Social Ads Update
It’s been 3 months since we launched our targeted social media product, Social Ads. What an exciting 3 months it’s been. We’ve now launched over 200 unique property campaigns for our clients across Australia and generated over 17,500 targeted clicks and 600,000 impressions on properties for our customers and their vendors.
Our unique approach is now proven to deliver significantly better results than alternatives in market including Facebook Boosted Posts. In fact in head-to-head tests we proved that our customers are paying on average 35% less for a prospective buyer to click on their ad compared to the industry average as well as generating up to 65% more traffic than a standard Facebook boost ad.
How are we different to a standard Facebook Boost?
Standard Facebook boosts are a simple, easier way to help your content reach more people. They often focus on metrics known as ‘vanity metrics’ that often provide very little return on investment (think metrics like impressions, likes, reach and video views). These metrics are always reported by agencies in extravagant numbers such as “we’ve achieved 150,000 impressions” or “we’ve had 30,000 views on our video”. Consider this; if these impressions and video views are by 18-year-old high school students on a $15 million property, are they relevant? Are they going to generate business?
Our focus is to get your property in front of the right people, not just everyone and anyone. Through using our advanced data matching capabilities, our in-house digital marketing experts can target buyers based on income, property tenure, current property ownership status (e.g. homeowner, renter etc.), online search behaviours, family type and much more. This allows us to ensure your brand and properties are shown to the people that are important to your business.
What metrics do we focus on?
We are not saying that impressions and video views aren’t important, but the point is that the focus should be on quality, not quantity. At Plezzel we focus on getting ads in front of a relevant target audience, as well as focus on metrics like click-through-rate (CTR), relevance score, cost-per-click and cost per lead. Comparing our averages of these metrics to industry averages, our campaigns are doing fantastic for our clients.
With our click through rate sitting at 2.56% (compared to an industry average of 0.90%) and our cost per click at $1.02 (compared to an industry average of $1.90), it’s safe to say we are not only reaching a more targeted audience, but doing it in a cost-effective way.
If you’re looking at getting a better return on your social media spend, or even just want to get some more information about how Social Ads works, feel free to get in touch via the form below!
