Why Now is the Perfect Time to Ramp Up Your Media Campaign

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We’ve seen a recovery in media campaign lead generation results in January after a slower December, with a 20–40% month-on-month reduction in CPLs (cost per leads) across our digital performance channels. This means that for every marketing dollar spent, our clients are getting a better return on investment in January and more enquiry at a cheaper cost. This positive movement is mirrored in REA results for a similar period, who reported a 64.3% week-on-week increase in leads nationally in the second week of January.

What’s changed?

There are a number of factors that could be leading to lower CPLs: notably less competition on ad bidding, as a handful of advertisers slow or pause their campaigns over the new year and into the early first quarter, particularly with some agents still away.

We’ve also seen market demand increase in January, which has been reflected in increases in Google search. REA also reported that in the second week of January in Victoria, Property Page Views were up 35.9% week on week.

We can only speculate, but it looks like market sentiment is shifting, with aspiring buyers becoming more confident as they think interest rates have peaked. Time of year could also be a factor, as people tend to use this time to plan for the year ahead.

What does this mean for my campaign?

With lower competition and a spike in demand, this is the perfect opportunity to take advantage of the momentum in the market and ramp up a campaign, rather than holding back until later in the first quarter and potentially missing out on the benefits of the current circumstances.

If you’re ready to get a campaign underway or want to learn more about our services, don’t hesitate to get in touch. Reach out to our managing director Ant Bray at anthony@mediaplus.com.au or 0407 850 603.