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Macquarie Dentists – June 2022 Monthly Report

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

Manager

We again had a month of ups and downs for June, though the month had several positives. User visits dropped slightly, but the overall trend was high. We also saw a spike towards the end of the month, with 40 users (38) new on the site in one day. 30.3% of all site visitors arrived through organic (SEO) channels, and spent almost 2 minutes on the website. The Facebook Ads campaign faced some mixed results, with a drop in Clicks and Impressions but higher Post Engagement. We did see 151 link clicks, though, which signals interest in your services. Meanwhile, for Google Ads, we’ve seen improvement in the campaign’s performance. We gained 3 conversions versus just 1 in May, which saw Conversion Rate go up and Cost Per Conversion go down. In June, we paused non-converting keywords and replaced them with higher intent phrase-match items, and added clicks to ‘Book an Appointment’ as a conversion action. We also changed the bidding strategy. In July, we will optimise the Facebook Ads campaign through custom conversions for contact form submissions. We’ll also tweak the Retargeting ad set. For Google Ads, we will observe campaign performance based on our changes and update the negative keywords list.

Facebook Analysis

  • 1.00% CTR
  • 577 Clicks
  • 17,889 Reach
  • June has been challenging for the Facebook Ads campaign. There was a 8.54% drop in Impressions and the same CTR.

    • However, there was a 17.73% increase in post engagement and 18.90% upward trend in link clicks, which means more people wanted to know more about the services offered in the ads. There were also 1 post save, 1 page like, and 151 link clicks which show interest in your service and can be reached out again using the retargeting ads. Similar to Google Ads, we cannot attribute successful bookings made after clicking through the Facebook Ads.

    The plan for July is to revisit the tone of the ads considering we cannot install Facebook Pixel code in the booking software. We will also 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. We will also optimise the Retargeting ad set to have at least 1,000 audience size so we can reach back to people who showed interest in the ads before but did not become leads.

    Google Ads Analysis

  • 3 Conversions
  • 177 Clicks
  • 8.51% CTR
  • 1.69% Conversion Rate
  • June has been great for the Google Ads campaign as it starts gaining more traction in performance, getting 3 conversions this month compared to only 1 in May. As a result, the cost per conversion decreased by 68%, which is a significant improvement.
  • Although we are able to track bookings using Google Analytics data, we are unable to attribute booking conversions that came from Google Ads. This was verified by Google Ads’ Technical Support team through our meeting with them. They also recommended that we track clicks to the ‘Book an Appointment’ button instead due to the attribution limitation of successful bookings.
  • For June, we paused non-converting broad match keywords and replaced them with phrase match keywords with higher intent to avail dental services. We also added new phrase match keywords, added low intent search terms to the negative keywords list, and set up clicks to the ‘Book an Appointment’ button as a conversion action mid-month. Finally, we changed the bidding strategy in the last week of June to take advantage of the campaign’s improved performance with the aim to further increase conversions for next month.
  • With that, the plan for July is to observe the performance based on the most recent changes to the campaign. We will also continue to update the negative keywords list to avoid wastes due to irrelevant, low intent and competitor searches.