Contextual advertising for a luxury residential complex in Cyprus

Implementation

Within the Facebook Ads system, the client had various formats of advertising campaigns for traffic acquisition and lead generation active and tested. The main focus was on lead generation in the geographical region of Cyprus. Therefore, in the process of strategy development, we decided to divide the audience into English-speaking and Russian-speaking segments. This allowed us to adapt the advertising materials — including banners and texts — to the linguistic and cultural characteristics of each group.

At the end of the first reporting period in November, our results were as follows:

• reach totalled 12,867 people;
• cost per click (CPC) was at the level of 0.36 euros;
• 40 quality leads were received at a price of €7.04 each.

This data confirmed the effectiveness of the current campaigns, which led to the decision to continue with no changes.

However, by December, a decline was noticed: the number of leads decreased to 26, the cost per lead increased to €11.05, while the reach decreased to 10,597 and the CPC increased to €0.42. We analysed the active audience of the need and decided to update the advertising banners, while keeping the main strategy unchanged.

After implementing the changes in January, we saw a return to positive dynamics:

• reach remained virtually unchanged at 12,864;
• CPC decreased to 0.32 euros;
• the number of leads increased to 57, and the cost decreased to €5.12.

These results demonstrate the importance of regularly updating and adapting advertising materials to maintain and improve the effectiveness of marketing campaigns in a dynamic advertising environment.

Results

By comparing and evaluating the dynamics of the targets at the end of 3 months we have managed to achieve:

• CPC reduction from €0.36 to €0.32

• Increase in the number of leads: from 26 to 57

Lid dynamics for the period 01.12.23-31.01.24

Dynamics of leads for 3 months

• Reducing the price of a lead from €11.05 to €5.12:

Lid dynamics for the period 01.12.23-31.01.24

Dynamics in terms of cost per lead from 1.11-31.01

• Dynamics of increasing the number of conversions and decreasing the price per lead:

Dynamics by leads and by value from 1.11-31.01

• In addition, there is a decrease in CPM: November — 5.55 euros, December — 5.91, January — 4.49 euros.

CPM dynamics

Conclusion

The case emphasises the importance of regularly updating banners in advertising campaigns. Despite initial successes, we experienced a decline in campaign effectiveness when ad creatives became outdated, leading to the phenomenon of ‘banner blindness’, where audiences stop noticing frequently repeated adverts. The response to this problem — updating the banners — not only resuscitated the interest of the target audience, but also improved lead generation rates and reduced cost per lead.

During the reporting period, the campaign showed impressive results: a reduction in CPC from €0.36 to €0.32 and a doubling of leads from 26 to 57 with a reduction in their cost per lead from €11.05 to €5.12. This also confirms the effectiveness of geo-targeting and audience segmentation, as well as the importance of constantly optimising advertising materials in response to changing market dynamics and consumer behaviour.