Contextual Advertising for the Elite Residential Complex in Cyprus – YOO Limassol

YOO Limassol is the first of its kind, an elite seaside residential complex designed by the YOO project's designer, Philippe Starck. YOO has design projects worldwide.

Implementation

Within the Facebook Ads system, the client had active and tested various advertising campaign formats for traffic attraction and lead generation. The main focus was on lead generation in the geographical region of Cyprus. Therefore, during the strategy development process, we decided to segment the audience into English-speaking and Russian-speaking groups. 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, we achieved the following results:

• the reach was 12867 people;
• the cost per click (CPC) was at 0,36 euros;
• 40 quality leads were obtained at a cost of 7,04 euros each.

These data confirmed the effectiveness of the current campaigns, leading to the decision to continue them unchanged.

However, by December, a decline was noted: the number of leads decreased to 26, the cost per lead increased to 11,05 euros, while the reach dropped to 10597, and the CPC increased to 0,42 euros. We analyzed the active audience’s needs and decided to update the advertising banners while keeping the main strategy unchanged.

After implementing changes in January, a return to positive dynamics was noted:

• the number of leads increased to 57, and their cost decreased to 5,12 euros;
• meanwhile, the reach remained virtually unchanged at 12864, but the CPC decreased to 0,32 euros.

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

Comparing and evaluating the target metrics over three months, we managed to achieve:

– Reduction of CPC from 0,36 to 0,32 euros:

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

Dynamics of leads for the period 01.12.23-31.01.24

Dynamics of leads for 3 months

– Reduction in the price of a lead from 11,05 euros to 5,12 euros:

– Dynamics of increasing the number of conversions and reducing the price per lead:

– Additionally, there is a decrease in CPM:
November – 5,55 euros
December – 5,91 euros
January – 4,49 euros

Conclusion

The YOO Limassol case highlights the importance of regularly updating banners in advertising campaigns. Despite initial successes, we faced a decrease in campaign effectiveness when advertising creatives became outdated, leading to «banner blindness» where the audience stops noticing frequently repeated ads. Responding to this issue by updating banners not only revived the target audience’s interest but also improved lead generation indicators and reduced the cost per lead.

Over the reporting period, the campaign showed impressive results: a reduction in CPC from 0,36 to 0,32 euros and a doubling in the number of leads from 26 to 57 while reducing their cost from 11,05 to 5,12 euros. This also confirms the effectiveness of geotargeting and audience segmentation, as well as the importance of constant optimization of advertising materials in response to changing market dynamics and consumer behavior.

Don’t waste time, enhance your advertising effectiveness – order the creation of advertising creatives at Adwebmart agency right now!