Search:
- Traffic from Paid Search has declined FoF as we pace budget for Melrose’s first full month of activity
- From campaign learnings, we’ve kept leads consistent at 4.
- Additionally, we’ve seen CPL reduce FoF (down $339 from $450) following optimizations to Location term bids, which generated 2 leads at a $185 CPL
- The remaining leads came from Brand terms
- FoF we’ve also seen Engagement Rate of traffic from Paid Search increase from 54.5% to 62%, and Average Engagement Time increase from 25 secs to 34 secs
- Of particular note, we saw Organic and Direct website traffic spike on 07/08, in between 03/08 and 10/08 News Corp Print Insertions. We estimate that
Optimisations:
- We will continue to prioritise Location terms and look to reduce Surrounding Suburb spend further.
Social:
- After Melrose recorded a massive result last fortnight, we’ve seen leads level off with 17.
- This comes from budget pacing stretching out to the first full month of activity, as CPL remains consistent at $110
- The Exterior creative remains the top performer with 7 leads
- This is followed by the Carousel and Terrace view creatives, recording 5 & 4 leads respectively
Optimisations:
- Once a Melrose customer list is added to Meta audiences, we will look to add a Lookalike audience
- Additionally, we will add a Remarketing audience focusing on Website Visitors and Lead Form opens
Property Portal:
- REA has recorded 2 leads as of going live last week
- Domain leads has recorded 8 leads as of going live last week
- AD has delivered (AD leads go here) leads since going live 08/08
- Urban has delivered 8 leads since going live 08/08
Publisher Internationale:
- Overall PI has recorded 6 leads this fortnight
- 5 of these leads came from the English Lead Form campaign, at a $130 CPL
- The remaining lead is form the Korean Lead Form campaign
WeChat:
- Sydney Today has delivered 10.3k impressions
- SydLife delivered 25k impressions during its run, and delivered 1 lead
Weibo:
- This fortnight delivered 231 clicks across all Weibo ads
- The Superman creative achieved the most clicks, with 81, and at the stronger CTR of 0.10%
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