Align Osteopathy – April 2023 Monthly Report

Manager Analysis

In April, the new Facebook Ads campaign was launched, resulting in 3 Contact Form submissions, with a 0.57% click-through rate and 65 link clicks. The ads reached 6,680 users and received 12 post reactions, indicating positive engagement. These results suggest that the ads are relevant to the target audience. For May, the focus will be on optimising ad delivery to reach users who have visited the website but not converted, as well as finding new users interested in osteopathy services. This approach aims to increase conversions and expand the campaign’s reach to a broader audience, driving more traffic and ultimately generating more leads.

For the Google Ads campaign, we saw a total of 96 clicks, 4 conversions and a 5.10% CTR. The conversion rate stood at 4.17%, with two clicks leading to the Cliniko booking website, one contact form submission from the custom landing page and one call made to the website after clicking through the ad. To optimise the campaign, irrelevant and competitor search term variations were added to the negative keywords list, and bids were adjusted to improve visibility and prevent overspending on expensive keywords. In May, the negative keywords list will continue to be updated to exclude irrelevant, low intent and competitor searches, while keywords and ads will be refined.

Facebook Analysis

3 Results (Contact Form Submission)

0.57% CTR

65 Link Clicks

6,680 Reach

April marks the first month for the Facebook Ads campaign. It received 3 Contact Form submissions. It also gained positive engagements with 12 post reactions and 65 link clicks (i.e. redirects to the website landing page). These show that the ads are relevant to the users who saw the ads.

As we enter May, we will optimise ad delivery to reach out to users that visited the website but did not convert, as well as find new users that are looking for osteopathy services.

Google Analysis

4 Conversion

96 Clicks

5.10% CTR

$6.84 Avg. CPC

4.17% Conversion Rate

April marks the first month for the Google Ads campaign. It had 4 conversions, consisting of 2 clicks to the Cliniko booking website, 1 contact form submission from the custom landing page, and 1 call from the website after clicking through the ad.

As part of our optimisation strategy, we put irrelevant and competitor search term variations in the negative keywords list. We also adjusted bids to avoid spending a lot of the budget to expensive keywords and allow more visibility.

With that being said, the plan for May is to continue updating the negative keywords list to avoid irrelevant, low intent and competitor searches. Furthermore, we will refine the keywords and the ads.