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 Digital Plant’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
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):
Examples: m luna, mah sing, m luna kepong
Examples: kepong new condo, buy a home, new properties for sale
Examples: iproperty, propertyguru
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Selection of the best ads run for this campaign (for each ad group):
It enabled the company to achieve the following KPIs for the M Luna campaign (51 days):
Google ads – SEM (keywords: branded, competitors, intent):
Website traffic generated:
What worked best for M Adora (property development industry):
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.
Review the strategy to implement and define specifications for the ads.
Set up ads in the different channels.
Launch, monitor & optimize the ads on all channels used.
Post mortem of the campaign