second best after the video ad, it fetches us a good
number of leads and has a high Relevance Score.
We can use similar ads for HM Construction and provide the company with a good
number of relevant leads.
SUMMARY

18. Search Gen ads are purely conversion based, where the Ad
has a main copy, a short description, a few Callout
Extensions and then the conversion itself.
The first and easy conversion that Google Ads provide is
the phone number, which allows the end-user to call the
business and ask for the product/service.
The second conversion has a higher Turnaround Time, it
is on clicking the ad, the user is directed to a Landing
Page, which has information on the product/service as
well as a lead form.
Search Ads(Google)

19. Ad Performance
Stats-Google Ad(SEM)
Ad with a very High Conversion Rate.
Target System: Search Term Targeting
Cost Per Click: Rs. 25
PHONE
COPY
DESCRIPTION
CALLOUT EXTENSIONS

20. Google Ads are performing well which is clear from the high CTR(<1%) for Aastha.
The Ads fall short on budget and lose out on search shares.
However, it is easier to gain Leads on Facebook than on Google and hence, the
extra budget should be pushed there by putting Google on Priority #2.
Keywords are being added on a daily basis based on Search Volume to streamline
these searches.
Google AI is concentrating on showing the customer our best performing ad which
contains Buzzwords like Malleshwaram and Orion Mall to push conversions.
SUMMARY

21. CLIENT/TT LEAD SHARING
FORM
Client Data

22. ORGANIC BRAND AWARENESS
POSTS
Apartments Legacy Amenities

23. THANK YOU