Manager
August was a challenging month for the ads campaign as Google recently made significant changes to their ad formats. In regards to small wins, cost per click was reduced by 26.7% and there was an increase in impressions by 31.19%. This implies that there was a drop in competition and the ads appeared more frequently compared to July. For August, non-converting keywords were paused to prevent the Ad spend from being spent on non-focus keywords. Lastly, we re-wrote the ad copy content to help drive conversions. In September, we will focus on conversion optimisation by actively updating keywords that reflect the customer’s search behaviour. In addition, we will monitor the ad budget by updating the negative keyword list to prevent unnecessary spending.
In terms of SEO, there are 62 keywords ranking in the top 3 spots on Google and 18 keywords ranking in the top 4-10 spots. A win to highlight is that the keyword ‘curtain Brisbane’ is ranking 5th and the keyword ‘roman blinds South Brisbane’ is ranking 1st on the first page of Google Search. In August, the strategy was to complete off-page optimisation to improve the authority and relevancy of the website. In September, the overall goal is to optimise for the highly competitive keyword, ‘curtain fabric Brisbane’ and improve its rankings.
SEO Analysis
62 keywords ranking in top 3 (first page) results
18 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 5th position (first page)
Keyword ‘roman blinds South Brisbane’ ranking in 1st position (first page)
In August, the SEO campaign focused on off-page strategies to help boost page authority and relevance.
Through September, the on-page optimisation strategy will zero in on the high-competition keyword ‘curtain fabric Brisbane’ as it has a significant monthly search volume.
Google Ads Analysis
114 Clicks
5.58% CTR
$4.11 Avg. CPC
August has been challenging for Google Ads. As projected, the conversions declined after the major changes made in July, the most significant of which was pausing the ad format that Google phased out.
The campaign saw small wins over some competitive metrics. There was a 26.67% reduction in cost per clicks and 31.19% increase in impressions. This means that competition is less aggressive and the ads are being shown more frequently compared to July.
For August, we paused non-converting and budget consuming keywords. We also added higher intent keywords based on the most recent search term report. Furthermore, we focused on using ad copy content that previously had conversions. Finally, we added low intent search terms to the negative keywords list.
With that being said, the plan for September is to focus on conversion optimisation by actively updating the keywords to continue reflecting relevance and high intent based on search trends and evolving user behaviour. Furthermore, we will conduct further tests in the ad copy content and the landing pages to determine which will attract users with high intent and shorten their journey towards conversion. We will also continue to actively update the negative keywords list to avoid low intent and irrelevant searches that will only waste the budget.
Recent Comments