Andersons Window Furnishings – February 2022 Monthly Report

Manager

The SEO campaign for the month of February sees areas for potential improvement in site traffic and strong wins for keyword rankings. User site visits dip by 7% this month at a total of 462 users, with 278 users coming from the organic search channel. A total of 73 keywords join the top 1-3 positions and 19 keywords join the top 4-10 positions of first page search results. We’re thrilled that this month’s keywords have all been successful in securing top positions of page 1 results, with keyword ‘custom curtains brisbane’ joining the high-ranking keywords at 4th position of first page results after on-page optimisations were completed in February for this keyword. We will use on-page optimisations through March to boost the ranking of the keyword ‘roller blinds brisbane’ closer to the top positions of search results as the keywords has a significant 320 monthly search volume.

The month of February has been challenging for the Google Ads campaign, which yielded a total of 99 clicks, 5.71% Click Through Rate, $4.15 Average CPC, and 5 Conversions. Because of the slight dip in conversion this month, the cost per conversion increased by 14.31%. The average cost per click has increased as well by 7.77%, indicating that competitors are spending more on their ads’ visibility. We can see from the metrics that the average CPC peaked as high as $7 during the last week of February. Despite these challenges, the Google Ads campaign showed promising results with the 4.77% increase in impressions, which means that the exposure of the ads increased even with the tight competition. In addition, the monthly cost decreased by 4.74% which is also a huge win this month. Through March, we plan to actively update the negative keywords list to deter irrelevant and competitor searches. We plan to focus on optimising the ad copy and conducting other tests in the campaign structure or landing pages to attract more high-intent traffic and potentially a higher number of conversions.

SEO Analysis

73 keywords ranking in top 3 (first page) results

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

Keyword ‘curtain brisbane’ ranking in 5th position (first page)

Keyword ‘curtains brisbane’ ranking in 5th position (first page)

Keyword ‘custom made curtains brisbane’ ranking in 6th position (first page), up from 10th position (first page) in the previous month

In February, we completed an on-page optimisation with a focus on the keyword ‘custom curtains brisbane’ which is now ranking in 4th position (first page).

Through March, our plan is to focus our on-page optimisation on the keyword ‘roller blinds brisbane’ as it has an average of 320 monthly searches and to bring it closer to the #1 position in Google search results.

Google Ads Analysis

99 Clicks

5.71% CTR

$4.15 Avg. CPC

5 Conversions

February has been challenging for Google Ads. We got one less conversion this month compared to January. As a result, the cost per conversion increased by 14.31%. We noticed a tighter competition with the 7.77% increase in average cost per click, which meant competitors were willing to spend more to show their ads. The avg. CPC peaked to as high as $7.16 during the last week of February.

However, we have noted a slight improvement in Impressions by 4.77%. This means that despite the tight competition, the exposure of our ads still improved with a 4.74% reduction in monthly cost, which is still a win for our campaign.

With that being said, the plan for March is to actively update the negative keywords list to avoid irrelevant and competitor searches. We will also focus on further optimizing the ad copy and conducting some other tests in the campaign structure or landing pages to attract more high-intent traffic, which can result in a higher number of conversions.