At the next stage, a second article was published, which explained what a mini-polis is and how it differs from other residential complexes. The material was also targeted at residents of Moscow and the Moscow region. Using remarketing in myTarget, those who had already seen previously published articles were excluded from display.
The text also used multiple headlines to appeal to different audiences:
We tell you about the mini-city in four points";
“What is a mini-city and why is it worth buying an apartment in it, and not in a regular residential complex”;
"More space and less time on the road: learn about the benefits of living in a mini-city";
"Do you want to live next to a huge park, breathe fresh air conduit cn mobile number database and still get to the city quickly? We tell you where this is possible";
"Don't want to live in a "human anthill"? We'll tell you about a residential complex of an unusual format."
The least effective headlines were switched off every one and a half to two weeks.
Results
Among the headlines, the most effective was "Where to live in the Moscow region if you want to breathe fresh air and reach the metro in less than 15 minutes." More than 35 thousand users read this article to the end, and the CTR was 0.84%.
Thus, the campaign in Pulse brought the developer 87 primary leads, of which 27 were targeted. At the same time, their cost was up to 81% lower than on other sites.
"We were looking for additional sources that would consistently bring in targeted requests, close in cost to the current ones. An effective solution for us was Pulse, where we worked on the release of two articles with different combinations of headlines that met the interests of potential clients. The tool is effective due to the native format and the breadth of coverage due to its low cost and noticeable organic promotion. Successful articles consistently receive additional coverage and bring in targeted requests," comments Polina Kraus, a specialist in targeted advertising at ArrowMedia.