Manager Analysis
In August, the Google Ads campaign showed positive progress. Despite a low click-through rate (CTR) of 2.79%, the increase in the monthly budget from $500 to $620 proved effective in targeting high-intent users. This resulted in four conversions. To maximise opportunities, the campaign expanded into Google Display partners, tapping into previously untapped audiences. Additionally, the negative keywords list was continuously updated to filter out low-intent and competitor-related searches. Looking forward to September, the plan is to refine the campaign structure, focusing on a select range of services for advertising. Audience targeting experiments will be conducted to capture users with a higher likelihood of conversion.
In August, the SEO campaign primarily focused on off-page optimisation through the creation and distribution of press releases. This strategy aimed to enhance brand visibility, drive website traffic, and improve domain authority. The results were promising, with three keywords ranking in the top three positions and five keywords appearing on the first page. However, it’s worth noting that Google’s core algorithm update in August could impact search rankings and organic traffic. Continuous monitoring of site metrics is essential to adapt to these changes effectively. Moving into September, the SEO strategy will shift towards on-page optimisation, with a particular focus on the highly competitive keyword ‘physiotherapy Caroline Springs.’ The goal is to elevate its ranking closer to the first page of Google search results, leveraging the campaign’s established foundation.
SEO Analysis
3 keywords ranking in top 3 (first page) results
5 keywords ranking in top 4-10 (first page) results
Keyword ‘physiotherapy Keilor Downs’ ranking in 3rd position (first page)
Keyword ‘physio Keilor Downs’ ranking in 3rd position (first page)
Keyword ‘back pain Keilor Downs’ is ranking in 5th position (first page)
In August, the SEO campaign focused on off-page optimisation via the creation and distribution of press releases to help increase brand visibility and recognition, drive website traffic, and boost domain authority.
In August, Google rolled out a core algorithm update, which may influence the website’s search rankings and organic traffic. Site metrics will be closely monitored and necessary adjustments will be implemented to align with the update’s implications.
Through September, the SEO on-page optimisation will focus on the keyword ‘physiotherapy Caroline Springs’ as it has a high level of competition, significant monthly searches, and has yet to gain a strong footing in the rankings. The goal is to bring it closer to the first page of Google search results.
Google Ads Analysis
4 Conversions
$155.25 Cost per Conversion
2.79% Google Ads CTR
$5.50 Google Ads Avg. CPC
August saw a positive trend in the Google Ads campaign. Although the ads were shown less than 10% of the time whenever relevant searches were made, the increase in monthly budget from $500 to $620 had a significant effect in terms of reaching enough high intent users. This led to 4 calls, with an average cost per lead of $155.25.
For the month, we expanded the ads into Google Display partners for untapped opportunities. We also continued adding competitor and low intent search terms in the negative keywords list.
With that being said, the plan for August is to optimise the campaign structure with reduced but more focused services to advertise. We will also perform other experiments in the audience targeting to reach users with high intent for conversion.
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