Godrej Properties used Amazon Ads to drive quality leads
Godrej Properties, the real estate arm of the Godrej Group, is one of the leading developers in India with presence in more than 12 cities. They wanted to optimize media efficiency of their digital campaigns by building interest among relevant prospect buyers for their upcoming project launch in Central Noida. The project included high-end luxury apartments with state-of-the-art amenities and stunning wellness conveniences to upgrade the residents' lifestyle. The objective was to drive awareness for the new launch and generate quality leads and walk-ins for the project at scale and optimal cost.
Reaching relevant prospects
Amazon Ads worked with Godrej Properties and Madison Digital teams to identify relevant audience segments based on purchase propensity, demographics, location and shopping signals like consumers looking for electronics, appliances, fashion accessories from premium brands, and auto and travel accessories.
These audiences were reached through Amazon DSP display ads on amazon.in ad slots. The ad creative conveyed the uniqueness of the new Godrej property around wellness and other amenities. Click-through led the audiences to an Amazon landing page where they could learn more about the project and share their details in a form to be contacted by the brand. The form included a few auto-filled details and a few customized fields for the brand to gauge the intent of the prospects. The collected leads were sent to the brand team through a custom CRM (customer relationship management) integration for them to contact the interested audiences. Godrej Properties was amongst the first few brands to be integrated on custom CRM API integration in India, which enabled them to access leads in real time.
"We wanted to work with Amazon Ads to fuel our business growth, by continuously experimenting with newer solutions. Amazon Ads has become a helpful and reliable channel for us due to relevant audience solutions, lead generation forms, and a deeply invested account management team. And with custom CRM API Integration, not only have we seen overall improvement in the leads’ funnel, but we are able to service customers in real time, leading to better consumer experience. We look forward to many such innovations and working with Amazon Ads team closely to further scale our business."
— Vishal Gonsalves, Sr. General Manager CRM & Digital, Godrej Properties
Delivering quality leads
Following the custom CRM integration, in Q3 2021 for the Godrej Woods Project (Delhi NCR), Amazon Ads generated leads with a 14% lower cost per lead (CPL) with a reduction in the non-contactable leads ratio by 31% versus the previous Amazon Ads campaigns.
“Our constant effort is to keep optimizing the marketing funnel by reducing friction using technology and insights at the heart. Direct integration of lead-gen form to CRM using API on Amazon is true example of this, and it’s exciting to be first few advertisers to leverage this CRM integration.
Turnaround time plays an important role for any brand where demand generation is online and fulfillment is offline. This API-based direct integration between media and CRM truly leverages technology. The non-contactable ratio going down from 66% to 35% along with improvement in the lead-to-appointment ratio is indeed a tangible outcome.”
— Chintan Soni, Vice President, Digital Products & Performance Marketing, Madison
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