Manager Analysis
November witnessed substantial SEO triumphs with 124 keywords conquering top 3 positions and an additional 67 securing spots in the top 4-10, underlining robust digital visibility. Crucially, keywords like ‘bulk fuel supplier Crystal Brook’ and ‘Tin Man Port Pirie’ dominated in the 1st position, bolstering local search dominance. Strategic efforts concentrated on SEO location pages for ‘oil and lubricants,’ fortifying the site’s standing and reach. Looking to December, the focus pivots to off-page optimisation, aiming for enhanced local citations and fortified credibility.
Achieving 2 conversions marked November as a turning point for the Bulk Fuel Campaign. CTR stood strong at 18.64%, and CPC decreased to $5.55. Strategic keyword bidding shifts and ad copy fortification contributed to this success. For December, the plan revolves around refining ad groups, expanding keyword lists, and leveraging search query data for further optimisation.
Despite a single Fuel Card Enquiry, the campaign reached 19,646 users, fostering engagement and visibility. December’s strategy prioritises refreshing creatives, introducing new ad copy, and testing diverse audience segments to revitalise interest and broaden the outreach.
SEO Analysis
- 124 keywords ranking in top 3 (first page) results
- 67 keywords ranking in top 4-10 (first page) results
- Keyword ‘bulk fuel supplier Crystal Brook’ is ranking in the 1st position (first page).
- Keyword ‘Tin Man Port Pirie’ is ranking in the 1st position (first page).
- Keyword ‘bulk fuel supplier South Australia’ is ranking in the 1st position (first page).
- Keyword ‘fuel card Port Pirie’ is ranking in the 2nd position (first page).
- Keyword ‘bulk fuel supplier Port Pirie’ is ranking in the 1st position (first page).
- Keyword ‘bulk fuel supplier Marion Bay’ is ranking in the 1st position (first page), up from 4th position (first page) in the previous month.
- Keyword ‘lubricants Crystal Brook’ is ranking in the 1st position (first page), up from 4th position (first page) in the previous month.
- Keyword ‘bulk fuel supplier Adelaide’ is ranking in the 3rd position (first page), up from 6th position (first page) in the previous month.
- In November, the SEO campaign prioritised the creation of SEO location pages for the keyword ‘oil and lubricants’ as it has significant monthly searches and has yet to gain a strong footing in the site’s rankings.
- Through December, the SEO campaign will focus on off-page optimisation to gain local citations that will improve the site’s visibility, credibility, and Google presence by providing reputable backlinks to the site.
Google Ads Analysis – Fuel Card Campaign
- 18 Conversions
- $26.07 Cost Per Conversion
- 85 Clicks
- 21.57% CTR
- $5.52 Avg. CPC
- In November, the campaign was able to achieve a small win in terms of leads with 18 conversions from last month’s 17. Cost Per Conversion has also decreased from previously costing $34.59 to $26.07. Looking into the other metrics, CTR is also higher this month at 21.57% from 14.40%, with a lower Avg. CPC of $5.52 from previously costing $6.76. These were achieved by improving our Ad Copies’ strength and making sure we are only bidding on the most relevant and high-quality keywords within our campaign,
- As part of our regular optimisation strategy, 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 the keywords within our headlines to help increase Ad Strength and relevancy.
- We will continue to do search query optimisations and add irrelevant search terms within the negative keyword list to avoid wasted ad spend. We will also look into the ad scheduling data and increase bids for high-converting time frames and decrease bids during low-response periods.
Google Ads Analysis – Bulk Fuel Campaign
- 2 Conversions
- $30.52 Cost Per Conversions
- 11 Clicks
- 18.64% CTR
- $5.55 Avg. CPC
- In November, the campaign was finally able to achieve 2 conversions to the website from having 0 results last September to October. Actions made were 1 call from the website and 1 Bulk Fuel Submission. Slowly traffic is also increasing MoM from 0 in September, 8 in October and 11 this month. CTR is also good and stable at 18.64% which was achieved by ensuring we have relevant ad copies within the campaign.
- 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, as currently this campaign has a ‘low inventory’ status which means there is room for us to add more keywords for visibility and hopefully more results.
Facebook Ads Analysis – Fuel Card Account
- 1 Results (Perrys Fuel Card Account Enquiry)
- 19,646 Reach
- 178 Link Clicks
- 0.32% Link CTR
- 221 Engagements
- In November, the campaign was still quite slow in terms of achieving results with only 1 Fuel Card Enquiry to the website. However, in terms of top of the funnel visibility and engagement, the ads reached 19,464 unique users. With this, it gained good Engagement through 32 post reactions, 9 comments, 1 post shares, and 178 link clicks (i.e. redirects to the landing page).
- As part of our optimisation, we tweaked the ads slightly to avoid ad fatigue when the same user sees the same ad more than once.
- In December, our strategic focus revolves around testing out brand-new creatives and tweaking our ad copy to regain the audience’s attention. This approach is all about incorporating some new energy into our ads and avoiding ad copy fatigue. We will also be testing new audiences to broaden our reach and engage with potential customers who may not have been targeted before.
Recent Comments