Eynesbury 23-24'

Overall, we've seen 25 leads coming through this fortnight across all platforms, which is consistent to the previous period (24).

On top of these leads, we saw 3 extra leads coding through the website not directly allocated to paid activity (no UTMs).

Eynesbury | Search 3rd Mar - 16th Mar
Spend | $999.28
Clicks | 508
Impressions | 5,926
Leads | 3
CPL | $333
CPC | $1.97
CTR | 8.57%

Spend and traffic both decreased by 10% FoF. Despite this, leads remained consistent with 3, resulting in a 10% reduction in CPL, now sitting at $330.
Notably, 40% of traffic came from Eynesbury-specific searches, which also delivered 100% of the leads.
Generic searches accounted for 40% of traffic, while searches related to surrounding suburbs made up the remaining 20%. These terms did not convert into leads this period.

Eynesbury | Social 3rd Mar - 16th Mar
Spend | $1,751.64
Clicks | 338
Impressions | 71,696
Leads | 17
CPL | $103
CPC | $5.18
CTR | 0.47%

Social campaigns continued to perform strongly, with 17 leads this fortnight at a CPL of $100. This is consistent with the previous period, which saw 19 leads at a $90 CPL.
The Wedgewood campaign has performed best, driving 16 leads at a **$90 CPL. **This compares to 1 lead at $300 CPL from the Affordable campaign.
Within Wedgewood:

The Golf Property Intenders audience generated 7 leads at a $100 CPL, its highest to date since starting the campaign.
The Eynesbury audience also delivered 7 leads, but at a more efficient $80 CPL.
The Geelong audience contributed 2 leads at a $70 CPL.
We’ve made budget adjustments accordingly.
In terms of creatives, both 6-second and 30-second videos performed at similar CPLs.

Eynesbury | Portals 3rd Mar - 16th Mar
Spend | $3,433
Clicks | 232
Impressions | 97,113
Leads | 5
CPL | $687
CPC | $14
CTR | 0.24%

The REA profile did not generate any leads this period.
However, native activity saw an improvement, delivering 3 leads at a **$370 CPL! **This compares to 2 leads at $1,100 CPL in the previous fortnight.
This notably comes after the pause of existing audiences and the redirection of impressions towards a newly defined custom cluster, including Aintree, Melton South, Melton West, and Mount Cottrell.

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Eynesbury | Search 1st Feb - 28th Feb
Spend | $1,809.36
Clicks | 878
Impressions | 9,022
Leads | 4
CPL | $452
CPC | $2.06
CTR | 9.73%

Spend and traffic** increased by 20% MoM**, as the campaign only ran for three weeks in January.

**45% came from Eynesbury specific **searches, indicating strong interest in Eynesbury.
35% came from searches in** surrounding suburbs**, primarily Melton, Werribee, and Tarneit.
20% came from generic property-related searches.
All 4 leads in February were generated from Eynesbury specific searches, specifically from “Eynesbury house and land”, “Eynesbury land”, “Land for sale in Eynesbury”, “Eynesbury real estate”.

Given the** low lead volume **from search ads, it would be beneficial to review the lead quality of these conversions to determine whether continuing the search campaign is worthwhile.

Eynesbury | Social 1st Feb - 28th Feb
Spend | $4,256.98
Clicks | 1,565
Impressions | 213,419
Leads | 61
CPL | $70
CPC | $2.72
CTR | 1.73%

A strong 61 leads were achieved in February, maintaining a competitive $70 CPL across both the Wedgewood and Affordable campaigns.

Wedgewood Campaign (Best Performer)

55 leads at a $50 CPL
The Eynesbury property intenders + golf interests audience performed best, delivering 33 leads at a $40 CPL
The Wedgewood map asset was paused midway through the month due to a higher $60 CPL.
Both the 6-second and 30-second videos delivered a $50 CPL.

Affordable Campaign

6 leads were generated at a $240 CPL.
The Eynesbury property intenders audience performed best (3 leads at a $125 CPL).
The Geelong audience generated 1 lead at a $170 CPL.
Lookalike audiences were paused after achieving only 1 lead from over $300 spend.
The Aerial asset was paused after generating 3 leads at a $240 CPL.
The House & Land asset performed better, achieving 2 leads at an $80 CPL.
Meta will now allocate the remaining spend to the House & Land creative, and we will monitor results closely.

Eynesbury | Portals 1st Feb - 28th Feb
Spend | $9,193
Clicks | 491
Impressions | 251,071
Leads | 8
CPL | $1149
CPC | $19
CTR | 0.19%

The REA profile generated 3 leads, consistent with January. This compares to **1 lead in December **when there was no additional paid activity around Eynesbury.

Native ads delivered a total of 5 leads in February:

Leads were recorded from Tarneit, Truganina, and Melton, though at high CPLs.
**We closed off underperforming locations **at the end of February and shifted impressions to a Custom Cluster including Aintree, Melton South, Melton West, and Mount Cottrell.
Since then, this audience has delivered 4 leads at a strong $180 CPL.
Given that native ads typically have higher CPLs, we expect lead quality to be stronger. As with search, it would be valuable to assess lead quality to determine if this approach remains viable.

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Eynesbury | Search 27th Jan - 9th Feb
Spend | $849.03
Clicks | 392
Impressions | 3,464
Leads | 2
CPL | $424
CPC | $2.17
CTR | 11.32%

Spend and traffic remained consistent FoF.
Following the same trend as last report, we saw brand specific searches contributed to most of the traffic, with 50% of the total clicks.
Surrounding suburbs searches contributed to 30% of the traffic, mainly coming from Melton, Werribee, Truganina and Tarneit.
The remaining 20% of the traffic came from more generic searches.
2 leads were achieved, both coming from brand searches, with the specific terms 'land for sale Eynesbury' and 'Eynesbury real estate'.
Search has a higher CPL compared to social. However, since search leads come with intent (unlike social, where users passively receive ads) we anticipate higher lead quality from search.
Given the low lead volume from search so far, it’s difficult to accurately assess quality, so we recommend keeping it active for now.

Eynesbury | Social 27th Jan - 9th Feb
Spend | $2,580.56
Clicks | 1,769
Impressions | 146,068
Leads | 28
CPL | $92
CPC | $1.46
CTR | 1.21%

This fortnight 28 leads have been achieved at a very strong $90 CPL!
Notably, this comes after introducing the lead form campaigns, for both affordable and Wedgewood, which achieved 25 of those leads at a $60 CPL!
Within those campaigns, we saw Wedgewood performing particularly well, receiving 22 of the leads at a $40 CPL!
Interestingly, while we typically see longer video performing at higher CPLs, the 30sec video has achieved the best results, with 4 leads at a very low $20 CPL!
This compares to 10 leads for the 6 sec video and 8 leads for the map static, both performing at a $50 CPL.
We have paused the map static to leave room for the 30sec video to spend - we'll monitor closely and make further adjustments if needed.
Regarding the affordable campaign, 3 leads were achieved at a $170 CPL - we've down weighted budget for that campaign again, reallocating to Wedgewood.
In terms of creatives, the aerial asset has achieved 2 of the leads, at a $200 CPL.
This compares to 1 lead at a $100 CPL for the community creative.
We will keep an eye on it and pause the aerial asset if this trend continues.

Eynesbury | Portals 27th Jan - 9th Feb

REA profile received 592 page views, achieving 1 lead this fortnight.
REA Native received 1 lead this fortnight (4 the previous period).
We have paused the aerial shots for both Wedgewood and affordable, which have not converted since the start and performed at the lowest CTR.

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Eynesbury | Search Year to date
Spend | $14,616.58
Clicks | 6,662
Impressions | 63,393
Leads | 21
CPL | $696
CPC | $2.19
CTR | 0.29%

Eynesbury | Search 1st Mar - 31st Mar
Spend | $5,000.94
Clicks | 2,180
Impressions | 22,013
Leads | 7
CPL | $714
CPC | $2.29
CTR | 9.90%

This month spend and traffic have decreased by 10% compared to last month (Feb overspent slightly due to Jan underspent).
Results have improved this month, achieving 7 leads at a $714 CPL.
This compares to 2 leads at a $2k CPL last period.
Notably, while traffic for surrounding suburbs and generic has decreased, we have seen Brand traffic remaining consistent, showing the same level of interest for Eynesbury this month.
Both Brand and Surrounding Suburbs have contributed to 40% of the traffic each this month.
While Surrounding suburbs have not achieved a lead this month, we can assume it contributed to the awareness of Eynesbury for people looking for house and land within the area.

Eynesbury | Social Year to date
Spend | $15,119.69
Clicks | 7,297
Impressions | 740,247
Leads | 168
CPL | $90
CPC | $0.71
CTR | 0.83%

Eynesbury | Social 1st Mar - 31st Mar
Spend | $5,119.69
Clicks | 1,896
Impressions | 260,297
Leads | 26
CPL | $197
CPC | $2.70
CTR | 0.73%

This month social has achieved 26 leads at a $197 CPL.
This compares to 54 leads at a $92 CPL in February.
This comes after the introduction of the web conversion campaign, which started at the start of the month and has not achieved any leads so far.
While no leads have been directly attributed to Facebook in Google Analytics, in Facebook 3 leads were achieved from people going on to the website via another channel, after having seen or clicked on the ads first.
Furthemore, CPM for this campaign is half the cost of the lead form campaign ($13 against $33).
For the same amount spent, the website campaign had double the amount of impressions and almost triple the amount of clicks than the lead form campaign, directing at total of 1.3k users to the Eynesbury website (500 clicks for LF).
On top of that, we expect the quality of the leads received from this campaign to be much higher, as people would have got more information on the website prior to submitting their contact details.
The lead form campaign has achieved 26 leads at a $100 CPL - which compares to a $92 CPL last month (with 52 leads).
In terms of targeting, the Property Intenders have achieved the lowest CPL of $44 - we have shifted budget.
Lastly, the aerial shot has achieved the strongest results with 12 leads at a $75 CPL.

Portals

REA's Profile achieved 1 lead this month.
REA native activity ended on the 15th of March and achieved 1 lead from the aerial shot.
OpenLot has achieved 8 leads.

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