How Content Marketing Can Reduce Cost Per Conversion by 81%reading time - 3 minutesdownload pdfAugust 2022Modern advertising tools allow advertisers to easily and quickly solve target tasks: to grow brand awareness, attract customers and increase sales. We tell you how we launched promotion in Pulse (VK project) for a new residential complex – the mini-city “8 Klenov” – and in three months received 27 targeted requests to the sales department.Targeted Advertising Specialist ArrowMedia
Goals
As part of the campaign, the advertiser planned to increase the number of target requests (applications on the website of the residential complex "8 Klenov" or calls to the sales department). At the same time, their cost should not exceed the average price for performance channels.
Mechanics
To promote the new residential complex, the team chose the conduit cn mobile number database Pulse recommendation system (VK project). It works on the basis of machine learning: first, the algorithms analyze the content for publication, and then show it to users interested in a specific topic. At the same time, the materials undergo mandatory moderation, and the advertiser simply sets up the necessary geographic targeting and pays only for full readings of articles.
With its help, you can natively integrate the advertiser's website directly into the article published in the system. For example, if the user reads the text to the end and continues scrolling the page, he automatically gets to the brand's website.
The advertising campaign of the mini-city "8 Maples" in Pulse lasted three months.
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At the first stage, the agency team published an article in which they talked about the advantages of living in a residential complex in the Moscow region. It was targeted at residents of Moscow and the Moscow region. The top.mail.ru counter was installed on the advertiser's website. In order to reach different audiences, several headline options were used:
"Five reasons to buy an apartment in the mini-city "8 maples"";
“Where to live in the Moscow region if you want to breathe fresh air and reach the metro in less than 15 minutes”;
"Think living in the suburbs is inconvenient and boring? Read about a place that will change your mind";
"Five Things That Will Make You Think About Moving to the Suburbs"
"We tell you where to live if both eco-friendliness and convenience are important to you."