Macquarie Dentists – July 2022 Monthly Report
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
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
Macquarie Dentists – June 2022 Monthly Report
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
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.