MindCare Mental Health Services

MindCare Mental Health Services – January 2023 Monthly Report

Feb 7, 2023

Manager Analysis

For the month of January, the Google Ads Grand Account saw a total of 1 conversion, 39 clicks, a $1.65 average cost per click and a 5.71% click-through rate. In addition, the CTR rate recovered to 5.71% where it was originally 4.43% in December. Throughout January, the keywords relating to ‘psychosocial recovery coaching’ as the service that was previously offered had been removed from the website. For February, the focus will be to update the negative keyword list to avoid low-intent and irrelevant keywords.

For the Google Ads paid account there were 101 clicks, a $3.30 average cost per click and a total of 3 conversions that came through the contact form. However, the Psychology ads were limited in delivery as they mentioned addiction-related terms, a policy violation in Google. It’s important to note that the cost per click has increased, therefore, the solution is for us to adjust the bid and target cheaper keywords with the same search volume.

Regarding Facebook, the campaign finished with 7 conversions, a 0.53% click-through rate, 174 clicks and a reach of 11,080. January has been promising for Google Ads as the reach has significantly jumped since December, which was originally 3,109. It’s important to note that there was a total of 12 post saves and 4 post shares which indicates that users are finding the content relevant to them. As we enter Feburary, the focus will be to optimise the ad delivery in order to spark more conversions and consideration through website visitors and ad viewers.

For SEO, there is 1 keyword ranking in the top 3 spots and 16 keywords ranking in the top 4-10 spots on the first page of Google Search. Specifically, keywords such as ‘telehealth psychologist Baringa’ and ‘positive behaviour support Gympie’ are ranking 3rd and 4th in Google Search. Throughout January, the focus was to complete on-site optimisation such as repairing all 404 errors and resubmission the sitemap. However, the focus for Februrary is to continue on-page optimisations but target the keyword ‘NDIS psychologist Brisbane’ as it is a competitive keyword that drives a significant amount of traffic.

Google Ads Analysis (Grant Account)

4.43%% CTR

48 Clicks

$1.69 Avg. CPC

In December, we gained 2 conversions in the Psychology and Assessments campaign even while underspending the allocated budget for the Google Ad Grant account.

However, the campaigns finished on a CTR of 4.43%, which is lower than the 5% minimum requirement to continue using the Google Ad Grant. This is due to a large number of search terms related to specific psychologist names, psychiatrist services, along with others that have low intent, irrelevant, and/or research-inclined intent. Although we have added the terms [bulk billing] and [psychiatrist] in exact keyword match type to the negative keywords list, searches related to these still trigger ad Impressions.

For December, we added the other variations using the term “bulk billing”, specific psychologist names, and psychiatry related terms to the negative keywords list. We also paused keyword variations of “psychosocial recovery coaching” as this service was removed from the website.

With that being said, the plan for January is to continue updating the negative keywords list to avoid irrelevant, low intent and competitor searches. This would hopefully aid in recovering the CTR above the minimum requirement. We will also further refine the keywords and the ads so these can match the search trends that are closer to a conversion.

Google Ads Analysis (Paid Account)

10.68% CTR

22 Clicks

$3.03 Avg. CPC

December marks the start for the Google Ads campaign. Although it started on 23 December 2022, it immediately gained 1 conversion through a Contact Form submission, which is a big win for the campaign’s learning phase.

With that being said, the plan for January is to update the negative keywords list to avoid irrelevant, low intent and competitor searches. We will also further refine the keywords and the ads so these can match the search trends that are closer to a conversion.

SEO Analysis

Through December, the SEO campaign continued to focus on the initial on-page optimisation strategies. The effect on the page rankings can be expected to materialise in the coming weeks.

Focus keywords have been revised, removing ‘physiotherapy’ and ‘speech language pathology’ related keywords from the list.

Page titles have been optimised to reflect the keyword strategy and optimal length.

Meta descriptions for all relevant pages have been optimised.

Local business schema has now been implemented correctly.

For the month of January, the SEO campaign will continue to focus on on-page optimisation via page content creation to improve the site’s relevance and authority in the eyes of Google.

Facebook Analysis

2.10% CTR

122 Clicks

3,019 Reach

December marks the start of the Facebook Ads campaign being managed under the Mindcare Facebook/Meta Business Manager account. There were a total of 5,811 ad Impressions, 8 post reactions, and 1 comment. The engagement is a bit low for now and no conversions yet but is mostly due to the fact that marketing data related to the Facebook Pixel is currently in the learning phase.

However, the campaign gained 29 link clicks (directing traffic to the website), which shows high user intent to find out more information on the website after seeing the ads. It also gained 2 post saves and 2 post shares. Post saves indicate that the ads were relevant to the users but no further actions were made yet for them to become leads. On the other hand, post shares allow the ads to reach more people organically without incurring further costs to the campaign, and these are Facebook users that the ad viewer considers to be relevant and could benefit with the services offered in the ads.

As we enter January, we will optimise the ad delivery to spark 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 Mindcare Facebook/Meta Business Manager account to the Marketing Dashboard. While we work on this, there will be no data available in the dashboard.