Manager
November has been an up-and-down month for the website and Facebook Ads campaign, although the Google Ads campaign did quite well. Website traffic dipped slightly, although the site still saw well over 600 users. Organic search (SEO) users accounted for 30% of site visitors, and they spent a significant amount of time on the website. For Facebook Ads, the campaign was only active from 01–07 November, during which time it generated 28 clicks and 1 post share. Google Ads saw much better performance, with a notable increase in conversions (35 in November vs 17 in October) and reduced cost per conversion. In November, we will resume the Facebook Ads campaign under the Macquarie Dentists Business Manager account. We will also update the negative keywords list for Google Ads and refine existing keywords to target a higher-intent audience.
Facebook Analysis
0.73% CTR
87 Clicks
6,308 Reach
Unfortunately, as you are aware throughout November, the campaign was active for only the period 1 – 7 November. During this time, the campaign generated 28 link clicks (directing traffic to the website) and the post was shared 1 time, resulting in a wider audience at no additional cost. While the campaign was paused, we have continued to actively monitor competitor campaigns and industry trends.
As we enter December, the campaign will be restarted under the Macquarie Dentists Facebook/ Meta Business Manager account.
Google Ads Analysis
35 Conversions
420 Clicks
5.06% CTR
12.38% Conversion Rate
November has been great for the Google Ads campaign. The conversions increased significantly from 17 in October to 35 this month, resulting in a 49.85% reduction in cost per conversion with the same monthly budget.
However, General Dentistry and Emergency Dentist ad groups got a lot of clicks without getting conversions from competitor brands and specific dentist names, based on the Search Terms Report.
For November, we added competitor terms and specific dentist names in the negative keywords list on a weekly basis.
With that, the plan for December 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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