Manager Analysis
During March, the emphasis of the SEO campaign was on developing SEO pages centred on General Dentistry and specific locations. The objective was to augment the website’s credibility, significance, and reliability for the said services by incorporating additional content. More favourably, though, the site’s average SEO rank remained steady with 22 keywords ranking in the top 3 positions on the first page of Google search results and 18 keywords ranking in the top 4-10 positions. Keywords ‘Leichhardt Dental’ & ‘Leichhardt Dental in Haberfield’ both rank in the 1st position on the first page of Google Search. For April, the SEO campaign will centre on off-page optimisation techniques to create more organic links and enhance site references and credibility.
In March, Facebook Ads were able to reach 15,648 distinct users, of which 95 clicked on the ad and were directed to the website. Additionally, there were 18 reactions, 1 comment, and 2 post saves, which indicated a definite interest in the service. However, despite having 14 conversions, the Ads Manager did not report them. This information was verified through cross-platform analysis. Lastly, there were 95 link clicks that resulted in a conversion and post engagement also increased by 7.4% to 116.
Facebook Analysis
14 Conversions
15,648 Reach
0.24% CTR
95 Link Clicks
March has seen ups and downs for Facebook Ads.The ads reached 15,648 unique users, 95 of which clicked through the ad and were redirected to the website. There were also 18 post reactions, 1 comment, and 2 post saves, which were clear indications of interest in the service.
Although the campaign had 14 conversions, this was not reported in the Ads Manager. We were able to confirm this through cross-platform analysis.
In March, we paused the Haberfield ads under the Generalised Services so the Haberfield and Leichhardt ads do not coincide in delivery. Additionally, we implemented the feature to automatically add music and apply Standard Enhancements to all eligible ads.
As we enter April, we will separate the budget between Leichhardt and Haberfield campaigns and focus on promoting the Haberfield clinic. We will also restructure the campaign to retarget website visitors that did not become leads.
SEO Analysis
22 keywords ranking in top 3 (first page) results
18 keywords ranking in top 4-10 (first page) results
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 ‘dentist in Leichhardt’ is ranking in the 1st position (first page), up from 5th position (first page) previously
Keyword ‘Invisalign Leichhardt’ is ranking in the 2nd position (first page)
Keyword ‘dentist in Inner West’ is ranking in the 7th position (first page)
Through March, the SEO campaign focused on creating location-targeted SEO pages about General Dentistry. The goal is to add more content that will boost the site’s authority, relevance, and trustworthiness for those services.
Through April, the SEO campaign will focus on off-page optimisation strategies to build more natural links and improve site mentions and authority.
Google Ads Analysis
44 Conversions
155 Clicks
10.60% CTR
$4.46 Avg. CPC
28.39% Conversion Rate
March has seen some ups and downs for the Google Ads campaigns. The campaigns had 44 conversions, compared to 54 in February.
To maintain relevance to evolving user behaviour, we optimised the ad extensions for the Haberfield campaign. We also put low intent, research-related, specific dentist names, and competitor search terms in the negative keywords list. In the middle of the month, we also separated the budget for the Leichhardt and Haberfield campaigns and focused more on advertising the Haberfield practice by making major changes in the ad copy content and structure.
With that being said, the plan for April is to continue conversion rate optimisation to promote the Haberfield campaign. We will also continue updating the negative keywords list. Additionally, we will also reach out to the third party booking software, Centaur Software, to have them install the Google Analytics 4 (GA4) tracking code on their end. When we reached out to them before, they are not yet able to install this updated tracking method.
GBP Analysis
Keyword ‘dentist in Leichhardt’ is ranking in 1st position in Google Maps or local search results (ahead of the map pack).
Keyword ‘Haberfield dentist’ is ranking in 3rd position in Google Maps or local search results (in the map pack).
In March, the Google Business Profile (GBP) listing for Leichhardt Dental – Pomare Dental Group generated 7,857 total views (up from 5,293 in the previous month), 107 website visits (up from 80 in the previous month), 65 direction requests (up from 57 previously), and 117 phone calls (up from 105 in the previous month) were made directly from the GBP listing.
Meanwhile, the Leichhardt Dental In Haberfield GBP listing generated 1,497 total views (up from 1,052 previously), 61 website visits (up from 20 previously), 17 direction requests (down from 23 previously), and 15 phone calls (up from 12 previously) were made directly from the GBP listing.
Also in March, an SEO optimised content for the Leichhardt Dental – Pomare Dental Group listing was created with the goal of gaining more location relevance. The post can be viewed here: https://posts.gle/wVVsmY.
A separate optimised content was posted in the Leichhardt Dental In Haberfield GBP listing. The post can be viewed here: https://posts.gle/43YcRi.
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