Advertising Levy spend statistics

December 2022 activity results

Below you will find an update on the performance of the New Zealand Certified Builders (NZCB), Advertising Levy budget. This digital report, reports on our Google Adverts, Facebook, Instagram and Programmatic Spending for December 2022.

13,873

NZCB website visitors/users –6% MOM (16% of all website visitors converting)

2m 02s average time spent on website –20% MOM

125 emails sent to Members from website –26% MOM

1.57M total page impressions delivered to homeowners –3% MOM

641 homeowner requests for builder’s phone number –26% MOM

52

355.8k social media reach +152% MOM 1,431 ‘Find a Builder’ search conversions –28% MOM

NZCB Membership enquiries –16% MOM 44.8k

1,139 homeowner comments or ‘likes’ on Facebook and Instagram

11,213 overall digital advertising link clicks +33% MOM NZCB NEWS

MOM = Month on Month

Summary

• Membership Recruitment adverts have been re-started (now that we have two new Territory Managers on board) on social, driving social media reach up (by 152%).

• Homeowner Engagement was up by 33% MOM, typical for the holiday period when people have more time to spend on social media. This Always-On Amplification objective uses NZCB Facebook page posts as PAID content and ensures all of our followers get shown this content and have the chance to engage with it. (Facebook will typically only show 3-10% of posts to followers organically.)

10.57% Google advertising homeowner clicks –11% MOM 14

• Video Views of Special 2.0 was up 17% MOM.

• Builder Search, email, and phone conversions were down, 28%, 26% and 26% respectively. Website visitors were down by 6% MOM. We typically see these results down in the holiday season.

• With the pausing of the programmatic display and video ondemand activity for December/January the overall impressions were down by -3% (only -3% because the Membership Recruitment campaign was turned back on in December).