Dank St District

**Overall, we saw a slight decrease from 29 to 25 leads this week, mainly coming from social after tightening our targeting. **

On top of these, we saw an extra 18 leads on the website, outside of our paid media (compared to 8 last week).

Social

Leads went from 13 to 10 this week, sitting at a $150 CPL.
This was the first full week since we tightened our targeting, and as expected, we saw a drop in lead volume.
On a positive note, CTR and traffic increased by 15% WoW, suggesting that the more refined targeting may be helping us reach a more relevant audience.
Once again, we saw the standard assets performing best with 8 leads at a $120 CPL.
This compares to 2 leads at a $260 CPL for stories - we have now paused these assets.
Looking at targeting, the Waterloo audience performed best this week, with 7 leads at a $110 CPL.
We have not seen any leads from the updated Eastern suburbs audience and from the new Castle Hill/ Dural test.
In terms of creatives, the Gif has achieved the best results, with 5 leads at a $70 CPL.
Given the strong performance of the Gif we have introduced another Gif into the mix.
The new Park with banner asset introduced on May 28th has performed at the highest CPL of $350, with 1 lead - given this is still early days we will keep it on for now but might pause if this continues.

Search

Spend and traffic remained consistent WoW.
Leads went from 3 to 2.
Notably, while traffic from surrounding suburbs remained consistent, leads went from 3 to 1 this week.
This was achieved by a Marrickville related search again.
Another lead came from location terms, which did not convert last week.

Portals

REA profile leads dropped from 10 to 5, with page views decreasing by 10%.
Domain leads increased from 3 to 8!

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**Overall, we saw a slight drop from 42 to 31 this week, coming from both portals and social. **
**CPL increased from $130 to $250 across all channels, which is due to the print activity we had in market this week - digi only CPL sits at $180. **

On top of these, we also saw 8 leads on the website, not directly attributed to our paid activity, decreasing from 24 last week.

Social

We saw a slight dip in leads this week, going from 26 to 19.
This still sits at a strong $75 CPL, which compares to $55 last week and $90 the week prior.
Interestingly, the Waterloo audience which achieved the best results last week (18 leads at a $45 CPL), performed at the highest CPL of $90 this week, with 9 leads.
The lookalikes achieved the best results with 6 leads at a $40 CPL.
The Inner West audience has not received any leads once again - we've paused that audience.
Instead, we've introduced a new audience covering Castle Hill and Dural area.
As discussed, we’ve adjusted our targeting to focus on high-net-worth individuals based on feedback that many leads did not have a sufficient budget.
As mentioned too, we'd expect lead volume to drop from this - but at a hopefully higher quality, to try to increase conversion.
Lastly, we adjusted our Eastern audience geotargeting, now only including Bondi Junction, Randwick, Little Bay, Kensington, Maroubra, Coogee, Bronte, Clovelly, and Queens Park.
Last week, we called out that story assets have been performing at a higher CPL than standard assets and we were considering pausing.
This week though, stories performed best, with 9 leads at a $55 CPL!
This compares to 10 leads at a $90 CPL for standards.
Looking at creatives, the Park render has achieved the best results, with 6 leads at a $55 CPL.
This compares to 1 lead at a $230 CPL for the Streetscape asset - we've paused it and introduced another variation of the same image, with a banner.

Search

We've continued to push bids, following a week of under pace at the start of the month.
As a result, spend and traffic increased by 30% WoW.
Leads improved in even higher proportions, going from 2 to 5, sitting at a strong $155 CPL!
Notably, surrounding suburbs performed particularly well this week, receiving 4 leads (0 last week).
Most specifically, we saw leads coming from searches related to Marrickville, Surry Hills, Redfern and Newtown.
We saw another lead coming from generic terms, from the search 'properties for sale'.

Print

We had our last round of print activity this week, with the Wentworth Courier on the 14th and the Mosman Daily on the 15th.
We have not seen any QR scans directly coming from the prints.

Portal

REA profile leads went from 10 to 4 this week, with page views dropping by 30%.
Domain profile achieved 3 leads (4 last week).

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**Overall, 35 leads were achieved this week, sitting at a $220 CPL. Notably, CPL increased $125 last week, partly due to the cost of the 2 print publications in market this week. **

On top of these, we also saw 14 leads on the website, not directly attributed to our paid activity (11 last week).

Social

This week's traffic decreased by 20%, caused by a 20% increase of the CPM, making it more expensive to serve our ads.
Leads decreased in higher proportions (40%), going from 31 to 17, with conversion rate dropping by 30%.
This still sits at a strong $90 CPL - To compare, we typically see website campaigns sitting around a $200 CPL.
Looking at targeting, we saw the best results from the retargeting audience, with 2 leads at a $40 CPL.
The Waterloo audience performed well too, with 12 leads at a $70 CPL.
Conversely, the Lookalikes have received the highest CPL of $220, with 2 leads - we've made some budget adjustments in between audiences accordingly.
In terms of creatives, within our standard assets, we started with 3 assets (Gif, Streetscape and Park) running with 2 copy variations ('Waterloo' headline and 'Danks St' headline).
Both Gif and Park performed at a $70 CPL, with 4 and 5 leads respectively.
Streetscape performed at a $220 CPL - given that we saw the opposite trend since introducing these assets, we will hold off on making creative adjustments just yet, but we will monitor closely and pause Streetscape if this continues.
Separately to that, we also have a story campaign running with the Reel video.
5 leads came from stories, sitting at a $110 CPL.
Lastly, we haven't seen any clear trend when comparing both copy variations, both performing at similar CPLs.

Search

This week's spend decreased by 40%, under pacing slightly, seeing less search volume for our terms.
Positively though, traffic decreased in lower proportions, by 20%, as we've been able to attract cheaper traffic.
Even more positively, leads went from 3 to 7 with CPL decreasing by 70%, going from $260 to $70!
In comparison, we typically CPLs close to $300 on Google search.
Notably, 4 leads came from people specifically looking for Danks St.
The remaining 3 leads came from location terms, such as 'Waterloo apartments for sale'.
With room in our budget, we will continue focusing on pushing bids from location terms and maximise spend there, given its strong performance.

Print

We had the Wentworth Courier (30/04) and Mosman Daily (01/05) publication in market this week.
We saw 1 QR code scan from the Wentworth Courier.
While this is not directly attributed to the Print activity, we saw leads from brand doubling from 2 to 4 this week, all of these received after both publications.
On top of that, direct and organic leads improved from 10 to 14 this week, with 11 received following the publications.

Portal

REA profile leads went from 9 to 7 this week, with page views decreasing by 30%.
Lastly, Domain profile achieved 4 leads, which is consistent with last week.

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Dank St District

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