Manager
In June we saw mixed results for the website and SEO metrics, but very favourable outcomes for the Google Ads campaign. Site traffic dipped by a very small margin of 2.0%, although we saw strong performance towards the middle of the month. The trend peaked on 15 June, with 15 users on the website on the day – 14 of which were new! CPC (Cost Per Click) channels continue to bring in the majority of user traffic, accounting for 54.8% of site visitors. Meanwhile, organic users account for 19.6%. We also saw a 1.0% drop in the site’s average SEO ranking, but we have more keywords now on the first page of Google search results. In June, we focused our on-page optimisations on the ‘electrical services Sunshine Coast’ keyword and we expect it to improve in rank in the coming weeks. For the Google Ads campaign, we saw more favourable results. Clicks and Click Through Rates are up, while Cost Per Click has gone down. To improve user actions, we’ve replaced broader keywords with higher intent items. Through July, we’ll focus on off-page strategies to boost organic search rankings. We will also update the negative keywords list and monitor the performance of our new keywords. We will also test Enhanced Conversions based on Google Ads’ recommendations to see if it will improve campaign performance.
Google Ads Analysis
7 Conversions
139 Clicks
4.31% CTR
$4.37 Avg. CPC
5.04% Conversion Rate
June has been great for the Google Ads campaign. Although down 2 conversions compared to May, we were able to bring down the cost per click by 5.80% and increase the clickthrough rate by almost 15%, which meant we were getting more exposure and interest.
However, we observed that the overall cost per conversion still increased by 27.54%.
For June, we paused some keywords such as “fridge mechanics” and replaced them with higher intent keywords like “find fridge mechanic”, “hire fridge mechanic”, and “find fridge mechanic near me”. We also paused the broad match keyword ‘ac repair’. It was consuming a lot of the budget but not getting conversions since the campaign went live. We replaced it with a higher intent phrase match type keyword.
With that being said, the plan for July is to continue updating the negative keywords list to avoid wastes due to irrelevant, low intent and competitor searches. We will also monitor the performance of the new keywords and pause other non-converting keywords. Furthermore, we will fix the GMB synchronisation with Google Ads. Lastly, we will test Enhanced Conversions in the contact form submission conversion action based on Google Ads’ recommendation and monitor if it will further improve the campaign’s performance.
SEO Analysis
21 keywords ranking in top 3 (first page) results
Keyword ‘commercial electrician Maroochydore DC’ is ranking in the 4th position (first page), up from 17th position (second page) in the previous month.
Keyword ‘commercial electrician Peregian Beach’ is ranking in the 7th position (first page), up from 20th position (second page) in the previous month.
Keyword ‘commercial electrician Bli Bli’ is ranking in the 26th position (third page).
In June, we completed on-page optimisation with a focus on keyword ‘electrical services Sunshine Coast’ and we expect a boost in its ranking in the coming weeks.
For the month of July, we plan to focus on our off-page strategies to boost rankings and bring them closer to the first page of Google search results.
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