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Leichhardt Dental – September 2022 Monthly Report

Oct 7, 2022

Manager

It’s been mixed but overall positive results for the SEO, Google Ads, and Google Business Page
(GBP, formerly Google My Business) campaigns. Website metrics saw highs and lows – a 10.7% slip in website traffic, but a 1.2% increase in average session duration. The overall trend of traffic was also fairly high. 43.6% of all website users arrived through organic search channels, which is pleasing to see. Moreover, the site’s average SEO rank went up by 1.5% and keyword performance has been promising, with more keywords now on the first page of Google search results! 2 of the keywords even hold the #1 spot. Meanwhile, the GBP keywords are within the map pack and the GBP campaign has seen a significant number of views, website visits, and phone calls. Finally, September is been exciting for the Google Ads campaign. It saw 34 total conversions from 179 clicks, and gained an 18.99% conversion rate. There may be more conversions since the dashboard can take up to 26 days to update. However, we cannot attribute successful bookings that came through Google Ads due to booking software limitations. In September, we performed on-page optimisations on the ‘emergency dentist’ keyword, and posted SEO-optimised content for the GBP listing. We also added image extensions for the Leichhardt and Haberfield campaigns, as well as new keywords to target a higher-intent audience. In October, we will update the negative keywords list and shift to off-page optimisation strategies to improve website authority and relevance.

Facebook Analysis

  • 0.94% CTR
  • 267 Clicks
  • 9,252 Reach
  • September has been challenging for the Facebook Ads campaign. The campaign has not received leads made through contact form submissions yet. 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. Also, we are unable to track clicks to the Leichhardt or Haberfield practice’s booking links from the website through Facebook Ads.
  • However, the campaign saw 78 link clicks, which are people who were interested in the ad and clicked through to the website for more information or possibly to book an appointment. There were also 2 post shares and 3 post saves. A post share will enable the campaign to reach a wider audience at no additional cost, while a post save shows that a user considered revisiting the ad copy content at a later time. As such, both these actions can take a longer time towards conversion.
  • With that being said, the plan for October is to optimise the ad delivery to try getting either contact form submissions or phone number clicks.

    • SEO Analysis

  • 13 keywords ranking in top 3 (first page) results
  • 23 keywords ranking in top 4-10 (first page) results
  • Keyword ‘dentist in Leichhardt’ is ranking in the 4th position (first page)
  • Keyword ‘Leichhardt dental’ is ranking in the 2nd position (first page)
  • Keyword ‘Leichhardt dental in Haberfield’ is ranking in the 1st position (first page)
  • Keyword ‘Invisalign Leichhardt’ is ranking in the 4th position (first page)
  • Keyword ‘dentist in Inner West’ is ranking in the 4th position (first page)
  • In September, on-page optimisation was completed with a focus on the keyword ‘emergency dentist’.
  • Through October, the SEO campaign will focus on off-page optimisation strategies to help improve the site’s authority, relevance, and trustworthiness.

    • Google Ads Analysis

  • 34 Conversions
  • 179 Clicks
  • 8.97% CTR
  • $3.86 Avg. CPC
  • 18.99% Conversion Rate
  • September has been an exciting month for the Google Ads campaigns. Most conversions came from clicks to the Leichhardt booking website. There can also be more conversions later, since the Haberfield campaign can take up to 26 days between the ad impression and the conversion to occur.
  • However, emergency dentist search terms were mostly looking for dental services during after-hours or the weekend, when Leichhardt Dental cannot immediately attend to their needs. There were also a number of low-intent and research-related search terms taking up the budget without getting conversions. Furthermore, we 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 September, we added image extensions for both Leichhardt and Haberfield campaigns, based on Google’s recommendation. We also added new keywords such as “emergency dentist inner west” and “emergency dentist haberfield” to target an audience with higher intent to avail dental services. We also 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 October is to continue updating the negative keywords list to avoid wastes in budget due to irrelevant, low intent and competitor searches.

    • GBP Analysis

  • Keyword ‘dentist in Leichhardt’ is ranking in 3rd 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 September, the Google Business Profile (formerly Google My Business) listing for Leichhardt Dental – Dr Silvano & Luca Pomare generated 4,438 total views, 121 website visits, 82 direction requests, and 80 phone calls were made directly from the GBP listing.
  • Meanwhile, the Leichhardt Dental In Haberfield GBP listing was reinstated.
  • The listing generated 1,379 total views, 57 website visits, 23 direction requests, and 10 phone calls were made directly from the GBP listing.
  • Also in September, an SEO optimised content for the GBP listing was created with the goal of gaining more location relevance. The post can be viewed here https://posts.gle/iP3q5s.

    • Leichhardt Dental – August 2022 Monthly Report

    Sep 7, 2022

    Manager

    The campaign continues to see promising results in terms of website, SEO, and Google Ads performance. Website traffic continues to rise, with site visitors now over 1,000 throughout the month. 48% of total user traffic came through organic (SEO) channels, and visitors spent a significant amount of time on the website. The trend in traffic also saw more positive results in the second half of the month. Meanwhile, the site’s average SEO rank has climbed, with keyword performance improving. The campaign saw more keywords move into the first page of Google search results, which is very favourable. Additionally, the Google Ads campaign produced some excellent results. We had 26 total conversions, alongside notable increases in both Click Through Rate (CTR) and Conversion Rate (CR). The Leichhardt booking website saw the most conversions. Moreover, based on Google Ads Insights, the campaign’s keywords showed more versus competitors. The Facebook Ads campaign was not as fortunate, though, as we have not yet received leads through contact forms submissions. We cannot track successful bookings through Facebook Ads, as well. However, we did see 86 link clicks into the website and 2 comments. For September, for Google Ads, we will update the negative keywords list, while for Facebook Ads we will optimise ad delivery. In terms of SEO, we will focus on-page optimisations on the high-competition keyword ‘emergency dentist’ so it gains a solid ranking on Google search results.

    Facebook Analysis

  • 1.07% CTR
  • 290 Clicks
  • 8,778 Reach
  • August has been challenging for the Facebook Ads campaign. The campaign has not received leads made through contact form submissions yet. 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. Also, we are unable to track clicks to the Leichhardt or Haberfield practice’s booking links from the website through Facebook Ads.
  • However, the campaign saw 86 link clicks, which are people who were interested in the ad and clicked through to the website for more information or possibly to book an appointment. There were also 2 comments that asked for the dental practice’s location.
  • For August, three recommended optimisations to the ad delivery were implemented: applying standard enhancements to the images, adjustments to the image brightness and contrast, and adding music (i.e. automatic tracks) whenever Facebook considers it can drive more engagement and conversions to the campaign.
  • With that being said, the plan for August is to optimise the ad delivery to try getting either contact form submissions or phone number clicks.

    • SEO Analysis

  • 16 keywords ranking in top 3 (first page) results
  • 18 keywords ranking in top 4-10 (first page) results
  • Keyword ‘dentist in Leichhardt’ is ranking in the 2nd 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 4th position (first page)
  • Keyword ‘dentist in Inner West’ is ranking in the 5th position (first page)
  • In August, the SEO campaign focused on off-page strategies, particularly on building backlinks, to help boost page authority and relevance.
  • Through September, the on-page optimisation strategy will zero in on the high-competition keyword ‘emergency dentist’ to help it gain a more solid ranking in Google search results.

    • Google Ads Analysis

  • 26 Conversions
  • 154 Clicks
  • 12.16% CTR
  • $4.52 Avg. CPC
  • 16.88% Conversion Rate
  • August has been an exciting month for the Google Ads campaigns. Most conversions came from clicks to the Leichhardt booking website. The Leichhardt campaign also got 17% higher absolute top impression rate. This means that it is frequently showing up in the top position and being the first result users see when searching for relevant services. Based on Google Ads Insights, the ads and keywords also showed more than prominent competitors, such as Invisalign, Bupa Dental, Leichhardt Dental Surgery, and Leichhardt Market Dental. Finally, the campaign saw conversions from the search term “pomare dentist leichhardt” and “emergency dentist inner west”, while also getting significant search volume for the keyword “leichhardt dentist norton st”.
  • However, there were a number of low-intent and research-related search terms taking up the budget without getting conversions. The location extension for the Leichhardt Campaign was also not set up. Furthermore, we 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 August, 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. We also added more targeted keywords such as “pomare dentist leichhardt”, “emergency dentist inner west”, and “leichhardt dentist norton st”. We also set up Location Extension for the Leichhardt campaign.
  • With that being said, the plan for September is to continue updating the negative keywords list to avoid wastes in budget due to irrelevant, low intent and competitor searches.