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Andersons Window Furnishings – August 2022 Monthly Report

Sep 7, 2022

Manager

August was a challenging month for the ads campaign as Google recently made significant changes to their ad formats. In regards to small wins, cost per click was reduced by 26.7% and there was an increase in impressions by 31.19%. This implies that there was a drop in competition and the ads appeared more frequently compared to July. For August, non-converting keywords were paused to prevent the Ad spend from being spent on non-focus keywords. Lastly, we re-wrote the ad copy content to help drive conversions. In September, we will focus on conversion optimisation by actively updating keywords that reflect the customer’s search behaviour. In addition, we will monitor the ad budget by updating the negative keyword list to prevent unnecessary spending.

In terms of SEO, there are 62 keywords ranking in the top 3 spots on Google and 18 keywords ranking in the top 4-10 spots. A win to highlight is that the keyword ‘curtain Brisbane’ is ranking 5th and the keyword ‘roman blinds South Brisbane’ is ranking 1st on the first page of Google Search. In August, the strategy was to complete off-page optimisation to improve the authority and relevancy of the website. In September, the overall goal is to optimise for the highly competitive keyword, ‘curtain fabric Brisbane’ and improve its rankings.

SEO Analysis

  • 62 keywords ranking in top 3 (first page) results
  • 18 keywords ranking in top 4-10 (first page) results
  • Keyword ‘curtain Brisbane’ ranking in 5th position (first page)
  • Keyword ‘curtains Brisbane’ ranking in 5th position (first page)
  • Keyword ‘custom made curtains Brisbane’ ranking in 5th position (first page)
  • Keyword ‘roman blinds South Brisbane’ ranking in 1st position (first page)
  • In August, the SEO campaign focused on off-page strategies to help boost page authority and relevance.
  • Through September, the on-page optimisation strategy will zero in on the high-competition keyword ‘curtain fabric Brisbane’ as it has a significant monthly search volume.

    • Google Ads Analysis

  • 114 Clicks
  • 5.58% CTR
  • $4.11 Avg. CPC
  • August has been challenging for Google Ads. As projected, the conversions declined after the major changes made in July, the most significant of which was pausing the ad format that Google phased out.
  • The campaign saw small wins over some competitive metrics. There was a 26.67% reduction in cost per clicks and 31.19% increase in impressions. This means that competition is less aggressive and the ads are being shown more frequently compared to July.
  • For August, we paused non-converting and budget consuming keywords. We also added higher intent keywords based on the most recent search term report. Furthermore, we focused on using ad copy content that previously had conversions. Finally, we added low intent search terms to the negative keywords list.
  • With that being said, the plan for September is to focus on conversion optimisation by actively updating the keywords to continue reflecting relevance and high intent based on search trends and evolving user behaviour. Furthermore, we will conduct further tests in the ad copy content and the landing pages to determine which will attract users with high intent and shorten their journey towards conversion. We will also continue to actively update the negative keywords list to avoid low intent and irrelevant searches that will only waste the budget.

    • Andersons Window Furnishings – July 2022 Monthly Report

    Aug 5, 2022

    Manager

    The month of July presents a variety of wins for Google Ads and Website Analytics. The website saw a 118.9% increase in website traffic which totals 950 users and the average session duration increased to 2 minutes and 12 seconds. In terms of Google Ads, the number of clicks increased by 52.5% which comes to a total of 90. In addition, impressions increased by 9.4% which is an impressive total of 1,600. In July, we paused non-converting keywords and replaced them with keywords that have a higher chance of driving conversions. In terms of tracking, we set up Google Analytics 4 which will be the new tracking tool as Google is phasing out the original Google Analytics platform. Throughout August, we will continue to monitor the negative keyword list to prevent unnecessary ad spend and low intent website traffic. Furthermore, we will be actively monitoring the performance of the new ads for Curtains and Shutters.

    In terms of SEO, there are 72 keywords ranking in the top 3 spots and 19 keywords ranking in the top 4-10 spots on the first page of Google Search. Keywords such as ‘roman blinds South Brisbane’ and ‘curtains Brisbane’ are ranking in the 1st and 5th spot on Google search respectively. Throughout July, the focus was to complete on-page optimisation for the keyword ‘custom made shutters Ascot’ where we anticipate the rankings to improve over the coming weeks. As we enter August, the focus is to complete off-page optimisation and boost rankings on Google by improving the relevance and trustworthiness of the website.

    SEO Analysis

  • 72 keywords ranking in top 3 (first page) results
  • 19 keywords ranking in top 4-10 (first page) results
  • Keyword ‘curtain Brisbane’ ranking in 5th position (first page)
  • Keyword ‘curtains Brisbane’ ranking in 5th position (first page)
  • Keyword ‘custom made curtains Brisbane’ ranking in 6th position (first page)
  • Keyword ‘roman blinds South Brisbane’ ranking in 1st position (first page)
  • For the month of July, we completed an on-page optimisation with a focus on the keyword ‘custom made shutters Ascot’ and we expect improvement in its ranking in the coming weeks.
  • Through August, our plan is to focus on off-page optimisation strategy. We aim to boost ranking by improving how Google and users perceive the site’s authority, relevance, and trustworthiness.

    • Google Ads Analysis

  • 90 Clicks
  • 5.78% CTR
  • $4.76 Avg. CPC
  • 7 Conversions
  • July has been challenging for Google Ads. Although there were the same number of leads compared to June, we made a lot of significant changes to the account, which may affect the performance for the next month. Although we were able to reduce the cost per click by 34.50% and being able to deliver the ads to a larger audience, the conversion rate also dipped by 34.44%.
  • For July, we paused non-converting keywords that are only consuming the budget and replaced them with higher intent keywords. We also created new ads in the Shutters and Curtains ad group using the new standard ad type by Google. Furthermore, we set up a brand ad group since we have seen search terms directly looking for the business name having a significant traffic. Finally, we updated the conversion tracking to Google Analytics 4, which will be the new standard by July 2023. We decided to conduct the early transition to provide the account with enough data before the actual phase out of the current tracking method.
  • With that being said, the plan for August is to continue actively updating the negative keywords list to avoid low intent and competitor searches. We will also observe the performance of the newly set up ads for Curtains and Shutters ad groups, as well as the newly added keywords. Due to a series of major changes to the account, we are expecting its performance by August to still be adjusting and enter a new learning phase.