The Rochester GC

Search:

Leads remain consistent WoW with 4 recorded at a $163 CPL
3 of these leads came from Brand terms at a $64 CPL, with quality improving from last week seeing a Nurture & Engaged lead. Additionally the Nurture lead reported a budget of $3M - $4M, while the Engaged lead reported a $2.5M+ budget and converted to an appointment
The remaining lead came from Location terms, which also came through as a Nurture lead with a $2.5M - $3M budget
Additionally Engagement Rate remains consistent at 52.51% and an Average session of 26 seconds

Optimisations:

Seeing strong results this week we will maintain our current bids to avoid any lead volume fluctuations

Social:

Leads WoW remain consistent with 16 recorded at a $224 CPL
The QLD audience remains consistent with 10 leads at a $124 CPL. We’ve also seen strong quality from this audience with 5 Nurture and 1 Engaged leads. All these leads came through with a $1M - $2m budget, while 2 of the 4 Indisposed leads came through with a $2.5M+ budget
While we’ve seen NSW leads drop with 3 recorded, we’ve seen quality remain consistent with 1 Nurture and 1 Indisposed lead, with the Nurture lead reporting a $3M+ budget
The Lookalike audience also recorded 2 leads, however quality improved slightly this week seeing 1 Nurture lead with a $2.5M+ budget
For Creative, the Kitchen View 2 Bed creative continues to perform with 11 leads at a $131 CPL

Optimisations:

We’ve received the new assets for the $4M+ stock, and we’ll work towards getting these set up/previews sent over
With this we recommend updating the Lookalike audience with a $3M+ quality lead list to align with the new messaging

** Search Insights**

Overall traffic continues to improve WoW with a boost of 15% clocking 495 clicks.
Interestingly, Surrounding Suburbs terms served 10% more impressions, maintained clicks resulting in 1 lead from keywords ‘surfers paradise residences for sale’.
Brand terms have been slow to convert and may take some time to gain traction.

Search Optimisations

We will continue to monitor this daily gradually increase bids here until Rochester brand recognition improves.
We have also made tweaks to the audiences to expand the location targeting surrounding Broadbeach.

Social Insights:

The total lead count has seen a gradual increase this fortnight to 27 leads.
The Lead Form campaign remains to to be the strong performer accounting for 24 leads and a great CPL of $70.
Audience wise, Gold Coast Property intenders was the strong performer with 22 leads with 21 coming via Lead Form. The Near audience managed 4 leads followed by Motiv Lookalikes with 1.
On a creative level, within the past week we saw the ‘Exterior Static From 1.285M’ account for more than 70% of the total lead count at 21. We notice that the copy with mention of price is driving the highest leads.
After doing a creative analysis (please refer to tables shared over email) from the start of the campaign to date we have seen:
- ‘Exterior Static From 1.285M’ continues to generate the highest leads.
- Across the website conversion campaign, ‘Exterior Static Premiere Residences’ & ‘Dining Premier Residences’ campaigns have shown high CPL’s and low leads. Can you please confirm we can switch this off?
- Note: Bedroom is already turned off and replaced with Pool creative (per Erin’s request yesterday)

Social Optimisations

As of today we have turned on new copy across all ads with “70% sold - Early Work Commenced” messaging. As this was one of the barriers that we got on feedback from lead quality we are hoping this can drive urgency and status of where the construction is at.
In addition to this we just went live with the Remarketing audience where we are running 4 teaser videos, we will report on this next week.
Lookalikes audience size is looking quite small hence spend is slow, do you have an updated 1st party data contact list that can be uploaded to the FB for us to refresh the Lookalikes audience ?

Portal Insights:

REA maintained it’s lead volume WoW with 7 however Domain improved from 1 to 5 leads off the back of an increase in profile views.
Please AD has just gone live and we report on this next week.

Other Digital

To date, Near has served over 146k impressions in which 85k served this week.
However no leads have yet been attributed from Near.
Audience wise, between Competitors and Post code targeting the traffic and engagement are on par and driving similar results.