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MindCare Mental Health Services – September 2022 Monthly Report

Oct 7, 2022

Manager

The month of September presented areas of improvement for the Google Ads Campaign. September finished on 58 clicks, $1.70 CPC, 5.26% click-through rate and 1.1k impressions. The Google Ads campaign underspent the allocated budget for the grant account and no conversions were gained for the month of September. Despite this, the campaign has continued to maintain a 5% CTR which is the requirement in order to obtain a Google Ads Grant Account. We added additional keywords in the negative keyword list in order to prevent unnecessary ad spend and low-intent search results. In October, we will refine the keyword list in order to match the latest search trends and reach customers who are looking to convert. Lastly, we will begin to set up the new Google Analytics 4 on the MindCare website which is the latest Google update.

Google Ads Analysis

  • 5.26% CTR
  • 58 Clicks
  • $1.70 Avg. CPC
  • September 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 psychiatrists and specific psychologist names. Although we have added the term [bulk billing] in exact keyword match type to the negative keywords list, searches related to it still trigger the ads. 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 a consistent level of CTR above 5%, which is the minimum requirement to continue using the Google Ad Grant.
  • For September, 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 October 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.

    • MindCare Mental Health Services – August 2022 Monthly Report

    Sep 7, 2022

    Manager

    August finished with a variety of results where ad clicks increased by 19%, CTR increased by 10.7% and impressions increased by 7.5%. There were no conversions for the month of August and the Google Ad budget underspent. In September, to combat this, we will refine the keyword list to match search trends that create conversions. As another optimisation tactic, we will update the negative keyword list by adding psychology and psychiatry-related terms to prevent unnecessary spending and reaching the incorrect audience. In terms of website traffic, visitors increased by 146.2% and we expect this to increase over the coming months.

    Google Ads Analysis

  • 5.48% CTR
  • 94 Clicks
  • $1.70 Avg. CPC
  • August 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 search term report showed that “bulk billing” related terms still trigger the ads although it has been previously added in the negative keyword list.
  • However, the campaign saw an improvement in some metrics. Most importantly, the CTR improved to 5.48%, which is more than the 5% minimum requirement of the Ad Grant account.
  • For August, we added other variations of the term “bulk billing”, specific psychologist names, and psychiatry related terms to the negative keywords list.
  • With that being said, the plan for September 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.