Manager
The campaign continues to see promising results in terms of website, SEO, and Google Ads performance. Website traffic continues to rise, with site visitors now over 1,000 throughout the month. 48% of total user traffic came through organic (SEO) channels, and visitors spent a significant amount of time on the website. The trend in traffic also saw more positive results in the second half of the month. Meanwhile, the site’s average SEO rank has climbed, with keyword performance improving. The campaign saw more keywords move into the first page of Google search results, which is very favourable. Additionally, the Google Ads campaign produced some excellent results. We had 26 total conversions, alongside notable increases in both Click Through Rate (CTR) and Conversion Rate (CR). The Leichhardt booking website saw the most conversions. Moreover, based on Google Ads Insights, the campaign’s keywords showed more versus competitors. The Facebook Ads campaign was not as fortunate, though, as we have not yet received leads through contact forms submissions. We cannot track successful bookings through Facebook Ads, as well. However, we did see 86 link clicks into the website and 2 comments. For September, for Google Ads, we will update the negative keywords list, while for Facebook Ads we will optimise ad delivery. In terms of SEO, we will focus on-page optimisations on the high-competition keyword ‘emergency dentist’ so it gains a solid ranking on Google search results.
Facebook Analysis
1.07% CTR
290 Clicks
8,778 Reach
August has been challenging for the Facebook Ads campaign. The campaign has not received leads made through contact form submissions yet. Also, there were no phone number clicks which would indicate high intent to reach out to the business immediately after seeing the ad. Similar to Google Ads, we cannot attribute successful bookings made after clicking through the Facebook Ads. Also, we are unable to track clicks to the Leichhardt or Haberfield practice’s booking links from the website through Facebook Ads.
However, the campaign saw 86 link clicks, which are people who were interested in the ad and clicked through to the website for more information or possibly to book an appointment. There were also 2 comments that asked for the dental practice’s location.
For August, three recommended optimisations to the ad delivery were implemented: applying standard enhancements to the images, adjustments to the image brightness and contrast, and adding music (i.e. automatic tracks) whenever Facebook considers it can drive more engagement and conversions to the campaign.
With that being said, the plan for August is to optimise the ad delivery to try getting either contact form submissions or phone number clicks.
SEO Analysis
16 keywords ranking in top 3 (first page) results
18 keywords ranking in top 4-10 (first page) results
Keyword ‘dentist in Leichhardt’ is ranking in the 2nd position (first page)
Keyword ‘Leichhardt dental’ is ranking in the 1st position (first page)
Keyword ‘Leichhardt dental in Haberfield’ is ranking in the 1st position (first page)
Keyword ‘Invisalign Leichhardt’ is ranking in the 4th position (first page)
Keyword ‘dentist in Inner West’ is ranking in the 5th position (first page)
In August, the SEO campaign focused on off-page strategies, particularly on building backlinks, to help boost page authority and relevance.
Through September, the on-page optimisation strategy will zero in on the high-competition keyword ‘emergency dentist’ to help it gain a more solid ranking in Google search results.
Google Ads Analysis
26 Conversions
154 Clicks
12.16% CTR
$4.52 Avg. CPC
16.88% Conversion Rate
August has been an exciting month for the Google Ads campaigns. Most conversions came from clicks to the Leichhardt booking website. The Leichhardt campaign also got 17% higher absolute top impression rate. This means that it is frequently showing up in the top position and being the first result users see when searching for relevant services. Based on Google Ads Insights, the ads and keywords also showed more than prominent competitors, such as Invisalign, Bupa Dental, Leichhardt Dental Surgery, and Leichhardt Market Dental. Finally, the campaign saw conversions from the search term “pomare dentist leichhardt” and “emergency dentist inner west”, while also getting significant search volume for the keyword “leichhardt dentist norton st”.
However, there were a number of low-intent and research-related search terms taking up the budget without getting conversions. The location extension for the Leichhardt Campaign was also not set up. Furthermore, we are unable to properly attribute the successful bookings that came through Google Ads due to the limitations of the booking software. This is beyond our control.
For August, we added low intent, research-related, and competitor search terms in the negative keywords list to keep high intent searches in seeing the ads more. We also added more targeted keywords such as “pomare dentist leichhardt”, “emergency dentist inner west”, and “leichhardt dentist norton st”. We also set up Location Extension for the Leichhardt campaign.
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.
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