Manager
We’ve experienced some challenges this past May, although the campaign still noted some favourable metrics. User visits saw another rise by 11.7%, with a high overall trend. 33% of all site visitors arrived through organic (SEO) channels, and they spent a significant amount of time on the website. Our Facebook ads saw some positive metrics, with Clicks and Click Through Rate, as well as Impressions, all going up. We also did see 127 link clicks from people interested in your services. In June we will optimise our campaign based on Contact Form submissions and calls. We will also optimise Retargeting Ads. For Google Ads, we cannot track booking conversions since they’re all recorded as direct site visits. We did, however, see a 39.95% decrease in conversion rate. We spoke with the Technical Support team of Google in May to address this issue, and also adjusted keyword bids. For June, we will observe our Google Ads optimisations and update the negative keywords list.
Facebook Analysis
However, there were 127 link clicks from people interested in your service that were redirected to your website. There were also 2 post saves which show interest in your service and can be reached out again using the retargeting ads. The third party booking platform Centaur Software confirmed that they do not offer integration of Facebook Pixel. Although we have set up the tracking in Google Analytics and recorded 28 successful bookings in May, without the Facebook Pixel installed in the booking website we cannot test nor track booking conversions that came from Facebook Ad impressions.
The plan for June is to revisit the tone of the ads considering we cannot install Facebook Pixel code in the booking software. We will optimise the campaign based on Contact Form submissions and calls in the ad copy. We will also optimise the Retargeting ad set so we can reach back to people who showed interest in the ads before but did not become leads.
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