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Macquarie Dentists – July 2022 Monthly Report

by | Aug 5, 2022 | Macquarie Dentists | 0 comments

Manager

July brings much more favourable results for the website, and the Facebook Ads and Google Ads campaigns! User visits saw a welcome recovery by 8.6%, with a high overall trend. The month started a little slowly but peaked towards the middle, with the highest per-day user count on 07 July (36 site visits total). 32.6% of users arrived through organic (SEO) channels – a higher percentage than last month. The average session duration is also at almost 2 minutes. The Google Ads campaign experienced some big wins, with 16 total Conversions with a 9.8% Conversion Rate. Cost Per Conversion is also down. We did see a drop in the Click Through Rate, as caused by ads showing in competitor searches. In July, we set up the Book Now button to track clicks as an important Conversion. This August, we will create a custom conversion for Contact Form submissions from Facebook Ads and optimise the campaign. We will also continue updating the negative keywords list to avoid wasting resources.

Facebook Analysis

  • 0.86% CTR
  • 615 Clicks
  • 19,225 Reach
  • July has been great for the Facebook Ads campaign. We got 8 website leads, worth $155.04 per lead. This is a big win for the campaign. The post engagements and link clicks also increased by 56.02% and 65.56%, respectively. This means that users found the ads relevant to their needs.

    • However, there were no phone number clicks which would indicate high intent to reach out to the business immediately after seeing the ad. Similar to Google Ads, we cannot attribute successful bookings made after clicking through the Facebook Ads.

    The plan for August is to create a custom conversion for the contact form submissions instead of just a website Event. We will then optimise the campaign around that and phone number clicks. Once we have at least 1,000 audience size, we can optimise the Retargeting ads delivery to reach back to people who showed interest in the ads by visiting the website before but did not become leads.

    Google Ads Analysis

  • 16 Conversions
  • 163 Clicks
  • 6.34% CTR
  • 9.82% Conversion Rate
  • July has been great for the Google Ads campaign as the conversions skyrocket by an amazing 433.33%. As a result, the cost per conversion decreased by 80.77%, which is a significant improvement and a big win for the campaign despite an 11.36% increase in cost per click due to higher competition.
  • However, we noticed a 25.56% drop in CTR. We traced it back to the ads showing more in competitor searches.
  • For July, we set up clicks to the Book Now button as an important conversion. We also added competitors in the negative keyword list.
  • With that, the plan for August is to continue updating the negative keywords list to avoid wastes due to irrelevant, low intent and competitor searches.