Manager Analysis

In August, the Google Ads campaign experienced its initial month of activity, yielding valuable insights despite some challenges. The campaign recorded 2 conversions, garnered 187 clicks with an average cost per click (CPC) of $2.84, and achieved a click-through rate (CTR) of 15.76%. However, there were limitations in tracking conversions due to incomplete documentation for cross-domain tracking in the third-party booking software, HealthEngine. As a result, attributing successful bookings from users who clicked through the ads remained uncertain. Nevertheless, the campaign did secure 2 leads via website calls for Children’s Dentistry, alongside 17 clicks to the Booking Software, although booking confirmation remained unverifiable. It was confirmed that the website received a total of 20 successful bookings in August, regardless of the traffic source. To address budget constraints, the team is actively exploring high-intent, low-competition keyword variations with sufficient search volume to enhance campaign performance.

For September, they plan to refine demographic targeting and, if the cross-domain tracking issue persists, suggest tracking clicks to the “Book an Appointment” button as the primary conversion action.

Google Ads Analysis

  • 2 Conversions
  • 187 Clicks
  • $2.84 Avg. CPC
  • 15.76% CTR
  • August marks the first month for Google Ads. As such, the campaigns are still in the learning phase while being introduced to competition in the ad auctions. Furthermore, we noticed that the Google Analytics integration documentation of the third party booking software, HealthEngine, regarding cross-domain tracking is not complete. Therefore, we are not able to properly attribute successful bookings from users who clicked through the “Book an Appointment” button after clicking through the ads.
  • However, the campaign was able to receive 2 leads through calls on the website for Children’s Dentistry. The campaign also received 17 clicks to the Booking Software, but we have no way to confirm whether all of these led to successful bookings. We could only confirm that regardless of channel (i.e. organic, paid, direct, or referral), the website received 20 successful bookings in August.
  • To overcome budget limitation, we are discovering other keyword variations with high intent, low competition, and enough search volume to boost the performance of the campaign.
  • For September, we will be continuing to optimise the demographic targeting to show ads to more relevant users within the service area. Furthermore, if we are still unable to resolve the cross-domain tracking issue after contacting HealthEngine, we will be recommending to track clicks to the “Book an Appointment” button as a primary conversion action.