Manager Analysis
For the month of January, website analytics and Google Ads finished with promising results. Website traffic saw an increase of 49.8% compared to the month before and a 66.6% increase in event counts on the website. Regarding Google Ads, there were 91 ad clicks which is an increase of 111.6%, 1,100 impressions and a 8.3% click-through rate. Facebook ads had a successful month in January with 4 Contact Us form submissions and positive Engagement, including 15 reactions, 4 comments, 11 saves, and 7 shares. The Assessments campaign received 1 submission via the Contact Form, indicating a strong level of interest in the business. However, the campaigns are restricted by budget and only appear during relevant searches less than 10% of the time. For SEO, additional on-page optimisation measures were taken, including resubmitting the XML sitemap, updating the local business schema markup, and correcting link errors.
For January, irrelevant and low-intent search terms, as well as those seeking free services and related to bulk billing, were added to the negative keywords list to ensure ad delivery to only relevant users. In February, the plan is to update the negative keywords list to exclude irrelevant, low intent, and competitor searches. We will also fine-tune the keywords and ads to better align with search trends that have a higher likelihood of converting and achieving a better return on investment. As for the SEO campaign in February, our focus will be on creating content pages with the aim of improving the ranking of crucial keywords and increasing customer actions on the site. Additionally, we will optimise Facebook ad delivery to encourage users who have viewed the ads to visit the website and become leads. We will also explore ways to extract data from the CATTS Facebook/Meta Business Manager account to the Marketing Dashboard, although there may be a period of time where this data is not available on the dashboard and can only be viewed in the Meta Business Manager.
SEO Analysis
In January, some of the targeted keywords started to show in the rankings.
Keyword ‘online speech pathologist Caboolture’ is ranking in the 22nd position (third page)
Keyword ‘telehealth OT Caboolture’ is ranking in the 25th position (third page)
Additionally, more on-page optimisation steps were implemented, including XML sitemap resubmission, updating local business schema markup, and fixing link errors.
Through February, the SEO campaign will focus on content page creation with the ultimate goal of bringing the crucial keywords closer to the first page of Google search results and improving customer actions on the site.
Google Ads
1 Conversion
91 Clicks
8.33% CTR
$3.66 Avg. CPC
January has seen some positive responses in Google Ads. The Assessments campaign got 1 Contact Form submission, which is a high-intent action towards the business.
For January, we added in the negative keywords list a number of irrelevant and low-intent search terms, as well as those looking for free services and bulk billing-related terms. This would make the ad delivery optimised to only relevant users.
With that being said, the plan for February is to update the negative keywords list to avoid irrelevant, low intent and competitor searches. We will also further refine the keywords and the ads so these can match the search trends that are closer to conversion and get a better return on investment.
Facebook Analysis
4 Results (Contact Us Form Submissions)
0.52% CTR
141 Link Clicks
9,026 Reach
January has been exciting for Facebook Ads. The campaign gained 4 Contact Us form submissions, which was equivalent to the $67.04 cost per result. It also gained positive Engagements with 15 post reactions, 4 post comments, 11 post saves, and 7 post shares. This shows that the ads are relevant to the users who saw the ads.
However, the campaign only got 4 conversions out of the 141 users who clicked through the ad and were redirected to the website. There can be more room for improvement in terms of conversion optimisation.
As we enter February, we will optimise the ad delivery to spark more consideration among users that viewed the ads so that they will go to the website and become leads. We will also be conducting further research into how we can pull out data from the CATTS Facebook/Meta Business Manager account to the Marketing Dashboard. While we work on this, there will be no data available in the dashboard, however, you can view this on the Meta Business Manager
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