Hume Place '24

Search:

Leads WoW remain consistent with 4 recorded at a $32 CPL
All 4 leads were Validated and came from Brand terms
Overall we saw a 20% increase in clicks off of a 35% increase in Impressions
However off of this we have seen Engagement Rate decline slightly to 52.05% with an Average Session of 55 seconds

Optimisations:

As we’ve seen results from our current terms, we will maintain bids for now.
Once we implement the upweighted budget we will include Location terms in our bidding strategy

Social:

Leads remain consistent WoW with 8 recorded at a $81 CPL
While we’ve seen 4 Validated leads, 2 have come through Cold
The Property Intender audience achieved the majority of leads, with 7 recorded at a $58 CPL
We also saw 1 lead from Remarketing at a $60 CPL
The Dollhouse creative with Investor copy achieved 7 leads at a $62 CPL
We also saw 1 lead from the Carousel creative with Downsizer copy at a similar CPL

Optimisations:

As we are no longer looking into an Azira audience we will shift the remaining budget that was allocated to the Nest Deposit audience into the Property Intender audience

Property Portal:

Domain leads recorded 4 leads, with 3 leads Validated
AD recorded 1 Validated lead

Edit Response

Search:

Leads continue to fluctuate with 9 recorded
However, CPL has remained consistent at $136
Location terms have recovered from a 0 lead week, recording 6 at a $50 CPL. From this we saw 1 Validated and 1 Cold lead
While we saw reduced lead volume from Brand terms this week with 3 recorded, we did see these leads come through at a competitive $77 CPL. Additionally we saw 2 Validated leads come from these terms

Optimisations:

Despite increasing bids last week on Surrounding Suburb terms, we saw 0 leads come through. Due to this, we have reduced bids on the majority of suburbs terms (i.e. St Leonards, Cremorne) to prioritise on North Sydney and Cremorne terms
Additionally as we head into December, we are retroactively matching daily pacing with the monthly budget

Social:

With CPM increasing by 30% to $34.86 during Black Friday advertising period, we can see leads have fluctuated with 47 recorded. From this result we’ve seen 1 Warm lead which also made an appointment, and 20 Validated leads
We can see this additionally with Impressions dropping by 30% where spend remained mostly consistent
Despite this, the Property Intender audience remained consistent with 31 leads at a $140 CPL
While Lookalikes and Retargeting leads have fluctuated slightly with 11 & 3 recorded, we’ve seen the Nest Deposit audience remain consistent with 2 Validated leads at a $102 CPL
The new Dollhouse static is the top performer this week, with 30 leads recorded at a $180 CPL
We’ve also seen the View static achieve its 7 leads at a slightly more cost effective $156 CPL

Optimisations:

As we move into December, we expect daily budget pacing to align with the new month’s budget. With this we will monitor lead/impression results remain consistent
Additionally we are updating our Social ads to include starting from text

Outdoor:

5 users visited the website from Torch Media QR codes

Property Portal:

REA
- Profile leads have seen an increase WoW with 14 recorded. Surprisingly we saw 1 Cold lead make an appointment, and 9 Validated leads
- Native activity has recovered from a fluctuation in leads, with 7 recorded. From this we saw 3 Validated leads and 1 Inactive
Domain
- Profile leads remain consistent with 17 recorded. Of this, we saw 1 Warm appointment lead with 11 Validated leads
- AudX saw leads decline with 33 recorded. With only the Website campaign now running, we’ve seen 13 Validated leads and 5 Cold/Inactive leads
AD
- Profile leads remain consistent with 6 recorded, with 3 Validated leads but 1 Cold lead
Urban
- Profile leads continue to trend upwards with 18 recorded. Of this, 14 leads were Validated
Downsizing
- Profile leads remain consistent with 2 Validated leads recorded

Edit Response

Search:

Leads WoW have fluctuated with 19 recorded, while converting at a strong $93 CPL
Brand terms remain consistent with 13 leads at a $22 CPL, delivering 1 Warm and 5 Validated leads
While Location terms didn’t convert this week, we saw North Sydney and Chatswood terms each achieve 2 leads.
Additionally we saw Competitor terms generate 2 leads, however 1 was Inactive

Optimisations:

Seeing specific Surrounding terms convert, we retroactively increased bids here to continue generating leads
We will monitor Location terms performance throughout this week, looking to scale back bids if we aren’t seeing leads come through

Social:

Leads remain consistent WoW with 79 recorded
The Website campaign saw the most leads with 47 recorded, 1 of which was Warm. 13 Validated and 6 Inactive leads
The remaining leads came from the Lead Form campaign at a stronger CPL of $114.
The Property Intender audience remains consistent with 44 leads
While Lookalikes has seen a slight fluctuation in leads with 26 recorded, we saw 7 Retargeting leads come through
Additionally the Nest Deposit audience saw 2 leads
The Carousel creative saw declined leads WoW with 27 recorded
Taking the top spot this week is the View creative, with 31 leads at a $100 CPL

Optimisations

It’s been flagged that lead quality for the Lead Form campaign is low, with no warm leads. From this, we’ve paused the Lead Form campaign with remaining budget put into the Website campaign
Additionally to refresh the Carousel creative, we had removed the Dollhouse creative from both carousels and made it a standalone static. We will monitor its performance throughout the week

Outdoor:

We saw 2 leads from Torch Media off of 8 clicks

Property Portal:

REA
- Profile remains consistent with 6 leads, 4 of which were Validated
- Native leads have fluctuated slightly with 3 recorded, however all leads were Validated
Domain
- Profile leads remain consistent WoW with 22 recorded, 1 of which was Warm and 4 Cold/Inactive leads
- AudX leads are up WoW with 75 recorded. While the Lead Form campaign achieved more leads (52), we saw lower quality here with 12 Cold/Inactive leads. Conversely, the Website campaign achieved 1 Warm lead and only 4 Cold/Inactive leads
AD
- Profile leads are up WoW with 6 recorded
Urban
- Profile leads have improved with 11 recorded. We also saw a spike in profile visits with 298 recorded (average of 130 compared to previous 6 weeks)
Downsizing
- Profile leads remain consistent with 2 recorded

Edit Response

Search:

Following a low lead volume week, we’ve seen Overall leads triple WoW with 31 recorded at a $60 CPL
A massive result from Brand terms, seeing 21 leads at a $14 CPL, with only 3 Cold leads and the remaining Incoming/Validated
Location terms also saw an improvement WoW with 7 leads
Additionally, while Cremorne terms did not convert this week, we saw 3 leads come through from North Sydney terms

Optimisations:

Following on from the previous report’s optimisations, we are continuing to pull back bids on non-converting Surrounding Suburb terms to give North Sydney, Cremorne, and St Leonards terms room to spend

Social:

Lead volume has remained consistent with 88 recorded at a $138 CPL
Following the updated budget split between Website/Lead Form campaigns, we’ve seen 47 leads come through from the Website campaign. From this, we’ve seen only 3 Cold/Inactive leads, with the remaining Incoming/Validated
The Lead Form campaign recorded the remaining leads but at a stronger CPL of $119. However, despite recording 2 Warm leads we did see 9 Cold/Inactive leads
The Property Intender audience saw an improvement WoW with 46 leads
Lookalikes also remains consistent with 35 leads at a stronger CPL of $117
We also saw 4 leads from Nest Deposit at a $76 CPL
Carousel 2 continues to generate leads with 41 recorded
We also saw Render1 achieve its 18 leads at a stronger $69 CPL

Optimisations:

We will continue to monitor the Website/Lead Form campaigns for any changes in performance following the updated budget split

Outdoor:

We saw 19 users visit the website via the Torch Media QR Codes

Print:

0 leads were recorded from the 13/11 Domain Prestige insertion

Property Portal:

REA
- Portal remains consistent with 7 leads, only 1 of which was Cold
- Additionally REA Native saw a slight increase WoW, with 7 leads. Only 1 of which was Cold
Domain
- Portal leads are up WoW, with 24 recorded. 1 of these leads are Hot, only 3 Cold/Inactive leads
- Domain AudX saw 69 leads, 55 of which came from the Lead Form Campaign. From this, we saw lower quality with 9 Cold/Inactive leads
- Additionally, the Website campaign started 15/11 with 14 leads over the weekend
- We saw 1 lead from Native activity, however this was a cold lead
AD
- Leads continue to fluctuate WoW with 2 recorded
- We recommend updating the listing with the new renders, can we confirm when this is actioned?
Urban
- Leads continue to decline with 1 recorded WoW
Downsizing
- Profile leads remain consistent with 2 leads recorded

Edit Response

Search:

Brand terms saw strong performance with 8 leads at a $19 CPL. Of this we saw 1 Warm lead, however we also saw 1 cold lead come from this
This is followed by Location terms, recording 2 leads
Additionally we saw 2 leads from Cremorne terms
While Overall Search leads have declined 12 from 20, we’ve seen User Engagement Rate remain consistent WoW at 47.2%

Optimisations:

Seeing CPL rise due to Surrounding Suburb terms not generating leads, we’ve retroactively pulled back bids on all suburb terms except North Sydney and Cremorne terms as we’ve seen the strongest performance from these two suburbs

Social:

Overall lead volume has spiked WoW up with 85 leads from 53
We’ve also seen CPL improve to $117 (down from $163)
This result comes after starting the Lead Form campaign on Nov 7th, which saw 28 leads at a $116 CPL. From this, we saw 1 Warm lead, and 20 Validated leads Regarding quality, please keep us updated on how quality proceeds from this
The Website campaign achieved its 57 leads at a similar CPL. We also saw stronger quality here, with 4 Warm leads and 23 Validated/Incoming leads
Regarding audiences, we saw a surprising result from the Lookalikes audience taking the top spot with 40 leads at an $86 CPL
The Property Intender audience achieved its 33 leads at a $160 CPL, with the remaining leads coming from Remarketing
While the Carousel 2 creative saw the most leads this week at 47, we saw the View 1 creative achieve its 22 leads at a stronger CPL of $77

Optimisations

_The Nest Deposit audience is now live, targeting 18-30 yr Lookalike users from the Nest Deposit email enquiries, with the Website Lookalike audience now targeting 30+ Lookalike users _

Outdoor:

After a strong week, Torch Media saw 4 users visit the site with 0 leads

Print:

The 07/11 insertion of Domain Mag saw 0 leads
Additionally the 07/11 insertion of Mosman Daily saw 0 leads

Property Portal:

REA
- Profile leads remain consistent with 12 recorded, with 1 Warm lead and 8 Incoming/Validated leads
- Additionally Native leads remain consistent with 3, however we’ve only seen 1 Validated lead here
Domain
- Profile leads remain consistent with 14 recorded, however all these leads are Validated
- AudX started on Friday, and has already seen 45 leads. Of this, we’ve seen 1 Warm lead and 25 Validated
AD
- Leads have fluctuated WoW with 8 recorded. While we’ve seen 4 Cold/Inactive leads, we have also seen 1 Warm lead
Urban
- Profile leads have declined, seeing 7 leads this week, with 4 Validated leads
Downsizing
- After a 0 lead week, we’ve seen 2 leads recorded on the Downsizing Profile

Edit Response

Search:

Demand Gen achieved 12 leads prior to pausing Oct 31st
With the remaining spend allocated elsewhere, we’ve seen Overall Search CPL drop down to a strong $54
Notably we saw 13 leads from Brand terms at a $20 CPL, with only 1 Inactive lead
North Sydney terms saw 4 leads and Mosman terms with 1, all coming through as Validated leads
Overall leads remained consistent WoW with 32 recorded

Optimisations:

With some of Dec budget brought forward into November, we can expect clicks to site to increase going into the month
Additionally, as North Sydney terms continue to generate leads we will increase bids here

Social:

Overall leads have fluctuated WoW with 53 recorded at a $163 CPL
However, lead quality remains consistent with 2 Warm leads, and only 4 Inactive/Cold leads
The Property Intender audience recorded 30 leads this week, at a $160 CPL
Additionally we’ve seen the Lookalike audience remain consistent with 17 leads
After a low week, Retargeting recorded 6 leads at a $140 CPL
The Carousel 2 creative continues to generate the most leads, with 30 recorded

Optimisations:

With lead volume decreasing, we’re currently setting up a Lead Form campaign to generate leads and decrease overall CPL
Furthermore, with an increased overall budget for Paid Social we can expect to see clicks increase, along with lead performance
Additionally, once the new Social renders come through we can get these live as well

Programmatic:

MIQ
- Saw 14 clicks at a 0.03% CTR, however 0 leads were recorded
Azira
- Saw 170 clicks at a 0.41% CTR
Both MIQ and Azira have been paused with the Media Schedule update

Outdoor:

Torch Media
- Achieved 7 leads off of 20 users visiting the site, 1 of which was a Validated lead

Print:

The Domain Prestige Oct 30th insertion achieved 2 leads, with 1 Validated and 1 Inactive lead
The North Shore Times Oct 31st insertion saw 0 leads

Property Portal:

REA
- Profile remains consistent WoW with 12 leads, with 1 Hot and 1 Warm lead
- Native achieved 4 leads this week, with 2 Validated/Incoming leads
- Additionally Half Page recorded 6 leads
Domain
- After seeing a strong lead week, Profile recorded 13 leads. Additionally we’ve seen lead quality decline with 7 Inactive/Archived leads
- Native recorded 6 leads across Inline and Half Page placements, with 1 lead Validated
- Native activity has been paused in favour of AudX and additional Dream Homes
- _Domain are working through the set up of Aud X and aiming to get this live asap. Here we will run $9k for 1 week and assess performance. If spend is to move again we will let $1k run the rest of the month and shift remaining funds into other products. _
AD
- Profile leads remain consistent with 13 recorded, seeing 1 Warm lead
Urban
- Profile leads remain consistent with 12 recorded, with 1 Hot and 1 Warm lead
Downsizing
- Recorded 0 leads this week

Edit Response

Search:

Brand terms saw the top lead volume result with 19 recorded at a very strong $18 CPL. While these terms saw 6 Cold/Inactive leads, it did also contribute 1 Hot lead
Demand Gen leads have fluctuated with 5 recorded. Additionally, while 1 lead is Inactive, the remainder are Validated
North Sydney terms recorded 3 leads, while Location terms achieved 4 leads at a cheaper $72 CPL. Location terms also contributed 1 Hot lead
Following the spike in clicks mentioned in the previous report, we’ve seen Overall clicks reduce by 35% WoW to maintain budget pacing
While leads have fluctuated with 31 recorded, we’ve also seen CPL remain consistent at $65

Optimisations:

Looking at our Surrounding Suburb terms, we have retroactively increased bids on North Sydney terms to capture more leads
Additionally, with daily budget pacing stabilised we’ve increased bids on performing terms across the board to generate clicks

Social:

Leads WoW remain consistent, with 80 recorded at a $108 CPL
However, we’ve seen lead quality decline with only 1 Hot and 1 Warm lead recorded. 43 of these leads are Validated/Incoming, with the remaining Inactive or Cold
The Property Intender audience remains consistent with 60 leads at a $81 CPL
While Remarketing leads have fluctuated WoW with 2 recorded, we’ve seen the Lookalike audience remain consistent with 18 leads
The Carousel 2 creative has captured the majority of leads, with 58 recorded at a $94 CPL

Optimisations:

All Version 02 statics have been paused to push creative budget towards the remaining creative performing at a lower CPL
Additionally we’ve broadened the targeting of our Property Intender audience following some days of lower lead volume to capture a wider audience. Following this we saw a higher daily average vs. prior to the optimisation (8 vs 10 leads daily average). We will continue to monitor the effects of this change going forward

Programmatic Display:

MIQ
- BVOD finished activity Oct 24th, and was replaced by the Display conversion activity
- Off of 3 days activity, we’ve seen 27 clicks at a 0.04% CTR
- For comparison, BVOD achieved 4 clicks from a 0.03% CTR in the previous week
- As the Display activity is more focused on sending users to the website rather than generating Brand Awareness from BVOD activity, we can expect to see more users visit the site from MIQ activity
Azira
- Following an asset swap with Now Selling messaging, we’ve seen clicks improve to 267 at a 0.64% CTR

Outdoor:

Torch Media
- Saw 15 users visit the site via QR code
- 2 leads have been recorded in the CRM export (1 Cold, 1 Inactive), however these leads haven’t appeared in GA4
Vistar
- Served 140k impressions from 18.5k spots
- 53k of these impressions came from Retail/Mall venues
- Additionally Office/Office Building venues served 30.8k impressions
- Activity through Vistar ended Oct 27th

Print:

The Oct 16th Domain Mag insertion achieved 2 more Validated leads in this reporting period
The Oct 25th Mansion Mag insertion also achieved 2 Validated leads

Property Portal:

REA
- Profile leads remain consistent with 14 recorded, 1 of which was a Hot lead, with the remainder Validated or Inactive
- Native achieved 4 leads this week, however 2 of these leads were Cold
- The Hyper Targeted EDM went out 28/10 and has recorded 11 leads as of 30/10
Domain
- Profile leads have improved WoW with 30 recorded. 1 of these leads were Hot, however we’ve seen 10 leads either Cold or Archived
- Domain Native also saw 4 leads, 1 of which was Hot
Across REA and Domain Native activity, we recommend updating copy/creative to match Now Selling messaging. Can you provide a copy for us to provide to REA/Domain to update?
AD
- Profile leads are up with 16 recorded, with 1 Hot and 3 Warm leads. In addition to this, 2 of these leads are Cold
Urban
- Following a bonus Article on Oct 20th, Profile leads have spiked WoW with 16 recorded, with 1 Hot lead recorded and 2 Cold

Edit Response

Search:

Following the budget upweight actioned on Oct 16th, Paid Search clicks doubled WoW. Additionally, with CNF and Now Selling messaging over the weekend we saw the average weekend clicks triple compared to the Mon-Fri average clicks
From this, overall Leads have doubled WoW with 43 recorded at a consistent CPL of $71
The Demand Gen campaign saw the top lead result, with 15 leads at a $74 CPL, with 1 Hot and 1 Warm leads
Following this, Brand terms saw 13 leads at a $50 CPL, with 2 Hot and 2 Warm leads
Location terms also recorded 10 leads, at a cheaper CPLs of $39, with 1 Hot lead and 1 Cold lead
Additionally we saw leads 3 leads come through from Cremorne terms, and 1 lead from Landmark Quarter Competitive terms

Optimisations:

With increased daly budget we retroactively increased bids on terms other than Brand to generate more traffic to the site. This optimisation will continue into this week’s activity
Additionally following the Social creative update we updated Search ad copy, specifically changing the headline “Register Your Interest” to “Now Selling”.

Social:

Leads are up WoW 86 from 65, at a slightly improved CPL of $97
From this, we saw 5 Hot and 5 Warm leads, with 10 Inactive and 5 Cold leads
The Property Intender audience saw the biggest improvement, with 54 leads at a $93 CPL
Following this, we saw Lookalikes achieve 20 leads at a slightly more cost effective $83 CPL
12 leads were recorded from Remarketing, however we’ve seen CPL increase slightly on this audience to $136
Despite only running since Friday, we saw the Carousel 2 creative with the Now Selling copy achieve the top lead result with 23 leads at a $51 CPL
This result is followed by the old Carousel 2 creative with 17 leads

Optimisations:

The Now Selling creative is live since Oct 18th
Looking at audience performance over the last 4 weeks, we’ve seen Remarketing CPL sit higher than all other audiences. To alleviate the impact this has on the campaign, we’ve reduced the budget split for Remarketing in favour of the Lookalike audience, which is seeing improved performance since updating the Lookalike audience targeting

Programmatic Display:

MIQ
- Saw a 97.4% VTR from 11.5k impressions
- We are shifting from BVOD to Display Conversion activity through MIQ, to go live Oct 24th
Azira
- Saw an improvement in performance, with 211 clicks at a 0.52% CTR
Across both MIQ & Azira, creative was changed to Now Selling messaging
Spotify
- Clicks remain consistent at 344, however 0 leads were recorded

Outdoor:

Torch Media
- Saw 4 users visit the site via QR Code
Vistar served 144k impressions from 21.2k spots
- Retail/Malls served 57k of these impressions
- Office/Office buildings served 32k impressions

Print:

The North Shore Times Oct 17th insertion achieved 1 lead
The Domain Mag Oct 12th insertion from the previous week also saw 1 lead, however this was an inactive lead

Property Portal:

REA
- Profile leads saw an improvement WoW, with 19 recorded. From this we saw 2 Hot leads and 1 Warm lead
- Native Ads remain consistent with 3 recorded. However, 1 Lead was cold, with the remaining Validated
Domain
- The eDM from the previous week is seeing the last few leads come through, with 3 recorded - all came through Validated
- Profile leads remain consistent with 22 recorded, however quality wasn’t strong as we saw no Warm/Hot leads with 5 Inactive, and 2 Cold/Archived leads
- Native leads remain consistent with 3 leads, 2 of which were Validated
AD
- Profile leads continue to improve, with 10 recorded. 1 of which was Warm, with 5 Validated
Urban
- Profile leads are down WoW, with 5 recorded. However, 1 was Hot and 1 was Warm

Thirdi-related Activity:

With CNF happening over the weekend, there were plenty of leads coming through from this event
- From the 119 leads from the Free Items, 4 leads were Warm
- With 691 Flyer leads, 1 lead was Hot
- We can see 1 Hot lead from Mail Drop
- The Shipping Container signage contributed 66 leads, none were Hot/Warm but 25 were Validated

Edit Response

Search:

Leads remain consistent with 20 recorded at a $72 CPL
Brand terms were the main lead driver this week, with 11 recorded at a $44 CPL. From this, we’ve seen 3 warm leads and 5 validated leads
Demand Gen also saw 8 leads at a $71 CPL. Of this, 6 are validated leads, with the remainder inactive
Additionally, we saw 1 warm lead come through from Competitor terms at a $64 CPL
Website Engagement Rate and Average Session Times both remain consistent WoW, at 30.6% and 24 seconds.

Optimisations:

As agreed, we have actioned a budget upweight for Paid Search activity to allow more competitive bids on terms. Following this we have increased Location/Surrounding Suburb/Competitor terms as we had previously saw performance here

Social:

Lead volume continues to decline, with 65 leads recorded. Of this, we saw 5 warm leads, and 36 validated leads
However, CPL is still strong at $108
The biggest decrease came from the Property Intender audience, seeing a 25% decline in clicks and 33 leads
Both Retargeting and Lookalike audiences remain consistent with 17 and 15 leads respectively
For creative, we saw the Render1 creative achieve the most leads with 16 recorded
However, we saw a surprising result from Carousel2 w/ Dollhouse creative achieving 13 leads at a $42 CPL after we turned it on last week

Optimisations:

As Carousel1 has not converted and has been driving up the CPL therefore as discussed per our optimisations earlier this week the creative is now paused.
_ As we saw a decline in Property Intenders audience, recommend shifting some more budget towards the lookalike audience. This will be actioned first thing tomorrow._
The upweight has been actioned today Oct 16th, further insights from this will show in the following reports

Linkedin:

We saw 408 clicks recorded at a 0.81% CTR
Of this, we saw the Exterior2 creative achieve the most clicks with 122 recorded
However, the Carousel2 creative achieved the top CTR of 1.51% off of 87 clicks

Optimisations:

As previously mentioned, Linkedin activity was paused Oct 14th, with remaining spend shifted to Meta activity

Programmatic Display:

MIQ

Saw 14 clicks come through at a 0.12% CTR
Additionally BVOD saw a 97% watch through rate
BVOD is more of an awareness play, however no due to no leads converted here, we split the booking to run some budget towards display conversion driving formats.
Azira
Achieved 160 clicks at a 0.36 CTR
Azira came to us with a new feature on their end that focuses the campaign on driving more conversions, we are in discussions about this currently but we are likely to action the change on this once we know.
Spotify
We’ve seen clicks quadruple with 400 recorded as the accelerated budget has kicked in
However, as we’ve seen a low CTR of 0.12%, we’ve paused all creative with lower CTRs to prioritise budget towards higher performing ads
From this, 2 leads were recorded

Outdoor:

Torch Media, saw 15 users visit the site via QR code
This week Vistar served 156k impressions from 24.8k spots
- Retail/Malls remains the main source of impressions, with 53k served
- Offices/Office Buildings also served 31k impressions, followed by Health and Beauty/Gyms with 22.5k impressions

Print:

The Australian Oct 8th Full Wrap saw 4 leads, 1 of which was warm and 1 was validated
The Mosman Daily Oct 10th insertion saw 2 leads, 1 of which was a hot and warm leads
Domain Mag Oct 12th insertion recorded 3 leads where we saw 1 warm and validated lead

Property Portal:
REA

Profile leads remains consistent with 13 leads
Native leads have seen a slight decline, with 3 recorded

Domain

Profile leads have seen a decline with 18 recorded
Native leads remain consistent with 2 recorded
The Solus EDM achieved 46 leads this week.
As discussed, we negotiated with Domain on getting some bonus due to this result. We are going to be placed in 'New Developments' for the month of November.
AD
Profile leads recorded a slight improvement, up 7 from 5
Urban
Leads have doubled WoW, with 13 recorded.
1 of these leads were hot and 1 was warm, which is great!

Thirdi-related Activity:

Mail Drop
Saw 3 leads this week, 1 of which was warm

Edit Response

Search:

CPL has seen a slight improvement WoW at $74
With overall clicks to site seeing a 6% decline, lead volume saw a decline WoW with 21 recorded
Brand terms saw the strongest results with 11 leads at a $41 CPL
Additionally Demand Gen remains consistent with 10 leads at a $44 CPL
Conversely, after seeing a strong result from Location terms last week we saw 0 leads from these terms

Optimisations:

As we’ve aligned pacing with the monthly budget, we have retroactively begun to slowly increase bids on our Generic Location terms to generate traffic and leads

Meta:

Lead volume saw a 10% decline with 93 leads recorded similarly to Paid Search
However CPL remains strong at $74
The Property Intender audience continues to see results with 75 leads at a $64 CPL
Retargeting continues to see a decline with 13 leads recorded
Additionally the Lookalikes audience started running Oct 4th and saw 5 leads
For creative, we saw Render2 achieve the top result with 37 leads at a $55 CPL
Additionally Clouds2 saw 14 leads at a $61 CPL

Optimisations:

In addition to swapping the Carousel Ads awaiting approval, we recommend pausing the Clouds1 creative as since going live it’s performing at a $157 CPL (vs. average $60 CPL across other creatives)
Additionally we will monitor the new Lookalike audience’s performance with a full week of activity in the next report

Linkedin:

449 clicks were recorded from Linkedin activity at a 0.83% CTR
The Exterior1 creative achieved the most clicks with 138 recorded
However Carousel2 and Exterior2 saw strong CTR at 1.07%

Optimisations:

As we continue to see no leads come from Linkedin activity, we recommend shifting Linkedin budget towards Meta activity

Programmatic Display:

Azira
- Achieved 200 clicks at a 0.37% CTR
- Campaign has been optimised towards creative with higher CTR
Spotify
- Saw 109 clicks at a 0.12% CTR
- Overall campaign is seeing a 98.38% Completion Rate

Outdoor:

Torch Media
- Saw 15 users visit the site via QR Code
Vistar
- Overall Vistar has served 165k impressions from 32k spots
- Retail/Mall venues have seen the most impressions, with 53k served
- This is followed by Office/Office Building venues serving 31k impressions
- Additionally Health/Gym and Outdoor Billboard venues each served 23k impressions

Print:

Domain Prestige Oct 2nd insertion saw 1 lead
The North Shore Time Oct 3rd insertion saw 1 lead

Property Portal:

REA
- Profile leads are down 12 from 21
- We’ve contacted REA for any optimisations to improve profile performance
- Native leads remained consistent with 6 recorded
- After recording 208 leads last week, the REA EDM continues to see leads trickle through with 17 recorded
Domain
- Profile leads remain consistent at 25
- Native is starting to see leads come in, with 4 recorded
AD
- Profile saw leads decline with 5 recorded (down from 12)
- If leads continue to decline following the hero image updates, we will source some optimisations from AD to improve performance
Urban
- After a big week in the previous report, Profile recorded 6 leads
- While a sizable drop in lead volume, leads are still above the weekly average of 4
- Additionally, while the first editorial (published Sept 25th) saw a spike in traffic and leads for the Profile, the second editorial (published Oct 3rd) failed to recreate this spike in leads despite matching traffic volume

Edit Response

Search:

Overall lead volume has seen a decline WoW, with 33 leads recorded
These leads were achieved at a strong $85 CPL
The majority of this lead decrease comes from Demand Gen, reducing to 9 from 29, while still at a respectable $60 CPL
Demand Gen saw clicks halve on the previous week, despite Impressions remaining consistent
Conversely, we saw Search leads increase WoW from 18 to 24
From our optimisations last week, We saw clicks on our Paid Search terms increase by 17%
Additionally, leads are now spread across our other terms, with Location seeing 8 leads at a strong $20 CPL
Brand also saw 10 leads at a $62 CPL
The Delano Crows Nest Competitor terms saw 2 leads

Optimisations:

With Location terms now performing, we are looking to prioritise spend here in favour of Generic terms, which hasn’t contributed any leads yet
Additionally, we will monitor Demand Gen performance as with the reduced click volume we can see it’s now under-pacing budget-wise. With the Open Day coming up in a fortnight we can look to refresh creative/copy to include this

Meta:

Leads WoW remain consistent with 104 at a $92 CPL
Following last week’s optimisations we paused the Azira audience and shifted budget towards the Property Intender audience, which achieved 78 leads at a $77 CPL
Retargeting did see leads decline WoW, with 26 recorded
Creative wise we saw View1 take the top spot with 35 leads at a $72 CPL
The Render2 and View2 creatives continue to perform with 23 & 21 leads respectively

Optimisations:

Once we’re ready to include Lookalike targeting, we can expect a slight bump in lead volume from Paid Social
Since going live, the Carousel creatives have failed to convert, and Cloud1 is converting with the highest CPL ($185). We recommend pausing these creatives to push budget towards the higher performing creative

Linkedin:

With a full week of activity we’ve seen 488 clicks, with CTR remaining consistent at 0.68% however no leads have converted
Both audiences saw strong CTR results this week, with the Static creative campaign achieving the top result with a 0.7% CTR
Additionally the top performing creative was Exterior1 with 176 clicks at a 0.9% CTR

Optimisations:

LinkedIn often can be great for awareness and engagement however has not been a great in driving conversions, we recommend pausing this and shifting funds into Meta. Can you please confirm if we can action these changes?

Programmatic Display:

Azira
- Saw slight improvements with 190 clicks at a 0.37% CTR
- The following optimisations were made following last week’s report:
  - Paused low performing creatives in the Competitor and LGA audiences
- As no leads have come through from Azira activity, we are looking to swap out creative to improve performance.
Spotify
- With budget accelerated we’ve seen clicks on Spotify ads by 57%
- Leads have remained consistent, with 2 recorded

OOH:

Torch Media recorded 0 leads after seeing 2 last week
Vistar since going live Sept 27th we've served 18k impressions through Vistar. We are yet to see any leads come from this.

Print:

NewsCorp
- Mansion Magazine recorded 5 leads
- Mosman Daily recorded 16 leads
- NST saw 2 leads
Fairfax
- Domain Prestige saw 4 leads
- Domain Mag 6 leads

Property Portal:

REA
- Profile recorded 21 leads
- Additionally Native remained consistent with 6 leads
- Half Page has seen 0 leads since going live, currently discussing with REA on optimisations to make here
Domain
- Profile has seen a big increase in leads, with 29 recorded
- Unfortunately Native activity saw 0 leads this week
AD
- Recorded 13 leads this week
Urban
- Profile saw an increase in leads WoW, with 19 recorded

Edit Response

Search:

With a full week of activity, we have recorded 49 leads at a $48 CPL from overall Google activity
29 of these leads came from the Demand Gen campaign, at a strong $29 CPL
The remaining leads came from Search, with all 18 of these leads coming from Brand terms at a $22 CPL
Regarding terms, we can see most leads came from ‘hume place’ related terms terms, interestingly 2 of these leads came from ‘Thirdi’ terms
While Generic terms are contributing the most search clicks (39% of clicks), these terms did not convert

Optimisations:

While we’re seeing results from Brand terms, we are increasing bids on terms that are seeing low click volume to generate Campaign learnings, specifically the Generic terms. From here we will optimise towards terms that are generating leads

Meta Crows Nest:

With a full week of activity, we’ve seen clicks more than double at 1370
Additionally lead volume is up with 126 from 118
While CPL has increased slightly, it’s still sitting at a strong $60 CPL
This CPL increase can be attributed to the Azira audience seeing low lead results with 7 recorded
Conversely, the Property Intender saw the strongest result this week with 76 leads
Retargeting however, achieved its 43 leads at a slightly more cost-effective CPL of $37
For Creative, we’ve seen the Render2 creative achieve 40 leads at a $47 CPL
Additionally we’ve seen 38 leads come from the View2 creative at a $43 CPL

Optimisations:

Since the Azira audience has seen lead volume decrease WoW we are pausing this audience with remaining budget to be allocated towards the Property Intender audience

Meta International:

With activity ending Sept 20th, we saw 4 leads recorded at a $97 CPL
2 of which came from the Hong Kong audience
Additionally we saw Jakarta and Singapore record 1 lead each
Creative wise, we saw the Metro Carousel achieve 3 leads at a $28 CPL

LinkedIn:

LinkedIn activity went live
While we haven’t seen any leads off of this, we’ve recorded 266 at a strong CTR of 0.62%
Specifically we can see the Carousel creative is achieving a 0.73% CTR
Of this, the Carousel2 Exterior creative saw a 0.94% CTR

Optimisations:

_If activity continues without generating leads we will pull budget in favour of Meta _

Programmatic Display:

Azira
- 173 clicks were recorded at a 0.3% CTR
- As no leads were recorded, we are discussing with Azira on any potential optimisations to make
Spotify
- 2 leads were recorded at a $177 CPL
- All leads came from the Once in a Generation Tagline creative
- Leads are split evenly between Companion & Canvas, and Male & Female VO
- _To push activity budget forward we will accelerate the budget this month _
S&J
- MPN achieved 103 clicks
- Weibo achieved 97
- Wechat saw 7 clicks
Publisher Internationale
- Recorded 443 clicks

OOH:

Torch Media achieved 2 leads
Additionally we have received Vistar assets and will action getting live

Print

The North Shore Time insertion on Sept 19th achieved 10 leads
Additionally we saw 1 lead come from the CNF Flyer

Property Portal:

REA PP achieved 35 leads at a $60 CPL
Additionally REA Native achieved 8 leads
REA Half page went live Sept 17th, however we’re seeing a very slow start with only 1 click recorded
Domain PP saw 9 leads
Additionally Domain HP saw 2 leads
Urban recorded 7 leads

Edit Response

Search:

Since going live Sept 13th we’ve recorded 279 clicks to site
The majority of clicks came from the Demand Gen, contributing 53% of total clicks
Additionally we’ve recorded 7 leads at a $67 CPL
The Demand Gen campaign has contributed the most leads (3) at a $61 CPL
We saw 2 leads each from Generic and Brand terms, both performing at a $52 CPL

Optimisations:

_With only a few days of activity, we’re looking to spread the budget across all terms for Campaign learnings. However we can see immediately Generic and Brand terms are performing well so we will maintain spend on these terms while increasing bids on others _

Meta Crows Nest:

Meta activity targeting Australia started Sept 13th, and has delivered 557 clicks to site
The Property Intender audience saw the most clicks, contributing 56% of total clicks
Additionally we’ve seen a massive lead result of 118 leads at a very strong $22 CPL (note there was 134 but 16 of those leads looked like tests)
We saw the strongest lead result from the Property Intender audience, with 68 leads at a $16 CPL
Both the Azira and Retargeting audiences both saw 25 leads
For creative, we saw the View 01 creative achieve the top result with 40 leads at a $18 CPL

Optimisations:

With such a strong result to start, we’re monitoring performance to ensure we can maintain this momentum
Additionally we added Story placement creatives on Tues 17th

Meta International (Asian Media):

Leads WoW are up 13 from 6 and at a $45 CPL
Jakarta saw clicks remain consistent, with lead volume up slightly with 7 recorded
The Singapore audience continues to see strong performance with 5 leads at a $24 CPL despite clicks reducing by 50%
The Hong Kong audience also achieved 1 lead following a 0 lead week
Both the Product Carousel and the Birds Eye creatives achieved 4 leads, with the Product Carousel achieving a slightly more cost-effective $17 CPL

Optimisations:

With activity ending Sept 20th we’re looking at maintaining results until then. Please confirm if this needs to proceed beyond this date?

Programmatic Display:

Azira activity is now live, with 36 clicks at a 0.34% CTR
Spotify activity is also live, to be reported on in the following weeks
S&J:
- MPN recorded 188 clicks
- Wechat recorded 108 clicks
- Weibo recorded 17 clicks
Publisher Internationale:
- Publisher Internationale recorded 846 clicks, but 0 leads

OOH:

Torch Media is now live as of the 15th Sept - results are to come in the next report.
Vistar we are still waiting on assets here

Property Portal:

REA PP has recorded 14 leads since going live live 15th Sept (one day worth of data)
Domain PP has recorded 2 leads since going live 15th Sept (one day worth of data)
AD Listing - No leads recorded yet since it went live 15th Sept.
Urban listing - no leads but still showing as a free listing so hoping to get this swapped to a Premium listing soon.

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