The Sovereign Collection

Search:

October’s allocated budget has now been stretched across November
Due to this clicks have decreased by 58%, however we’ve maintained a strong CTR of 13.6% across Paid Search (a flat 2.4% increase)
While we saw no leads this week, we saw Engagement Rate remain strong at 61.36% & Average Engaged Session at 36 seconds

Optimisations:

As pacing aligns with the stretched budget, we have prioritised traffic from Brand and Location terms as we’ve seen a consistent lead volume from here

Social:

Paid Social leads remain consistent with 17 at a $195 CPL
The Lead Form campaign continues to generate leads, with 13 recorded at a $130 CPL, with the remaining leads from the Website campaign
Surprisingly the Remarketing campaign achieved the top results this week, with 4 leads at a $83 CPL
The Auckland audience remains consistent with 3 leads at a $149 CPL
The Brisbane and Gold Coast Property Intender audiences saw 2 leads each, however the Brisbane audience achieved its result at a more cost effective $187 CPL
Additionally the Interstate audiences remain consistent, with Sydney achieving 2 leads at a $145 CPL
The Exterior creative achieved the top result with 8 leads, with the Interior creative achieving its 5 leads at a slightly more cost-effective $167 CPL

Optimisations:

The Marina audience is performing well since going live. We can see Meta has optimised spend towards the NSW Marinas, however we’re seeing more results from QLD/WA regions (with leads split 0/4/4 respectively since going live). If this continues we recommend removing the NSW Marinas from our targeting to allow more spend to be allocated to these regions

Property Portal:

Search:

Clicks from Paid Search has shown a slight decline although CTR remains strong at 13.54%
Location terms continue to generate the most traffic to site, with 43% of overall clicks
From this, we saw 1 lead recorded from Location term 'Sovereign Island Residences'

Optimisations:

While Location terms have been the main source of leads, we are continuing to spread spend from these terms across others by increasing their bids to increase traffic.

Meta:

Lead volume has maintained at 23 leads recorded at a $209 CPL
The Lead Form campaign contributed the majority of these leads, with 15 at a $160 CPL
Audience wise, our Brisbane Property Intenders audience is leading with 7 leads at a $173 CPL
Additionally, the Melbourne audience recorded another 4 leads at a slightly more cost effective CPL of $124. However Sydney has only gained 1 lead this week.
For creative, we can see the Exterior achieve strong results with 13 leads at a $220 CPL. Ocean View on the other hand has been the slowest to convert across the last few weeks.

Optimisations

We recommend changing the copy on the 'Ocean View' creative to see if this will improve performance, can you please share a new copy text ?
The Sydney audience is the slowest to convert, although previously seeing some leads come through. We will keep an eye on this and shift the budget if it continues.
@Patrick Pancur **Keen to get an idea on the quality of these leads by the audience? **

LinkedIn:

We saw an increase in engagement this week with our CTR increasing from 0.57% to 0.73%, however no leads have been converted.
The Sydney audience saw the strongest CTR at 0.95%
The Exterior creative saw the most clicks at 194, whilst Interior is seeing the lowest volume of clicks.

Optimisations:

LinkedIn as mentioned shows activity fluctuating WoW regarding lead volume, at the moment we would suggest giving it another week to see how it performs next week before making any further changes here.

Property Portal:

Optimisations:

We have reached out to REA regarding optimisations to improve the ads overall and reduce our CPL and increase our leads.
@Patrick Pancur Has the quality of these leads improved? If not , we recommend shifting the campaign from lead form to website to ensure all mandatory fields are entered correctly. **Please confirm if we can proceed? **