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.

Manager Analysis

In October, the SEO campaign made significant progress. The team achieved impressive rankings, with one keyword securing a coveted spot in the top 3 search results, and three more keywords ranking within the top 4-10 on the first page. Notably, ‘online psychologist Dalby’ attained the 2nd position, ‘online psychologist Caboolture’ landed in 4th place, and ‘online psychologist Morayfield’ ranked 5th. ‘Online occupational therapist Caboolture’ also achieved a notable 6th place ranking.

The SEO strategy for October primarily focused on off-page optimisation, involving the creation and distribution of press releases. This approach successfully bolstered domain authority, enhanced brand visibility, and drove increased website traffic. As we transition into November, the SEO campaign will shift its focus towards generating fresh content and crafting SEO location pages for ‘occupational therapy’ and ‘speech language pathology.’ This strategic move aims to strengthen keyword relevance and authority in the target locations, sustaining the campaign’s growth.

In October, the Google Ads campaign displayed promising results, with four conversions, 70 clicks, a 6.38% click-through rate (CTR), and an average cost per click (CPC) of $3.98. The campaign’s conversion rate stood at a commendable 5.71%.

Throughout the month, the campaign concentrated on optimising PBSP (Pay-Per-Click) ads, implementing refinements in ad copy and landing pages. Additionally, the attribution model was updated to the data-driven model, in line with Google’s latest advancements. Moving forward into November, the focus remains on further optimising the campaign. The team will explore new strategies to enhance performance, with a heightened emphasis on the core service offerings.

The Facebook Ads campaign experienced fluctuations in performance during October, with a noticeable decrease in conversions compared to September. However, the campaign achieved a reach of 13,456 unique users and generated 246 positive engagements, which included 27 post reactions, 10 comments, 10 post saves, 5 shares, and 194 link clicks leading to the landing page.

To optimise the campaign, adjustments were made to the ad content to prevent ad fatigue among users seeing the same ad multiple times. Additionally, the landing page was updated to align with the new PBSP page. As we look ahead to November, the plan is to fine-tune audience targeting and broaden the reach to connect with users displaying relevant search behaviour and intent, thereby increasing the effectiveness of the Facebook Ads campaign.

SEO Analysis

• 1 keywords ranking in top 3 (first page) results
• 3 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 4th position (first page).
• Keyword ‘online psychologist Morayfield’ is ranking in the 5th position (first page).
• Keyword ‘online occupational therapist Caboolture’ is ranking in the 6th position (first page).
• Keyword ‘telehealth OT Morayfield’ is ranking in the 12th position (second page).
• Through October, the SEO campaign focused on off-page optimisation via the creation and distribution of press releases to help boost domain authority, increase brand visibility, and drive website traffic.
• In November, the SEO campaign will prioritise the creation of new content and SEO location pages for ‘occupational therapy’ and ‘speech language pathology’ to gain more relevance and authority for these service keywords in the target locations.

Google Ads

• 4 Conversions
• 70 Clicks
• 6.38% CTR
• $3.98 Avg. CPC
• 5.71 Conversion Rate
• October has shown small wins in the Google Ads campaign. This time, we focused on PBSP ads.
• For the month, we made a number of optimisations in the ad copy and landing page. We also updated the attribution model of the conversions into data-driven based on Google’s latest update.
• With that being said, the plan for November is to continue testing new ways to optimise the campaign and ramp up the performance based on the service focus.

Facebook Analysis

• 7 Results (Contact Us Form Submission)
• 13,456 Reach
• 194 Link Clicks
• 0.55% Link CTR
• 246 Engagements
• October has seen some ups and downs in the Facebook Ads performance. The conversions decreased compared to September. However, it was able to reach 13,456 unique users and gained positive Engagements through 27 post reactions, 10 comments, 10 post saves, 5 shares, and 194 link clicks (i.e. redirects to the landing page).
• As part of our optimisation, we tweaked the ads slightly to avoid ad fatigue when the same user sees the same ad more than once. We also updated the landing page to the new PBSP page.
• With that being said, the plan for November is to optimise the audience and potentially increase the targeting so more people with relevant search behaviour and intent can see the ads.