What is the best audience and budgets to use for my campaign?

How to choose the right audience, and budgets for your campaign's objective.

Want to make the most of your Properti campaigns, have a a read of some of our best practices below. Choosing the best audience and budget for your campaign depends on a few factors, the main one being your campaign's objective.

Useful Terms

CPC - Cost per Click. 
CPM - Cost per 1,000 Impressions.

Objectives

For building awareness, brand recognition and growing your audience we recommend using the Reach or Video Views. These objectives will get you the most eyeballs for the lowest cost and CPM.  

if you want to drive traffic to your website (or our landing pages) use the Website Visits objective; this will provide the best cost per click. Website Visits provides a good middle ground between Reach and LeadGen campaigns in terms of CPM and CPC results.

LeadGen and Messages campaigns are best for generating form and chat responses from potential buyers and sellers. These campaigns will be more expensive in-terms of both your CPM and CPC. It's important to give these campaigns higher budgets, and longer durations to see results. See our note below on leadgen budgets.

 

Audiences

For a good starting point, try selecting a 20km to 25km radius around the listing you are trying to see. As a general rule for Reach or Video Views objectives, it's better to have a larger/wider audience and let the algorithm choose who sees your ads. We have some more information about audience sizes here.

Custom Audiences (Retargeting and Lookalike)

For Website Visits, Messages, and LeadGen objectives you may want to try using retargeting and lookalike audiences. These audiences combined with a radius around the listing or your offices can provide excellent results. 

Properti has some "Prebuilt Custom Audience" which you can add to your workspace with just a click. These retarget people who have engaged with your page or page posts; as the top people on Facebook with similar characteristics. This is a really good starting point for using custom audiences once you have run a few Reach and Video Views campaigns. Combine these audiences with a radius for your LeadGen campaigns.

Budgets

For LeadGen, Messages, and Conversion campaigns recommend using higher budgets and higher durations, see the important note below.

For Reach, Video Views, and Website Visits campaigns we recommend using a minimum budget of at least $5 per day, for example if you wanted to run a 10 day campaign a good minimum budget would be $50.