Manager
The Facebook Ads campaign was again challenging in September, but Google Ads remained a steady performer. Website metrics saw a dip, but a significant number arrived through both organic search channels and CPC (Cost Per Click) channels. Average session duration is also up to over a minute, showing that the website content is relevant to user searches. For Facebook Ads, the campaign did not record website leads or phone number clicks, although it did see 129 link clicks over the month. In terms of Google Ads, the campaign gained more conversions, with small but notable improvements in other metrics. In October, we will continue updating the negative keywords list and finish setting up custom conversion for contact form submissions. We will also optimise ad delivery and set up for Google Analytics 4 website tracking.
Facebook Analysis
0.87% CTR
525 Clicks
17,457 Reach
September has been challenging for the Facebook Ads campaign. There were no recorded website leads like in August. Also, 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.
However, the campaign saw 129 link clicks for the month. The advertisements also received 2 post saves, which means that a user found the ad relevant and considered revisiting it at a later time.
The plan for October 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
20 Conversions
195 Clicks
5.23% CTR
10.26% Conversion Rate
September has been great for the Google Ads campaign. The campaign got 3 more conversions with the same cost compared to August. Most important metrics also improved slightly.
However, there were a number of competitor brands and specific dentist names from the search terms that got clicks at a high cost but did not convert into leads.
For September, we added competitor terms and specific dentist names in the negative keywords list on a weekly basis. We also added image extension at the campaign level, as recommended by Google.
With that, the plan for October 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 start setting up Google Analytics 4 (GA4) website tracking, which will be the new standard by July 2023. We will need to start the transition early so there are enough website data before the current Google Analytics tracking is phased out.
Recent Comments