Ballamac

**Overall, leads decreased slightly this fortnight, from 29 to 24, still sitting at a strong $130 CPL across all channels. **

Outside of this, 3 leads came on the website not directly attributed to our paid activity, which is consistent to last fortnight.

Search

This fortnight's spend increased by 50%, off the back of us pushing bids after slightly under pacing at the start of the month.
Traffic increased in lower proportions, by 30%, as we have been going after more competitive terms (location and surrounding suburbs).
Leads went from 7 to 6, sitting at a strong $90 CPL!
Notably, location leads went from 2 to 4 this fortnight, sitting at a strong $45 CPL.
Brand traffic dropped by 50%, with leads decreasing in the same proportions, going from 4 to 2.
Lastly, competitor terms, which received 1 lead last fortnight, did not convert this period.

Portals

Search

Leads increased from 6 to 7 this fortnight.
As a part of our upweight, spend has doubled this fortnight.
Really though, this spend has gone towards our non-branded terms. As we already are maximising how much we spend on brand previously.
As a result, we have boosted traffic by 60%.
Most notably, we pushed Coogee location terms - which saw a 40% increase.
Positively, we also saw 4 leads from these terms! (compared to only 1 the fortnight before)
1 lead was achieved from a generic term too (0 last fortnight)
Brand traffic, however, actually saw a decrease. As mentioned, we're dependent on search volume here - so our upweight didn't contribute to this.
Interestingly, brand leads also fell from 5 to 2.
We suspect though, that the awareness and consideration gained from our increase of generic terms (from the upweight) should hopefully receive leads at a later date.

Social

Leads nearly doubled, going from 11 to 21 this fortnight!
This notably comes after upweighting the budget on March 17th, with spend tripling from last period.
As a result, we saw traffic to the website increasing by nearly 200%!
In terms of targeting, the Coogee audience has performed best, receiving 8 leads at a $250 CPL (2 leads at a $250 CPL last fortnight).
The Eastern suburbs audience received 6 leads at a $540 CPL.
On the other hand, the Central Inner West audience, which achieved strong results since its introduction, have received the highest CPL of $900 - the budget allocation was decreased for that audience on March 19th and we have downweighted it further again to focus on Coogee and Eastern suburbs audiences.
In terms of creatives, with extra budget, we ran 4 creatives (Exterior, Living, Bedroom and Balcony) along with 2 copy variations.
The Living asset has performed best in terms of CPL, with 5 leads at a $430 CPL.
The bedroom creative though, only received 1 lead for over $1k spend - we have paused this asset.

Portals

We saw a dip in profile leads this fortnight, from 16 to 8, with page views decreasing by 15%.
We introduced REA's new Amplify product this fortnight too. We haven't seen the lift in profile results we were hoping for yet - and have reached out to REA for any recommendations
Native remained fairly consistent, with 5 (6 last fortnight).
Notably, 2 of these came from the 5M+ price filter audiences.
Lastly, AD profile went live last week, receiving 2 leads since then.

Print

We had the last Wentworth Courier full page in market this fortnight, on March 19th.
We saw 1 QR code scan from this.
We have not seen any particular lift on our search brand terms following the publication, however, we saw 3 direct leads coming through on the website on that same day.

Search

Spend and traffic remained consistent FoF.
Lead volume also remained strong, with 9 at a $140 CPL!
Notably, while brand only contributed to 10% of the total traffic, it achieved 3 leads at a very strong $15 CPL.
Location terms, contributed to 30% of the total traffic, and achieved 3 leads as well as a $210 CPL.
Generic terms received 2 leads at a $120 CPL.
Lastly, 1 lead from the competitor Avra was also achieved, sitting at a strong $90 CPL.

Social

This fortnight's traffic dropped by 30%, with CTR decreasing by 20%.
Lead volume decreased as well, receiving 14 leads this fortnight (compared to 41 last period).
Notably, we're seeing users engage with our ads a lot less, with CTR decreasing 20% - which is likely a sign of creative fatigue.
As we mentioned, our introduction of new creative should hopefully help this.
On top of this, the frequency of ads is sitting high, at nearly 3 this fortnight.
Again, as discussed, our strategy to open up to further surrounding suburbs should help this - and we will monitor conversions from each closely.
On 25/02, we introduced 3 new audiences: Central Inner West, Eastern Suburbs & LNS Northern Beaches.
Both Central Inner West and Eastern Suburbs achieved a lead at a $150 CPL so far.
This compares to 7 leads at a $160 CPL for our Coogee audience and 3 leads at a $290 CPL for the Lookalikes - we have shifted budget accordingly.
On 25/02, we also swapped the Exterior creative for the Living asset.
The living creative achieved 1 lead at a $290 CPL so far.
We have now received the second round of assets and will swap both the balcony and living ads.

Portals

REA profile leads remained strong, with 14 (16 last fortnight).
This sits at a strong $200 CPL.
REA native ads went live on 10/02.
Since then, 9 leads were achieved (4 this fortnight).
It's also very encouraging to see 4 of these leads come from our audience of those searching specifically for $5m+.
We also had the Affluent eDM that was sent out on 17/02 and achieved 18 leads!
As discussed, hopefully being a highly relevant audience to Ballamac's price point, it would be great to note the quality of these.

Print

We saw an extra 5 scans coming through from the Domain Prestige publication of the 12/02.
Ballamac also featured in 2 Wentworth Courier publications this fortnight, on Feb 19th and Feb 26th.
We saw 9 QR code scans coming from the 19th publication and 1 from the 26th.
While we haven't seen any leads directly attributed to these scans, we saw 6 leads coming through without UTMs within the next couple of days following the 19th publication.