Manager Analysis
In August, the Google Ads campaign delivered mixed results. The team observed 18 conversions from 292 clicks, yielding a 6.16% conversion rate. The click-through rate (CTR) stood at 12.42%, and the average cost per click (CPC) was $2.56. The campaign encountered challenges related to displaying ads for competitor searches, influenced by evolving user behaviour and Google’s automated ad delivery expansion algorithm. To address this, the team proactively added irrelevant and competitor search terms to the negative keywords list, enhancing ad targeting. Looking forward to September, the focus will be on completing Advertiser verification to access additional assets like brand elements. Ongoing refinement of the negative keywords list will continue to ensure ad relevance and quality.
The SEO campaign in August yielded positive outcomes. A total of 43 keywords ranked in the top 3 search results, with an additional 28 keywords securing positions in the top 4-10 results. Notably, key phrases such as ‘holiday car rental Nambour’ and ‘cheap car hire Sunshine Coast’ achieved the coveted first-page rankings. The month saw a strategic emphasis on off-page optimisation through press release creation and distribution, enhancing brand visibility and domain authority. However, Google’s core algorithm update posed potential challenges to organic rankings. Moving into September, the SEO strategy will concentrate on on-page optimisation for the competitive keyword ‘rent a car Mooloolaba,’ aiming to secure a stronger position in Google’s search results. Ongoing monitoring and adaptation remain integral to success in the ever-evolving SEO landscape.
SEO Analysis
43 keywords ranking in top 3 (first page) results
28 keywords ranking in top 4-10 (first page) results
Keyword ‘holiday car rental Nambour’ is ranking in the 1st position (first page).
Keyword ‘cheap car hire Sunshine Coast’ is ranking in the 1st position (first page).
Keyword ‘family car rentals Nambour Railway Station’ is ranking in the 1st position (first page).
Keyword ‘family car rentals Sunshine Coast’ is ranking in the 1st position (first page).
Keyword ‘bargain car rental Sunshine Coast’ is ranking in the 2nd 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.
Also 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 the month of September, the SEO on-page optimisation will focus on the keyword ‘rent a car Mooloolaba’ as it has a medium to high level of competition and significant monthly searches. The goal is to gain a better competitive edge for this keyword and bring it closer to the #1 position in Google search results.
Google Ads
18 Conversions
292 Clicks
12.42% CTR
6.16%Conversion Rate
$2.56 Avg. CPC
August saw some ups and downs in the Google Ads campaign. Although a significant number of leads kept coming in, we cannot completely avoid showing ads to competitor searches due to continuously evolving user behaviour and Google’s automated ad delivery expansion algorithm.
As part of our regular optimisation strategy, we put irrelevant and competitor search term variations in the negative keywords list.
With that being said, the plan for September is to complete the Advertiser verification, which will allow us to access more asset types such as brand, logo and other additional information that can add more value and trust elements to the ads. We will also continue updating the negative keywords list to avoid irrelevant, low intent and competitor searches.
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