M Luna

M Luna logo in laptop screen - Digital Plant Sdn Bhd

About the client

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.”

Client needs

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 Digital Plant’s expertise to generate leads through the following tactic:

Magnifying glass icon - Digital Plant Sdn Bhd

Set up and maintain targeted ads on Google (GN-SEM) aiming at potential homebuyers throughout Malaysia

Our role

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

  • Competitors: interest in Mah Sing competitors

Examples: iproperty, propertyguru

Learn more about our Paid Advertising services

 

Selection of the best ads run for this campaign (for each ad group):

Branded:

M Luna branded search ads- Digital Plant Sdn Bhd

Intent:

M Luna intent search ads- Digital Plant Sdn Bhd

Competitors:

M Luna competitors search ads- Digital Plant Sdn Bhd

It enabled the company to achieve the following KPIs for the M Luna campaign (51 days):

Google ads – SEM (keywords: branded, competitors, intent):

  • Impressions: 115,804
  • 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:

  • Users: 16,761
  • Page/session: 1.67
  • Average session duration: 00:00:36
  • Bounce rate: 71%
  • Conversion rate (CVR): 0.88%

What worked best for M Adora (property development industry):

  • 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: 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, 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.

Project phases

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