Manager
The marketing campaigns saw more up-and-down results for November, following last month’s performance. Website traffic has taken a dip, with an 8.7% decrease in user visits, although we have managed to sustain the number of users arriving through organic (SEO) and CPC (cost per click) channels due to the SEO and Google Ads campaigns, with many of the users this month being new to the site. The overall trend of traffic throughout the month was also fairly high, and the month ended on an upward note. In terms of SEO performance, the average rank of the site rose by 24.8%, and we now have more keywords in the top 3 spots (31 total) of search results. A good proportion of these also hold the #1 spot, which is promising. On the Google Ads side of things, November’s results have been underwhelming in comparison to previous months, with a mostly-steady CTR (click through rate), although the number of conversions and the conversion rate have dropped. Meanwhile, Facebook Ads performance has been stable, with an improved CTR and consistent performance from the campaign in terms of Booked Appointments and Link Clicks, though the numbers are overall lower than last month. For December, in terms of SEO, we plan to use off-page strategies to see an increase in website visits and see target keywords such as ‘infrared sauna’ move closer to the #1 spot in search results. For both Google and Facebook Ads, we will be restructuring the campaigns to achieve better conversion rates while lowering the cost per click/result. We will also use “Target CPA” bidding strategy and optimising non-performing keywords and ads to improve Google Ads performance, while adjusting and tailoring the Facebook ads and monitoring new campaigns.
Google Ads Analysis
10 Conversions
225 Clicks
7% CTR
4.4% Conversion rate
November has produced a steady month of results for the Google Ads campaign.
We can still see consistent traffic and CTR across the dashboard.
The downside however has been the slow performance due to inconsistency of conversions achieved each week.
The plan for December is to structure the campaign to achieve better consistency in conversions along with lowering the cost per conversions by using “Target CPA” bidding strategy and optimising the non performing keywords and ads.
SEO Analysis
31 keywords ranking in top 3 (first page) results
12 keywords ranking in top 4-10 (first page) results
Keyword ‘naturopath Lake Macquarie’ ranking in 2nd position (first page)
Keyword ‘naturopath Newcastle’ ranking in 1st position (first page)
Keyword ‘naturopath Newcastle’ ranking in 1st position in Google Maps results
Keyword ‘infrared sauna Newcastle’ ranking in 3rd position (first page)
Off-page strategy will be used through December to see the keyword ‘infrared sauna’ rankings moves closer to the top 1 position of Google’s results
Facebook Ads Analysis
5 Appointments Booked
85 Link Clicks
4,181 Reach
18,444 Impressions
We have seen a steady performance from the “Naturopath + Infrared Sauna” campaign in terms of Booked Appointments and Link Clicks.
However, although we are pleased with the results, the numbers are still lower from the previous month.
Now, the plan for the month of December is to structure the Facebook campaigns to achieve as many results (Fb Appointments) as possible while lowering down the cost per result. This will be achieved through an adjustment in the campaigns to be very tailored to each ad topic, through the new campaigns for Ruth and Emma.
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