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MindCare Mental Health Services – November 2022 Monthly Report

Dec 7, 2022

Manager

The month of November returned promising results for the Google Ads Campaign. November finished with 2 conversions, 5.8% CTR, 117 clicks and an average $1.71 CPC. Despite the success, psychologist-specific names have been triggering Google Ads. Therefore, to manage this, we will continue to update the negative keyword list to avoid any irrelevant ad spend. In November, we focused on setting up Google Analytics 4 as the original Google Analytics platform will be phased out in 2023. In December, the plan will be to update the negative keyword list and refine the focus keywords to drive more conversions.

For the SEO Campaign, the fundamental steps in the campaign which include, company research, consumer research and a complete website audit were completed. These practices will build a clean foundation for the SEO campaign. In December, the focus will be to write and optimise SEO content and location pages. We will also work on completing on-page and off-page optimisation techniques with the aim of boosting the website’s overall ranking.

Google Ads Analysis

  • 5.86% CTR
  • 117 Clicks
  • $1.71 Avg. CPC
  • November has been great for the Google Ads campaign. We gained 2 conversion even while underspending the allocated budget for the Google Ad Grant account. Furthermore, the campaign got a CTR of 5.86%, which is beyond the 5% minimum requirement to continue using the Google Ad Grant.
  • However, the campaigns still had search terms related to specific psychologist names, psychiatrist services, along with others that have low intent, irrelevant, and/or research-inclined. 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 November, we added the other variations using the term “bulk billing”, specific psychologist names, and psychiatry related terms to the negative keywords list. We also set up Google Analytics 4 (GA4) tracking for website statistics, in preparation for the Google Ads Paid account campaigns and the full rollout by Google by 2023.
  • With that being said, the plan for December is to continue updating 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

  • In November, the fundamental first steps in the SEO campaign have begun. Some of the highlights of the work done are mentioned below.
  • SEO keyword research has been completed.
  • Detailed review of company, competitors, customers
  • A complete audit of the homepage and individual web pages is ongoing
  • All these measures build the proper foundation to effectively execute the SEO campaign
  • Through December, new SEO content pages will be created and published. As well, the on-page and off-page strategies will be carried out to boost vital keyword rankings, with the ultimate goal of bringing them closer to the first page of Google search results and improving customer actions on the site.

    • MindCare Mental Health Services – October 2022 Monthly Report

    Nov 7, 2022

    Manager

    October was a challenging month for the Google Ads Grant Account. The click-through rate was 6%, and the adverts had 94 clicks at an average cost per click of $1.55. The campaign continued to trigger results for search terms that were related to a specific psychologist’s name. In order to manage this, in November, we will continue to update the negative keyword list and monitor the results. However, an important note is that the CTR improved since September. In September, the CTR was 5.26% but in October it finished at 6%. This is beyond the 5% minimum requirement to continue using the Google Ad Grant. Lastly, from July 2023 onwards, Google is transitioning their tracking to Google Analytics 4. Therefore, we are in the process of setting up MindCare with the new GA4 in order to prep for this transition.

    Google Ads Analysis

  • 6.00% CTR
  • 94 Clicks
  • $1.55 Avg. CPC
  • October has been challenging for the Google Ads campaign. We did not get any conversion and underspent the allocated budget for the Google Ad Grant account. Furthermore, the campaign still got search terms related to specific psychologist names. 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. Finally, due to many broad keywords being targeted in the campaign, there are still a lot of research-inclined and low intent searches that result in ad delivery.
  • However, the campaign saw an improvement in CTR from 5.26% in September to 6.00% in October. This is beyond the 5% minimum requirement to continue using the Google Ad Grant.
  • For October, we added the other variations using the term “bulk billing”, specific psychologist names, and psychiatry related terms to the negative keywords list.
  • With that being said, the plan for November is to continue updating 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. Finally, we will start setting up Google Analytics 4 (GA4) for tracking website statistics. This will be the new standard beyond July 2023, wherein the Universal Analytics version of Google Analytics will be phased out.