M Luna is a property developed and commercialized by the Mah Sing group, prominent property developer in Malaysia.
Industry: Property Development/Real Estate
“Located in the best of both worlds, one that is close to nature yet easily accessible to the hotspots in the city center, M Luna perfectly blends plenty of great features and an attractive price tag that will appeal to young families and professionals alike.”
Mah Sing was looking to promote one of their properties: M Luna, in order to boost sales.
M Luna is one of the participating projects under Mah Sing’s Eazy to Own Campaign. This campaign offers an innovative home financing solution with Maybank Islamic (HouzKEY) enabling home buyers to own their ideal home today (easy entry, low monthly instalments).
The goal was to captivate relevant audience in the Klang Valley (KL & Selangor).
Therefore, they needed Synapsys Digital’s expertise to generate leads through the following tactic:
Set up and maintain targeted ads on Google (GN-SEM) aiming at potential homebuyers throughout Malaysia
Set up a keyword strategy for the targeted ads
Our main goal was to generate exposure & leads within the timeframe of the campaign: from June 11th to August 1st 2021 (2 months).
To achieve this, we did the following: we focused on Google Search Engine Marketing (SEM) channel to run the campaign. In total, we created 3 ad groups on Google: this involved account and ads setup, activation, weekly reporting and optimization.
The 3 ad groups were each focusing on a different approach keyword-wise (so different audiences):
Branded: interest in the Mah Sing group
Examples: m luna, mah sing, m luna kepong
Intent: interest in real estate for sale
Examples: kepong new condo, buy a home, new properties for sale
Google ads - SEM (keywords: branded, competitors, intent)
Ad clicks: 6,892
Click-through rate (CTR): 5.95%
Leads generated: 174
Conversion rate (CVR): 2.52%
Repartition of budget between ad groups: intent 59%, branded 24%, competitors 17%
Website traffic generated
Average session duration: 00:00:36
Bounce rate: 71%
Conversion rate (CVR): 0.88%
WHAT WORKED BEST FOR M LUNA
Best performing ad group
Best performing ad group: branded (CTR: 18.34%, CVR: 4.41% on Google Ads, and CVR: 4.5% on the website). However, intent & competitors ad groups drive traffic with lesser bounce rate (39%) so these users have greater attention.
Ad group generating most leads
Ad group generating most leads: intent (46% of generated leads for 58% of the total budget) & branded (45% of generated leads for 24% of the total budget)
As of September 2021, this campaign generated 2 confirmed bookings. The client renewed this campaign for Q4 2021. In terms of strategy, we will focus the keyword strategy exclusively on branded & intent ad groups.