Manager
November has been an up and down month for the different campaigns. Website traffic slipped slightly, with an up-and-down trend that ended on an upward note – something that the campaign will ideally build on. The largest percentage of site visitors came through organic search channels (44.4%), with a notable number also coming through CPC (cost per click) channels. For the SEO campaign, the site’s average rank went up by a small but welcome margin, with sustained keyword performance. Then for the GBP listings, both the Haberfield and Dr Silvano & Luca Pomare listings generated increased views, website visits, and phone calls than the month prior. For Facebook Ads, the campaign was only active from 01–07 November, but it generated 21 clicks. In November, we completed optimisations on the ‘Haberfield dental’ keyword, and created optimised content for the GBP listings. This December, the SEO campaign will focus on off-page strategies to improve website Google presence, while the Facebook campaign will restart under the Meta Business Manager account.
Facebook Analysis
0.97% CTR
51 Clicks
2,985 Reach
Unfortunately, as you are aware throughout November, the campaign was active for only the period 1 – 7 November. During this time, the campaign generated 21 link clicks (directing traffic to the website) and the post was shared 1 time, resulting in a wider audience at no additional cost. While the campaign was paused, we have continued to actively monitor competitor campaigns and industry trends.
As we enter December, the campaign will be restarted under the Leichhardt Dental Facebook/ Meta Business Manager account.
SEO Analysis
16 keywords ranking in top 3 (first page) results
20 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 2nd 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 November, on-page optimisation focused on the keyword ‘Haberfield dental’. The effect in its ranking can be expected to materialise in the coming weeks.
Through December, the SEO campaign will focus on off-page optimisation to build more quality backlinks, increase site mentions, and improve the site’s Google presence.
Google Ads Analysis
46 Conversions
165 Clicks
8.01% CTR
$4.22 Avg. CPC
27.88% Conversion Rate
November 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 and form submissions.
However, emergency dentist search terms were mostly looking for dental services during after-hours or the weekend. There were also a number of low-intent and research-related search terms taking up the budget without getting conversions. These drove the overall cost per click to slightly increase from $3.57 to $4.22 from October to November, respectively. The ads also briefly stopped delivering between the 8th to the 10th of November due to an expired card associated to Billing.
For November, we added low intent, research-related, specific dentist names, and competitor search terms in the negative keywords list to keep high intent searchers in seeing the ads more. This includes terms looking for after hours, 24/7, and even free emergency dental services.
With that being said, the plan for December is to continue updating the negative keywords list to avoid wastes in 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 2nd position in Google Maps or local search results (in the map pack).
Keyword ‘Haberfield dentist’ is ranking in 3rd position in Google Maps or local search results (in the map pack).
In November, the Google Business Profile (GBP) listing for Leichhardt Dental – Dr Silvano & Luca Pomare generated 5,451 total views (up from 4,580 in the previous month), 152 website visits (up from 132 in the previous month), 73 direction requests, and 154 phone calls (up from 98 in the previous month) were made directly from the GBP listing.
Meanwhile, the Leichhardt Dental In Haberfield GBP listing generated 1,370 total views (up from 999 previously), 46 website visits (up from 28 previously), 31 direction requests (up from 27 previously), and 30 phone calls (up from 24 previously) were made directly from the GBP listing.
Also in November, an 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/TsvYNj.
A separate optimised content was posted in the Leichhardt Dental In Haberfield GBP listing. The post can be viewed here:https://posts.gle/UUaHoZ.
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