Bianca

Home

Clients

Bianca

Central Element

Bianca

Dashboard Media Plan Implementation

Insights & Commentary

Create New Response

Fortnightly Update Jun 2nd

19th May - 1st Jun

**Overall, remained consistent FoF, with 20. This sits at a strong $160 CPL across all channels. **

We also saw 4 extra leads on the website, outside of our paid activity (3 last fortnight).

Social

Leads went from 11 to 9 this fortnight.
This sits at a very strong $50 CPL, compared to $40 last period.
Notably, we saw a 20% decrease in clicks on the ads this period, which was caused by a 15 % increase in the CPM, making it more expensive to serve ads.
While we typically see standard assets performing best, this fortnight stories achieved the best CPL of $35 with 4 leads.
This compares to 5 leads at a $60 CPL for standards - we will keep an eye and make budget adjustments if this continues.
Within standards, all the leads came from the Carousel once again.
Therefore, we have paused the Exterior static and swapped it by a balcony static instead.

Portals

REA profile leads went from 9 to 11 this fortnight, with page views remaining consistent.

Edit Response

Fortnightly Update May 15th

28th Apr - 11th May

Overall, leads improved again, going from 33 to 36, despite a significant drop in REA profile leads! This comes from our social ads, going from 6 to 23 leads!

We also saw 4 extra leads on the website, outside of our paid activity (2 last fortnight).

Social

This was the full fortnight since reintroducing the property intenders and lead lookalikes audiences.
Leads improved significantly since that change, going from 6 to 23!
This sits at a very low $20 CPL!
Standard ads achieved the best results, with 17 leads at a $18 CPL.
This compares to 6 leads at a $25 CPL for stories.
Notably, the lookalikes performed best, receiving 18 leads at a $15 CPL - we've allocated more budget towards this audience.
In terms of creatives, the Carousel has performed best, with 17 leads at a $18 CPL.

Portals

After a jump in leads last fortnight, results dropped but remained strong from what we typically see, with 13 (27 last period).
Notably, page views remained consistent FoF.

Edit Response

Fortnightly Update Apr 30th

14th Apr - 27th Apr

Overall, we saw a significant increase in leads, from 7 to 33 this fortnight! As a result, CPL decreased by 80%, sitting at a strong $100! This mainly comes from the REA profile receiving 27 leads.

We also saw 2 extra leads on the website outside of paid activity, which is consistent from last week.

Search

Spend and traffic decreased by 60% WoW.
This is because we paused activity on April 24th.
No leads were achieved during the fortnight, with less than a $100 spend though.

Social

Leads went from 1 to 6 this fortnight!
As a result, CPL dropped by close to 90%, sitting at a very strong $70!
This notably comes after reintroducing our property intenders and lead lookalikes audiences on April 23rd, which achieved 5 leads at a $20 CPL so far!
This compares to 1 lead at a $300 CPL from our Foursquare targeting before pausing.
We separated the assets into 2 campaigns, standards and stories.
So far, standard assets have performed best, receiving 4 leads at a $20 CPL.
This compares to 1 lead at a $35 CPL for stories.
Within standards, all leads came from the carousel, with most of the spend being allocated to this asset.
Within story, the lead came from the Exterior static creative.

Portals

REA profile saw a massive jump in leads this fortnight, going from 5 to 27!
This sits at a very strong $100 CPL!

Edit Response

Fortnightly Update Apr 30th

14th Apr - 27th Apr

**Overall, leads decreased by 25%, receiving 36 this fortnight. This mainly comes from pausing the social activity. **

Outside of this, 5 leads came on the website, not directly attributed to our paid activity (2 last fortnight).

Search

Spend and traffic decreased by 40% this fortnight.
This comes from us continuing to drop bids from our previous budget upweight period.
Positively though, leads remained consistent FoF with 6!
As a result, CPL decreased by 40%, sitting a $110 CPL.
This compares to a $180 CPL last fortnight and a $360 CPL the fortnight prior!
Notably, brand traffic increased by 30% this fortnight, with leads going from 1 to 4.
As previously mentioned when we had the search budget upweight, while we didn't see a particular lift in leads at the time, this most likely contributed to awareness and consideration of the project and now potentially seeing the effect of it.
Conversely, location traffic dropped by 30%, with leads going from 5 to 2 this fortnight.
With the budget downweight now in effect, we expect spend and traffic to decrease further in the next report.

Social

This fortnight's spend decreased by 70%.
This is because the budget upweight ended on April 21st and we also paused activity on April 24th.
Leads decreased in slightly higher proportions, by 80%, with 5.
Interestingly, the best results came from the website campaign again, with 3 leads at a $470 CPL.
This compares to 2 leads at a $680 CPL for lead forms.
Notably, the decrease comes from the Eastern suburbs, which achieved 15 leads at a $170 CPL last fortnight, and received 2 leads at a $530 CPL this week.
Looking at creatives, the Balcony asset has performed best, with 4 leads at a $250 CPL (compared to a $600 CPL last period).
While achieving the best results last fortnight ($245 CPL), the Exterior asset only received 1 lead at a $1.1k CPL this period.

Portals

REA profile leads doubled this fortnight, going from 9 to 18, with page views remaining consistent!
This sits at a strong $150 CPL.
Native leads went from 4 to 3, with 2 coming from the Custom Cluster and 1 from Coogee with a $5M+ price filter.
Lastly, AD leads doubled from 2 to 4.

Edit Response

Fortnightly Update Apr 16th

31st Mar - 13th Mar

**Leads decreased from 12 to 7 this fortnight, mainly coming from a decrease in portal leads. **

On top of this, we saw 2 extra leads on the website outside of our activity.

Search

This fortnight we saw spend and traffic increasing by 50%, following under pacing at the end of March.
Leads decreased from 2 to 1 this fortnight.
The lead came from brand, which had not converted last fortnight.
Notably, leads from competitors went from 2 to 0.
Although we saw a drop, it follows two strong fortnights and aligns more closely with our usual performance.

Social

Leads went from 2 to 1 this fortnight.
Although this is a decrease, it’s still encouraging considering we were averaging 0 leads per fortnight before updating the ads.
Notably, the lead came from the Carousel, at a $300 CPL.
The pool static has not achieved any lead since its introduction - we've paused this asset and introduced the pool gif instead.

Portals

REA profile leads decreased from 8 to 5 this fortnight, with page views decreasing by 10%.

Edit Response

Fortnightly Update Apr 1st

17th Mar - 30th Mar

Search

This fortnight we saw spend and traffic slightly decreasing by 10%.
While we also saw a decrease in leads, we continued to see a strong performance, with 2 leads at a $90 CPL.
This compares to 4 leads at a $50 CPL last fortnight.
Notably, the decrease came from Brand terms, which have not converted this fortnight, compared to 3 leads last period.
Positively though, we've been able to achieve leads through our competitor campaign, with the 2 leads coming from Putney Wharf competitor searches.

Social

2 leads were achieved this fortnight, sitting at a $220 CPL!
This compares to 0 leads last period.
Notably, both leads came from the new Exterior carousel, introduced on March 14th, sitting at a $160 CPL.
The pool asset has not converted yet.
However, Meta allocated a smaller portion of spend to this asset ($110).
We will continue monitoring and make adjustments if needed.

Portals

REA profile leads remained consistent this fortnight, with 8.

Edit Response

Fortnightly Update Mar 19th

3rd Mar - 16th Mar

Search

Spend and traffic decreased by 30% this fortnight, slightly underpacing this period.
Most notably, leads doubled from 2 to 4 this fortnight!
This sits at a very low $50 CPL!
Notably, Brand specific terms contributed to 60% of the total traffic and achieved 3 leads.
The remaining lead was received through a 'Corsa Mortlake' competitor search.
Lastly, on March 14th we updated the search ad copy on the account.

Social

No leads were achieved this fortnight again.
New ads were introduced on March 14th, a Pool static asset and a Carousel.
So far no leads came through from these - it is still very early days though (only $80 spent).
We will keep an eye on the performance of these.

Portals

REA profile received 8 leads this fortnight (12 last period), with page views remaining consistent FoF.

Edit Response

Fortnightly Update Feb Mar 4th

17th Feb - 2nd Mar

Search

Following the slight underpace at the start of Feb, spend increased by 60% with traffic by 40% this fortnight.
Notably, we saw brand traffic increasing by 20% FoF, indicating more interest in the project during the period.
2 leads came from those brand specific searches!
This sits at a strong $140 CPL overall!
Traffic from competitor related searches increased by 40%, with the majority of the clicks coming from Putney Wharf.

Social

Traffic remained consistent FoF.
No leads were achieved - compared to 1 last period.
With only 1 video live at the moment, we recommend adding new assets to diversify the campaign and avoid any creative fatigue from our audience.

Portals

While we saw page views decreasing by close to 20% this fortnight, REA profile lead volume increased by 70%, going from 7 to 12!

Edit Response

Fortnightly Update Feb 21st

3rd Feb - 16th Feb

Search

This fortnight's spend decreased by 30%, slightly underpacing.
Notably, we have been able to attract cheaper traffic from both brand and competitor terms, with traffic only decreasing by 10% as a result.
The decrease came from competitors, with traffic from those terms decreasing by 40%.
Positively though, we brand specific traffic increasing by 40%, showing interest for the project.
No leads were achieved this fortnight.

Social

1 lead was achieved this fortnight, compared to 0 last fortnight.
Notably, this comes after pausing the testimonial with the 'Expansive Layouts' primary text, which didn't convert since its introduction.
However, the 2nd Testimonial video is showing signs of creative fatigue, with frequency sitting at over 5 since its introduction.
We'd recommend introducing new creatives to prevent frequency from the video to increase further.

Portals

REA profile leads remained consistent once again, with 7.

Edit Response

Fortnightly Update Feb 4th

20th Jan - 2nd Feb

Search

After slightly under pacing last fortnight, we saw a 30% increase in spend and traffic this period.
The increase mainly comes from competitor terms, with traffic increasing by 150%.
Notably, most of the competitor traffic came from Putney Wharf, with 33 clicks, followed by Corsa Mortlake, with 8 clicks.
1 lead was achieved this fortnight, coming from Corsa Mortlake.

Social

No leads were achieved this fortnight - down from 2 last period.
Notably, we saw a 40% decrease in traffic, with CTR decreasing in the same proportion.
The Testimonial video with 'Expansive Layouts' primary text has not achieved any leads since its introduction and is performing at the highest CPC of $13 (compared to $7 for the second video).
Therefore, we have paused it.

Portals

REA profile leads remained consistent FoF, with 7.

Edit Response

Fortnightly Update Jan 22nd

6th Jan - 19th Jan

Search

This fortnight, spend decreased by 10% while we saw a 10% increase in traffic.
This is notably due to an increase in brand traffic, contributing to 70% of the total clicks, which is cheaper than other broader searches.
As a result, 1 lead was achieved from brand terms!

Social

2 leads were achieved on social this fortnight!
There was also another lead that came through at the start of Jan, which was not included in our previous report.
This was achieved by the Testimonial video 2, with the 'Your home on the harbour' headline, at a $230 CPL.
The other video has not achieved any lead yet, but Meta has not allocated a spend significant enough though.
We will keep an eye on it and pause if needed.

Portals

REA's profile leads decreased from 10 to 7 this week, at a consistent level of page views.

Edit Response

Dec - Jan Update Jan 7th

1st Dec - 5th Jan

Search

Search activity resumed on 11/12, after being paused since May.
The campaign spent just over $200 in December, contributing to close to 80 clicks to the website.
We saw a dip in traffic during the period in between Boxing Day and New Years Eve, achieving only a couple of clicks per day (around 5-7 prior), increasing to about 10 clicks per day the following days.
The bulk of the traffic came from competitor terms, contributing to 80% of the total clicks.
Notably, half of those clicks came from Putney Wharf specific searches.
1 lead was achieved, coming from a brand related search.
No leads came in Jan so far.

Social

In December, we saw a 20% increase in clicks on the lead form, which is the result of the CPM decreasing by 20% as well.
No leads were achieved during the period.
On 18/12, we introduced the new Video ad, replacing the carousel we had running.
While not achieving any leads yet, we saw a decrease of the CPC by 40% compared to the Carousel.
This is notably due to a 10% increase in CTR coupled with a 30% decrease in CPM.

Portals

REA's profile achieved 31 leads in December, sitting at a strong $190 CPL.
This compares to 13 leads at a $450 CPL in November.
6 leads at a $160 CPL have already been achieved since the start of Jan.

Edit Response

Fortnightly Update Dec 19th

2nd Dec - 15th Dec

Search

Search activity resumed on 12/12, with brand and competitor terms only.
Since then it has served just over 100 impressions, receiving a total of 11 clicks.
Notably, 4 clicks came from brand specific searches.
7 clicks came from competitor terms, with 5 of those coming from Putney Wharf specifically.
No leads were achieved so far.

Social

This fortnight, despite a 50% increase in clicks on the lead form, no leads were received.
As mentioned in the last report, we are waiting for new creatives to refresh the campaign.

Portals

REA profile leads saw a jump in leads from 11 to 20, sitting at a strong $120 CPL!
Notably, results improved while seeing a 10% decrease in page views.

Edit Response

Fortnightly Update Dec 3rd

18th Nov - 1st Dec

Social

Social received its first leads after swapping the website campaign for lead form!
Notably, this was achieved despite a 70% increase in CPM (due to the Black Friday), which caused a 50% drop in clicks.
We should see CPM decreasing over the coming weeks, which means we will be able to show more ads.
In terms of creatives, we only have a Carousel live at the moment, which has been running for close to 6 months now.
It could be worth updating the campaign with new ads to give it a bit of a refresh.

Portals

REA profile leads went up from 4 to 11 this fortnight, with page views only increasing by 10%!

Edit Response

Fortnightly Update Nov 20th

4th Nov - 17th Nov

Social

On 11/11 we swapped the website campaign for lead form.
Unfortunately, no leads have been achieved since then.
However, it is still early days and the campaign has only spent $200 so far.
On top of that, we have seen CPM increasing by 20%, causing clicks to drop by 20%.
Getting closer to the Black Friday sales period, it is usual to see CPM increasing at that period, costing more to serve ads due to the increasing competition.

Portals

REA profile leads decreased from 6 to 4 this fortnight.

Edit Response

Fortnightly Update Nov 6

21st Oct - 3rd Nov

Social

1 lead was achieved this fortnight from our Foursquare Lookalike audience!
Following last fortnight's decrease in traffic, we have seen a 10% rise in clicks during this period.
While this is encouraging to see a lead coming through, we still recommend swapping the website campaign to lead forms, to increase volume.

Portals

REA's profile leads remained consistent with 6.
While results remained consistent FoF, looking at results the fortnight after the profile optimisations were made (from 14/10 to 27/10) compared to the previous fortnight, there has been a significant improvement.
At a consistent page views, leads went from 6 to 10, with CPL decreasing by 40% to $265.

Edit Response

Fortnightly Update Oct 24

7th Oct - 20th Oct

Social

This fortnight's traffic decreased by 20%, due to a drop in impressions by 10%, as well as a 10% decrease of the CTR.
No leads were recorded during the period again.
As mentioned in the previous report, we recommend looking at setting up a lead form campaign to help with lead volume.

Portals

REA's profile leads went from 8 to 6 this fortnight.
Unfortunately, while we have seen an increase by 10% in page views, we have not seen an uplift in leads following the profile optimisations.
However, it is still early days and we might see volume increase in the coming weeks.

Edit Response

Fortnightly Update Oct 8

23rd Sep - 6th Oct

Social

Despite a 10% increase in traffic from our new Foursquare lookalike audience, no leads were achieved this fortnight.
With only the carousel live at the moment, we recommend switching to a static ad instead, to see if that helps improve performance.
Alternatively, if results continue to be low, we would recommend switching our website campaign for a lead form campaign.
While we sometimes see a slight dip in lead quality from those campaigns, it may be worthwhile to look at getting any volume for the sales team.
Like for other projects, we would use qualifying questions to ensure people understand what they are inquiring about when submitting their details.

Portals

REA's profile leads increased from 4 to 5 this fortnight.

Edit Response

Fortnightly Update Sep 24th

9th Sep - 22nd Sep

Social

On 11/09 we added a lookalike audience of the Foursquare audiences into our campaign.
1 lead was achieved from that audience this fortnight.
This is encouraging to see a lead coming through from that new audience, after no leads for a month.
We will keep a close eye on this new audience and make adjustments if necessary.

Portals

REA's profile lead volume decreased from 6 to 4.
Notably, we have seen page views dropping by 50% compared to last fortnight.

Edit Response

Fortnightly Update Sep 10

26th Aug - 8th Sep

Social

After a month running the Foursquare audiences, we have not seen any leads coming from those.
Compared to the month prior (running with our usual TM interest targeting), we have been able to serve more impressions, with the CPM decreasing by 30%.
However, we have seen the frequency increasing significantly, going from 2.2 to 5.7.
Additionally, CTR fell by 60%.
After testing for a month now, we don't deem the new Foursquare audience successful at current budget levels. Perhaps we will revisit if the budget changes, but have paused for now.
Instead, we have created Lookalikes of those audiences as another trial, as we have seen good results on similar projects.
We will monitor performance closely and make adjustments where needed.

Portals

REA's profile lead volume went from 10 to 6 this fortnight.
Notably, page views decreased by 20% during the period.

Edit Response

Fortnightly Update Aug 11

29 Jul - 11 Aug

Social:

Leads on Paid Social remain consistent with 4 at a $115 CPL.
The majority of these continue to come from Lookalikes (3).
As of August 8th though, we have implemented our FourSquare audience trial - to try to improve lead quality and better align with our HNW audience.
We have created two segments from FourSquare:
- High Discretionary Spenders
- Those that have been to locations relating to Golfing and Sailing.
These audiences have yet to receive a lead in its first 3 days, however, it is still early days.
Additionally, due to the selective nature of this targeting, we would potentially expect a higher CPL across these new audience - but hopefully at a better quality lead.
We'll need to keep a close eye on performance.

Property Portal:

After page views reduced 20% last period, we have seen this drop again by a further 10% this fortnight.
Leads unfortunately also remain low - at 3.
We have already chatted to REA about the concern in lead volume, and therefore will send some recommended tweaks shortly.

Edit Response

Fortnightly Update Jul 29th

Jul 15th - Jul 28th

Social

This fortnight, leads went from 0 to 3, sitting at a $150 CPL.
On 29/07, we paused the retargeting audiences, as discussed with the updated targeting.
Similarly to Pienza, the lookalikes achieved all the leads this period, we have reallocated the budget from retargeting to that audience.
With the retargeting audiences now paused, the only ad running is the carousel - we recommend adding a static to run alongside.
We have Foursquare building our UHNW audiences, which we will swap from current targeting.
We are also waiting on the 'Construction commenced' copy update.

Portals

REA's profile achieved 8 leads this fortnight (15 last period).
Notably, we have seen page views dropping by 20%.
We have requested a review from REA on the page's performance, and will come back with any actionable improvements.

Edit Response

Fortnightly Update Jul 16th

Jul 1st - Jul 14th

Social

Last period we saw a spike in results, going from 0 to 6 leads.
This fortnight, despite a 10% increase in traffic, no leads were achieved with conversion rate falling.
The prospecting audiences have performed at the lowest CPC of $2.30 this fortnight, compared to close to $5 for our retargeting audiences.
As mentioned before, we recommend adding a static image alongside the Carousel in the prospecting audiences, as well as swapping the current static within retargeting.
On top of that, making the under construction messaging more prominent could also improve performance, as it only currently appears when expanding the primary text.

Portals

REA's profile achieved 15 leads (19 last fortnight).

Edit Response

Fortnightly Update Jul 2nd

Jun 17th - Jun 30th

Social

As mentioned, Bianca also had a spike, after low results the previous period, achieving 6 leads (0 last fortnight).
Notably, we paused stories on 14/05.
Since then it has performed at a strong $80 CPL!
Prospecting performed best this fortnight, with the Carousel receiving a total of 4 leads at a $80 CPL.
This compares to 2 leads at a $90 CPL for retargeting.

Portals

REA's profile lead volume remained consistent, with 19 (21 last period).

Edit Response

Fortnightly Update Jun 18th

Jun 3rd - Jun 16th

Social

This fortnight's spend decreased by 40%, following the June budget downweight.
Because of that, we have seen a 40% decrease in traffic.
As we called out in the last report, stories performed at a significantly higher CPL than statics.
In noting lower results last week, we paused this campaign on 14/06 to try and improve results.
Unfortunately though, leads weren't achieved over the weekend since making this change - but will continue to monitor the effect over the coming days.
In comparison, last period the carousel performed at a $100 CPL, while this fortnight it has not converted after $400 spend.
With results decreasing this fortnight, we recommend using some of the images in the carousel as single images to test alongside.
Additionally, since pausing the video and reintroducing statics (08/05), the Living creative in the retargeting audiences has not received any leads.
Therefore, we recommend swapping for a new asset.

Portals

After strong results last fortnight, REA's profile lead volume came back down to a more usual level, with 21.
This is still at a strong $111 CPL.

Edit Response

Fortnightly Update Jun 4th

May 27th - Jun 2nd

Social

After the jump in leads last fortnight, results remained consistent this period, with 7 leads at a $100 CPL.
The static campaign has achieved the best results once again, with 6 leads at a $90 CPL.
This compares to 1 lead at a $150 CPL for stories.
This was achieved from the Harbour Views creative.
The Bathroom asset has not converted since it was set live on 20/05.
Therefore, we have paused Bathroom and introduced Living instead.
If the story campaign continues to underperform we might pause it and reallocate the budget to statics.

Portal

REA's profile leads went from 19 to 32!
Notably, page views remained consistent from last period with conversion rate increasing by 70% this fortnight!.
This sits at a strong $70 CPL.

Edit Response

Fortnightly Update May 21st

May 6th - May 19th

Social

On 08/05 we paused the video campaign and introduced the new carousel to the prospecting ads.
We also introduced the new story campaign on the same day.
Since then, the new ads achieved 7 leads at a $100 CPL.
This compares to 0 leads last period (from the video and retargeting audiences).
Notably, since reverting the campaign's optimisation goal towards leads, the CPM doubled this fortnight, going from $11 to $23.
This is likely a result of Meta being more selective with its ad placement to generate enquiries (as opposed to video views).
Positively though, we have seen traffic increasing by 200% this fortnight!
The static campaign has achieved 6 of the total leads, at a $80 CPL.
This compares to 1 lead at a $200 CPL for stories - we have adjusted the budget accordingly.
In terms of targeting, the Lookalikes have achieved all the leads at a $60 CPL - we have adjusted the budget as well.

Portals

REA's profile lead volume returned to a more usual level, with 19 leads (28 last fortnight).

Edit Response

Fortnightly Update May 7th

Apr 22 - May 5

Social

This fortnight, results remained fairly consistent from last period, with 20% of users watching 100% of the video, for an average play time of 39 seconds.
No leads were recorded this week from our Video campaign.
The retargeting audience has only spent a small amount this fortnight, and did not achieve any lead.
We're not concerened at this stage, as this can happen with smaller sized audiences, however, we will monitor this closely, if the trend continues.
As discussed, we will go back to optimising campaigns towards leads and introduce new creatives and copy this week.

Portals

REA's profile lead volume improved this fortnight, with 28 (16 previous period)!
Interestingly, there have been slightly less views this fortnight (1.2k) than the previous fortnight (1.3k), with the conversion rate increasing by 100%.

Edit Response

Fortnightly Update Apr 23

Apr 8 - Apr 21

Social

Our new social strategy has been running for 4 weeks now.
This included swapping optimisation goal of video campaign to video views, as well as limiting statics to retargeting only.
Video views have drastically improved since doing so - with average play time rising from 5s to 36s.
During this period, we've seen 2 leads in the last 4 weeks - at a $700 CPL.
By comparison though, the 4 weeks prior achieved 10 leads at a $110 CPL.
From a lead volume standpoint, we'd therefore recommend reverting to the old strategy - or at least including statics across Prospecting audiences.
Looking at this reporting fortnight alone - we achieved 1 lead.
We also added a new lead retargeting audience.
We are finding though, our spend here is being limited a bit by the audience size (compared to a project like Ethos that has been running longer).
Due to this, we've given a limited budget to this audience at this stage, which we will increase as the campaign progresses.

Edit Response

Fortnightly Update Apr 8th

Mar 25 - Apr 7

Search

This fortnight spend and traffic decreased by 50% since activity ended at the beginning of the month.
Positively though, lead volume increased from 3 to 4.
This sits at a very strong $78 CPL, which is a 70% decrease from last period.
While we saw a dip in brand leads from 2 to 1, we saw the opposite trend for Location terms, going from 1 to 3.
Those terms performed at a very low $34 CPL!

Social

This fortnight was the first full period of activity since switching the videos optimisation goal to 'video views' rather than leads.
As a result, no leads were achieved from the video campaign.
Positively though, we have seen more engagement with the videos, with the average play time increasing by 90%, going from 19 seconds to 36.
Notably, this fortnight 20% of viewers have watched 100% of the video against 0.3% last fortnight.
On top of that, traffic to the website from those ads increased by 20%.
It was also the first full period of switching on lead form for the Retargeting audience.
1 lead was achieved from that audience during the period.

Portals

REA's Profile achieved 22 leads at a strong $104 CPL.

Edit Response

Fortnightly Update Mar 25th

Mar 11 - Mar 24

Search

Spend and traffic remained consistent this period.
Lead volume remained consistent too with 3.
We did see a slight dip in brand leads though, going from 4 to 2.
Positively traffic from these terms has increased by 30% this week! This is a result of more people searching for the development and engaging with ads (both impressions and clicks have risen).
The remaining lead was achieved via Drummoyne related searches.
Notably, impression share for Location terms has improved this week to 85%, meaning Bianca is appearing on most Google searches for Drummoyne apartments.
While not a lead driver, this is generating some strong awareness for people in stages of their relevant buyer journey.

Social

Fortnightly leads fell slightly from 6 to 4.
This is at a $135 CPL (compared to $120).
Last week (on 18th), we edited Meta's optimisation goal from leads to video views across Prospecting ads.
These ads achieved no leads this week (compared to 8 last period).
Instead of conversion, video views have sen an improvement, with average play time increasing from 5s to 40s.
Also on the 18th, we swapped retargeting ads from website to lead form.
Since then, 2 leads have been achieved (at a $40 CPL) - compared to 0 the period before.
Both leads came from the Balcony creative.

Portals

REA's profile continues to achieve strong results, with 33 leads this fortnight.

Edit Response

Fortnightly Update Mar 4th

19th Feb - 3rd Mar

Search

This week's spend increased by 20%, with traffic remaining consistent from last fortnight.
This is because we have focussed on pushing bids for Surrounding Suburbs terms, which have a higher CPC being more competitive, but performed at a low CPL ($70) since the start of the year.
1 lead was achieved from those terms, from a Birchgrove related search.
3 leads were achieved via Brand, with traffic increasing by 10% for those terms.
The remaining lead was achieved with the generic search term 'Sydney apartments for sale'.

Social

This fortnight lead volume nearly doubled, going from 6 to 11!
This sits at a $71 CPL - compared to $136 last fortnight.
Notably, the static ads had a remarkably strong performance, achieving 9 leads at a $43 CPL!
This comes after introducing the new 'Construction Underway' copy on 20/02.
The Video campaign, on the other side, achieved a CPL of $194 with 2 leads.
Therefore, we have allocated more budget to the static campaign.
In terms of targeting, the Lookalikes have performed best this period, with 8 leads at a $59 CPL.

Portals

REA's profile had a strong fortnight, achieving a total of 33 leads - compared to 24 last period.

Edit Response

Fortnightly Update Feb 20th

5th Feb - 18th Feb

Search

After the spike in spend last fortnight, it decreased by 40% this fortnight, with traffic only decreasing by 20%.
This period, as mentioned in the last report, we decreased generic bids which, while converting, had the highest CPL compared to other terms.
By decreasing those generics, we have been able to reduce the spend for those terms by almost 60% with traffic only decreasing by 20%.
Unfortunately though, lead volume decreased from 6 leads to 2 this week, with both leads coming from Brand terms.
While we only focused on decreasing generic terms this fortnight, most of the decrease in leads came from Surrounding suburbs, which had low search volume during that period, with traffic decreasing by 20%.

Social

Lead volume remained fairly consistent to last period, going from 8 to 6.
This sits at a $136 CPL (this compares to $128 last fortnight).
Both the Property Intenders and Lookalikes performed similarly, with a CPL of about $150, with 3 and 2 leads respectively.
The static campaign has performed better than the Video, with 4 leads at a $77 CPL (compared to 2 leads at a $163 CPL).
The Video ad has been swapped on Friday, for the new 'Construction Underway' video.
Since then, it has not achieved any leads yet, however it has only spent just under $80.
We have also added the caption to the video on 19/02, which might help improving performance.
We will monitor it closely in the coming days and make adjustments if required.

Portals

REA's profile achieved 24 leads this fortnight, which is consistent to last period (26).

Edit Response

Fortnightly Update Feb 6th

29th Jan - 4th Feb

Search

This fortnight lead volume went up from 3 to 6, at a $168 CPL.
This was achieved by increasing spend by 130%, which also doubled the website traffic.
To increase spend, we turned back on the Surrounding Suburbs & Competitor campaigns, which have been paused after the post Christmas spike in spend and traffic.
Already, surrounding suburbs had a good start, achieving 2 leads.
On top of that, we have also pushed bids for Generic and Brand terms which converted well at the start of January.
As a result, 3 leads were achieved via Brand terms.
Furthermore, generic terms contributed to 70% of the total traffic and achieved 1 lead.
However, while those terms converted, this was at the highest CPL.
We will closely monitor performance of those terms and might drop bids to focus on best performing keywords in terms of CPL.

Social

This fortnight's lead volume went up from 4 to 8.
This sits at a $128 CPL.
Notably, while Video usually performs best, statics has achieved the strongest results this fortnight, with 5 leads at a $99 CPL.
This compares to 3 leads at a $176 CPL for Video.
We will monitor this closely, and adjust budget if that becomes a trend.
The Lookalikes continue to drive most of the leads, we have shifted budget accordingly.
Lastly, both the Carousel have performed best this fortnight, achieving 4 leads at a $60 CPL.

Portals