We covered the first-ever Dynamic Ads for Real Estate (DARE) campaign on the Russian market in our blog post “How DARE You?”. We’ve been working with PIK Group, a leading Russian construction developer, and 2R-media agency. The campaign started at the end of summer 2017 and since then the view-to-call conversion rate has doubled. With the permission of PIK Group and 2R-media, Aitarget dares to reveal our success story.
Step by Step
Next, 2R-media uploaded two product feeds with flats and floor plans.
Then, Aitarget launched the advertising campaign.
Dynamic Ads for Real Estate are one-image or carousel ads on Facebook, Instagram, or Audience Network with auto-populated images and product information from a catalogue.
PIK Group used data collected from the pixel to retarget audiences through the carousel format. They chose the “Shop Now” and “Learn more” CTAs. After clicking on either, users landed on an apartment complex page from the product feed.
Month by Month
In September 2017, PIK Group recorded a wow-rate of view-to-call conversions: 86% with the CTR of 4.2%. In October, the conversion rate retained its high level of 60% with the same campaign settings.
In comparison, an ad campaign with a usual carousel (non-dynamic product ads) showed moderate growth of conversions: 40% in September and 33% in October, with CTR of 1.3% and 1.83%, respectively.
"PIK Group is a leading company in the industry. We aspire to maintain this title in other industries like advertising and marketing. Our innovative approach to launching and handling new ad formats make us the first to monitor results and leverage them,” Roman Abdullin, Head of Marketing at PIK Group
Aitarget is calling on you to be DARE-ing too.