Manager
Website metrics were very favourable in October, although the Google Ads campaign experienced some challenges. The month started slowly in terms of user visits, but the overall trend climbed throughout the weeks and peaked at 11 users on 25 October. Most users arrived through CPC (Cost Per Click) channels (57.6%), but a pleasing number also arrived through organic search channels (23.2%). The site’s average SEO rank recovered by 0.9%, and keyword performance was similar to the month prior. For Google Ads, the campaign saw just 2 conversions, although Click Through Rate (CTR, 5.02%) and Conversion Rate (CR, 2.20%) were fairly average. However, there were some payment issues, which resulted in some ads not getting delivered and not reaching their audience. In October, we did on-page optimisations for the ‘commercial electrician Gympie’ keyword to improve its ranking. For November, we will update the negative keywords list and improve the landing page experience for site visitors. We will also shift to off-page strategies such as map embedding to improve Google site rankings.
Google Ads Analysis
2 Conversions
91 Clicks
5.02% CTR
$6.03 Avg. CPC
2.20% Conversion Rate
October has been challenging for the Google Ads campaign. The campaign got the same number of conversions as in September. Additionally, there were a lot of search terms related to car/automotive/mobile air conditioning installations and regassing, which is not offered by the business.
However, we were able to reduce the overall cost per click from $10.91 in September to $6.03 this month. Due to this, the campaign was able to accommodate more clicks without easily depleting the daily budget. The campaign also improved in ad visibility versus the total search volume with more control in the keyword bids, increasing from 34.85% to 43.03% Search Impression Share.
For October, we set up Google Analytics 4 tracking, which will be the new standard for website tracking in 2023. Furthermore, we implemented minor changes to some ads. We also adjusted keyword bids to remain in the first page of Google search results without being overly aggressive in bidding. Finally, we added car/automotive/mobile air conditioning installation and regassing terms, as well as competitors and low intent search terms to the negative keywords list to avoid wasting the budget.
With that being said, the plan for November is to continue updating the negative keywords list to avoid wastes due to irrelevant, low intent and competitor searches. We will also refine the keywords and update the bids as necessary to get more ad visibility and clicks at a lower cost. Finally, we will also look into further improving the landing page experience of users by formulating content recommendations that will flesh out the services more distinctly.
SEO Analysis
30 keywords ranking in top 3 (first page) results
286 keywords ranking in top 4-10 (first page) results
Keyword ‘commercial electrician Maroochydore’ is ranking in the 11th position (first page).
Keyword ‘electrical services Sunrise Hills’ is ranking in the 1st position (first page).
Keyword ‘commercial electrician Yandina’ is ranking in the 6th position (first page).
Keyword ‘electrical servicing Nambour West’ is ranking in the 8th position (first page).
In October, on-page optimisation focused on the keyword ‘commercial electrician Gympie’. Its ranking can be expected to improve in the coming weeks.
For the month of November, the SEO campaign will focus on off-page optimisation, particularly map embedding strategies to help improve Google rankings.
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