Manager Analysis
The SEO campaign in November exhibited robust performance, with 106 keywords securing prime positions in the top 3 results, and an additional 66 keywords earning prominence in the 4-10 range. Notable achievements include ‘telehealth psychologist Kawana’ and ‘telehealth psychologist Buderim,’ each claiming the 1st position. ‘Positive behaviour support Deception Bay’ made a commendable leap from 7th to 3rd position. The strategic focus on off-page optimisation through Google entity stacking proved pivotal, leveraging the authority of various Google platforms to construct a network of high-quality backlinks. Looking forward to December, the campaign aims to enhance site rankings through the creation of SEO location pages for ‘specialised positive behaviour support.’
In the grant account, November witnessed increased website traffic, with 141 clicks compared to the previous month’s 77. Although there was a reduction in conversions (1 compared to the previous 2), the account’s visibility improved. Testing new keyword bidding strategies and optimising for converting queries are ongoing. Opportunities for the coming month include refining keyword targeting and exploring new trends for an enhanced campaign.
The paid account achieved a higher click-through rate (CTR) of 7.75%, up from 6.81%, showcasing improved ad engagement. Despite achieving 4 conversions in the Mindcare Psychology campaign, the Mindcare PBSP campaign yielded no conversions. Optimisation efforts involved testing new bidding strategies and refining ad copies. Opportunities lie in restructuring keywords for better ad relevance and expanding the keyword list to enhance overall performance and conversions. Further keyword research will be conducted to identify trends and volumes for campaign refinement.
SEO Analysis
- 106 keywords ranking in top 3 (first page) results
- 66 keywords ranking in top 4-10 (first page) results
- Keyword ‘telehealth psychologist Kawana’ is ranking in the 1st position (first page).
- Keyword ‘telehealth psychologist Buderim’ is ranking in the 1st position (first page).
- Keyword ‘telehealth psychologist Caboolture’ is ranking in the 2nd position (first page).
- Keyword ‘NDIS psychologist Kawana’ is ranking in the 2nd position (first page).
- Keyword ‘positive behaviour support Gympie’ is ranking in the 2nd position (first page).
- Keyword ‘positive behaviour support Sunshine Coast’ is ranking in the 3rd position (first page).
- Keyword ‘positive behaviour support Deception Bay’ is ranking in the 3rd position (first page), up from the 7th position (first page) in the previous month.
- Keyword ‘telehealth psychologist Ashmore’ is ranking in the 4th position (first page).
- Keyword ‘NDIS psychologist Moreton Bay’ is ranking in the 4th position (first page).
- In November, the SEO campaign focused on off-page optimisation through Google entity stacking to leverage the authority of various Google platforms and services. The goal is to link Google properties and build a network of high-quality backlinks that can positively impact search engine rankings and enhance website credibility and visibility.
- Through December, the SEO campaign will prioritise the creation of SEO location pages for the keyword ‘specialised positive behaviour support’ as it has significant monthly searches and has yet to gain a strong footing in the site’s rankings.
Google Ads Analysis (Grant Account)
- 1 Conversions
- 0.80% Conversion Rate
- 141 Clicks
- 7.55% CTR
- $8.74 Avg. CPC
- In November we were able to achieve more traffic to the website 125 clicks compared to last month’s 77 clicks. However, we were only able to acquire 1 conversion compared to last month’s 2 conversions. The upside is, considering this is a grant account, Google is starting to push visibility and traffic to the campaigns.
- As part of our regular optimisation, we tested out new keyword bidding strategies from Manual CPC to Maximise Conversions, which uses Google’s AI to set bids to help get the most conversions for the campaign within the set daily budget.
The opportunities for the coming month include keyword optimisations and bidding target changes. We will also be looking into the converting queries triggered by the Dynamic Ad Group and add those queries as keywords within our Standard Ad Group to ensure visibility and improve conversion acquisition.
Google Ads Analysis (Paid Account)
- 4 Conversions
- 3.92% Conversion Rate
- 102 Clicks
- 7.75%% CTR
- $3.95 Avg. CPC
- In November we were able to achieve a higher CTR of 7.75% from last month’s 6.81%. This was achieved by increasing our Ad copies’ strength and adding the targeted keywords within the Ad Headlines. Total conversions achieved were 4, all from the Mindcare Psychology campaign, however, 0 from the Mindcare PBSP campaign,
- As part of our regular optimisation, we tested out new keyword bidding strategies from Manual CPC to Maximise Conversions, which uses Google’s AI to set bids to help get the most conversions for the campaign within the set daily budget. We also added irrelevant search queries within the negative keyword list to avoid wasted ad spend.
The main opportunity is to restructure or properly segment keywords in tighter themed Ad Groups to help tailor the ads more and further increase CTR and ad relevance. Additionally, we will expand the keyword list to help uplift overall conversion performance. With that, we will be doing another Keyword research to check out keyword volumes and trends that can be added to our campaigns.
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