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Perspective Nexus
Sherpa Property Group
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Perspective Nexus
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Media Plan
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Weekly Update Sep 18
Sep 09 - Sep 15
Social
After doubling last week, social leads went from 4 to 5.
Last week we added a new hyperlocal Palm Beach audience.
Since setting live, we've achieved 1 lead.
This is at a $60 CPL (compared to $130 average).
We will therefore be pushing this audience slightly this week and monitoring results.
Looking at creative, we added the a facade image into rotation. Running for two weeks now, both this and the Level 3 creative have run at CPLs above $280.
This compares to $75 across the pool. We will therefore be pausing both these variations and rotating a new image in.
The SkyHomes campaign achieved a lead again this week.
This came from Sydney.
Property Portal
REA leads increased from 4 to 6 this week.
After last week page views dropped to 660, this week captured 1k.
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Weekly Update Mar 6
Feb 26 - Mar 3
Search
After a strong period last week, conversions have fell from 3 to 0.
As we've seen in the past, this is not uncommon for the channel.
Encouragingly, spend and traffic remain consistent - indicating interest in the project.
We also saw more people searching for brand terms this week, with clicks rising from 18 to 28.
We also saw a spike in searches for Miami, with clicks doubling here too.
Optimisations this week will include pushing the bids of higher performing suburbs.
Social
While spend remained consistent, clicks on ads rose by 40%
This was a result of users engaging with our ads more, seeing CTR. rise from 0.9% to 1.4%.
Off the back of increased traffic, leads rose from 0 to 4!
Most notably, Lead Form has seen an improvement with 3.
Having said that, the CPL of $160 is potentially higher than we'd expect.
For this reason, we have reverted back to our old shorter lead form - to encourage more volume.
Looking at creative, our Living Room variation hasn't converted in 2 weeks despite spending $420.
Due to this, we have paused this render and added in a Kitchen variation.
Property Portal
Domain Profile leads are up from 2 to 4
Edit Response
Weekly Update Feb 28
Feb 19 - Feb 25
Search
Spend and clicks saw a slight increase this week, each by 20%.
3 leads were achieved this week (a slight improvement from 2 last period).
In line with previous weeks, all 3 of these leads have come from non-branded terms.
Specifically location terms; “palm beach apartments” achieved all of these.
Overall CPL sits at $220.
Social
Leads have dropped from 8 to 0 this week.
Interestingly though, clicks have remained consistent - generating the same amount of website and lead form views.
Notably, once on site, we saw our engagement rate nearly halve from 38% to 20%.
From a Lead Form perspective, we could look at shortening the questions again to encourage volume.
We also have new creative live this week, which has already seen 1 lead.
Again, we can monitor this performance to potentially rotate another image or copy.
Property Portal
Domain leads are up from 1 to 2
Edit Response
Weekly Update Feb 21
Feb 12 - Feb 18
Search:
Spend and traffic remain consistent WoW.
Leads, however, have dropped from 9 to 2.
Notably, after Location terms had a very high converting week last period, only 1 lead was achieved.
The other lead came from a search for Currumbin.
While a decline, our CPL for Search sits more in line with benchmarks at $260.
Social:
With a full week after the downweight, spend has reduced further Week on Week.
As a result, ads have achieved 50% less clicks.
Positively though, leads have only reduced by 35% - from 12 to 8
CPL sits strongly at $100 (down from $130).
Interestingly, website campaign has done better than lead form this week at a $80 CPL. Typically, we see the opposite trend.
The most leads have come from Gold Coast (4).
Melbourne and Sydney also achieve 1 lead each at lowered spend.
Property Portal:
Domain received 1 lead again this week.
Edit Response
Weekly Update Feb 14
Feb 04 - Feb 11
Search:
Search spend has decreased slightly by 10% this week.
Despite this, leads have risen from 7 to 9.
This is at an extremely competitive CPL of $60.
Notably, location terms (with Palm Beach) converted highly this week, with 7 leads (compared to 4).
On the flip side, we've seen less interest from searches for surrounding suburbs this week.
Clicks from these terms have fell from 90 to 50. Mostly from Burleigh with most clicks last week.
Social:
From Feb 7th, Social budgets were decreased.
Week on week spend and clicks dropped by 25%, as a result.
Despite this, leads have remained consistent with 12 again.
CPL is sitting at $130.
With us putting less attention interstate, our Gold Coast audience achieved the most leads, with 6 (3 last period).
Property Portal:
With just Domain live now, we received 1 lead from this listing.
Edit Response
Weekly Update Feb 7
Jan 29 - Feb 04
Search:
Search had a strong week, with leads increasing from 3 to 7.
This is despite cost decreasing 15%.
Notably, while clicks and spend on location terms fell by 20%, leads jumped from 1 to 4, meaning once on site more people converted.
Brand, Palm Beach and Generic terms also converted this week.
Social:
After low performance last week, leads increased from 3 to 12.
Notably, lead form submissions rose from 1 to 8.
Interestingly, this is after the implementation of 2 additional questions on our lead form, which we would have predicted would have the opposite effect.
Nonetheless, at greater volume, it would be great to determine this impact on lead quality.
In terms of targeting, Sydney generated the most leads this week, with 5.
Property Portal:
Unlike Search and Social, portals saw a decline in results across all
REA profile has generated 3 leads (down from 9)
Native activity is now paused, achieving 1 lead last week.
Domain generated 1 lead (down from 3)
Urban generated 1 lead (down from 5)
Mobile:
Mobile activity remains consistent with a 0.7% CTR
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