Manager
The SEO, Google Ads, and Facebook Ads campaigns have gotten off to very favourable starts! Website traffic has seen an 86.0% boost, up to over 900 site visitors throughout July. Of those users, 34.4% of them arrived through organic (SEO) channels, while CPC (Cost Per Click) arrivals made up 14.8%. The site’s average SEO rank is still stabilising, but it sits fairly high at 9.4 overall. We also see a majority of our keywords already on the first page of Google search results! 19 of them are in the top 3 spots, with 4 holding the #1 position. The ‘dentist in Leichhardt’ keyword leads the way. In terms of Google Ads, we saw 9 Conversions in total out of 156 Clicks. This is pleasing to see, although we did note a high Cost Per Conversion for the Invisalign ad group. This is mainly due to keywords showing ads to irrelevant search terms and high competition keywords. For Facebook Ads, we saw a 1.55% Click Through Rate and 163 post engagements, which is a promising start. We cannot attribute successful bookings to ad groups, however, due to the limitations of the third-party booking software. IIn August, we will focus our off-page strategies to boost organic search rankings and site authority. We will also observe the results of the new Google Ads bidding strategy and update the negative keywords list. We will also optimise Facebook Ads delivery.
Facebook Analysis
1.55% CTR
563 Clicks
10,868 Reach
July marks the first month for the Facebook Ads campaign. Since it is still new, we are still in the learning phase regarding the ad delivery and the demographics that will respond more positively with the ads. With 163 post engagements, we are off to a good start. These are composed of 24 post reactions, 7 post comments, 1 post share, and 131 link clicks. Furthermore, most people who see the ads are female between 25-54 years old.
However, we are yet to receive leads made through contact form submissions. Also, there were no phone number clicks which would indicate high intent to reach out to the business immediately after seeing the ad. Similar to Google Ads, we cannot attribute successful bookings made after clicking through the Facebook Ads.
The plan for August is to optimise the ad delivery to try getting either contact form submissions or phone number clicks.
SEO Analysis
We are seeing solid rankings for various vital keywords as we kick off our very first SEO campaign report for the month of July.
19 keywords ranking in top 3 (first page) results
13 keywords ranking in top 4-10 (first page) results
Keyword ‘dentist in Leichhardt’ is ranking in the 1st position (first page)
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 ‘Invisalign Leichhardt’ is ranking in the 3rd position (first page)
Keyword ‘dentist in Inner West’ is ranking in the 5th position (first page)
In July, we completed on-page optimisation with a focus on the keyword ‘Invisalign braces’ which has significant average monthly searches and has yet to attain a solid ranking.
Through August, our plan is to focus on off-page optimisation strategy. We aim to boost ranking by improving how Google and users perceive the site’s authority, relevance, and trustworthiness.
Google Ads Analysis
9 Conversions
156 Clicks
5.11% CTR
$4.34 Avg. CPC
5.77% Conversion Rate
July marks the first month with complete data for the Google Ads campaigns. We got 4 conversions from the Haberfield campaign and 5 from Leichhardt. This is a big win, with most conversions coming from clicks to the third-party booking software and the rest from calls through the website.
However, we noticed a high cost per conversion of the Invisalign ad group under the Leichhardt campaign, which is over $300 and really expensive. This is mainly due to keywords showing ads to low intent and irrelevant search terms, as well as the high competition to Invisalign-related keywords. Even the more generic term “clear aligners” have high competition. Furthermore, we were able to have the third-party booking software install the Google Analytics tracking codes to both Leichhardt and Haberfield accounts on the 26th of the month, but are unable to properly attribute the successful bookings that came through Google Ads due to the limitations of the booking software. This is beyond our control.
For July, we added low intent, research-related, and competitor search terms in the negative keywords list to keep high intent searches in seeing the ads more.
With that being said, the plan for August is to observe the effect of the new bidding strategy in the campaigns’ performance. We will also continue updating the negative keywords list to avoid wastes in budget due to irrelevant, low intent and competitor searches.
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