Sales-driven media campaign utilizing Google technology actively drives sales at Al Zahia development, resulting in a 14x return on investment
About
Al Zahia is a premier lifestyle destination in Sharjah
A contemporary family-friendly community featuring homes, communal areas and retail facilities
Spans a total area of 1,000,000 square metres
Formed in 2011
Goal
Create a media campaign that drives a return on ad investment through sales
Approach
Activate a Google technology stack and sync to customer-relationship management (CRM) system to monitor and optimize media to sales
Results
14x return on ad investment to sales for Al Zahia
Multi-product campaign uses data sharing to drive sales
Al Zahia, a Majid Al Futtaim community, is a premier lifestyle destination and 1,000,000-square-metre community in the heart of Sharjah. In the current hyper-competitive real-estate market, Al Zahia wanted to drive property sales through the use of a pioneering media campaign.
In partnership with Spark Foundry and Performics, Publicis Media agencies, Al Zahia began laying the foundations for an innovative sales-driven campaign. By activating a Google technology stack that syncs to their CRM, Al Zahia built an innovative digital ecosystem that drove ad cost efficient revenue goals. Made up of a floodlight structure that tracked lead generation paired with automated dashboard reporting, the flow allowed both the client and agency to share information and data, optimizing not just media, but also helping to classify relevant leads and determine sales.
The power of closed-loop reporting
“The Google products we used were vital to the success of this campaign,” says Rayan Hasan, Data & Performance Analytics Manager, Majid Al Futtaim Properties. “There is a constantly growing need for actionable insights, to stay competitive, reduce costs, and meet customers’ expectations, so we opted for several Google products and used them simultaneously to create a sales-driven campaign that enabled us and the agency to jointly analyze and share insights, from the moment the lead is generated, following it through to closure.”
Google Tag Manager and Campaign Manager were two of the products utilized to structure the campaign. “By setting up a data-layer floodlight structure, the agency was able to pass back floodlight reports to sync with Al Zahia’s CRM system,” George Chivi, Digital Media Manager, Spark Foundry. A floodlight is a Campaign Manager code that allows website data to pass through to other Google platforms like Google Search Ads 360 to enhance campaign targeting and track lead generation. It also generates string text when a lead is submitted on the Al Zahia website which is used to sync to the CRM. From there, Al Zahia’s data analytics team mapped floodlight IDs back to the appropriate CRM IDs to classify relevant media leads and see how close or far away potential customers were from purchasing a property.
Then, Google Data Studio ensured that the client and agency were able to communicate findings on the dual reports covering media and CRM, thereby optimizing media channels and strategies. This helped determine how well strategies were working via the client’s CRM system.
Google Adwords, meanwhile, drove search ads. “We shifted to Google’s Search Ads 360 in the first third of the campaign,” Ady Badawi, Performance Manager, Performics. “We did this to have a single-source vision for campaign optimization through Google Campaign Manager, thereby easing the optimization process.”
Looking ahead
Al Zahia’s success will allow the company, Spark Foundry and Performics to continue optimizing campaign strategies based on actual CRM results, moving budgets towards data-driven campaigns that are proven to work.
