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Fortnightly Update Jun 2nd

19th May - 1st Jun

**Overall, leads went from 14 to 9 this fortnight, with both social and portals seeing a decrease. **

On top of that, we saw an extra 3 leads on the website, outside of our paid media (2 last fortnight).

Social

No leads were achieved this fortnight, compared to 2 last period.
Interestingly though, we saw a 50% increase in clicks to the lead form, but conversion rate dropping.
Notably, the Nightime Living asset has not converted since its introduction on May 8th.
Therefore, we paused this asset and introduced a new City View image instead.

Portals

REA profile leads went from 13 to 9 this fortnight, with page views remaining consistent.

Edit Response

Fortnightly Update May 15th

28th Apr - 11th May

**Overall, leads went from 16 to 13 this fortnight, seeing a slight drop in REA profile leads. **

On top of that, we saw an extra 5 leads on the website, outside of our paid media (compared to 0 last fortnight).

Social

Traffic dropped by close to 50% FoF.
This was caused by a 20% increase of the CPM, as well as a 30% drop in CTR.
Positively though, leads have remained consistent, with 2.
Looking at targeting, both property intenders and lookalikes achieved a lead each, at a similar CPL ($210).
In terms of creative, both leads were achieved by the Living 1 & 2 bed asset, at a $90 CPL.
On April 8th, all the ads were swapped for the 2 Bed call out - no leads came from these ads so far.

Portals

REA profile leads went from 13 to 11 this fortnight, with page views decreasing by 30%.

Edit Response

Fortnightly Update Apr 30th

14th Apr - 27th Apr

**Overall, leads decreased from 29 to 16 this fortnight, seeing a drop on both search and social. **

We didn't see any extra leads on the website (3 last fortnight).

Search

This fortnight's spend and traffic decreased by 10%.
Notably, activity was paused on April 24th.
Until then, 1 lead was achieved, compared to 4 last fortnight.
Brand leads went from 2 to 1 this fortnight.
Location, which received 1 lead last period, did not convert this fortnight.

Social

After a jump in leads from 5 to 14 last fortnight, we saw a drop to 2 this fortnight.
Notably, CPM increased by 20% which caused a 20% drop in traffic.
On top of that, we saw a 50% decrease in conversion rate.
The Living asset which performed at a $20 CPL last fortnight, did not convert this week, after a $190 spend.
The Exterior images, which performed at a $35 CPL last fortnight, received 2 leads at a $140 CPL this period.

Portals

REA profile leads remained fairly consistent with 13 (14 last fortnight).

Edit Response

Fortnightly Update Apr 16th

31st Mar - 13th Apr

Overall, lead volume improved from 23 to 29 this fortnight, with social seeing its leads nearly tripling!

Another 3 leads came on the website, not directly attributed to paid media.

Search

This fortnight's spend and traffic decreased by 20%, with less search volume for our search terms this period.
Positively though, leads remained consistent with 4!
This sits at a very strong $75 CPL, decreasing from $90 last fortnight.
2 leads came from brand specific terms.
1 came from a Chatswood related search.
The remaining lead came from a competitor search, most particularly Nine, which received 1 click only and converted!

Social

Lead volume saw a significant improvement this fortnight, going from 5 to 14!
This sits at a very low $35 CPL!
Notably, on April 9th, we swapped the Dining asset by the Living, which received 3 leads at a $20 CPL so far!
The Exterior image has continued to perform well, receiving 11 leads at a $35 CPL.

Portals

REA profile went from 14 to 11 leads this fortnight, with page views remaining consistent.

Edit Response

Fortnightly Update Apr 1st

17th Mar - 30th Mar

Search

Results remained consistent, with 4.
This sits at a strong $90 CPL!
Spend increased by 20% FoF, as a result of us pushing bids after seeing more competition on location terms.
As a result, CPC for these terms increased by 30% to receive the same level of traffic from last period.
1 lead came from location searches
Despite a 20% decrease in brand traffic, leads from these terms increased from 2 to 3 this fortnight!

Social

Leads improved from 3 to 5 leads this fortnight!
As a result, CPL decreased by 40%, going from $160 to $90!
Notably, after replacing the rooftop creative by the dining asset on March 14th, it achieved 2 leads at the best $80 CPL this fortnight.
This compares to 2 leads at a $140 CPL for the Exterior asset - we will keep an eye and make creative adjustments if this becomes a trend.
Looking at targeting, both property intenders and lookalikes achieved similar CPLs (around $90), receiving 3 and 2 leads respectively.

Portals

REA profile results have remained strong, with 14 leads at a $180 CPL.
This compares to 18 leads at a $140 CPL last fortnight.

Edit Response

Fortnightly Update Mar 19th

3rd Mar - 16th Mar

Search

Spend and traffic increased by 20% FoF, as we underpaced slightly toward the end of Feb.
After last fortnight's spike in leads (7), we saw it returning to a more usual level with 4.
This is sitting at a very strong $70 CPL!
Location terms contributed to 60% of the total traffic and received half of the leads (2).
Brand terms contributed to the remaining 40% of the traffic and received 2 leads as well.

Social

Leads remained consistent with 3, sitting at a $160 CPL.
Notably, we saw CPL ramping up to $180 during the period.
In an attempt to improve results, we've paused the rooftop creative on 13/03, which was performing at the highest CPL since its introduction.
We've replaced it by a new Dining asset, which have not converted yet (with Meta only allocating $70 towards that asset so far though).
Looking at targeting, the property intenders have achieved the best results, with 2 leads at a $120 CPL - compared to 1 lead at a $240 CPL for the Lookalikes.
Since we've been seeing this trend for a few weeks now, we have made some budget adjustments, allocating more towards the property intenders.

Portals

REA profile leads remained strong following last fortnight's spike, with 18!

Edit Response

Fortnightly Update Mar 4th

17th Feb - 2nd Mar

Search

Spend decreased by 70% compared to last fortnight, as we pulled back on the Feb budget upweight half way through the month.
Positively though, traffic only decreased by 50%, as we have been able to attract cheaper traffic.
Even more positively, leads increased by 130%, going from 3 to 7!
The increase came from brand terms, which didn't convert last period, and received 5 leads this fortnight.
The remaining 2 leads came from Location related searches (2 last fortnight).

Social

Spend decreased by 80% FoF, after pulling back on the budget upweight mid-month.
As a result we saw leads decreasing by 80% as well, with 3 during this period.
This sits at a $130 CPL, which compares to $120 last fortnight.
We saw lead volume decreasing from the budget upweight which has been pulled back mid-month, going from 14 to 3.
Notably, while we typically see the lookalikes achieving strong results, they performed at the highest CPL of $190, with 1 lead.
This compares to 2 leads at a $100 CPL for the property intenders.
We will keep an eye on it and make budget adjustments if that becomes a trend.
Since introducing the rooftop ad on Feb 17th, it achieved 1 lead at a $130 CPL.
This compares to 2 leads at a $120 CPL for the Exterior asset.

Portals

REA profile leads nearly tripled this fortnight, going from 8 to 22!
Notably, we saw page views doubling.

Edit Response

Fortnightly Update Feb 21st

3rd Feb - 16th Feb

Search

Spend increased by 170% FoF, due to the Feb upweighted budget - budget have been downweight back to usual spend on 14/02 and we expect spend to decrease next fortnight as a result.
Traffic increased in similar proportion, by 150%.
Notably, with more budget up our sleeves, we pushed bids for location and reintroduced our surrounding suburbs and generic terms.
Those terms (surrounding suburbs and generic) have been paused again on 14/02.
3 leads were achieved, all coming from location terms.
This compares to 2 leads from brand last fortnight.
Notably, leads increased in lower proportions thnt spend and traffic because with more budget up our sleeves, we have focused on pushing non-brand terms.
Those terms typically have lower conversion rates than brand specific terms and a longer consumer journey, but they contribute to creating more awareness around the project.

Social

Spend increased by 230% FoF, with leads increasing by 250%, going from 4 to 14!
CPL decreased from $140 to $120.
Notably, the BAU campaign achieved the best results, contributing to 12 leads at a strong $60 CPL!
This compares to 2 leads at a $480 CPL for the LNY campaign - this campaign has now ended.
With all the spend going to the BAU campaign from now on, we expect CPL to decrease within the next few weeks.
Looking at targeting, both property intenders and lookalikes achieved similar results, with 6 leads each at a CPL around $60.
In terms of creatives, the Exterior asset has performed best once again, with 11 leads at a $50 CPL.
This compares to no leads at a $115 spend for the Aerial asset.
Since its introduction on 19/01, the aerial asset has not achieve any leads - we have swapped this render by the rooftop creative.

Portals

REA profile leads went from 15 to 8 this fortnight, with page views decreasing by 30%.

Edit Response

Fortnightly Update Feb 4th

20th Jan - 2nd Feb

Search

After last fortnight spike in spend and traffic, we saw a 40% decrease in spend this period.
Traffic decreased in lower proportion though, by 20%, as we have been able to attract cheaper traffic.
This is notably because we paused location terms to make sure we stay within the monthly budget.
With the new upweighted feb budget, we have now reintroduced those terms.
2 leads were achieved, both from brand terms, sitting at a consistent $150 CPL.

Social

Leads remained fairly consistent, going from 5 to 4, sitting at a $140 CPL.
Notably, the BAU campaign achieved 3 leads at a $40 CPL before being paused to introduce the Lunar New Year ads on 31/01.
Since then, 1 lead was achieved at a $400 CPL.
This was achieved by the Exterior creative at a $190 CPL.
Given the campaign has just started we have not made any adjustments yet - we will keep a close eye and optimise as we go.
If the high CPL continues though, we might recommend turning on the old BAU campaign with a small percentage of spend.
Alternatively, we'd recommend tweaking the ad copy or destination, as chatted, to make the incentive more appealing by listing its benefits.

Portals

REA profile leads increased from 13 to 15 this fortnight.

Edit Response

Fortnightly Update Jan 22nd

6th Jan - 19th Jan

Search

After low traffic at the start of the year for Ethos, we saw volume coming back, increasing by 40% compared to the previous fortnight.
We saw less people converting though, with leads going from 8 to 3, still sitting at a strong $150 CPL though.
The majority of the decrease came from location terms, going from 5 to 1 lead.
The other 2 leads came from brand specific searches (3 last period).

Social

5 leads were achieved this fortnight, at a $140 CPL, which increased from a $90 CPL in December.
This notably comes from the Lookalike audience, which performed at a $70 CPL in December, and received a $210 CPL this fortnight.
Therefore, we have shifted some budget out of this audience and reallocated to the property intenders, which performed at a $90 CPL with 3 leads.
This also comes after swapping the copy which had the Christmas offer call-out.
In terms of creatives, the Exterior asset has performed best, with 3 leads at a $120 CPL.
This compares to 2 leads at a $140 CPL.
As we have been seeing this trend since the introduction of those ads, we have swapped the kitchen asset by the aerial shot.

Portals

REA's profile views increased by 20%, with leads increasing by 40%, receiving 13 enquiries.

Edit Response

Dec - Jan Update Jan 7th

1st Dec - 5th Jan

Search

16 leads were achieved in December, sitting at a strong $50 CPL!
9 leads came from Chatswood specific searches, and the remaining 7 came from brand searches.
Notably, before Christmas we were seeing around 10 clicks per day.
We saw a spike in traffic post Christmas (27th-29th), with clicks nearly doubling to 20 clicks per day.
3 of the location leads were achieved during that period.
31 clicks to the website from competitor searches were received in December, with most of the clicks coming from Nine (15), followed by Aura and Delano, with 5 clicks each.
Lastly, another 2 leads from brand have been achieved since the start of Jan, sitting at a very strong $30 CPL!

Social

A total of 14 leads were achieved in December, increasing from 12 in November.
This sits at a strong $70 CPL ($90 in November).
Notably, while we saw most of the leads coming from the Exterior creative (10), it performed at the highest CPL of $80.
This compares to 4 leads at a $40 CPL for the Kitchen.
However, since the start of Jan 2 leads were achieved from Exterior at a $60 CPL, compared to 0 for kitchen ($70 spend).
We will keep an eye on those and make adjustments if needed.

Portals

REA's profile achieved 19 leads in December, decreasing from 25 in November.
Notably, page views decreased by 20% MoM.
4 leads were achieved within the first few days of Jan.

Edit Response

Fortnightly Update Dec 19th

2nd Dec - 15th Dec

Search

Spend and traffic remained consistent from last fortnight.
Results have remained strong, with 8 leads (9 last fortnight).
50% of the total traffic came from brand related searches, which achieved 5 leads.
Location terms contributed to 40% of the traffic and received the remaining 3 leads.
Lastly, we saw a slight increase in traffic from competitor terms, going from 11 to 16 clicks, with 10 of those coming from Nine.

Social

Leads remained consistent this fortnight, with 5 (6 last period).
This sits at a strong $100 CPL.
Notably, the lookalikes have achieved all the leads, at a $60 CPL.
Therefore, we have downweighted the property intenders' budget, to reallocate to the lookalikes.
In terms of creatives, all the leads were achieved from the Exterior image with the 'Christmas offer' headline, at a $80 CPL.
However, Meta has not allocated much spend to the kitchen and carousel ads.

Portals

While we only saw a 30% decrease in page views, leads decreased in higher proportions, from 14 to 5 this fortnight.

Edit Response

Fortnightly Update Dec 3rd

18th Nov - 1st Dec

Search

This fortnight's lead volume went from 5 to 9 leads!
This sits at a very strong $40 CPL!
Brand terms, which achieved 3 leads last fortnight, received 6 this period!
Notably, 3 of those brand leads were achieved on the weekend of the 23rd-24th.
We also saw an extra lead from location related searches, totalling 3 for the period.
Lastly, on 13/11 we introduced the new competitor campaign from the REA top project data we sent across.
Since then we have seen 11 clicks, with Nine, Aura, Delano and The Collective getting the most attention so far.

Social

Results continue to improve since the introduction of the new ads, with 6 leads at a strong $80 CPL!
This compares to 6 leads at a $100 CPL last fortnight.
While we have seen the property intenders achieving the strongest results last period, this fortnight the lookalikes have performed best, with 4 leads at a $70 CPL.
Once again, the exterior creative has been allocated the most spend and achieved all the leads at a $60 CPL.

Portals

REA's profile leads increased from 11 to 14 this fortnight.
Notably, page views increased by 20%.

Edit Response

Fortnightly Update Nov 20th

4th Nov - 17th Nov

Search

Spend and traffic increased by 10% this fortnight.
Notably, we have seen traffic decreasing for our brand term, but increasing for location terms.
Positively, leads increased from 3 to 5, with 3 leads coming from Brand.
Another 2 leads came from location related searches.
On 13/11, we added the new competitor list to the search campaign.
Since then it has served 52 impressions, but has not received any clicks so far.

Social

Leads remained consistent, with 5 (4 last fortnight).
This sits at a strong $100 CPL.
Notably, all the leads came from the new creatives which went live on 12/11.
Most particularly, all the leads were achieved from the exterior image, at a $30 CPL!
We also have the kitchen and Carousel ads running, which have not received any leads yet.
While we typically see Lookalikes performing best, the property intenders achieved the strongest results this fortnight, with 3 leads at a $70 CPL.
This compares to 2 leads at a $150 CPL for Lookalikes.
We will keep an eye on it and make budget adjustments if that continues.

Portals

After low results last period for REA's profile (2), we saw results going back to a more usual level, with 11.
Interestingly, while we saw a jump in leads, page views decreased by 20%.

Edit Response

Fortnightly Update Nov 6

21st Oct - 3rd Nov

Search

Spend and traffic decreased by 20% this fortnight.
Notably, while we have seen more volume coming from brand terms, we have seen a dip from location related searches.
Positively though, leads remained consistent, with 3, sitting at a very strong $80 CPL.
2 of the leads came from brand searches and 1 from location.

Social

After last fortnight's low results, lead volume increased back to a more usual level, with 4.
This sits at a strong $100 CPL.
Notably, the number of people clicking on the lead form remained consistent FoF, but conversion rate increased from from 0 to 7%.
The lookalikes achieved the strongest performance, with 3 leads at a $60 CPL.
In terms of creatives, the residences carousel performed best, with 3 leads at e $90 CPL.

Portals

REA's profile leads went from 8 to 2, with page views remaining consistent.

Edit Response

Fortnightly Update Oct 24th

7th Oct - 20th Oct

Search

Spend and traffic remained consistent this fortnight.
Lead volume doubled though, going from 2 to 4!
This sits at a very strong $85 CPL.
Interestingly, while traffic from brand decreased by 80%, leads went from 2 to 3.
Traffic from location terms increased by 20%, achieved 1 lead (0 last fortnight).

Social

This fortnight's clicks on the lead form decreased by 10%, due to a 10% increase of the CPM.
Unfortunately, no leads were achieved this fortnight, compared to 7 last period.
Notably, our lookalike audience, which achieved 5 leads at a $70 CPL last fortnight, did not convert this period.
As we mentioned last week, the same creatives have been running since the end of April.
We recommend updating the ads, as the results dropping could be the result of a creative fatigue.

Portals

REA's profile lead volume decreased from 13 to 8, with page views decreasing by 20%.

Edit Response

Fortnightly Report Oct 8th

23rd Sep - 6th Oct

Search

Spend and traffic remained consistent this fortnight.
Lead volume remained consistent from last period, with 2 (3 last fortnight).
This sits at a strong $170 CPL.
Notably, both leads came from Brand related searches.

Social

While clicks on lead form remained consistent this fortnight, we have seen more people submitting the form, with leads going from 4 to 7!
CPL decreased by 40%, going from $120 to a very strong $70!
Notably, the lookalikes which performed at a $200 CPL last fortnight, achieved 5 leads at a $60 CPL.
Last fortnight, we shifted some budget out of that audience, as it was performing at a higher CPL than the property intenders.
Therefore, we will keep monitoring and shift budget again if this continues.
In terms of creatives, the location carousel has performed best, with 4 leads at a $40 CPL.

Portals

REA's profile leads increased from 10 to 13 this week.

Edit Response

Fortnightly Update Sep 24th

9th Sep - 22nd Sep

Search

After slightly over pacing at the start of the month, this fortnight's spend and traffic decreased by 15%, in line with September's budget.
Positively though, lead volume went from 1 to 3, sitting at a strong $110 CPL.
Notably, while traffic from Brand remained consistent FoF, lead volume increased from 0 to 2.
Traffic from location terms decreased by 20%, however, lead volume remained consistent, with 1.

Social

Lead volume remained consistent from last fortnight, with 4.
This sits at a $120 CPL.
Once again, our property intenders audience has achieved the strongest results, with 2 leads at a $50 CPL.
Therefore, we have shifted some budget out of the lookalikes and reallocated to the property intenders.
In terms of creatives, the Residences Carousel has performed best, with 3 leads at a $115 CPL.

Portals

REA's profile lead volume decreased by 20%, going from 12 to 10, with page views also decreasing by 20%.

Edit Response

Fortnightly Update Sep 10th

26th Aug - 8th Sep

Search

This fortnight's spend remained consistent, with traffic increasing by 20%.
Notably, we have seen brand traffic increasing by 30%.
On top of that, traffic from location terms also increased, by 10%,with more search volume for Chatswood during the period.
1 lead was achieved from location.

Social

Lead volume went from 1 to 4 this fortnight!
This sits at a $140 CPL which is a 70% decrease from last period.
Notably, results simproved despite seeing a 20% decrease in clicks.
Both our property intenders and lookalikes audiences achieved 2 leads each.
However, the property intenders performed at the strongest CPL of $60 (against $200).
As we usually see the lookalikes achieving a strongest performance, we will keep monitoring and make budget adjustments if that becomes a trend.
In terms of creatives, the location carousel has performed best, with 3 leads at a $50 CPL.

Portals

REA's profile continues to achieve strong results, with 12 (15 last fortnight).

Edit Response

Fortnightly Update Aug 12

Jul 29 - Aug 11

Search:

Staying in line with pacing, we have dropped bids on location terms.
Spend has dropped by 20%, as a result.
Prioritising brand terms though, has seen our clicks only fall by 5%.
With consistent brand searches and clicks, these terms saw 2 leads!
Location also received 1 lead - totalling 3 leads for Search this week.

Social:

Ethos achieved 5 leads this fortnight.
The reduction can largely be explained by a drop in clicks by 20%.
Notably, with retargeting underperforming historically, we paused this targeting at the start of this fortnight.
In doing so though, we also removed the Single Image ads in these audiences (compared to Carousel in prospecting).
Seemingly, CTR has dropped since then - causing the decline in traffic.
We will therefore be adding the Single Images into our 2 prospecting audiences too - to see how this impacts CTR and leads.

Property Portal:

REA achieved 5 leads this week.

Edit Response

Fortnightly Update 29th July

Jul 15th - Jul 28th

Search

This fortnight's spend and traffic slightly decreased by 10%.
Positively, we have seen traffic from brand terms increasing by 20%, showing a higher interest for the project during that period.
As a result though, we had to drop bids for our location terms to stay in line with pacing.
5 leads were achieved, 4 coming from brand and 1 from location.

Social

Leads improved again this fortnight, going from 10 to 15!
This sits at a strong $40 CPL.
On 29/07, we updated the targeting, pausing the retargeting audiences and also updating the geo with the proposed postcodes.
We reallocated the retargeting audiences' budget to the lookalikes here as well, as they contributed to all the 15 leads and performed best historically.
In terms of creatives, the residences carousel achieved the most leads, with 13.
However, the location carousel performed at the lowest CPL of $20 (compared to $35).

Portals

REA's profile lead volume remained consistent, with 12.

Edit Response

Fortnightly Update 16th Jul

Jul 1st - Jul 14th

Search

Ethos' search campaign started again on the 1st of July.
It received just under 200 clicks to the website within the first 2 weeks of activity.
70% of the traffic came from Location related searches, with the remaining 30% coming from brand terms.
4 leads were achieved, with both location and brand receiving 2 each.

Social

10 leads were achieved this fortnight, sitting at a strong $60 CPL - compared to 7 leads at a $100 CPL last period.
Notably, this comes after reallocating some of the spend to the property intenders, achieving 5 leads at a $30 CPL this fortnight.
On the other hand, the Lookalikes have performed at the highest CPL of $95 - we have shifted some budget again.
In terms of creatives, both the residences carousel and residences static achieved all the leads at a $50 CPL, with the location static and carousel not converting this period.

Portals

REA's profile leads remained consistent from last period, with 11 (12 last fortnight).

Edit Response

Fortnightly Update 2nd Jul

Jun 17th - Jun 30th

Social

As mentioned in the last report, the retargeting audience has been limited in spend due to its small size.
To stay in line with pacing, we shifted budget out of retargeting, reallocating towards the lookalikes which have a broader audience size and the strongest CPL historically.
Pacing on track now, spend has risen by 100%.
Clicks on the lead form increased in lower proportions though, by 40%, with CTR decreasing by 30%.
7 leads were achieved at a $100 CPL.
Notably, the lookalikes which usually perform best, achieved the highest CPL of $110 with 4 leads this fortnight.
This comes after allocating more budget towards that audience.
Therefore, we have shifted some budget towards the property intenders which performed at a $50 CPL, with 2 leads.

Portals

REA's profile leads remained consistent, with 12 (13 last fortnight).

Edit Response

Fortnightly Update 18th Jun

Jun 3rd - Jun 16th

Social

This fortnight's results remained fairly consistent, with 7 (9 last period).
This sits at a strong $50 CPL.
Notably, the lookalikes continued to achieve the best results, with 5 leads at a $35 CPL.
We have allocated more budget towards that audience once again.
In terms of creatives, the Residences carousel has performed best, with 6 leads at the most cost-effective CPL of $45.
Notably, Ethos' carousel has a 'construction commenced' call out at the bottom of each image, as well as in the copy.
Since the messaging in copy and imagery is performing strongly for Ethos, it might be worth testing having a similar call out on Bianca's images as well or reintroducing within the copy.

Portals

After low results from REA's profile last period, we have seen an improvement this fortnight, going from 7 to 13.

Edit Response

Fortnightly Update 4th Jun

May 27th - Jun 2nd

Social

Lead volume went from 7 to 9 this fortnight.
This sits at a strong $55 CPL - compared to $90 last fortnight.
The Retargeting audience continues to achieve the strongest results, with 6 leads at a $35 CPL.
However, after shifting more budget towards that audience last fortnight, it has struggled to keep up with the allocated amount.
This can happen with Retargeting due to the smaller size of the audience.
Therefore, we have shifted some budget again towards the property intenders, which performed at a strong $60 CPL.

Portals

REA's profile lead volume decreased from 15 to 7 this fortnight, with conversion rate decreasing by 70%.

Edit Response

Fortnight Update 21st May

May 6th - May 21st

Social

This fortnight lead volume went from 18 to 7.
Notably, last fortnight the Property Intenders achieved very strong results, with 5 leads at a $25 CPL.
Returning to a more usual level this period, with 1 lead at a $130 CPL, it contributed to the overall decrease in leads.
On top of that, both lookalikes and retargeting conversion rate decreased by 50%.
However, this is still at a strong $90 CPL.
Retargeting has achieved the strongest performance, with 4 leads at a $60 CPL - we have shifted budget accordingly.

Portals

This fortnight REA's profil leads went from 21 to 15 at $180 CPL.
This is due to a 20% page views decrease.

Edit Response

Fortnightly Update 7th May

Apr 22nd - May 5th

Social

Spend increased by 40% this fortnight (with activity being paused for a portion of last period).
Lead volume also increased, in higher proportions though, by 125%, going from 8 to 18.
This sits at a very strong $35 CPL, which is a 40% decrease from last fortnight.
Interestingly, the property intenders, which usually performs at the highest CPL, has seen its lead volume going from 0 to 5, at a very strong $25 CPL.
On top of that, the retargeting audience lead volume nearly doubled, going from 5 to 9 this fortnight, at a $27 CPL.
We will keep monitoring audience performance closely and make changes if that becomes a trend.

Portals

REA's profile lead volume went from 8 to 21 this fortnight, sitting at a $136 CPL.
Unlike Bianca, views have increased here, by 20% (and conversion rate by 120%).

Edit Response

Fortnightly Update 23rd Apr

Apr 8th - Apr 21st

Social

After being paused at the start of the month, a full fortnight of spend has seen spend increase by 50%.
Traffic also increased but in higher proportions, by 165%!
This is because we have seen less competition during the fortnight, with CPM decreasing by 30%.
As a result, lead volume increased by 160%, going from 3 to 8 this fortnight.
This sits at a strong $55 CPL - compared to $100 the previous period.
In terms of targeting, Retargeting and Lookalikes performed best, achieving 4 leads each at a $33 and $44 CPL respectively.
However, the Property Intenders have not received any leads this fortnight - we have shifted budget out of that audience.

Edit Response

Fortnightly Update 8th Apr

Mar 25th - Apr 7th

Social

Stretching out the budget ahead of the new quarter's approval, the fortnightly budget has dropped by 60%.
Traffic and leads have fallen by similar proportions.
Overall, 3 leads were achieved this period.
This is still at a decent CPL of $100.

Portals

REA's profile lead volume went up from 8 to 13 this fortnight.

Edit Response

Fortnightly Update 25th Mar

Mar 11 - Mar 24

Social

Social leads remain consistent with 12 (14 last fortnight).
CPL remains at $60 again.
In terms of targeting, the Lookalikes and Retargeting audiences have achieved the most cost-effective CPLs of $55 and $60 respectively.

Portals

REA's profile received 8 leads this fortnight.

Edit Response

Fortnightly Update 4th Mar

Feb 19th - Mar 3rd

Social

This fortnight's spend decreased by 20%, returning back to normal spend after the LNY upweight.
As the LNY ads stopped on 25/02, we expect spend to decrease again in the next report, after a full fortnight.
Despite spend decreasing, lead volume increased, going from 13 to 14.
This sits at $99 CPL, which is a 20% decrease from last period ($121 CPL).
Notably, the CPL decreased after returning back to the BAU ads, with BAU achieving a $76 CPL and LNY a $99 CPL for the period.
While the Lookalikes have achieved the most leads (7) at a $82 CPL, Retargeting has performed at the lowest CPL of $45 with 2 leads.
Therefore, we have shifted budget accordingly.

Portals

After a spike in leads last period (22), REA's profile lead volume returned back to a more usual level with 14.

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Fortnightly Update 20th Feb

Feb 5th - Feb 18th

Social

This fortnight spend increased by 130%, after adding the Chinese New Year budget upweight.
This fortnight, lead volume went from 8 to 13 at a $121 CPL - which is still higher than the usual performance.
Notably, we have seen CPL increasing to $207 after the introduction of the CNY ads.
In an attempt to decrease the CPL, we suggested changing the copy to mention the Chinese New Year, similar to last year's CNY copy which had good results.
Since the copy change on 12/02, 10 leads were achieved at a $75 CPL.
We will keep monitoring performance until the end of the CNY campaign, but we expect CPL to decrease again in the next report.

Portals

REA's profile lead volume increased this fortnight, going from 15 to 22.

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Fortnightly Update 6th Feb

Jan 29th - Feb 4th

Search

This fortnight's spend decreased by 30%, as activity for search has stopped at the end of January.
The last weeks of activity, we have focused our optimisations on Brand and Location terms, which have had higher conversions historically.
As a result, 70% of the traffic came from Location related searches.
The remainder of the traffic came from Brand terms.
1 lead was achieved before activity finished, coming from Brand.

Social

This fortnight, lead volume decreased from 15 to 8.
This sits at a $84 CPL, which is an 80% increase from last period.
This comes after introducing the LNY ads, which were introduced on the 1st of February and achieved 1 lead at a $207 CPL since then.
Notably, we have seen people engaging less with our ads, with the CTR decreasing by 30%.
As it has only been a few days since the ads went live, we will let them run and monitor performance to see if the CPL decreases over time.
If we don't see any improvement, we might turn the BAU ads back on.
On top of that, we will test a new targeting, tightening it to Mandarin speakers Property Intenders, and compare performance with our usual targeting.
Lastly, the Lookalikes, which usually performs best, had the highest CPL of $134 this fortnight.
We will monitor and adjust budget if that continues.

Portals