jll thailand - facebook advertising report oct2015
TRANSCRIPT
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Facebook JLL Thailand Success StoryBangkok Residential October 2015
Report by Pawaris (Mikie) Sae-lee, Thailand
Success Story
Delivering a bright and sparkling message
Success StoryJLL Thailand – Residential Team
Unique Reach
56,710Unique people from target
audience reached
Page Likes
1,179Likes increased within
one month
Leads
18Leads for Thailand’s
Residential Team
Our StoryResidential Team Reboot
We were trying to reboot our Residential team’s ad hoc services both For Rent and For Sale by targeting mainly local Thais and expats who want to find luxury homes in Bangkok.
We believe that house/condo hunting should not be a hassle, but a simple process. We also offer our expertise by providing free insightful consultations.
Our GoalDrive in Leads
We position ourselves as friendly but professional agents who are willing to give target audience free consultations on which Bangkok’s hottest luxurious properties best suites their criteria.
We hope that this message will reach out to the audience and entice them to submit a form in order to learn more.
Our SolutionGain Trust and Establish Brand Presence
With such hefty product’s price tags, limited demand, and small market share, our challenges are to be visible to more eyeballs, build trust and gather leads.
We chose to: 1) Build our audience base by creating a page like ad 2) Forge trust by frequently posting JLL’s local and
regional reports 3) Attract leads by created lead generation campaigns
Facebook - Overview
Ad Duration Ad Placement 14 October – 31 October 2015 Desktop and Mobile
Target Market; LanguageThailand; English
Target Audience Viewers who are interested in property and major Thailand’s real estate developers
TOTAL INTERACTIONS
1328
PAGEVIEWS
36
REACH
92,198
WEBSITE CLICKS
53
AMOUNT SPENT
US$148.87
COST PER CONVERSION
US$8.27
CONVERSION
18
CTR
0.18%
*68 Website Clicks number was pulled from actual number on Google Analytics. Facebook report, however, shows a total of 154 clicks
Ad Duration15 October – 31 October 2015
Ad Placement Desktop and Mobile
Target MarketThailand
Target Audience Both male and female age range, between 25-45 who are interested in property
TOTAL INTERACTIONS
1328
COST PER LIKE
US$0.07
REACH
92,198
IMPRESSIONS
10,323
Ad Objective – Page Likes
AMOUNT SPENT
US$83.66
PAGE LIKES
1,182
Ad Duration14 October – 21 October 2015
Ad Placement Mobile
Landing PageResidential Thailand SubmissionForm Landing Page
TOTAL INTERACTIONS
1328
PAGEVIEWSREACH
92,198
WEBSITE CLICKS
53
Ad Objective – Lead Generation (Landing Page)
AMOUNT SPENT
US$30.01
COST PER CLICK
US$0.19
CTR
0.18%
AVG TIME ON PAGE
00:00:13 Target MarketBangkok, Thailand
Target Audience Expats both male and female, age range between 25-45 who are interested in property and certain real estate developers
Ad Duration18 October – 31 October 2015
Ad Placement Mobile
TOTAL INTERACTIONS
1328
PAGEVIEWSREACH
92,198
IMPRESSIONS
14,618
Ad Objective – For Rent Lead Generation (Facebook Form Card)
AMOUNT SPENT
US$29.46
COST PER CONVERSION
US$1.73
CONVERSIONS
17
Target MarketBangkok, Thailand
Target Audience Expats both male and female, age range between 25-45 with at least bachelor degrees who are interested in property and certain real estate developers
Ad Duration14 October – 31 October 2015
Ad Placement Mobile
TOTAL INTERACTIONS
1328
PAGEVIEWSREACH
92,198
IMPRESSIONS
7,696
Ad Objective – For Sale Lead Generation (Facebook Form Card)
AMOUNT SPENT
US$5.74
COST PER CONVERSION
US$5.74
CONVERSIONS
1
Target MarketBangkok, Thailand
Target Audience Both male and female, age range between 25-45 with at least bachelor degrees who are interested in property and certain Thailand’s real estate developers
Demographics
Female, 18.64%
Male, 81.31%
Unknown, 0.05%
Gender
18-24; 37%
25-34; 45%
35-44; 12%
Other; 6%
Age
Bangkok74.73%
Analysis• Run ads with the appropriate ad type to serve the right purposes Rec:• Lead Generation card ads garner higher leads Recommendation: Continue testing with different headlines and images across all business lines• Link ad generates higher web clicks Recommendation: Continue testing with different headlines and images across all business lines• For Rent ad performed much better than For Sale ad, but there were mixed between agents, landlords, and clients in
the submitted forms – Recommendation: Facebook is inclined to b2c audience • Ads that lead the audience to landing pages will result much lower leads comparing to the Facebook native Leading
Generation card form ad• Mobile placement garners higher traffic compared to desktop Recommendation: Target more on mobile newsfeed, however the landing pages should be mobile optimized to make the audience stay longer
• Interest targeting generates quality conversion. Recommendation: AB testings on more related interests.• Faster loading time can be accomplished by limiting ads only to be displayed when devices are connected to WiFi
Next Steps…. • Create bespoke ads to resonate with different audience groups
• Explore “Multi-image ad” to showcases different properties at once
• Explore lead generation ad with retargeting to garner more quality leads