Manager
October was a somewhat challenging month for the different campaigns, although things are not without positives. The website metrics saw a small but welcome recovery, up 1.5% from the previous month with a high overall trend. A significant number of users again arrived through organic search channels and CPC (Cost Per Click) channels. For Facebook Ads, the campaign only saw 1 website lead and no phone number clicks. We also cannot attribute successful bookings made after clicking through an ad. On a more promising note, the campaign saw 139 clicks with 3 post saves, indicating high intent. For Google Ads, there was a minor drop in conversions, with several competitor and specific names triggering ads that did not lead to conversions. However, we did manage to reduce Cost Per Click by a significant amount. In November, we will test custom conversion for Facebook Ads and optimise ad delivery. We will also update the negative keywords list while refining existing keywords for Google Ads, and set up Google Analytics 4 tracking.
Facebook Analysis
1 Conversion
0.71% CTR
423 Clicks
16,396 Reach
October has been challenging for the Facebook Ads campaign. There was only 1 website lead from Generalised Services who submitted a contact form. Similar to Google Ads, we cannot attribute successful bookings made after clicking through the Facebook Ads.
However, the campaign saw 139 link clicks for the month. The advertisements also received 3 post saves, which means that a user found the ad relevant and considered revisiting it at a later time.
The plan for November is to finish setting up and test the custom conversion for contact form submissions to help the campaign optimise towards this action. We will also optimise the ad delivery so the ads will show to the most relevant audience with the highest intent to convert.
Google Ads Analysis
17 Conversions
216 Clicks
4.88% CTR
7.87% Conversion Rate
October has been challenging for the Google Ads campaign. The conversions dropped slightly from 20 in September to 17 this month. The Emergency Dentist ad group had the second highest spend in the budget but not getting conversions since September. There were also a lot of competitor and specific dentist names triggering the ads.
However, we were able to reduce the cost per click by 12.98%. This means that we are reaching more potential leads at a lower cost.
For October, we added a new keyword “emergency dentist macquarie park” for the Emergency Dentist ad group. We also set up Google Analytics 4 (GA4) website tracking, which will be the new standard for 2023. Finally, we added competitor terms and specific dentist names in the negative keywords list on a weekly basis.
With that, the plan for November 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 set up Google Analytics 4 (GA4) tracking in the third party booking software, Centaur Software, by reaching out to them and having them install the necessary tracking code.
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