Macquarie Dentists – February 2023 Monthly Report

Manager Analysis

February finished with positive trends. The number of website visitors increased to 1,070 and the average user session time increased by 26.4%. Significantly, the were 382 users that located the website as a result of the rankings in Google Search. Regarding Facebook ads, there has been 308 clicks and a reach of 32,022. Moving forward, there may be opportunities to optimise and enhance the conversion process to drive better results. Google Ads generated 183 clicks with a 5.92% click-through rate which lead to 35 conversions and a 19.13% conversion rate. During the month of February, there was an increase in Facebook Ads performance. The campaign generated 7 clicks to the booking page, and 2 post saves and comments, along with 11 reactions. To improve the campaign, a new Retargeting ad set was created with a more refined audience setup, resulting in an additional lead. Meanwhile, the Google Ads campaign maintained a steady trend with most conversions being clicks to the 3rd party booking page. In addition, the campaign generated phone calls through the ads and the website. In March, our plan is to experiment with new ad creatives and explore ways to extract data from the Macquarie Dentist Facebook/Meta Business Manager account to integrate it with the Marketing Dashboard. During this process, the dashboard may not display any data, but it can still be accessed from the Meta Business Manager account. We will also be persisting in maintaining an updated list of negative keywords to prevent unnecessary expenses on low-intent, irrelevant, or competitor searches. Additionally, we aim to further optimize our keyword selection.

Google Ads Analysis

35 Conversions

183 Clicks

5.92% CTR

19.13% Conversion Rate

February has seen a stable trend for the Google Ads campaign. Most conversions were clicks to the 3rd party booking page. The campaign also got calls made through the ads and the website.

For February, we added new keywords with high intent based on Google’s recommended terms with high search volume. We also put competitor, irrelevant, low intent terms, as well as specific dentist names in the negative keywords list regularly.

With that, the plan for March is to continue updating the negative keywords list to avoid wasting the budget due to competitor, irrelevant, and low intent searches. Furthermore, we will continue to refine the keywords.

Facebook Analysis

7 Results (Clicks to the Booking Page)

0.38% CTR

323 Engagements

308 Link Clicks

32,022 Reach

February has seen an upward trend in Facebook Ads. The campaign had 7 clicks to the booking page. The ads also gained 2 post saves and comments, as well as 11 reactions.

As part of our optimisations, we created a new Retargeting ad set with more refined audience set up. This gained an additional lead for the campaign.

For March, we will test new ad creatives. 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 data can be located on your Meta Business Manager.