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Macquarie Dentists – September 2022 Monthly Report

Oct 7, 2022

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.

    • Macquarie Dentists – August 2022 Monthly Report

    Sep 7, 2022

    Manager

    In August, the Facebook Ads campaign experienced some challenges, but Google Ads has seen a steady performance. Website metrics are similarly balanced, with a 51.2% rise in user traffic but an up-and-down overall trend. Over half of total website visitors came through organic (SEO) channels, however, which is promising. In terms of Facebook Ads, it did not record any website leads or phone number clicks, but we cannot track bookings made after clicking through Facebook Ads. The campaign did see 114 clicks, which indicates user intent and interest. The Google Ads campaign had more favourable results, with 17 total conversions despite competitor search terms interfering with Click Through Rate. In September, we will finish setting up custom conversions for contact form submissions and optimise ad delivery to the most relevant audience. We will also update the negative keywords list and refine keywords to attract more interested audiences.

    Facebook Analysis

  • 0.80% CTR
  • 458 Clicks
  • 18,788 Reach
  • August has been challenging for the Facebook Ads campaign. There were no recorded website leads, unlike in July. 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 114 link clicks for the month. The advertisements also received a post share, which means that a user found the ad relevant for his/her acquaintances. This will help the campaign reach more audiences beyond the regular ad Impressions without additional costs.
  • The plan for September is to finish setting up 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. Once we reach an audience size of at least 1,000 users that clicked through to the website, we will also optimise the Retargeting ads to reach back to people who showed interest in the ads before but did not become leads.

    • Google Ads Analysis

  • 17 Conversions
  • 187 Clicks
  • 5.50% CTR
  • 9.09% Conversion Rate
  • August has been great for the Google Ads campaign as the conversions gain steady traction.
  • However, there were a number of competitor search terms that got single clicks at a high cost but did not convert into leads.
  • For August, we added competitor terms in the negative keywords list on a weekly basis.
  • With that, the plan for September 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.