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August has been an up-and-down month for both campaigns. We saw an increase in website traffic, and more organic search users this time compared to last month (174 in August versus 123 in July). Average session duration for organic search users remains well over a minute. We did see a slight drop in the site’s average SEO ranking, but we’ve retained a majority of our keywords on the first page of Google’s search results. 22 of them are within the top 2 spots, with 9 holding the #1 position. On the other hand, the Google Ads campaign experienced some challenges. We’ve earned less than 10 conversions, mostly due to competitor search terms coming up and accumulating costs but not leading to conversions. Moreover, the General Search campaign has been seeing emergency dentist-related search terms but since the ad copy is not structured for this topic, it sees no conversions. More promisingly, though, the Dentist Noosaville campaign has been gaining visibility and ranked 2nd for August. During that time, we updated the negative keywords list and changed the bidding strategy for the Dentist Noosaville campaign. Lastly, we set up an Emergency Dentist ad group to hopefully generate leads. For SEO, we focused on the ‘dentist Noosaville’ keyword to push it closer to the first page of Google search results. In September, we will update the negative keywords list and monitor the Dynamic Search campaign. We will also focus on off-page strategies to improve the site’s authority and relevance for both customers and Google.
Google Ads Analysis
9 Conversions
186 Clicks
8.84% CTR
$5.57 Avg. CPC
4.84% Conversion Rate
August has been challenging for the Google Ads campaign. The account got less than 10 conversions, which has not occurred since March. This is mainly due to many competitor search terms popping up and accumulating costs but not gaining conversions. Keywords under the Dentist Noosaville campaign are also not aggressively bidding for the top position, which has an estimated cost per click of around $10.
However, the Dentist Noosaville campaign is getting more visibility compared to most competitors and ranked 2nd for the month of August. The other two campaigns also have high visibility, which means they can show up most of the time when users are searching through Google for relevant services.
For August, we added competitor terms in the negative keywords list to reduce the wastes in the budget. We also changed the bidding strategy of the Dentist Noosaville campaign to be more aggressive for the first position, which will be beneficial staying on top of the Google/Local Map results. This will also help it in spending the allocated budget. Finally, we set up an Emergency Dentist ad group under the General Search campaign and created ads tailored for this. For now, we are split testing between a regular search ad and a call ad that always includes a phone number. Call ads can be ideal for this due to its accessibility for emergency purposes that frequently require a phone call.
With that being said, the plan for September is to continue updating the negative keywords list to avoid wastes in budget due to irrelevant, low intent and competitor searches. We will also monitor if the Dynamic Search campaign will recover its performance and optimise it as necessary.
SEO Analysis
23 keywords ranking in top 3 (first page) results
44 keywords ranking in top 4-10 (first page) results
Keyword ‘anti wrinkle injections Eumundi’ is ranking in the 1st position (first page).
Keyword ‘invisible braces Sunrise Beach’ is ranking in the 4th position (first page).
Keyword ‘teeth whitening Noosa’ is ranking in the 3rd position (first page).
Keyword ‘childrens dentist Eumundi’ is ranking in the 2nd position (first page).
Keyword ‘dental implants Noosa Heads’ is ranking in the 6th position (first page).
In August, the on-page optimisation strategy focused on the keyword ‘dentist Noosaville’, replacing keyword ‘dentist Tewantin’. The goal was to help push the Noosaville keyword ranking closer to the #1 position in Google search results.
For the month of September, the SEO campaign will focus on off-page optimisation strategies to help improve how Google and users perceive the site’s authority, relevance, and trustworthiness.
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