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Wave Infratech’s marketing techniques gets thumbs-up by FB

Facebook has acknowledged Wave Infratech’s success story of doing business on the social media platform.



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Its strategy is to keep its ad content simple, refresh the creative every 15 days and highlight a property’s unique features by letting photos do the talking. Wave Infratech has learned which days its posts are most successful, and optimises its content schedule to take advantage.

The company started posting link ads and photo ads in mobile and desktop News Feed to help drive website traffic, and adopted carousel ads once they became available.

Wave Infratech uses carousel ads to showcase its offering in a more visual way and tell a bigger story across platforms and devices. It makes the most of the format by showing off apartments from multiple angles, portraying a lavish, aspirational lifestyle and helping people to picture themselves standing inside a room. After seeing positive initial results, the company invested more in carousel ads.

Because people spend a long time researching a property before making a decision, Wave Infratech doesn’t expect instant website conversions. It uses website Custom Audiences to keep in touch with people who have browsed a property on its website by retargeting them with a personalised Facebook ad. This means it captures leads even from people who haven’t registered online. For example, it places Facebook pixels on the construction updates page, and retargets ads to people who visit the page whenever there’s an update. It also shows people similar properties from the same category to encourage them to keep browsing.

Source: Facebook

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