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CK Health – January 2021 Monthly Report

Feb 5, 2021

Manager

The month of January has produced some strong and stable results for the marketing campaigns. To start off, we have noted a 14.8% increase in overall website traffic this month, the majority of which is brought in by the organic (SEO) channel. While the organic traffic has jumped from 511 users to 620 users, the number of site visitors from the CPC channel has gone down from 137 to 53 due to the time the ads were paused due to Google’s billing error this month. On the SEO front, we hold steady with a strong average ranking of 3.5, although there has been a slight dip because of the decline in the number of keywords we have ranking in the top 4 to 10 positions of Google. Nevertheless, we maintain the competitive rankings for the below mentioned focus keywords in Google’s search results. For the Facebook Ads campaign, we were able to see a massive boost in Facebook clicks and click through rate compared to last month. We also see concrete growth as the number of appointments booked in Facebook jumped from 5 last November to 12 this month. With these developments, we were still able to decrease the cost of the ads by a notable 34.2%. Lastly, the Google Ads campaign produced a variety of results for the month. The CTR has gone up by 24.3% since last December, indicating the effectiveness of the campaign strategy by the end of 2020. Nevertheless, we were unable to reach last month’s number of conversions because of lower traffic and the halt on the campaign due to overdue account balance. Now with the ads running again, we will work to achieve more consistency in the number of conversions achieved on a weekly basis by adjusting the bidding strategy. We will also be working to resolve the conversion tracking issue with Facebook and secure some off-page links to further boost the domain authority and in turn, the SEO rankings..

Google Ads Analysis

  • 3 Conversions
  • 78 Clicks
  • 8.3% CTR
  • 3.8% Conversion rate
  • January has produced a steady month of results for the Google Ads campaign considering that the ads were paused part way through the month due to Google Ads billing issues.
  • In the first half of the month, we did see an increase in the CTR and achieving the 3 conversions in the short period was a great achievement.
  • The downside however has been the slow performance due to lower traffic, which in turn resulted in a lower number of conversions compared to last month’s. Another factor is the payment error due to overdue account balance that stopped the campaign from running which we have communicated.
  • The plan for the month of February is of course to get the overdue balance with Google Ads resolved, then to optimise the device and campaign biddings which can lead us to having a more consistent number of conversions achieved week on week.

    • SEO Analysis

  • 32 keywords ranking in top 3 (first page) results
  • 9 keywords ranking in top 4-10 (first page) results
  • Keyword ‘naturopath Lake Macquarie’ ranking in 2nd position (first page)
  • Keyword ‘naturopath Newcastle’ ranking in 1st position (first page)
  • Keyword ‘naturopath Newcastle’ ranking in 1st position in Google Maps results
  • Keyword ‘infrared sauna Newcastle’ ranking in 3rd position (first page)
  • Keyword ‘naturopath Central Coast’ ranking in 13th position (second page)
  • Off-page work will be completed in February to see a boost in the ranking for the keyword ‘naturopath Central Coast’ as there is significant search volume each month

    • Facebook Ads Analysis

  • 12 Appointments Booked
  • 8 Link Clicks
  • 26,284 Reach
  • 18,444 Impressions
  • We have seen an increase in performance from the “Naturopath + Infrared Sauna” campaign in terms of Booked Appointments and Link Clicks.
  • It’s pleasing to see the Cost per result is also noticeably lower compared to the previous month and at the end of 2020.
  • However, it seems the conversion tracking issue for the 2 new campaigns for Ruth and Emma is still persisting. This will be investigated further with Facebook to ensure conversion are tracking correctly from the campaign.
  • The plan in the coming month is to resolve the conversion tracking so we can have accurate optimisation on the campaigns and as for the “Naturopath + Infrared Sauna” campaign we will be optimising the ad and some of the target topics to encourage an increase in the number of Booked Appointments and to lower down the Cost per result even further.

    • CK Health – December 2020 Monthly Report

    Jan 8, 2021

    Please note, as in previous years, this months report (December 2020) will not include comment/analysis from the team due to the break over Christmas and New Years. Comments and analysis from the team will resume as per usual in your next monthly report (January 2021).