A total of 30 leads were achieved this week across Search, Social and Portals, sitting at a $159 CPL. This compares to 60 leads at a $67 CPL last week.
Search - 3 leads down 60% from last week
- This week we have focussed on increasing our bids across Surrounding Suburbs and Location terms (alongside Brand terms).
- 3 leads were achieved this week at a $150 CPL - this compares to 9 leads at a $44 CPL.
- Notably, we have seen less search volume for Brand terms this week, which caused traffic for those terms to decrease and therefore, lead to decrease (from 9 to 2).
- 1 lead was also achieved from Location terms at a strong $37 CPL!
- As mentioned before, with results being so strong at the start, the campaign is still achieving a strong performance and still sitting below our benchmark.
- We will continue to push bids for Location and Surrounding Suburbs search terms to create awareness about the project.
Social - 6 leads down 40% from last week
- This week's lead volume decreased from 10 to 6.
- 4 leads came from our static images campaign & 2 from Video, both with similar CPLs ($280 and $250 CPL respectively).
- Notably, since we had 2 variations for each creative (frame and no frame) and since copy has changed quite often, we had a total of 18 ads that ran last week only. As flagged last week, the volume of creative in rotation stunts META's ability to learn enough about what is delivering the best leads due to limited time in market. We have since streamlined the volume of creatives in rotation and follow the content calendar created.
- Furthermore, since the start of the campaign, the renders without frame have performed better, with 17 leads at a $97 CPL (compared to 5 leads at a $125 CPL).
- Therefore, we have paused the Frame variation across all ads.
- We have now currently running:
- Building (no frame)
- Kitchen (no frame)
- 15 sec Penthouse video
- 15 sec General video
- In terms of targeting, we have made some adjustments in budget allocation for each audience, taking budget out of the Property Intenders, reallocating to Lookalikes and Retargeting, which have performed best.
Portals - 21 leads down 50% from last week
- REA's Profile achieved lead volume decreased from 26 to 12 this week.
- This sits at a $108 CPL which is still very strong for Property Portals.
- Lastly, Domain's Profile has received 9 leads at a strong $155 CPL.
Print
- After Mansion Mag publication on 13/03 we have seen an uptick in direct traffic, going from 70 sessions to 180 on 14/03.
- While we haven't seen any leads directly attributed to Print (by scanning the QR code beforehand), we have seen 5 leads coming from direct traffic on 14/03 (with 0 the day prior).
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