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Suncoast Energy – January 2023 Monthly Report

Feb 7, 2023

Manager Analysis

It’s been an excellent month for the SEO and Google Ads campaigns this January with limited challenges. User traffic again started slowly but picked up in the middle of the month, and the total number of site visitors increased by 43.1%. Of those users, more than half arrived through CPC (Cost Per Click) channels, with a notable number arriving through organic (SEO) channels. In terms of SEO performance, the campaign has 4 keywords in the top 3 spots of Google search results – the key positions in organic searches. For the Google Ads campaign, metrics were on an upward trend. The campaign received 7 conversions, up 16.7% from the previous month. The January Google Ads campaign saw a consistent performance, gaining 7 conversions from submissions in the Air Conditioning and Contact forms, similar to the previous month. To remain competitive, bids were adjusted to be on the first page, while avoiding excessively high bids and adding competitor search terms to the negative keywords list. For SEO, January focused on off-page optimisation using map embeds, while February focused on on-page optimisation for the keyword ‘commercial electrician Sunshine Coast’ to improve search rankings. In February, bids will continue to be monitored, the negative keywords list updated, and relevant keywords added to drive conversions.

SEO Analysis

  • 4 keywords ranking in top 3 (first page) results
  • 23 keywords ranking in top 4-10 (first page) results
  • Keyword ‘electrical new installs Diamond Head’ is ranking in the 2nd position (first page).
  • Keyword ‘commercial electrician Buddina’ is ranking in the 7th position (first page).
  • Keyword ‘electrical services Nambour West’ is ranking in the 10th position (first page).
  • Keyword ‘electrical installation Ninderry’ is ranking in the 9th position (first page), up slightly from the 11th position (second page).
  • Keyword ‘commercial electrician Nambour’ is ranking in the 13th position (second page).
  • In January, the SEO campaign focused on off-page optimisation strategies using map embeds to improve Google Maps or local search rankings.
  • For the month of February, the SEO on-page optimisation will focus on the keyword ‘commercial electrician Sunshine Coast’ as it has a high level of competition, significant monthly searches, and is yet to attain a solid footing in the rankings. The goal is to bring it closer to the first page of Google search results.

    • Google Ads Analysis

  • 7 Conversions
  • 168 Clicks
  • 6.55% CTR
  • $7.24 Avg. CPC
  • 4.17% Conversion Rate
  • January has seen a consistent performance in Google Ads. The campaign gained 7 conversions this month, compared to 6 in December. These conversions came from submissions in the Air Conditioning and Contact forms. All other metrics were also very similar to December.
  • However, the increasing competition drove some targeted keywords below the estimated first-page bid.
  • For January, we adjusted bids to be competitive enough on the first page. However, we did not bid aggressively for keywords with excessively high first-page bids due to competitors. We also actively added competitor search terms in the negative keywords list to avoid incurring waste in ad spend.
  • With that being said, the plan for February is to continue monitoring the bidding costs due to competition and adjust bids as necessary without allowing the budget to be spent immediately for expensive clicks. We will also update the negative keywords list to avoid waste due to irrelevant, low intent and competitor searches. Finally, we will refine or add keywords to get a more relevant search volume to drive conversions.

    • Suncoast Energy – December 2022 Monthly Report

    Jan 13, 2023

    Google Ads Analysis

  • 121 Clicks
  • 5.82% CTR
  • $7.25 Avg. CPC
  • 4.96% Conversion Rate
  • December has seen a slight drop in performance for Google Ads. The campaign gained 6 conversions this month, compared to only 9 in November. These conversions mostly came from submissions in the Air Conditioning form and calls from ads. There was also a slight increase in aggressive competition for some high intent keywords, which caused more expensive cost per click.
  • However, the campaign saw a small win with 49.88% Search Impression Share, which means that the ads showed almost half the time whenever there were relevant search queries despite the tight competition. Having high ad visibility brings more opportunities for possible conversions.
  • For December, we actively added competitor search terms in the negative keywords list to avoid incurring wastes in ad spend. We also adjusted the bids to some high intent keywords that have fallen behind the estimated first page bid.
  • With that being said, the plan for January is to continue updating the negative keywords list to avoid wastes due to irrelevant, low intent and competitor searches. We will also refine or add keywords and update the bids as necessary to get more ad visibility and clicks at a lower cost. We will also look into further improving the landing page experience of users by formulating content recommendations that will flesh out the services more distinctly. Once the landing pages are optimised, we will update the ads accordingly.

    • SEO Analysis

  • 3 keywords ranking in top 3 (first page) results
  • 32 keywords ranking in top 4-10 (first page) results
  • Keyword ‘electrical new installs Diamond Head’ is ranking in the 3rd position (first page).
  • Keyword ‘commercial air conditioning Parklands’ is ranking in the 7th position (first page).
  • Keyword ‘commercial electrician Pelican Waters’ is ranking in the 10th position (first page).
  • Keyword ‘electrical installation Ninderry’ is ranking in the 11th position (second page).
  • Keyword ‘commercial electrician Maroochydore’ is ranking in the 17th position (second page).
  • In December, on-page optimisation focused on the keyword ‘commercial electrician Sunshine Coast’. The effect on its ranking can be expected to materialise in the coming weeks.
  • For the month of January, the SEO strategy will focus on off-page optimisation, particularly map embedding strategies to help improve Google map rankings.