How the real estate market should work with CPA
Posted: Mon Dec 23, 2024 9:26 am
Content
Preparation
Promotion
Resume
Starting from 2015–2016, Internet marketers on the developer side began to set clear KPIs for calls both to agencies and to all Internet channels through which they purchase traffic.
At the beginning of 2019, this trend continued. Developers still focus on the main KPIs - calls, and also try to measure the conversion into apartment sales. Of course, building a direct telegram database download relationship between traffic and sales is not entirely correct, because sales are influenced by many different factors. However, with the emergence and development of call tracking platforms, it has become possible to track the quantity, quality and source of calls.
What do you need to do to start purchasing calls through a CPA network? Below you will find step-by-step instructions on using a CPA network to purchase traffic using the "pay per call" model.
Preparation
It is necessary to choose one or several CPA platforms for generating calls. Conduct tests with them. At this stage, it is important to understand who works and how, and most importantly, how many calls a particular network can bring in a month. For this, it is better to use a reliable analytics service .
It is necessary to clearly agree on the criteria for the quality of the call and its assessment. This could be duration or something else. It is worth agreeing "on the shore" that you can reject low-quality calls, that is, not pay for them. It is important to discuss this point right away so that there is no misunderstanding in the process of further work.
Determine the hold time: after what time you will transfer call quality statuses to the CPA platform. This is how the platforms will understand which calls you have accepted and are ready to pay for.
When working with a CPA network, before the start, it is fixed how much the company will pay for a call and how many of them it plans to receive over a certain period of time. As a rule, the billing period is a calendar month.
Before starting work, it is strongly recommended to fill out the client brief form so that all customer expectations are clear at the planning stage. The brief form specifies answers to the main questions: what are we advertising, what is the target audience, geography, what are the traffic restrictions, wishes, quality criteria.
It is strongly recommended to create separate product landing pages for CPA campaigns. They are necessary to follow all the rules and laws of CPA campaigns: not to divert traffic via third-party links, but to motivate users to perform exactly the action we need.
Next, you should connect call tracking , which would allow you to count calls and see all the sources involved not only online, but also offline. It is important to give suppliers access to the call tracking platform. There is no need to be afraid of this (there are accesses, for example, only for viewing phone numbers. Suppliers will not be able to delete them or do anything else with them).
It is recommended to allocate several unique phone numbers for each affiliate network. This will make it easier to track the quality of the calls you bring in, because you will see who calls a particular number and how often. As a result, you will be able to understand which affiliate network turned out to be the most effective.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Promotion
The most highly converting channel is contextual advertising, because it reflects "hot" demand (it is shown only to those people who entered the corresponding query in the search bar). However, traffic in context is finite, demand does not arise by itself, and if a company stops devoting time to image promotion, then this inevitably affects contextual advertising. In addition, the rate per click can be artificially increased in context, thereby increasing the cost of purchasing each call.
In terms of conversion quality, after contextual advertising, there are niche thematic sites about real estate. After them, everything else is leads from social networks, as well as from Avito, etc.
CPA placements add to the above channels also promotion through thematic public pages in social networks (this is especially relevant for regional placements), email newsletters, financial sites, etc.
Here are some more recommendations on how to work with this correctly:
1. When receiving the first applications, it is important to promptly call clients. If brand representatives are unable to process incoming leads in a timely and high-quality manner, then any promotion will be in vain and the company will simply lose money.
2. It is important to have an experienced marketer on staff of the company or service agency, who is skilled in handling call tracking platforms, as well as Google Analytics or Yandex.Metrica. Without a built sales funnel, it will not be possible to achieve good results. And if it is not possible to create it within the brand, then you should seek help from agency representatives.
3. Use a separate database that stores phone numbers, traffic source and statuses for each client.
4. Calls to CPA networks cannot be cheap. If a company expects to pay less than 1,500 rubles per call, then there is a high probability of getting many low-quality contacts.
5. Monitor fraud, this is an important part of working with a CPA network. Here are some tips for the customer:
Check sources. It is important to clearly understand that the agency is not deceiving you by substituting inappropriate utm-tags for different channels.
If you no longer like the quality of calls, find their source and turn it off.
Do not prohibit the use of conversion traffic channels, such as contextual advertising or public pages on social networks, placements on Avito, and others.
A fairly simple antifraud tracking scheme is tracking a "gray" phone number in the database of existing phone numbers. If a number was once "exposed" as "unscrupulous", a call from it will simply be rejected always for all objects, for all developers.
By studying calls coming from a particular source, you can see: a) what region the SIM cards are from, b) the serial numbers of the phones (if the numbers differ by 1–2 digits, these are SIM cards purchased to increase traffic).
Fraud can be tracked using anti-fraud systems built into CPA networks. For example, calls coming from clicks made from one IP are most likely not targeted.
6. It is important to consider multi-channel. Different channels of online advertising are very dependent on each other. Therefore, when planning promotion through CPA, it is important to tell suppliers what other activity is happening at this time.
Preparation
Promotion
Resume
Starting from 2015–2016, Internet marketers on the developer side began to set clear KPIs for calls both to agencies and to all Internet channels through which they purchase traffic.
At the beginning of 2019, this trend continued. Developers still focus on the main KPIs - calls, and also try to measure the conversion into apartment sales. Of course, building a direct telegram database download relationship between traffic and sales is not entirely correct, because sales are influenced by many different factors. However, with the emergence and development of call tracking platforms, it has become possible to track the quantity, quality and source of calls.
What do you need to do to start purchasing calls through a CPA network? Below you will find step-by-step instructions on using a CPA network to purchase traffic using the "pay per call" model.
Preparation
It is necessary to choose one or several CPA platforms for generating calls. Conduct tests with them. At this stage, it is important to understand who works and how, and most importantly, how many calls a particular network can bring in a month. For this, it is better to use a reliable analytics service .
It is necessary to clearly agree on the criteria for the quality of the call and its assessment. This could be duration or something else. It is worth agreeing "on the shore" that you can reject low-quality calls, that is, not pay for them. It is important to discuss this point right away so that there is no misunderstanding in the process of further work.
Determine the hold time: after what time you will transfer call quality statuses to the CPA platform. This is how the platforms will understand which calls you have accepted and are ready to pay for.
When working with a CPA network, before the start, it is fixed how much the company will pay for a call and how many of them it plans to receive over a certain period of time. As a rule, the billing period is a calendar month.
Before starting work, it is strongly recommended to fill out the client brief form so that all customer expectations are clear at the planning stage. The brief form specifies answers to the main questions: what are we advertising, what is the target audience, geography, what are the traffic restrictions, wishes, quality criteria.
It is strongly recommended to create separate product landing pages for CPA campaigns. They are necessary to follow all the rules and laws of CPA campaigns: not to divert traffic via third-party links, but to motivate users to perform exactly the action we need.
Next, you should connect call tracking , which would allow you to count calls and see all the sources involved not only online, but also offline. It is important to give suppliers access to the call tracking platform. There is no need to be afraid of this (there are accesses, for example, only for viewing phone numbers. Suppliers will not be able to delete them or do anything else with them).
It is recommended to allocate several unique phone numbers for each affiliate network. This will make it easier to track the quality of the calls you bring in, because you will see who calls a particular number and how often. As a result, you will be able to understand which affiliate network turned out to be the most effective.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
Promotion
The most highly converting channel is contextual advertising, because it reflects "hot" demand (it is shown only to those people who entered the corresponding query in the search bar). However, traffic in context is finite, demand does not arise by itself, and if a company stops devoting time to image promotion, then this inevitably affects contextual advertising. In addition, the rate per click can be artificially increased in context, thereby increasing the cost of purchasing each call.
In terms of conversion quality, after contextual advertising, there are niche thematic sites about real estate. After them, everything else is leads from social networks, as well as from Avito, etc.
CPA placements add to the above channels also promotion through thematic public pages in social networks (this is especially relevant for regional placements), email newsletters, financial sites, etc.
Here are some more recommendations on how to work with this correctly:
1. When receiving the first applications, it is important to promptly call clients. If brand representatives are unable to process incoming leads in a timely and high-quality manner, then any promotion will be in vain and the company will simply lose money.
2. It is important to have an experienced marketer on staff of the company or service agency, who is skilled in handling call tracking platforms, as well as Google Analytics or Yandex.Metrica. Without a built sales funnel, it will not be possible to achieve good results. And if it is not possible to create it within the brand, then you should seek help from agency representatives.
3. Use a separate database that stores phone numbers, traffic source and statuses for each client.
4. Calls to CPA networks cannot be cheap. If a company expects to pay less than 1,500 rubles per call, then there is a high probability of getting many low-quality contacts.
5. Monitor fraud, this is an important part of working with a CPA network. Here are some tips for the customer:
Check sources. It is important to clearly understand that the agency is not deceiving you by substituting inappropriate utm-tags for different channels.
If you no longer like the quality of calls, find their source and turn it off.
Do not prohibit the use of conversion traffic channels, such as contextual advertising or public pages on social networks, placements on Avito, and others.
A fairly simple antifraud tracking scheme is tracking a "gray" phone number in the database of existing phone numbers. If a number was once "exposed" as "unscrupulous", a call from it will simply be rejected always for all objects, for all developers.
By studying calls coming from a particular source, you can see: a) what region the SIM cards are from, b) the serial numbers of the phones (if the numbers differ by 1–2 digits, these are SIM cards purchased to increase traffic).
Fraud can be tracked using anti-fraud systems built into CPA networks. For example, calls coming from clicks made from one IP are most likely not targeted.
6. It is important to consider multi-channel. Different channels of online advertising are very dependent on each other. Therefore, when planning promotion through CPA, it is important to tell suppliers what other activity is happening at this time.