Manager Analysis
In April, the Google Ads campaigns delivered a stable performance, generating 153 clicks and 43 conversions, with an average cost-per-click (CPC) of $4.44 and a 9.69% click-through rate (CTR). The conversion rate also increased to 28.10%, compared to the previous month. To stay relevant to evolving user behaviour, negative keywords were added to exclude low-intent, research-related, specific dentist names, and competitor search terms. The negative keywords list will be updated continuously in May, along with conversion rate optimisation to promote the Haberfield campaign.
In April, the SEO Campaign had 23 keywords ranking in the top 3, and 17 in the top 4-10 search results. Relevant keywords such as “Leichhardt dental,” “Leichhardt dental in Haberfield,” “dentist in Leichhardt,” and “Invisalign Leichhardt” were all ranked in the first position (first page). The keyword “dentist in Inner West” also ranked 5th on the first page of Google search results. For April, the campaign focused on off-page optimisation strategies to enhance the site’s authority, relevance, and trustworthiness. In May, the team plans to focus on the keyword “emergency dentist” to bring it closer to the first page of Google search results through on-page optimisation.
In April, the Google Business Profile (GBP) listings generated a total of 6,846 and 1,340 views for Leichhardt Dental – Pomare Dental Group and Leichhardt Dental In Haberfield, respectively. The Leichhardt Dental – Pomare Dental Group GBP listing also generated 115 website visits, 48 direction requests, and 90 phone calls. Meanwhile, the Leichhardt Dental In Haberfield GBP listing generated 32 website visits, 25 direction requests, and 19 phone calls.
In addition, SEO-optimised content was created for the Leichhardt Dental – Pomare Dental Group GBP listing, while separate optimised content was posted for the Leichhardt Dental In Haberfield listing to gain more location relevance.
Lastly, the Facebook Ads campaign generated 11,156 unique users, with 127 link clicks, 5 results (2 clicks to Haberfield booking, 3 clicks to Leichhardt booking pages), and a 0.34% link click-through rate (CTR). Although the campaign had 5 conversions, it was not reported in the Ads Manager. Standard enhancements were implemented in April, including setting up UTM tracking and increasing the custom audience retention from 30 to 90 days. In May, the focus will be on promoting the Haberfield clinic and optimising ad delivery to retarget website visitors who did not become leads.
Facebook Analysis
5 Results (2 Clicks to Haberfield booking, 3 Clicks to Leichhardt booking pages)
11,156 Reach
0.34% Link CTR
127 Link Clicks
April has seen ups and downs for Facebook Ads.The ads reached 11,156 unique users, 127 of which clicked through the ad and were redirected to the website. There were also 11 post reactions, and 3 comments, which were clear indications of interest in the service.
Although the campaign had 5 conversions, this was not reported in the Ads Manager. We were able to confirm this through cross-platform analysis.
In April, we implemented standard enhancements to all eligible ads’ as recommended by Facebook. We also set up UTM tracking to clearly attribute Paid Social traffic and conversions in Google Analytics 4. We also put the Haberfield and Leichhardt ads into separate campaigns with more budget focused on the Haberfield dental practice. We also increased the custom audience retention from 30 to 90 days to expand the reference audience for the retargeting ads.
As we enter May, we will continue to focus on promoting the Haberfield clinic. We will also optimise ad delivery to retarget website visitors that did not become leads.
SEO Analysis
23 keywords ranking in top 3 (first page) results
17 keywords ranking in top 4-10 (first page) results
Keyword ‘Leichhardt dental’ is ranking in the 1st position (first page)
Keyword ‘Leichhardt dental in Haberfield’ is ranking in the 1st position (first page)
Keyword ‘dentist in Leichhardt’ is ranking in the 1st position (first page)
Keyword ‘Invisalign Leichhardt’ is ranking in the 1st position (first page)
Keyword ‘dentist in Inner West’ is ranking in the 5th position (first page)
In April, the SEO campaign focused on off-page optimisation strategies with the goal of improving how Google and users perceive the site’s authority, relevance, and trustworthiness.
Through May, the SEO on-page optimisation will focus on the keyword ‘emergency dentist’ as it has a high level of competition, significant monthly searches, and has yet to gain a strong footing in the rankings. The goal is to bring it closer to the first page of Google search results.
Google Ads Analysis
43 Conversions
153 Clicks
9.69% CTR
$4.44 Avg. CPC
28.10% Conversion Rate
April has seen a stable performance for the Google Ads campaigns. The campaigns had 44 conversions, compared to 43 in February. Out of these, 11 were conversions for the Haberfield practice.
To maintain relevance to evolving user behaviour, we put low intent, research-related, specific dentist names, and competitor search terms in the negative keywords list.
With that being said, the plan for May is to continue conversion rate optimisation to promote the Haberfield campaign. We will also continue updating the negative keywords list. Additionally, we will also reach out to the third party booking software, Centaur Software, to have them install the Google Analytics 4 (GA4) tracking code on their end. When we reached out to them before, they are not yet able to install this updated tracking method.
GBP Analysis
Keyword ‘dentist in Leichhardt’ is ranking in 1st position in Google Maps or local search results (ahead of the map pack).
Keyword ‘Haberfield dentist’ is ranking in 3rd position in Google Maps or local search results (in the map pack).
In April, the Google Business Profile (GBP) listing for Leichhardt Dental – Pomare Dental Group generated 6,846 total views (down from 7,857 in the previous month), 115 website visits (up from 107 in the previous month), 48 direction requests (down from 65 previously), and 90 phone calls (down from 117 in the previous month) were made directly from the GBP listing.
Meanwhile, the Leichhardt Dental In Haberfield GBP listing generated 1,340 total views (down from 1,497 previously), 32 website visits (down from 61 previously), 25 direction requests (up from 17 previously), and 19 phone calls (up from 15 previously) were made directly from the GBP listing.
Also in April, an SEO optimised content for the Leichhardt Dental – Pomare Dental Group listing was created with the goal of gaining more location relevance. The post can be viewed here: https://posts.gle/4AbBR6.
A separate optimised content was posted in the Leichhardt Dental In Haberfield GBP listing. The post can be viewed here: https://posts.gle/1FnBpTi.
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