increase in post engagement over previous 6 months
lower cost per engagement than previous campaigns
increase in clicks to website
Handling hot properties
Expanding its reach
With the help of Brand Networks and its programmatic social advertising capabilities, Facebook Ads have become a critical piece of our marketing funnel. Facebook advertising earned its place at the top of the funnel, and will continue to be an integral part of the distribution plan for Domain’s content marketing activities.
-Melina Cruickshank, Chief Editorial and Marketing Officer, Domain Group
Automating for success
Designing for efficiency
Boosting the best content
Brand Networks used its Open Signals tool to monitor how people were responding to Domain’s Facebook content. It turned any post that received an exceptional response into a Facebook ad and ran it in the mobile and desktop News Feeds of Australians aged 18 and up to reach broadest possible audience. Brand Networks then used its Optimize Now ad management software to track each ad’s performance, boosting the best performers and pulling those that didn’t do as well.
Scaling new heights
By partnering with Brand Networks to optimize its ongoing Facebook ad campaign, Domain successfully scaled its content marketing efforts, achieving higher engagement levels and a lower cost per conversion that continues to drop month over month.
- 30X increase in post engagement over previous 6 months (boosted post campaign, January–June 2015)
- 70% lower cost per engagement than previous campaigns
- 46X increase in clicks to website
- 80% lower cost per click to website