Strategic Income Targeting for Luxury High-Rise

Search Campaign #1 was targeted the U.S. knowing that many prospective renters may be moving to Houston from other states (California, New York, or Illinois) or more locally from Texas. We included location-specific keywords using Houston as a keyword modifier while also using words that could indicate high intent (high-rise apartments Houston) or could indicate HHI (upscale apartments in Houston or penthouse apartments Houston).

Search Campaign #2 was set to target affluent searchers in Houston. We targeted a 7-mile radius around the property with location-specific keywords that would show high intent (such as high-rise apartments, luxury apartments, or penthouse apartments) or specific to the affluent local neighborhood. To prevent results from local users who are looking for an apartment in another market, we also made sure to layer on a negative keyword list of top cities, states, and Houston suburbs to prevent irrelevant searches.

We created a Custom Audience using our search keywords to reach them through Responsive Display Ads as they interacted with their favorite websites and mobile apps. Also, we created a Custom Audience using the URLs of our top competitors in the market (high-end, high-rise apartment buildings). The intent for this ad group was to reach users who visit similar websites as a way to build brand awareness.

The search ad copy heavily invested in advertising three items: lifestyle, interiors, and location. We refrained from using any language that would suggest leasing specials or pricing as a means to convey that this was not an ordinary apartment property. For the Display campaign, we utilized high-impact photos of the property including striking images of the rooftop pool and furnished units to showcase the elevated lifestyle and interiors of the property.