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Southern Highlands Bricks – May 2021 Monthly Report

Jun 9, 2021

Manager

There have been a variety of results produced by the change from search to call only campaign on Google Ads. To start off, the traffic and clicks have gone down by a significant amount, with even a 43.4% decrease in click through rate for the month. The number of conversions has dropped down from 23 last month to just 6 this month. The average cost per conversion has also gone up by 120.9% from April. Nevertheless, the conversion rate is at a 37.8% increase from last month. During the last week of May, we have shifted back to the search campaign which we believe will bring in massive ROIs. As of the moment, the campaign remains paused as requested and we look forward to resuming optimisations in the next 8 weeks.

Google Ads Analysis

  • 6 Conversions
  • 37 Clicks
  • 4.5% CTR
  • 16.2% Conversion rate
  • We have seen a big improvement in the Google Ads campaign over the last few weeks as we noted an increase in conversion rate with the change from the Search campaign to the Call only campaign.
  • However, we have also noted that the traffic and overall conversion lowered down by an average of 76.45% due to the increase in average cpc from $2.81 in search to $6.21 in call only.
  • Getting call conversions are more consistent when running the search campaign as we saw from the previous month. For this reason, we have shifted back to the search campaign during the last week of May which gave us consistent traffic and conversions and we believe that if we continue running the campaign the return on ad spend will be huge.
  • Currently, the 5Tales managed campaign is now paused as requested.

    • Southern Highlands Bricks – April 2021 Monthly Report

    May 10, 2021

    Manager

    The switch from a Search campaign to a Call-only campaign has produced some positive results for the Google Ads campaign this month of April. There are some dips and areas of improvement for sure such as the 24.6% dip in number of clicks as well as 31.4% increase in the average CPC. Nevertheless, most of the trackable data for the campaign are at above average levels, which is a win in itself to maintain. At the same time, it has been pleasing to see an increase in the CTR, which was one of the primary focuses for last month’s strategy. For the coming month of May, we aim to increase the number of conversions while lowering the cost per click.

    Google Ads Analysis

  • 23 Conversions
  • 269 Clicks
  • 9% CTR
  • 8.55% Conversion rate
  • The best performing keywords this month include: “pgh bricks”, “common bricks”, [bricks supplier], “boral bricks” (call only), and “face bricks” (call only)
  • The month of March has seen some impressive results stacked up for the Google Ads campaign as the campaign is still performing above average in terms of conversions, conversion rate and the cost per conversion.
  • We have also managed to increase the campaign’s click through rate which has been a solid win for the month.
  • However, with the switch from Search to Call-only campaign we have noted that conversions are lower compared to last month, however we understand the importance here is on the quality of the calls, rather than the quantity.
  • The plan for the month of May is to see a drop in the cost per click for the Call-only campaign, and in doing so we expect to see an increase in the number of conversions while maintaining the higher level of intent for the leads.