Joyville by Shapoorji Housing Private Limited | Real Estate Firm

Shapoorji Pallonji & Company Private Limited trading as Shapoorji Pallonji Group is an Indian
conglomerate company, headquarters in Mumbai, India. It operates in construction, real estate, textiles,
engineered goods, home appliances, shipping, publications, power, and biotechnology. The company was
headed by a grandson of founder Pallonji Mistry, also named Pallonji Mistry, until 2012, when he announced
his retirement and the succession of his son, Shapoor Mistry.

Challenges

Their competition began advertising on AdWords in increasing volume, and our client’s on-page ad positions began
decreasing. With higher competition for key search phrases, our client’s account was becoming far more expensive and
providing a poor return on their investment.
Prior to Real Grow managing the client’s AdWords account, Ad impressions were high, but the number of clicks was
low. Many people were seeing the ads, but few people were clicking on them. (The blue line represents the number of
impressions – or views of the Ads – and the red line represents clicks on those ads). – Screenshots attached later.

How we did it ?

The clients had its own campaign from the beginning, but it was time to refine the campaign and improve its CTR.
We took our client’s “Joyville” campaign and expanded it by making the Ads relate more to specific keywords, the
click-through rates started improving immediately.
Targeted Ad groups, focusing on particular aspects of this company’s widgets, provided a much higher CTR. As the
CTR improved, Google rewarded our client by lowering the CPC.
In comparing the first month of running ad groups to the month before, the CTR increased and the CPC decreased.
Our client also used Google Ads conversion tracking to determine how many forms fills and phone calls their Ads are generating.

We were able to improve the ads to target a more relevant audience, which actually lowered the number of times the Ads
were seen. Even with 11% fewer impressions, the AdWords campaign resulted in 20% more clicks and 49% more site visits, at a CPC 36% lower than it was when Real Grow started managing the account.