Lovedale Farm

Leads reduced from 64 to 44 this week, with overall CPL sitting at $140. This decrease comes from our Search campaign normalising after a particularly big spike from the Million Dollar Listing. ‍
Social remains consistent and Demand Gen saw a notable improvement. On top of that, we saw 18 leads on our website (outside of the paid UTMs).Social‍

Lead volume improved slightly from 23 to 26 this week.
This sits at a strong $120 CPL ($130 CPL last week).
Again, video assets achieved the best results, with 16 leads and $100 CPL.
This compares to static assets with 10 leads at a $160 CPL (albeit improving from a $190 CPL last week).
While we saw similar results last week, we saw our Golf campaign deliver the most leads with 18 and at a very strong $85 PCL (more in line with usual).
BAU sat at a higher $210 CPL, and have therefore lowered spend slightly.
Within BAU, our Sydney audience continues to drive charge with 6 of the 8 leads.
Turning to creatives, within statics, the Wine Cellar performed best with 4 leads at a $90 CPL.
Contrastingly, the Outdoor Kitchen asset has run at the highest CPL ($370) for the 2nd week in a row, and have therefore paused this variation.
Finally, looking at videos, the Street version continues to get the most leads, actually receiving all 16 video leads.
The Interior video did not convert despite a $190 spent.
We will rotate this asset with a new streetscape video variation.

Google‍

Search
After last week's Brand spike coinciding with the Million Dollar Listing post, we saw leads drop to more usual levels, lowering from 26 to 3.
Interestingly, all 3 leads came from brand terms.
Demand Gen
Despite clicks dropping 10%, we've seen leads rise from 2 to 6 this week!
The most leads (3) came from our Central Coast / Newcastle audience.
We also saw Sydney and Hunter Valley recieve 2 and 1 lead respectively.
Youtube
On Mon 2nd, we introduced YouTube.
So far, it spent $160 and 154 clicks have been recorded.
The Streetscape video achieved nearly 40% of traffic, at a 2.3% CTR.
This while the Golf asset received the best 5.4% CTR, with 30% of the total clicks.
Unfortunately, the Views / View Through rates haven't come through on Google's side yet - but will later look at this as a priority metric.

Portals‍

REA profile leads went from 6 to 3.
Page views decreased by 55%.
Domain remained strong with 5 leads.
This compares to 7 leads last week and 0 the week before

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Social

Social leads improved from 83 to 89 this week.
This is at a strong $40 CPL, which is consistent from last week.
This week, we saw the static assets performing better than video, with 50 leads at a $35 CPL.
This compares to 39 leads at a $45 CPL for videos.
Looking at static images, the Terrace render has performed at the best $25 CPL. This compares to $70 across the street asset too.
Given this is the 2nd week of this higher performance, we've rotated out this asset. And have rotated a house external.
Finally, looking at targeting, we saw strong results from retargeting at the best $20 CPL, albeit lower volume with 7 leads.
Sydney though, drives the majority of leads with 38 ($30 CPL).
Interestingly, we're still seeing higher CPLs from Hunter & Lovedale (at $65 & $250)

Search

This week's spend increased by 30%, in line with the Feb budget, with traffic increasing in the same proportions.
Again we have continued to push non-branded terms at this budget.
Previously contributing 10% of clicks, these terms now represent 50%.
In line with this, we saw leads from searches for Hunter Valley (2), Cessnock (1), competitor 'Aria', and from the generic search 'land packages for sale' (1).
On top of that we also saw a lead coming from the golf estates test, from the specific search term 'golf estates property for sale'.
Brand remained the biggest driver of leads though, with a massive 20 leads!
Brand clicks also rose 20% this week.
Both of which likely show the strong impact from the print we had in market.

Print

Our Newcastle Herald Wrap was on Wednesday (12th).
We saw 11 QR scans on the artwork, as well as one lead directly from this UTM!
Notably, on this same day, we saw 5 leads on brand terms, which is likely a result of the wrap too.
We also had a Wentworth Courier FP on Thursday (13th).
This received 10 QR scans.
Interestingly, Mosman saw 0 QR scans. But obviously can't tangibly measure the branding and awareness impact here.

Portals

REA profile went from 2 to 5 leads this week, with page views remaining consistent.
REA Native ads started this week, and will monitor the affect on leads.
Domain's profile performed well too with 3 leads, compared to 0 last week.
As discussed, we'll trial a DreamHomes product with Domain too, which will start next week on 24th.

Mobile

Mobile display activity ended on 12/02.
333 clicks to the website were achieved within the last few days of activity.
This sits at a strong $1.17 CPC, compared to $1.63 last week.

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