SUSHMA Buildtech Limited – PPC Case Study

 

Client:

SUSHMA Buildtech Limited is one of the Leading Real Estate Development Company. This dynamic establishment offers integrity, lucidity and excellence to the customers. It is believed to be one of the most eminent developers in Punjab. In all its activities you would find high standards of quality and clarity in all its operations. They are extremely focused on delivering the same and follow a carefully planned approach that is in support of some severe quality practices that defines the International standards. Sushma Buildtech promises to deliver on time with some unique offerings and this is the reason why it has earned respect by its customers. They are high with their values, assurance, reliability, brilliance in architecture and last but not the least their morals and principals that show the worth of your investment.

 

Challenges:

Budget should be spent for the given property and given time to get more conversions at lower CPA (cost per conversion).

To compete with bid brands/builders like CCC, GBP Centrum, WTC, Omaxe New Chandigarh, ATS, JLBL Builders, Falcon Views, Homeland Heights – Eminence, Escon Arena, Motia Royalcity, VIP Road Zirakpur all 3 BHK projects are the competitors, Golden Sand Maple Apartments, Hermitage Park etc

 

Target:

Sushma Buildtech have residential and commercial properties at Zirakpur and other locations like Crescent, Crescent Nxt, Grande, Grande Nxt, Joynest ZRK, Joynest MOH, Elite Cross, Elementa, Homework, Atelier and Infinium. So the client wants to promote all properties having set targeted budgets for each property for a given time and expect to get good number of leads at lowest CPA. We took this challenge and help them reach their targeted customers at different locations and at lower CPA (Cost per acquisition)

 

Solution:

What Sushma Buildtech needed was a comprehensive approach to help them generate relevant leads for Elementa, Grande, Grande Nxt, Crescent and Infinium/Homework from specific locations.

After they approached Outsourcing Technologies, our team of PPC specialists conducted a comprehensive study of their requirements and set up a complete internet marketing strategy to help them succeed.

  • We plan a marketing mix strategy to be implemented through Google AdWords (Search and Display Campaigns for Local and Outdoor Locations), Facebook, and YouTube ads. 50% of the budget allocated for Google, 40% for Facebook ads and 10% for Youtube, which would help to bring them closer to their targeted audience.
  • Some Campaigns (For small properties) with small budgets are only targeted for Marketing on Google Adwords.
  • We further divide the Google budgets for Search and Display AdWords Campaigns using targeted banners and adding seasonal offers.
  • Shared CRO based recommendations for different landing pages.
  • Got Captcha added in the websites for verification and to avoid spam leads.
  • Created “Thank You” page for proper tracking of leads

 

Process:

PPC Campaigns were set up in Google according to our plan for Sushma websites targeting for Adwords Search, Display, Remarketing and Video Ads.

1. Sushmagrande.com ( 50% of Overall Budget)

Analysed Property Details like 3 BHK, 4BHK, 3BHK+Servant Room, Penthouses Upto 1.11 Crores, at Chandigarh – Zirakpur – Delhi Road and Designed by R204 – USA based Architects

Analysed Competitors like ATS, JLPL Builders, Falcon Views, Homeland Heights – Eminence, Exotic, Royalcity etc

Set Target Audience like NRI’s, Top MNC’s, CEO, CFO, COO, MD’s, Directors

Set Targeted Location like North India, Australia, Canada, UK, Dubai

2. Sushmachandigarhinfinium.com (20% of Overall Budget)

Analysed property details like Commercial, Retail Showrooms, Office Spaces, Convertible studios, Chandigarh – Zirakpur – Delhi Road and Designed by R204 – USA based architects

Analysed Competitors like CCC, GBP Centrum, Omaxe New Chandigarh

Set Target Audience like NRI’s, CA’s, Doctors, Top MNC’s, CEO, CFO, COO, MD’s, Directors

Set Targeted Location like Punjab, Himachal, Haryana, J&K

3. Sushmacrescent.com (20% of Overall Budget)

Analysed property details like Gazipur, Zirakpur Location, Target 2BHK, 3 BHK, 4BHK Apartments

Analysed Competitors like Golden Sand Maple Apartments, Hermitage Park, Buy new Generation, Escon Arena

Set Target Audience like NRI’s, Merchant Navy People, Business Owners, Top MNC’s

CEO, CFO, COO, MD’s, Directors

Set Targeted Location like Shimla Belt – Himachal, Solan, Rodu, Rampur, Bilaspur and all nearby

Pathankot, Jammu Cantt, Ambala Cantt, Defence Areas, Jalandhar Cantt etc

4. sushmagrandenxt.com (10% of Overall Budget)

Analysed property details like Luxury Category, Target only 3 BHK, Chandigarh – Zirakpur – Delhi Road, it is a part of Grande, Starting from 50.88 Lac

Analysed Competitors like ATS, JLBL Builders, Falcon Views, Homeland Heights – Eminence, Escon Arena, Motia Royalcity

Set Target Audience like NRI’s, Merchant Navy People, Top MNC’s, CEO, CFO, COO, MD’s, Directors

Set Targeted Location like Himachal, Tricity, Haryana, Ambala, Patiala, Karnal

Facebook Campaigns are also created for two websites for specific locations and targeted budgets.

As of today, the Campaigns expanded to 6 in number with Elementa & Joynest along with more than 1800 keywords and more image Ads in Google Adwords to help Sushma Projects grow their business.

 

Results:

Working with Sushma Buildtech showed us that a concentrated effort on the marketing mix and targeted approach helping achieve ground-breaking results.

On a weekly and monthly basis, the campaigns leads have increased considerably with lower CPL at the same time.

“Beginning Nov 2016, Sushma leads grew over by 108% approximately at Lower Cost-Per-Lead (CPL) 62%. We have acquired over double the number of leads at approximately half the CPL in less than 1 year.”

Similarly, the Likes and results from the FB Campaign also helped in the growth of the overall business and enhanced branding.

The numbers of Likes through the Facebook Campaign grew by nearly 60% from the initial Campaign settings in Dec 2016 and at the same time saw a drop of over 80% in the cost per result.

 

Conclusion:

It is an open fact that behind a successful marketing Campaign there lays a powerful marketing strategy. It is whether Facebook, YouTube or Google Adwords, the basis of the final outcome on a cross-platform is:

  • High traffic to the website at low Avg. CPC.
  • An Increase in the count of leads at consistent rate
  • Vital drop in the CPL’s

The derived results are solely dedicated to the continuous efforts while implementing a focused strategy for each group.