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MR Group Case: How to Increase Conversion to Target Call by 3 Times

Posted: Mon Dec 23, 2024 8:49 am
by ashammi228
Content
Here's what this circuit looks like in action:
Results for the year
Clicks and calls in the real estate sector are expensive. That’s why developers impose strict criteria on advertising agencies for target requests. To increase their number, Artics Internet Solutions, with the help of CoMagic, configured the transfer of tags of completed target calls to Universal Analytics. This data helped Google Ads improve its automatic strategies: the system learned to show ads to users who are more likely to make the desired call.

Client
MR Group is one of the leaders in residential and commercial telegram cambodia real estate development. The company's portfolio includes 38 properties with a total area of ​​5 million sq. m in Moscow, the Moscow Region and Sochi. MR Group is an eight-time "Developer of the Year". The company's new projects are the residential complexes "Seliger City" and Discovery, Discovery Park. The first involves the development of different heights with an excellent view of the city. Discovery and Discovery Park are suitable for those who value green surroundings.

Agency tasks

The agency was faced with the task of increasing the effectiveness of contextual advertising, namely, to achieve a reduction in the target call and increase the conversion from click to request.


Alexandra Lasskaya, Industrial Realty Manager Artics Internet Solutions

It was necessary to find and implement a solution that would optimize campaigns based not on the total number of requests, but only on targeted ones. We are interested in calls, because during listening we evaluate the request according to the specified criteria and determine whether it is targeted or not - an initial, long call, during which the user became interested in the apartment.

Previously, agency specialists viewed statistics in Universal Analytics for All calls, High-quality calls, or First high-quality calls. But due to the fact that most calls did not meet the target criteria by MR Group standards (repeat, non-target, commercial real estate, etc.), it was impossible to correctly evaluate the effectiveness of advertising campaigns in contextual advertising within the capabilities of Universal Analytics. For example, of all the first high-quality calls, only 75% percent were tagged "Target".



Evgeniya Starkova, Director of Marketing and Public Relations, MR Group

Residential complexes "Seliger City", Discovery and Discovery Park are a popular offer on the market due to their quality characteristics and location. Nevertheless, a fairly aggressive sales plan stimulates the search for new solutions to constantly improve the effectiveness of advertising campaigns. In this regard, the approach of the Artics Internet Solutions team to identifying opportunities to improve conversion and focusing on performance results is very important. In conditions when the split in the media plan has already been built as efficiently as possible, it is time for fine-tuning. One of such tools was Universal Analytics, which allowed us to build better work with audiences.

Transferring the Target Call tag from CoMagic to Universal Analytics
The integration of CoMagic and Universal Analytics allows for automatic transfer of tags set at the time of the call. But since it is impossible to predict in advance how long the call will take, it was necessary to figure out how to transfer tags after it is completed and listened to. Listening by a specialist is necessary to analyze the call for compliance with all the criteria of the target.

Transferring the corresponding tag to Universal Analytics would allow collecting statistics on users making targeted calls. Artics Internet Solutions set up a special http notification in CoMagic for this purpose: