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Children’s and Teens’ Therapy Services – November 2023 Monthly Report

by | Dec 7, 2023 | Children's and Teens' Therapy Services

Manager Analysis

November showcased promising results in our SEO efforts. While one keyword secured a prime position in the top 3, four additional keywords gained prominence in the top 4-10 search results, with ‘online psychologist Dalby’ leading in the 2nd position. Our focus on fresh content creation for ‘occupational therapy’ and ‘speech language pathology’ aimed to fortify the site’s authority and relevance. December’s strategy shifts towards off-page optimisation, employing press releases to enhance brand visibility and recognition.

Despite achieving only one conversion in November, our Google Ads campaign displayed increased traffic and a commendable 9.40% click-through rate (CTR). Adapting our bidding strategy showcased flexibility, transitioning from Manual CPC to Maximise Conversions. As we enter December, streamlining non-performing keywords, emphasising high-conversion history keywords, and expanding negative keyword lists will be pivotal for campaign optimization.

November marked varied performance in Facebook Ads, with five contact form submissions but a decrease in conversions and engagement. Recalibration of bid strategies aimed at maximising cost-effectiveness. December’s focus shifts to refining audience targeting for increased website traffic. Precision in audience criteria ensures our content resonates with the most interested users, optimising the impact of our Facebook advertising efforts.

SEO Analysis

  • 1 keywords ranking in top 3 (first page) results
  • 4 keywords ranking in top 4-10 (first page) results
  • Keyword ‘online psychologist Dalby’ is ranking in the 2nd position (first page).
  • Keyword ‘online psychologist Caboolture’ is ranking in the 6th position (first page).
  • Keyword ‘online psychologist Morayfield’ is ranking in the 10th position (first page).
  • Keyword ‘online occupational therapist Caboolture’ is ranking in the 14th position (second page).
  • Through November, the SEO campaign focused on creating fresh content for keywords ‘occupational therapy’ and ‘speech language pathology’. The goal is to add more content to boost the site’s authority, relevance, and trustworthiness. The new pages will help improve presence on Google search results and increase customer actions on the site.
  • In December, the SEO campaign will focus 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.

Google Ads

  • 1 Conversions
  • $391.88 Cost Per Conversion
  • 81 Clicks
  • 9.40% CTR
  • $4.84 Avg. CPC
  • November was a slower month for the campaign in terms of results by achieving only 1 conversion to the website. However, looking into the other metrics, we were able to achieve more traffic and a higher CTR. This indicates how our ad copies continue to stay relevant and effective to the target users..
  • As part of our regular optimisation strategy, we tested out new keyword bidding strategies from Manual CPC to Maximise Conversions, which uses Google’s AI to set bids to help get the most conversions for the campaign within the set daily budget
  • Main opportunity coming into December is to remove non-serving keywords that haven’t received any traffic for the past 6 months or more. From here we can focus the budget on higher-performing keywords with good conversion history and overall uplift the campaign’s performance. We will also continue to add negative keywords to improve ad delivery

Facebook Analysis

  • 5 Results (Contact Us Form Submission)
  • 9,776 Reach
  • 137 Link Clicks
  • 0.59% Link CTR
  • 172 Engagements
  • November has seen some ups and downs in the Facebook Ads performance. The conversions decreased compared to October, as well as our reach and end engagements.
  • As part of our optimisation, bid strategies were recalibrated, balancing competitiveness in the auction with efficient resource allocation to maximise cost-effectiveness.
  • In the coming month, our focus is to help increase website traffic by testing and refining our audience targeting. We’re taking a closer look at the people who see the ads to ensure we’re reaching those most likely to be genuinely interested in our offerings. By fine-tuning the audience criteria, we aim to make our content more relevant to the right users.