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Macquarie Dentists – April 2022 Monthly Report

by | Apr 7, 2022 | Macquarie Dentists | 0 comments

Manager

We experienced highs and lows for the campaign in the month of April. User visits again increase, this time by 7.8%. The overall trend was also up and down, with a high of 35 users on 13 April. A significant number of users arrived through organic (SEO) channels, and they spent an average of over 2 minutes on the site. Facebook Ads did again see some challenges; we saw an increase in Clicks and Click Through Rate, but a decline in Engagement and Conversions. Unfortunately, Centaur Software does not offer Faebook Pixel integration, so we cannot test or track booking conversions through the Facebook Ad impressions. This May, we will rethink the Facebook Ads strategy and optimise Retargeting ads. We will also continue to monitor the Google Ads performance, which shows a promising start of 2 conversions and 239 clicks.

Facebook Analysis

  • 0.94% CTR
  • 383 Clicks
  • 16,616 Reach
  • March has been challenging for the Facebook Ads campaign. There was a 9.33% increase in Impressions and 10.31% increase in CTR but considerable decline in other metrics.

    • However, there were 116 link clicks from people interested in your service that were redirected to your website. There were also 3 post saves which show interest in your service and can be reached out again using the retargeting ads. Regrettably, the third party booking platform Centaur Software confirmed that they do not offer integration of Facebook Pixel. Although we were able to set up the tracking in Google Analytics, 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 May is to rethink how to approach the Facebook campaigns considering we cannot install Facebook Pixel code in the booking software. 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.

    Google Ads Analysis

  • 2 Conversions
  • 239 Clicks
  • 9.99% CTR
  • 0.84% Conversion Rate
  • April marks the first month for the Google Ads campaign, but with no full month of data yet.
  • We were able to set up tracking on the third party booking website. However, we were still unable to accurately record booking conversions. All successful bookings were only registered as direct website visit conversions rather than having those that came from Google Ads separated and properly attributed.
  • On another note, we also added competitor search terms that took up the budget without getting conversions in the negative keyword list. Additionally, we added new keywords that have high intent to get an actual service.
  • The plan for May is to test a different attribution model to determine if the bookings made after clicking through the ads will be recorded under Google Ads instead of direct website visit conversions. We will also continue to update the negative keywords list to avoid wastes due to irrelevant, low intent and competitor searches.