Just-In Time Electrical – January 2021 Monthly Report

Manager

The month of January has produced stable results for both the SEO and Google Ads campaigns although we can pinpoint new areas of improvement for the coming months. We are pleased to see an improvement in the website performance with an 11.8% increase in overall website traffic. Although there have been fluctuations in site traffic trends, we note that it is far more stable than the trend from December. The majority of the users are brought in by the organic (SEO) channel, indicating a strong SEO presence. There has also been an increase in the number of users coming in from the Google Ads campaign from 248 last month to 279 users this January. For the SEO campaign, we see that the keyword rankings have been performing less than expected as the number of keywords we have on the first page of Google have taken a slight dip. Two of the targeted keywords have also dipped from the 4th to 6th position in a span of two months, however small fluctuations like this are to be expected as we continue with our off-page strategy. On the other hand, the Google Ads campaign has had an increase in the click through rate. The number of conversions tracked have gone down from 36 conversions last November to 21 conversions this January. This has also affected the conversion rate which is now at 5.8% from its previous 13.5% rate. We aim to recover the lag in the conversions and conversion rate by structuring the active campaigns to achieve a higher CTR. For the month of February, we will adjust the campaigns for areas that have low conversion rates and return in order to optimise the total dollars spent vs conversions achieved.

SEO Analysis

45 keyword ranking in top 3 (first page) results

12 keywords ranking in top 4-10 (first page) results

Keyword ‘electrician indooroopilly’ ranking in 8th position (first page)

Keyword ‘electrician springfield lakes’ ranking in 6th position (first page)

Keyword ‘electrician kenmore’ ranking in 6th position (first page)

Off-page work will be completed in February to see a boost in the ranking for ‘electrician indooroopilly’ as there is significant search volume each month

Google Ads Analysis

21 Conversions

364 Clicks

0.7% CTR

5.8% Conversion rate

The month of January achieved a pretty steady performance for the Google Ads campaign.

We noticed an increase in the overall traffic which is always a pleasing stat to see increase.

However, we do note that the number of conversions achieved through the month are lower compared to the previous month.

The plan for February is to structure the active campaigns to achieve a higher number of conversions and an increased CTR which can lead us, in turn, to a better conversion rate.

We will also work to lower down the maximum CPC for Bardon, Chelmer and Sinnamon Park locations as we are not seeing a huge return on the ad spend there yet. With the recent changes to the ad copy, we will be monitoring how this delivers in the coming month too.