Paid advertising and audience influencing copywriting

LEAD GENERATION – PAID ADS
HOW AUDIENCE INFLUENCING COPYWRITING DELIVERS VALUE
Friday, November 13, 2020PAID ADS PORTFOLIO - ALAN VICTOR 1

CAMPAIGN SUMMARY
 Lead generation objective: Position Cushman & Wakefield as the real estate advisor of choice among
turnkey decision makers
 Audience persona: C – suite, entrepreneurs, aspirational but conservative about capex spending,
understands flex working, favours an office-as-a-service model
 Promotion: Cost-effective white label co-working spaces, office space upgrades, meets future of work
requirements

STRATEGY
PILLAR I – KNOWLEDGE PROMOTION
CONTENT PROMOTED:
• EXPERT ASSESSMENT OF REAL
ESTATE LEGISLATIONS
• HISTORIC ANALYSIS OF REAL ESTATE
MARKETS
• NEW AND UPCOMING MARKET
OPPORTUNITIES

STRATEGY
PILLAR II – LEAD GENERATION
CONTENT PROMOTED:
• COMMUNICATED REAL ESTATE
PROBLEMS IN A COMPARE-AND-
CONTRAST STYLE
• APPLIED LONG TAIL KEYWORDS AND
ASSERTIVE CALLS TO ACTION IN AD
COPIES
• LEAD FORMS GARNERED APPROX. 5
LEADS IN A MONTH. EACH CAME WITH A
VALUE OF $10,000 PLUS. COST OF
ACQUISITION MAINTAINED WITHIN 3%
OF LIFETIME VALUE.

PAID CAMPAIGN PERFORMANCE – PILLAR 1
Date Clicks Impressions CTR Spent Avg. CPC Leads Lead Rate Cost per Lead
14-Dec-19 34 7,659 0.44% $ 107.85 $ 3.17 1 2.9% $ 107.85
15-Dec-19 36 7,385 0.49% $ 139.10 $ 3.86 0 0.0% -
16-Dec-19 36 5,946 0.61% $ 134.50 $ 3.74 2 5.6% $ 67.25
17-Dec-19 37 6,739 0.55% $ 143.08 $ 3.87 0 0.0% -
18-Dec-19 31 7,850 0.39% $ 133.46 $ 4.31 0 0.0% -
19-Dec-19 32 6,117 0.52% $ 137.19 $ 4.29 3 9.4% $ 45.73
20-Dec-19 32 8,451 0.38% $ 143.78 $ 4.49 0 0.0% -
21-Dec-19 61 11,620 0.52% $ 274.26 $ 4.50 2 3.3% $ 137.13
22-Dec-19 54 11,858 0.46% $ 246.33 $ 4.56 3 5.6% $ 82.11
23-Dec-19 63 15,326 0.41% $ 270.75 $ 4.30 3 4.8% $ 90.25
24-Dec-19 45 11,969 0.38% $ 176.60 $ 3.92 0 0.0% -
25-Dec-19 32 5,862 0.55% $ 133.35 $ 4.17 0 0.0% -
26-Dec-19 29 5,220 0.56% $ 99.67 $ 3.44 0 0.0% -
27-Dec-19 - - - -
28-Dec-19 - - - -
29-Dec-19 - - - -
30-Dec-19 - - - -
31-Dec-19 - - - -
Total 522 112,002 0.47% $ 2,139.92 $ 4.10 14 2.7% $ 152.85
PLEASE NOTE:
THIS CAMPAIGN TARGETED
HIGH VALUE LEADS
($10,000+ REVENUE).
THEREFORE, IT WAS
EXPECTED THAT THE LEAD
RATE WILL BE LOW.

PAID CAMPAIGN PERFORMANCE – PILLAR 1
PLEASE NOTE:
THIS VIDEO WAS PROMOTED ONLY TO INCREASE AWARENESS ABOUT OUR
SERVICES. THE DECISION WAS JUSTIFIED WITH THE LOW SPENDS
Date
Total
Spent
Impressio
ns
Video
Plays
Video
Completio
ns
Video
Completion
Rate eCPV
Cost per Video
Completion
6-Jan-
20
$
14.59 4,417 2,862 51 4.36%
$0.0
1
$
0.29
7-Jan-
20
$
14.58 4,629 2,995 32 2.68%
$0.0
1
$
0.46
8-Jan-
20
$
18.29 6,958 4,343 63 3.71%
$0.0
1
$
0.29
9-Jan-
20
$
18.40 7,084 4,354 45 2.60%
$0.0
1
$
0.41
10-Jan-
20
$
17.91 7,042 4,283 43 2.54%
$0.0
1
$
0.42
11-Jan-
20
$
14.49 6,556 3,758 21 1.47%
$0.0
1
$
0.69
12-Jan-
20
$
13.81 6,575 3,622 22 1.60%
$0.0
1
$
0.63
13-Jan-
20
$
0.49 183 117 1 2.13%
$0.0
1
$
0.49

PAID CAMPAIGN PERFORMANCE – PILLAR II
PLEASE NOTE:
A MAJOR SPEND IN THE
CAMPAIGN WAS MADE IN
THIS PILLAR. RIGHT
MESSAGING TRIGGERED
RELEVANT BUSINESS
INQUIRIES FROM LEADS.
Ad content copy Clicks Impressions Click Through Rate Total Spend Number of Leads Cost per Lead
Co-working/flex spaces are more
than ‘hot seats’. Connect with our
experts to know how coworking as a
new form of office real estate can
benefit your business. #CWIndia
#CWWhatsNext 138 32,225 0.40% $ 566.29 5 $ 113.26
Looking for an office that’s high on
collaboration and reasonable on the
pocket? Our global expertise in
workplace strategy will make it
possible for you. Connect with us
now! #CWIndia #CWWhatsNext 117 22,502 0.50% $ 512.55 2 $ 256.27
To know how to use workplace
design as a powerful tool to foster
organisational culture, talk to us
now! #CWIndia #CWWhatsNext 98 23,410 0.40% $ 391.78 2 $ 195.89
Worried about the hit on your P&L
for the new office? Talk to our
experts to know how this could be an
opportunity to rationalize costs.
Connect with us now! #CWIndia
#CWWhatsNext 75 16,243 0.50% $ 290.22 5 $ 58.04

RESULTS
 Psychographic analysis using audience personas was pivotal for getting attention from the right
customers.
 Assertive communication and clear calls to action influenced leads to inquire about big ticket services.
 Promotion of early adopter service, as in this case, sustained with a balanced mix of problem awareness
and market thought leadership storytelling approaches
 Cost of acquisition maintained at 3% of the customer’s revenue potential.
 Leading digital advertising practices such as long-tail keywords research, real-time conversation
monitoring, and well defined audience targeting were key in achieving the campaign objectives.

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