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Macquarie Dentists – November 2022 Monthly Report

Dec 7, 2022

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.

    • Macquarie Dentists – October 2022 Monthly Report

    Nov 7, 2022

    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.