Facebook Analysis
1 Result
1.31%% CTR
365 Clicks
10,532 Reach
December marks the start of the Facebook Ads campaign being managed under the Macquarie Dentist Facebook/Meta Business Manager account. The Retargeting ad set gained the highest spend but this was due to the fact that marketing data was reset for the account and is currently back in the learning phase.
However, the campaign gained 140 link clicks (directing traffic to the website) that eventually got 1 Click to the Booking Page, which came from the Invisalign ad interaction. This shows high user intent to book a dental appointment. It also got 1 Post Save, which indicates user interest in the service but deferred to take further action for now.
As we enter January, we will optimise the Retargeting ads to spark consideration and conversion. We will also be conducting further research into how we can pull out data from the Macquarie Dentist Facebook/Meta Business Manager account to the Marketing Dashboard. While we work on this, there will be no data available in the dashboard, however, this can be located on your Meta Business Manager.
Google Ads Analysis
34 Conversions
214 Clicks
7.75% CTR
16.04% Conversion Rate
December has been great for the Google Ads campaign. The conversions were nearly the same as in November, most of which were clicks to the 3rd party booking page. The campaign also got calls made through the ads and on the website.
For December, we added new keywords that have higher intent for the General Dentistry ad group. We also added competitor, irrelevant, low intent terms, as well as specific dentist names in the negative keywords list on a weekly basis.
With that, the plan for January is to continue updating the negative keywords list to avoid wasting the budget due to competitor, irrelevant, and low intent searches. We will also further refine the keywords to attract a higher intent audience for the campaign. Finally, we will continue reaching out to the third party booking software, Centaur Software, so they can set up Google Analytics 4 (GA4) tracking on their end.
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