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Fortnightly Update

29 Jul - 11 Aug

Search:

Spend and traffic dropped by close to 25% this week.
Off the back of this, leads dropped from 5 to 2.
This is still at a strong CPL of $220.
All of these leads have come from brand terms.
Interestingly, searches and clicks on competitor terms remain consistent, despite our reduced period.

Social:

Spend dropped nearly 80% across social.
Leads dropped by less than this - from 66 to 34 (50%).
CPL therefore strengthened at $30.
Most of the leads came from Gold Coast, with 13.
The Pool image continued to be the top performer, with 26 of the 34 leads this week.

Portal:

Domain leads remain consistent, with 2.

Fortnightly Update 29th July

15th - 28th July

Search:

Fortnightly leads improved from 3 to 5 at a cost of $175 per lead.
Brand terms recorded consistent lead volume FoF with 3 in this report. (3 leads last report)
During this period, location terms dominated lead acquisition with 329 clicks and 2 leads.
Notably, these leads originated from the Gold Coast, indicating the effectiveness of these terms during this period.
Another positive performance came from surrounding terms, which saw an 82% increase in clicks, now achieving 42 clicks.

Social:

FoF, leads improved from 64 to 66, at a competitive CPL of $27.
The majority of leads came through the Gold Coast audience, totaling 22 leads, representing a 16% increase.
The highest growth was observed in the Melbourne audience, with leads doubling FoF (10 leads last report, 20 in this report), marking a 100% improvement.
Additionally, leads from the Queensland audience increased from 8 to 9.
In terms of creatives, the whitepool image was the top performer, generating 61 leads out of a total of 66 leads.

Portal:

Domain leads improved from 3 to 4 leads.

Fortnightly Update 15th July

1st July - 14th July 2024

Search

Both spending and traffic remain consistent.
Leads have slightly fluctuated WoW with 4 recorded in this report. (7 leads last report)
This fortnight, brand terms generated all 4 leads. All leads originated from the Paradiso Place terms.
Additionally, we observed that traffic for these terms increased by 17% throughout the fortnight, accompanied by a 26% increase in engagement rate.
Another positive note for location Terms during this period, volume increased, achieving 413 clicks, which represents an 8% increase. These terms also account for 62% of the total 680 clicks.
Social
Weekly we have seen both spend and traffic remain consistent.
Leads Improved from 57 to 64 at a cost per lead (CPL) of $28.
It has been pleasing to see Brisbane leads improve from 11 to 17 throughout the fortnight.
With this, we have also seen an improvement from our Sydney audience of which recorded 10 leads throughout this period. (3 leads last period)
Gold Coast audience leads dropped from 25 to 19, although this audience still remains a major contributor to total leads.
The asset containing the pool with the white border Generated 54 leads out of a total of 64 leads this fortnight.
Portal
Domain has recorded 3 leads weekly.

Weekly Update Jul 1

Jun 24 - Jun 30

Search

Leads have fallen from 5 to 2 this week.
Notably, after receiving 4 leads last week, brand conversions dropped to 1.
Interestingly though, we have seen a week on week increase of brand traffic (by 30%).
Seemingly more people have searched for Paradiso Place this week, as signified by impressions increasing 20%.
Outside of brand, our other lead came from a search for Gold Coast.

Social

As suspected, our Social CPL has reduced slightly this period from $30 to $40.
Leads have therefore fallen from 33 to 24.
Compared to the last full week at higher spend (3rd - 9th), our spend and lead reduction are both close to 50% (as forecasted).
The majority of our leads, continue to come from Gold Coast, with 9.
Notably too, our broader Queensland segment, which did not convert last week, achieved 6 leads this week.
In terms of creative, again the pool image delivers most with 21.

Portal

Domain leads improved from 1 to 4 - equalling a very strong $55 CPL.

Weekly Update Jun 24

Jun 17 - Jun 23

Search:

With a full week of budget halved, spend has reduced by a further 45%, and traffic by a similar amount.
Despite this, lead volume remains consistent - with 5!
This is at a very strong CPL of $85
In line with last week, we're seeing a strong conversion rate from those making it to site from brand searches.
Brand terms achieved 4 of the 5 leads.
1 more leads came from the competitor term, Ocean by Meriton, again.

Social:

Similar to Search, spend has fallen by 40% this week.
Traffic and leads have only reduced by 30% though.
Weekly leads have dropped from 48 to 33 (30%).
The most leads continue to come from Gold Coast (with 16).
Queensland on the other hand, has seen its negative results continue with no leads this week.
For this reason, we've shifted budget out of this audience and into GC.
Our Pool image received 25 of the 33 leads this week.

Portal

Domain received 1 lead this week, after 0 last period.

Weekly Update Jun 17

Jun 10 - Jun 16

Search:

As per new budget, spend has reduced 30%.
While clicks have dropped 20% too, leads saw a very strong week with 5! (1 last week)
This comes from Location terms, seeing a spike with 4 leads - all from Gold Coast.
Interestingly, this is after clicks have reduced by 30% - but seeing a greater conversion rate amongst these fewer people making it to site/
Competitor terms also saw a lead again from Ocean by Meriton. And brand received a lead too.

Social:

Similar to Search, Social spend and traffic reduced by 30%.
Encouragingly leads stay strong at this stage, with 48 (from 51).
Our CPL has positively improved from $45 to $35.
This comes after strong weeks from GC and Brisbane with $30 CPLs each (and 18 & 11 leads respectively)
Similarly to search, we saw Traffic and spending decrease by 30% on the back of the budget being halved.
In terms of creatives, the pool image generated 44 out of the 48 total leads.

Portals:

Domain failed to convert this week.

Weekly Update Jun 11

Jun 3 - Jun 9

Search:

Spend and traffic remains consistent this week.
Conversions have been slower than usual this week, with 1 lead.
Location terms converted again this week.
Again, this has come from a Gold Coast search.
Brand terms have struggled to convert again this week though.
Positively, it's generating consistent traffic though - with another 75.
Competitor terms also continue to give consistent clicks this week. Again, most come from Ocean.

Social:

Interestingly, while spend remained consistent, clicks have fallen slightly by 10%.
Audiences are engaging and clicking on our ads at the same rate (at same 0.70% CTR), however, ads have been served at a more expensive rate - with CPM rising 10%.
This means we've served 10% less ads for the same spend as last week.
Leads have therefore fallen from 65 to 51 this week.
Despite the drop, this is at a strong $45 CPL still.
Our Gold Coast audience actually saw an increase in leads this week, from 19 to 21.
Broader Queensland saw the worst week, with a $140 CPL.
We've shifted budget out of this audience.
In terms of creative, the pool render received the most leads again with 47.

Portal:

Domain received 1 lead this week.

Weekly Update Jun 3

May 27 - Jun 2

Search:

Search continues to receive strong lead volume, with 5 this week (4 last period).
Interestingly, while brand saw consistent traffic, no leads were achieved from these terms this week.
Instead, we saw strong results from Location terms. Gold Coast converted twice.
Surfers Paradise searches also saw a spike, with clicks rising by 70%. A lead was also achieved.
Unlike usual, Competitor terms converted twice too from Ocean and Iconica.

Social:

Leads have improved from 57 to 65 this week.
CPL is sitting very strongly under $40.
Gold Coast leads remain consistent, with 19 (the most).
We saw an improvement across all other audiences too though, with Brisbane a close 2nd on 18.
In terms of creative, the pool still continues to get the most leads with 60 of the 65.

Portal:

This week, the Domain successfully obtained 2 leads after previously not acquiring any leads.

Weekly Update May 27th

May 20 - May 26

Search

Spend and traffic saw a slight dip, by 10%.
Leads have improved from 3 to 4 this week.
CPL sits at a positive $280.
Notably, we've seen a strong week again from Location terms, with 3.
These all came from Gold Coast terms.
Brand achieved a lead too.

Social

Leads improved this week from 50 to 57.
CPL sits at a strong $40.
Gold Coast terms generated the most leads, with 19.
Brisbane though had the largest improvement, with leads rising from 7 to 16.
Again, looking at creative, the Pool image was the top performer, with 53 of the 57.

Portals

No leads were generated from Portals this week.

Weekly Update May 20th

May 13 - May 19

Search:

Spend and traffic has seen an uptick this week, by 20% - largely from Location terms.
Leads continue to remain consistent, with 3.
Unlike last week, the most leads come from these Gold Coast terms - with 2.
Brand remains consistent with one lead too.

Social:

Leads saw a slight decrease this week - from 60 to 50.
CPL has therefore risen again this week, from $40 to $48.
As mentioned last week, this is likely a result of the Pool renders performance plateauing. After receiving the majority of spend for 7 weeks.
This asset still received the most leads, with 41.
To see if we can achieve a more efficient CPL though, it may be worth trailing the render across other variations (like 3 bed copy).
In terms of targeting, GC continues to perform best with 24 leads.

Portal:

Domain leads jumped from 2 to 5!
Notably, after views decreasing from 86 to 54 last week - they've risen up to 107.

Weekly Update May 13th

May 6 - May 12

Search

Search spend and traffic remain consistent.
Leads, however, have risen from 2 to 4 this week.
Notably, despite clicks being steady, Competitor terms received 2 leads this week (0 last period).
These both came from Ocean by Meriton.
Location terms also saw a lead - from a Gold Coast search.
Finally, brand conversions remain consistent this week with 1.

Social

Social leads saw a slight decline from 67 to 60.
This isn't anything of concern with CPL only rising from $37 to $41.
We might see this continue to rise slightly, as the pool render has been strongly favoured by FB for the 6th week now.
This asset received 90% of spend, for 90% of leads (54) this week.
It may therefore be worth trailing this pool render with the 3 bed text variation.
Looking at targeting, Sydney had a strong week this period, with 10 leads (up from 4).
The most continue to come from Gold Coast though, with 20.

Portal

Domain's Profile received 2 leads this week (4 last).

Weekly Update May 6th

Apr 29 - May 5

Search:

Spend and traffic has reduced by 30% this week.
This comes from the account normalising after our spile in Gold Coast terms last week.
Positively though, lead volume remains consistent with 2.
Unlike previous weeks, all leads have come from brand terms this period.
Of note also, Competitor terms saw an increase in traffic by 20%, from increased engagement (40% increase in CTR).

Social:

Leads remain strong across social with 67.
This is at a strong CPL of $40 - which albeit is a decrease from last period's $32 (with 78 leads).
Investigating further, our Queensland audience (not including GC & Bris) saw leads decrease by 9.
This was deemed, however, as a lesser priority for targeting, shifting spend into Melbourne.
Melbourne leads still remain strong with 8 (7 last week, and 1 lead week prior, before upweighting spend).
Brisbane and Gold Coast though continue to get the most leads, with 22 each.
Looking at creative, the majority of leads still ceom from the pool render, with 64 leads.

Portals:

After views dropped from 115 to 59 last week - we've seen a rise to 86 this period.
As suspected too, lead volume has also risen from 0 to 4!

Weekly Update Apr 29th

Apr 22 - Apr 28

Search:

Search achieved 4 leads this week.
Notably, activity saw a spike in clicks and spend, by 40% and 45%.
Driving this, our Location terms, specifically Gold Coast, saw search and click volume jump - achieving nearly 200 more clicks to site from these terms.
Impression share also sits strongly at 20% (and as high as 60% for 2 or 3 bed specific searches).
Since prioritising these terms, we continue to see conversion - with 3 leads this week!
1 more lead was also achieved from Brand terms.
While competitor terms didn't achieve a conversion this week, we saw interest from Ocean By Meriton searches continue to increase, with 30 clicks.

Social:

Leads remain strong on social too - with 78.
After our chat on VIC lead quality in WIP last week, we increased spend amongst our Melbourne targeting.
Weekly cost doubled for this audience, and more encouragingly Melbourne leads rose from 1 to 7!
The most leads continue to come from GC though, with 24.
Again, our Pool render also dominates lead volume with 74 of the 78.

Property Portal:

Domain saw page views fall this week, from 59 to 115.
No leads were achieved.

Weekly Update Apr 22nd

Apr 15 - Apr 21

Search:

Search leads still remain strong, with 4.
We did have a drop from 8 last week - however, this was only after a sudden spike in Location terms' converting (7 last week, 2 this period), which we don't usually see.
These terms also saw a drop in traffic, by 30%, normalising again.
Brand activity, however, remained more consistent, and achieved a lead again.
Competitor terms also converted this week! With one from Ocean by Meriton.

Social:

Leads have risen slightly, from 72 to 78.
CPL sits very strongly at $35!
Notably, our Qld audience (not including GC & Brisb) saw the biggest rise this week, from 12 leads to 22 ($25 CPL).
GC still remains with the most leads though, with 23.
Regarding creative, the most leads are still being achieved by the Pool image (with 73).

**Portals: **

We received 2 leads again from Domain this week.

Weekly Update Apr 15th

Apr 8 - Apr 14

Search:

Leads remain strong with 6 again!
Notably, location-specific terms have generated 5 of these.
With us continuing to prioritise Gold Coast terms. These keywords achieved all 5.
The remaining lead came from brand.
While not contributing directly to a conversion, we saw traffic of these terms rise by 30%.

Social:

While spending remained constant, we saw a 25% reduction in clicks this week.
This likely comes after increasing price on creative. Since implementing on the 9th, our CTR dropped from 0.81% to 0.65%.
Leads have dropped as a result, from 121 to 72.
Even after the decline though, this is the highest volume we've seen since Jan.
CPL is still very competitive at $38.
GC and Brisbane continue to get the most leads, with 34 and 15 respectively.
The pool render still dominates lead volume - at 95%.

Portals:

Domain received 2 leads this week.

Weekly Update Apr 8th

Apr 1 - Apr 7

Search:

Search leads remain high after last week's improvement.
Search achieved 5 leads this week (6 last).
Continuing to prioritise Gold Coast terms, we've maintained an impression share close to 20%.
3 leads came from these terms again this week.
The remaining 2 leads came from brand.
While not converting, clicks on competitor terms rose by nearly 20% - with 32 clicks coming from Ocean By Meriton specifically.

Social:

Social leads continue there high volume, with another 121!
Again, this is at a very competitive $25 CPL.
Gold Coast continues to stand out with 49 leads. Brisbane at 2nd again with 37.
Conversely, Melbourne struggles with leads with 5 only (granted it is receiving the least spend).
Looking at creative, our Pool render continues to receive the most leads with 116.
As mentioned last week, it's important to note that this ad displays the lower price point.

**Portal: **

Domain only received 1 leads this week again.

Weekly Update Apr 2

Mar 25 - Mar 31

Search:

Search leads have doubled this week, from 3 to 6!
Brand leads remain consistent, with 3 again.
Location terms achieved 2 this week though, after 0 last period.
To date, Gold Coast keywords have had higher conversion rates than Surfers Paradise. Due to this, we have pushed bids on accordingly and seen impression share rise from < 10% to nearly 20%.
As a result, both location leads were from these terms.
Competitor terms also saw 1 leads (from Ocean By Meriton).

Social:

Leads have seen a massive spike, from 40 to 122!
CPL sits at a very competitive $20.
We have not seen CPL this low since our January spike.
Driving this charge, is our new Pool render creative, achieving 90% of the leads.
- Notably, FB has favoured this creative against competition, with CPM being 40% lower than our other creatives. At lower CPM, this unit will serve more ads at the same cost.
- On top of the increased ad volume, CTR is higher, causing clicks to be 50% cheaper than other ads.
Therefore, being cheaper to show ads and generate clicks, CPL is far more cost effective at $20 - compared to an average of $70 across the others.
In terms of audiences, the most leads have come from Gold Coast (51), followed by Birsbane with 31.
Additionally, after only converting once last week, Sydney received 16 leads.

Portals:

Unlike Search and Social, Domain saw a slight drop in leads from 3 to 1.
Profile views also fell by 30%.

Weekly Update Mar 25th

Mar 18 - Mar 24

Search:

Traffic from Search remains consistent this period.
Leads also remain stable, with a slight increase from 2 to 3.
Notably, all 3 leads came from Brand terms.
Having said that, our upweighted location terms are still generating strong traffic - contributing nearly 75% of clicks to site.
As mentioned previously, our increased attention on these terms (since the new budget) has enabled us to keep Paradiso top of mind for those looking for property, potentially unaware of the development.

Social:

While spend has remained consistent, leads have risen 20% - from 33 to 40.
This biggest increase came from Gold Coast, from 8 to 19!
Brisbane was a close 2nd with 13 - and Sydney had a poor week, with 1 only.
Creatively, we paused the darker variation render, due to it using most of the campaign budget.
With more attention, the lighter variation has now ran at a $70 CPL (compared to closer to $100 across black).
For this reason, we will be rotating in another white banner Single image this week.
While video has historically struggled against Single Image's CPL ($100 vs $70), it had a very strong weekend, achieving 6 leads at a $30 CPL.
While initially tempted to edit, I think we hold off on changing video for the moment, to determine a longer trend.

Portal:

Domain results remain consistent, with another 3.

Weekly Update Mar 18th

Mar 11 - Mar 17

Search:

As mentioned in last report, this week's optimisations have focussed on increasing bids Location terms.
This has seen weekly clicks rise by 15%.
Increasing CPC, spend has risen by over 25%.
Location leads rose from 1 to 2 this week though - both from "Gold Coast Apartments for Sale".
Unfortunately, no leads were achieved from Brand terms this week.
Positively though, we saw 100+ clicks from these terms (consistent with last week).

Social:

While spend remained consistent, our CPM rose by nearly 30%.
As a result, the account showed 20% less ads and 20% less clicks.
In line with this, leads unfortunately dropped 20% - from 41 to 33.
Most notably, our Gold Coast audience fell the most, from 19 to 8 leads, at a high CPL of $110.
Instead, the most leads came from Brisbane this week, with 9.
If this trend continues we'll shift budget accordingly.
Additionally, in noticing our CPL creep up, we paused our Single Image black variation on Thursday (as this was stealing most of FB's spend).
Since then, our CPL reduced from $110 to $60.
With this change, most of our spend has been going to the Single Image white variation (and little to video).
Additionally, our boosted post ran at a very cheap cost per 1k people reached of $2.50, reaching over 100k people.

Portals:

Domain generated 3 leads again this week.

Weekly Update Mar 4th

Feb 26 - Mar 3

Search:

With our upweighted budget commencing on March 1st, weekly spend and traffic has risen by 40%.
Lead volume has improved even further though! From 2 to 9.
This is at an effective CPL of $100.
Our strategy to increase spend has been to begin bidding again on other location terms. Such as:
- Miami
- Mermaid
- Main Beach
- Broadbeach
6 of the 9 leads came from location terms this week.
If budget allows, we'll look next at adding broader generic terms such as "apartments for sale" without specific mention of suburb.

Social:

Similarly Social spend has grown by 20% this week (and would expect this to rise even further next week).
CPM of ads has risen this week by 20% - seeing our CPL rise by 20% too.
As a result, lead volume hasn't seen the spike we were hoping for - with 40 leads this period.
Notably, Sydney, Melbourne and Brisbane leads all fell. Collectively from 26 to 19.
Local audiences (GC & Qld), however, saw an improvement from 13 to 21.
If this continues, we will upweight these audiences.
We also added in new creative on Thursday 29th.
Surprisingly, since then CPL has risen to $70 (compared to $50 last weekend).
To date, Meta has favoured the black variation of our Living Room image (with 60% of spend) - with a $55 CPL.
Video has only received 10% of spend ($110), but received no leads.
It is still very early days though, so we will continue to monitor trends.

Portals:

Received 0 leads in its final week.
1 lead was received from Domain.

Weekly Update Feb 26th

19 Feb - 25 Feb

Search:

Spend and traffic have risen by 40% and 30% respectively this week.
Leads, however, have remained consistent, with 1 (from 2).
Notably, Location terms provided the lead this week (compared to both being brand leads last week).
Location terms saw a large spike in traffic, by nearly 90% - generating over 250 clicks to site (65% of total).
Brand terms, however, have seen traffic decrease by 10%.

Social:

CPL rose to $50 this week, seeing leads drop from 57 to 39.
Having said that, this is pretty in line with the week before last.
As discussed previously, it's natural for CPL to fluctuate slightly at this low spend volume - especially when the same creative has been live for extended duration.
I'd therefore predict a new ad to improve this.
In terms of targeting, we saw an even spread with GC, Sydney and Brisbane each securing 11 leads.

Portals:

REA leads remain consistent, with another 2.
As discussed, this won't be renewed in March - putting budget towards Search and Social.
Domain (which we will be keeping) has seen an improvement, from 0 to 3 leads.

Weekly Update Feb 19th

12 Feb - 18 Feb

Search:

Leads remain consistent, with another 2 this week.
CPL remains in line too, at $200.
Brand terms achieved both leads.
Majority of traffic though continues to come from our Gold Coast Location terms (with 45%).

Social:

Social leads have improved this week, from 45 to 57.
Overall CPL sits at a great $30!
While GC achieved the most leads again, with 18, the biggest spike came from Sydney.
Sydney leads rose from 10 to 17.
The boosted post, now complete. reached a further 7,500 people this week.

Portal:

Unlike Social, Portals saw a reduction this week.
REA went from 6 to 3 (despite page view remaining consistent)
Domain also fell, receiving no leads (2 last week)

Weekly Update Feb 12th

05 Feb - 11 Feb

Search:

Cost and clicks this week increased by 30% and 20% respectively.
This was off the back of pushing location terms.
As a result, these keywords specifically, saw clicks rise from close to 180 to 270.
1 lead was achieved from this.
On top of that, Brand performed very well this week, with 3 leads!
Finally, while not converting, clicks on competitor terms have risen by 30% - with Ocean By Meriton, Rochester and Star receiving volume.

Social:

Social leads have dropped slightly by 7 this week - from 52 to 45.
I suspect this is a case of our heightened January results evening out (closer to normal).
CPL is standing at $40 (more in line with our Dec CPL of $45).
Notably, the decrease has come from our Sydney audience, with leads falling from 17 to 10.
Following trend Gold Coast has increased (as Sydney has decreased) with leads rising from 15 to 18 (most).
Finally, with a full week of spend, our Posts Unique reach has risen substantially from 5k to 10k this week.

Portal:

REA leads improved again this week, from 5 to 6
Domain also saw results rise, with 2 after 0 last period.

Weekly Update Feb 5th

29 Jan - 04 Feb

Search:

After January's boom in leads, we've finally seen a week at lower conversion volumes.
2 leads were achieved this week, equalling a $300 CPL (in line with last year's results).
Notably, location terms saw a strong rise, by 45% this week, seeing stronger search volume for Gold Coast terms specifically.
1 lead was achieved from these terms this week.
Brand also received 1 lead this week.

Social:

Unlike Search, Social leads remain very strong with 52.
This is at a low CPL of $26 still!
Flipping again, Sydney achieved the most leads this week, with 17.
Following this swap, Gold Coast again decreased as Sydney improved, going from 21 to 15 leads (still at 2nd most).
Regarding creatives, the balcony image continued to dominate, securing 31 out of the total 52 leads.
On Friday, we also boosted the FB post about the Multiplex event.

**Portal: **

REA leads have improved from 2 to 5.
Domain, however, has seen the opposite trend and dropped from 3 to 0.
Portal leads therefore remain at 5 this week.

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