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Perrys Fuel Distributors – August 2023 Monthly Report

Sep 7, 2023

Manager Analysis

In August, the Fuel Card Account Facebook Ad campaign experienced a slight decrease in leads but still reached an impressive 24,336 unique users. Engagement was positive, with 97 post reactions, 5 comments, 2 post saves, and 3 shares. The campaign also generated 311 link clicks, redirecting users to the Facebook page, providing valuable opportunities for client inquiries. Notably, the campaign received 2 Fuel Card Account enquiries and 4 clicks to the Perrys account application link.

To optimise performance in September, the team plans to focus on improving ad delivery to increase conversion events on the Facebook Ads landing page. This aims to move the campaign out of the learning phase and engage more relevant users. Additionally, we will closely monitor updates from Meta to ensure they don’t negatively impact the campaign’s effectiveness.

In August, the Fuel Card Account Google Ads campaign had its ups and downs. The ads were displayed 22.31% of the time for relevant searches, resulting in 15 conversions, 4 calls from ads, 4 calls from the website, 1 contact form submission, 1 Perrys Fuel Card enquiry, and 5 clicks to the Perrys account application link. However, there was a noticeable drop in weekly conversions.

During August, the team conducted rigorous testing of conversion tracking, ensuring it functioned as intended. This included implementing conversion-optimised pages and proper tracking of user activities on updated URLs. Looking ahead to September, the focus will be on scaling up campaign performance by assessing the quality of search terms and aligning keywords with user intent.

The SEO campaign achieved significant success in August, with 74 keywords ranking in the top 3 (first page) results and 76 keywords ranking in the top 4-10 (first page) results. Notably, key phrases like ‘bulk fuel supplier Crystal Brook’ and ‘fuel card Port Pirie’ secured top positions. ‘Bulk fuel supplier Adelaide’ also improved its ranking from 6th to 3rd position on the first page.

During the month, new pages went live, and proper 301 redirection protocols were implemented to transfer link equity from old URLs to new ones. Title tags and meta descriptions were optimised for length and keyword strategy. August also saw a significant Google algorithm update, requiring careful monitoring of site metrics and adjustments to align with the update’s implications. For September, the SEO campaign will focus on creating location-specific SEO pages optimised for the ‘bulk fuel’ keyword, enhancing site visibility, authority, relevance, and trustworthiness.

Facebook Ads Analysis – Fuel Card Account

  • 2 Results (Fuel Card Account Enquiry)
  • 4 Results (Account Application Clicks)
  • 0.43% Link CTR
  • 311 Link Clicks
  • 24,336 Reach
  • August saw a small decrease in leads for the Fuel Card Account Facebook Ad campaign. However, it still reached 24,336 unique users. It also gained positive Engagements with 97 post reactions, 5 comments, 2 post saves, 3 shares and 311 link clicks (i.e. redirects to the Facebook page).
  • The campaign received 2 Fuel Card Account enquiries and 4 clicks to the Perrys account application link.
  • For September, we will optimise ad delivery to increase conversion events in the Facebook Ads landing page for Fuel Card Accounts. This is to get the campaign out of the learning phase and reach out to more relevant users. We will also be reviewing the latest updates from Meta regarding audience targeting to ensure that this will not negatively impact the campaign.

    • Google Ads Analysis – Fuel Card Account

  • 15 Conversions
  • 80 Clicks
  • $7.35 Avg. CPC
  • 9.43% CTR
  • August saw some ups and downs for the Google Ads campaign. The ads were shown 22.31% of the time whenever relevant searches were made. As a result, it received 4 calls from ads, 4 calls from the website, 1 contact form submissions, 1 Perrys Fuel Card enquiry, and 5 clicks to the Perrys account application link. However, we noticed a sudden drop in weekly conversions.
  • For August, we re-tested the conversion tracking to make sure everything is working as intended, which also included new conversion-optimised pages such as the Bulk Fuel and Oil & Lubricants pages. We also made sure user activities on all pages with updated URLs can be tracked properly.
  • For September, we will be attempting to scale up the campaign performance by reviewing the quality of search terms and making sure the keywords match user intent.

    • SEO Analysis

  • 74 keywords ranking in top 3 (first page) results
  • 76 keywords ranking in top 4-10 (first page) results
  • Keyword ‘bulk fuel supplier Crystal Brook’ 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 2nd position (first page).
  • Keyword ‘bulk fuel supplier Marion Bay’ is ranking in the 3rd position (first page).
  • Keyword ‘bulk fuel supplier Adelaide’ is ranking in the 3rd position (first page), up from 6th position (first page) in the previous month.
  • Keyword ‘bulk fuel supplier South Australia’ is ranking in the 4th position (first page).
  • Keyword ‘lubricants Crystal Brook’ is ranking in the 4th position (first page).
  • In August, new pages were sent live. Proper 301 redirection protocols were implemented to ensure the link equity from the old URLs are transferred to the new pages.
  • As part of uploading the new pages, title tags and meta descriptions have been optimised for optimal length and to reflect the keyword strategy.
  • Also in August, Google rolled out a core algorithm update, which may influence the website’s search rankings and organic traffic. Site metrics will be closely monitored and necessary adjustments will be implemented to align with the update’s implications.
  • Through September, the SEO campaign will focus on creating SEO location pages that are specifically optimised for the targeted keyword ‘bulk fuel’ and locations. The primary goal of SEO pages is to enhance the site’s visibility in search engines by providing valuable content to users and improving how Google perceives the site’s authority, relevance, and trustworthiness for a specific keyword or topic.

    • Perrys Fuel Distributors – July 2023 Monthly Report

    Aug 7, 2023

    Manager Analysis

    In July, the Fuel Card Account Facebook Ad campaign showed improved performance. It managed to reach 22,840 unique users. Positive engagements were gained, with 137 post reactions, 5 comments, 3 post saves, and 3 shares. The campaign also received 317 link clicks, redirecting users to the Facebook page. Notably, comments became an avenue for client enquiries. The campaign resulted in 6 Fuel Card Account enquiries and 4 clicks to the Perrys account application link, surpassing June’s performance by two conversions. Moving forward, we plan to optimise ad delivery on the Facebook Ads landing page to increase conversion events, aiming to reach out to more relevant users in August.

    July brought mixed results for the Fuel Card Account Google Ads campaign. It achieved 16 conversions, 121 clicks, and an impressive 9.05% click-through rate (CTR). However, the cost per click almost doubled due to increased competition, reducing the daily click capacity compared to June. To improve performance, we updated the Google Ads landing page and implemented a new bidding strategy focused on optimising for conversions. Aggressive bid adjustments were set to target individuals in the top 10% of household incomes, likely to require fuel card account services. In August, we will continue refining demographic targeting to connect with more relevant users and maximise campaign efficiency.

    The SEO campaign for the Fuel Card Account website yielded positive results in July. Key keywords performed exceptionally well, with 80 ranking in the top 3 results and 87 in the top 4-10 results. Crucially, the keywords ‘bulk fuel supplier South Australia,’ ‘lubricants Crystal Brook,’ ‘fuel card Port Pirie,’ ‘bulk fuel supplier Crystal Brook,’ and ‘bulk fuel supplier Port Pirie’ all ranked on the first page, with some in the top positions. For August, the SEO strategy will emphasise off-page optimisation to gain local citations and improve the site’s visibility and credibility. Additionally, approved SEO content will lead to the creation of SEO location pages for the keywords ‘bulk fuel,’ ‘fuel card,’ and ‘oils & lubricants’ across 221 locations, ensuring steady publishing to avoid alarming search engines.

    Facebook Ads Analysis – Fuel Card Account

  • 6 Results (Fuel Card Account Enquiry)
  • 4 Results (Account Application Clicks)
  • 0.46% CTR
  • 317 Link Clicks
  • 22,840 Reach
  • July saw an increase in performance for the Fuel Card Account Facebook Ad campaign. This was despite the fact that the Facebook Ads landing page for Fuel Card Accounts was separated from the Google Ads landing page, which would have otherwise effectively limited the conversion data of high intent users across platforms. Furthermore, it reached 22,840 unique users. It also gained positive Engagements with 137 post reactions, 5 comments, 3 post saves, 3 shares and 317 link clicks (i.e. redirects to the Facebook page). It is also worth noting that comments can also be an avenue for client enquiries.
  • The campaign received 6 Fuel Card Account enquiries, and 4 clicks to the Perrys account application link. This is two conversions more than in June.
  • For August, we will optimise ad delivery to increase conversion events in the Facebook Ads landing page for Fuel Card Accounts. This is to get the campaign out of the learning phase and reach out to more relevant users.

    • Google Ads Analysis – Fuel Card Account

  • 16 Conversions
  • 121 Clicks
  • $4.87 Avg. CPC
  • 9.05% CTR
  • July saw some ups and downs for the Google Ads campaign. The ads were shown 29.38% of the time whenever relevant searches were made. As a result, it received 7 calls from ads, 1 call from the website, 2 contact form submissions, 1 Fuel Card Account Enquiry, and 2 Fuel Card enquiries, and 3 clicks to the Perrys account application link. However, the cost per click almost doubled due to competition, therefore reducing the amount of clicks the campaign can accommodate in a day to almost half compared to June.
  • For July, we updated the Google Ads landing page, which is separate from the Facebook Ads landing page. We also used a new bidding strategy to optimise the campaign towards more conversions. Additionally, we set bid adjustments to be more aggressive in showing ads to people in the top 10% of household incomes, which are more business owners with higher chances of needing fuel card account services.
  • For August, we will be continuing to optimise the demographic targeting to show ads to more relevant users.

    • SEO Analysis

  • 80 keywords ranking in top 3 (first page) results
  • 87 keywords ranking in top 4-10 (first page) results
  • Keyword ‘bulk fuel supplier South Australia’ is ranking in the 1st position (first page).
  • Keyword ‘lubricants Crystal Brook’ is ranking in the 1st position (first page).
  • Keyword ‘fuel card Port Pirie’ is ranking in the 1st position (first page).
  • Keyword ‘bulk fuel supplier Crystal Brook’ is ranking in the 1st position (first page).
  • Keyword ‘bulk fuel supplier Port Pirie’ is ranking in the 2nd position (first page).
  • Keyword ‘bulk fuel supplier Marion Bay’ is ranking in the 3rd position (first page).
  • Keyword ‘bulk fuel supplier Adelaide’ is ranking in the 6th position (first page).
  • Through August, 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.
  • As well, if we have had approval on the previous SEO content, we will continue with the creation of SEO location pages for the keywords ‘bulk fuel’, ‘fuel card’, and ‘oils & lubricants’. There are 221 locations to create pages for each of these keywords. The pages will be published by batches as uploading these many pages at once may spook Google and red flag the site.