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Stewart Private Accounting – February 2023 Monthly Report

Mar 7, 2023

Mangaer Analysis

The month of February has finished on promising results for Google Ads! The month finished with 14 conversions, which is a 180% increase compared to the month before. In addition, the conversion rate increased to 9.2% and the average cost per conversion decreased by 64.4%. Throughout the month, we adjusted the bidding strategy to maximise the number of conversions, increased the budget and installed ClicCease on the website to protect the campaign from spam submissions. In March, the focus will be to conduct further keyword research and update the negative keyword list to ensure we are only targeting relevant keywords. Regarding SEO, we completed on-page optimisation for the keyword ‘business coaching Perth’ and it is anticipated that in the coming weeks, the rankings will improve. In addition, two SEO Location pages are still pending approval: ‘Business Consultant’ and ‘Cash Flow Management’. However, in the month of March, we will focus on off-page optimisation by building links and using social foundation strategies which in turn will improve the relevance of the website.

SEO Analysis

  • In February, on-page optimisation focused on the keyword ‘business coaching Perth’. The effect on its ranking can be expected to materialise in the coming weeks.
  • Two draft service pages in WordPress are still awaiting approval prior to publishing. The pages are ‘Business Consultant’ and ‘Cash Flow Management’.
  • For the month of March, the SEO campaign will focus on off-page optimisation using social foundations and strategies to improve the site’s reputation and presence in Google.

    • Google Ads

  • 14 Conversions
  • 153 Clicks
  • 2.68% CTR
  • $3.60 Avg. CPC
  • February has seen an upward trend in Google Ads. The campaign had 14 conversions compared to 5 in January.
  • As part of the optimisations, we changed the bidding strategy to maximise conversions. Aside from scaling up the budget, we also set up ClickCease on the website and in Google Ads to effectively minimise click frauds and spam form submissions. We also updated the negative keywords list to optimise ad delivery to only relevant user searches.
  • With that being said, the plan for March is to conduct further keyword and competitor research. We will also continue to add low intent and irrelevant search terms in the negative keywords list to optimise ad spend.

    • Stewart Private Accounting – January 2023 Monthly Report

    Feb 7, 2023

    Mangaer Analysis

    The month of January has delivered promising results! In terms of website analytics, traffic increased by a staggering 71.2% which is a total of 262 users. Specifically, 119 users came to the website as a result of Google Ads and 86 were as a result of SEO. Regarding SEO, the month of January focused on off-page optimisation where we built a strong foundation on the backend of the website to assist in rankings long-term. In addition, two SEO-optimised pages have been created and are pending approval before going live. In Feburary, the focus will be to complete further on-page optimisation tactics for the focus keyword ‘business coaching Perth’ as it has a high level of competition and significant monthly searches.

    In terms of Google Ads, January was a promising month of Google Ads with a total of 5 conversions, 171 clicks, a 2.92% Click through rate and an average of $3.24 per click. It is important to note that due to optimisation efforts, we managed to reduce the CPC from $15.25 to $3.24 which will allow more ad visibility. Throughout the month, we expanded the reach of the Google Ads Campaign by opting into the “Display Network” and “Search Partners Network”. In addition, we added further irrelevant and low-intent keywords into the negative keyword list to avoid irrelevant users. In Feburary, we will research further and identify significant keywords to help drive more campaign conversions. Lastly, we will add low-intent and irrelevant keywords into the negative keyword list in order to optimise ad spend.

    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.
  • New pages have been created and approved for publishing on the site. These are ‘Business Consultant’ and ‘Cash Flow Management’ service pages.
  • Local business schema has now been implemented correctly.
  • For the month of January, the SEO campaign will start with off-page optimisation strategies, with the goal of building more natural links and improving site mentions and authority. This will help in boosting the site’s authority, relevance, and trustworthiness in the eyes of Google.

    • Google Ads

  • 31 Clicks
  • 5.51% CTR
  • $15.25 Avg. CPC
  • The campaign went back live on 22 December 2022 with the newly set up custom landing pages.
  • However, the ads appeared 36.35% of the time during user search queries, which is a significant ad visibility garnering the top position among competitors such as carbongroup.com.au, xero.com, visory.com.au, and hrblock.com.au. The ads also placed 2nd in top of the page rate and 2nd in first position rate.
  • For December, we monitored the campaign occasionally over the holiday break and implemented Optimisation Score recommendations whenever applicable to aid in improving the campaign performance during the learning phase.
  • With that being said, the plan for January is to conduct further keyword and competitor research once the campaign gets back live.