Hi Christina-- Find attached your reports for September, and a new site audit finished today. Time-Sensitive Suggestions: Since this is a ramping month, the integrity of our conversion value reporting
Alpine Air Alaska Marketing
Alpine Air Alaska Marketing
marketing@alpineairalaska.com
Find attached your reports for September, and a new site audit finished today.
Time-Sensitive Suggestions:
Since this is a ramping month, the integrity of our conversion value reporting isn’t as important. But I would like to add call tracking to our setup so we can count conversion value for users who found you through ads but had to call to book because of the season, inventory or what have you. It is simple to do and I am happy to install it at no cost. There are several options, but my favorite is CallRail. These tools track phone calls back to the source of the website user, without collecting private or personalized data. It would help us track the source of phone bookings, be it from Google Ads, your Google Business Page, social referrals or what have you. CallRail costs about $50 for most organizations and it also gives you the ability to record and analyze your calls for customer service training, route calls based on their source, etc. If that is something you are willing to consider, I will see what integrates best with the Fareharbor lightframes (it might not be CallRail) and we can talk about specifics.
Monthly Report Synopsis:
This month your costs are down, and so are conversions. This is to be expected since we turned off the dogsledding campaigns and moved so much future inventory away from online booking to “call to book”. All eCommerce value will never be ad created value, but the decline in eCommerce value month over month reflects those changes through all acquisition channels (direct, organic, paid, referral and social). I attach reports for key metrics here, but they are exported directly for analytics and Google Ads, so you can confirm the data and/or check up on progress at any time on your own.
Invoicing:
Your base fee invoice was auto-paid on Sept. 20 ($199) and your ramping commission fee ($840) will bill today. If you would like those to bill together in the future, I can defer the base fee to the first workday of the new calendar month with the performance based commission. We have 2 months more at the current ramping commission fee, then we move into the Tier I commission model (ROAS > 200% = 5% of attributed sales, ROAS > 300% = 7.5% of attributed sales).
Looking Forward, Oct 2022:
Conversions: We need to be able to account for ad initiated sales that are not recorded as eCommerce conversions with a call tracking tool or another means you prefer. I am open to suggestions, but this needs to be a high priority so our conversion numbers are trustworthy.
Brand Campaigns: I beefed-up our branded campaigns around our own and our competitors names as you requested in mid/late September, so I will watch that closely and monitor the ROI. With the limited data we have in the timeframe I can see that we are paying more for clicks on those searches due to competition, but more data will tell us if the value of the bookings that result makes it a sound investment or not.
Trademarks: I have worked with google specialists to escalate our Trademark flagged ad groups and I resubmitted for approval today. If they are not approved, I will need some documentation of the length of your use of “Alpine Air Alaska” in commerce to escalate it further. In October we should see costs on the flagged campaigns drop per click once the flags are removed.
Remarketing: website visitors who left the site without booking will start seeing remarketing ads in October. Google standard data for Recreation/Tourism advertisers says that we should see 10-20% of those users return to the site with higher purchase intent. For October, I will report remarketing user page views and conversions in a separate report (while still including them in the standard reports) so we can see if those percentages hold true for us.
Send me your thoughts on this months performance, as well as the call tracking, when you have time. And continue to check in and offer insight/directions throughout the month, your engagement and perspective are incredibly helpful. If there is anything else you would like to see reported on specifically, let me know. I can collect and report on anything related to your ads and site user behaviors.
