Manager Analysis
Website metrics increased for January with traffic to the website increasing by 20.4% to 1,002 users with the majority of users coming from organic SEO. For Google ads, we have seen a slight decrease in the click-through rate however we have seen an increase in the conversion rate increasing by 8%. More favourably, though, the site’s average SEO rank remained steady with 17 keywords ranking in the top 3 positions on the first page of Google search results and 21 keywords ranking in the top 4-10 positions. Keywords ‘Leichhardt Dental’ & ‘Leichhardt Dental in Haberfield’ both rank in the 1st position on the first page of Google Search. In regards to Facebook Ads, there were 144 link clicks that resulted in a conversion. January was a busy month for the digital marketing campaigns of Leichhardt Dental – Dr Silvano & Luca Pomare. The SEO efforts focused on creating optimized content for their listing with the aim of increasing its local relevance. The Google Ads campaigns proved to be exciting, with the majority of conversions coming from clicks to the Leichhardt and Haberfield booking websites and calls through the ads and website. However, the emergency dentist search terms mostly sought dental services outside of regular business hours, when the practice was unavailable. There were also a number of low-intent, research-related, and competitor search terms that consumed the budget without resulting in conversions. To address these issues, the negative keyword list was updated by adding low-intent, research-related, specific dentist names, and competitor search terms. This ensured that high-intent searchers would continue to see the ads. Additionally, the Leichhardt campaign opted into the Business Name asset and the Leichhardt and Haberfield campaigns opted into Business Logo assets as part of Google Ads’ new features to add more character to the ads. The Leichhardt Dental GBP listing generated 5,242 views and 165 phone calls in January, a rise from the previous month. The Haberfield listing generated 1,253 views and 18 phone calls. The January digital marketing efforts showed a positive trend with increased views, website visits, and phone calls, and a decrease in direction requests. In February, the plan is to continue refining the negative keywords list and reach out to third-party booking software, Centaur Software, to install GA4 tracking code. The SEO campaign will focus on off-page optimisation and improve the site’s presence by increasing its presence on local citation sites. The ad delivery will be optimised to drive website traffic and leads. The team will also research how to transfer data from the Leichhardt Dental Facebook/Meta Business Manager account to the Marketing Dashboard. During this research, data may not be available in the dashboard but can be found in the Meta Business Manager.
Facebook Analysis
1 Result (Click to the Leichhardt Booking Page)
0.33% CTR
144 Link Clicks
18,028 Reach
January has been challenging for Facebook Ads. The campaign only saw 1 conversion through a click to the Booking Page, which is the highest intent action we can track leading to an actual dental appointment.
However, the campaign gained 144 link clicks (directing traffic to the website) that eventually resulted in a conversion. This shows high user intent to book a dental appointment after seeing the ads. The campaign also got 4 Post Saves, which indicate high relevance of the ads, although the user deferred to take any further action for now.
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 Leichhardt Dental Facebook/Meta Business Manager account to the Marketing Dashboard. While we work on this, there will be no data available in the dashboard, however, data can be located in the Meta Business Manager.
SEO Analysis
17 keywords ranking in top 3 (first page) results
21 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 6th position (first page)
Keyword ‘Invisalign Leichhardt’ is ranking in the 3rd position (first page)
Keyword ‘dentist in Inner West’ is ranking in the 6th position (first page)
In January, on-page optimisation focused on the keyword ‘Invisalign braces’. The effect on its ranking can be expected to materialise in the coming weeks.
Through February, the SEO campaign will focus on off-page optimisation with the goal of gaining more listings on local citation sites to improve the site’s Google presence.
Google Ads Analysis
54 Conversions
196 Clicks
10.37% CTR
$3.56 Avg. CPC
27.55% Conversion Rate
January has been an exciting month for the Google Ads campaigns. Most conversions came from clicks to the Leichhardt and Haberfield booking websites. The rest are from calls through the ads and the website.
However, emergency dentist search terms were mostly looking for dental services during after-hours or the weekend, when the practice is not available. There were also a number of low-intent, research-related, and competitor search terms that consumed the budget without getting conversions.
For January, we opted into the Business Name asset for the Leichhardt campaign, as part of Google Ads’ new features to give more character to the ads. We also opted into Business Logo assets for both Leichhardt and Haberfield campaigns. We also added low-intent, research-related, specific dentist names, and competitor search terms in the negative keywords list to keep high-intent searchers seeing the ads more. This includes terms looking for after-hours or 24/7 dental services, as well as specific dentist names and other dental practice addresses.
With that being said, the plan for February is to continue updating the negative keywords list to avoid waste in the budget due to irrelevant, low intent and competitor searches. We will also reach out to the third-party booking software, Centaur Software, once more to have them install the GA4 tracking code on their end. When we previously engaged with them, they could only install Universal Analytics code, which would be phased out by Google in July 2023.
GBP Analysis
Keyword ‘dentist in Leichhardt’ is ranking in 4th position in Google Maps or local search results.
Keyword ‘Haberfield dentist’ is ranking in 3rd position in Google Maps or local search results (in the map pack).
In January, the Google Business Profile (GBP) listing for Leichhardt Dental – Dr Silvano & Luca Pomare generated 5,242 total views (up from 5,183 in the previous month), 137 website visits (up from 114 in the previous month), 85 direction requests (down from 111 previously), and 165 phone calls (up from 126 in the previous month) were made directly from the GBP listing.
Meanwhile, the Leichhardt Dental In Haberfield GBP listing generated 1,253 total views (down from 1,557 previously), 37 website visits, 37 direction requests, and 18 phone calls (up from 13 previously) were made directly from the GBP listing.
Also in January, SEO-optimised content for the Leichhardt Dental – Dr Silvano & Luca Pomare listing was created with the goal of gaining more location relevance. The post can be viewed here: https://posts.gle/2WdM2t.
A separate optimised content was posted in the Leichhardt Dental In Haberfield GBP listing. The post can be viewed here: https://posts.gle/dF2qWd.
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