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Unique Holiday Tours – December 2021 Monthly Report

Jan 12, 2022

Manager

Please note, as in previous years, this months report (December 2021) will not include comment/analysis from the team due to the break over Christmas and New Years. Comments and analysis from the team will resume as per usual in your next monthly report (January 2022).

Unique Holiday Tours – November 2021 Monthly Report

Dec 7, 2021

Manager

The website saw a small but positive uptick in user traffic, increasing by 0.6%. Cost-per-click visits also increased slightly from last month. We did, however, see mixed results for the Google Ads and Facebook Ads campaigns this November. For Google Ads, the Click Through Rate did drop by 30.9%, going down to a 1.0% CTR. Meanwhile, Conversions sit at 2.0% – higher than last month, but still not a strong rate. Still, Cost Per Click went down by 12.5%, and the trend for impressions on Google ended on a high note. We plan to restructure the campaign using more relevant keywords to lead to higher conversion rates. For Facebook Ads, on the other hand, the CTR actually increased by 41.0%, although with a lower number of clicks than last month. We will optimise interest targeting in December to reach only the relevant audience.

Google Ads Analysis

  • 1.5k Clicks
  • 2.23% CTR
  • 1 Conversion
  • 0.07% Conversion rate
  • Google Ads has been challenging for the month of November. We have seen an increase in CTR and Search Impression Share lost due to rank, which means the ads are in a good position against competitors. There was only one call inquiry and unfortunately we won’t be able to track if that converted into a booking.
  • A downside is that conversions are much lower compared to October. The decrease in budget for some campaigns have significantly affected the performance since the ads are not showing as frequently as before. We also noticed that most searches are low intent and only for research purposes rather than actually planning to avail the service. Many are also looking for short tours rather than the 21-day tour being offered in the ads.
  • With that being said, we will structure the campaign with more relevant keywords which can also lead to better quality conversion/bookings. We will also continue to add more negative keywords to make sure that the traffic that the campaign is receiving is highly relevant, and continue testing ad variations with more trust elements and benefits that would display the best side of the service.

    • Facebook Ads Analysis

  • 1.05%CTR
  • 1.9K Clicks
  • 1,258 Engagements
  • November has been challenging for the Facebook Ads campaign. However, we noticed a steady performance of most key metrics. There were 753 link clicks that redirected to your website, which means people showed interest in the service based on the ad and looked for more details. Furthermore, there were 13 post saves which is an indication of high intent and that a booking can be performed at a later date depending on other external factors.
  • We are looking into alternate ways to track and segment booking conversions in order to identify specific conversions more accurately.

    • The plan for December is to optimize interest targeting so only a highly relevant audience is being reached.