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Suncoast Energy – November 2022 Monthly Report

Dec 7, 2022

Manager

It’s been an excellent month for the SEO and Google Ads campaigns this November, 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 48.8%. Of those users, 61.3% arrived through CPC (Cost Per Click) channels, with a notable number arriving through organic (SEO) channels. In terms of SEO performance, the campaign retained its 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 9 conversions, up from 2 the previous month, although some irrelevant and competitor search terms consumed ad budget. For November, we adjusted bids and added new keywords to the list, while also using off-page SEO strategies to boost keyword relevance. This December, we will update the negative keywords list and refine existing keywords to get more ad visibility and clicks at a lower cost. We will also improve the user landing page experience and focus on-page optimisations on the ‘commercial electrician Sunshine Coast’ keyword to take advantage of its monthly search volume.

Google Ads Analysis

  • 9 Conversions
  • 145 Clicks
  • 6.23% CTR
  • $7.05 Avg. CPC
  • 6.21% Conversion Rate
  • November has seen an upward trend for Google Ads. The campaign gained 9 conversions this month, compared to only 2 in October. These conversions mostly came from submissions in the Air Conditioning form and calls from ads.
  • However, some irrelevant and competitor search terms consumed the budget without getting conversions, especially in the Air Conditioning Services ad group. Some targeted keywords were also below the minimum first page bid, while some were as high as $51.11.
  • For November, we adjusted keyword bids to remain at the first page without bidding too aggressively for expensive keywords. As an alternative, we added new keywords using the “service + location” structure. We also added competitors and car/automotive/mobile air conditioning installation and regassing terms in the negative keywords list to avoid wasting the budget.
  • With that being said, the plan for December 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

  • 14 keywords ranking in top 3 (first page) results
  • 63 keywords ranking in top 4-10 (first page) results
  • Keyword ‘commercial electrician Tinbeerwah’ is ranking in the 5th position (first page).
  • Keyword ‘commercial electrician Mount Coolum’ is ranking in the 6th position (first page).
  • Keyword ‘commercial electrician Caloundra West’ is ranking in the 8th position (first page).
  • Keyword ‘commercial electrician Gympie’ is ranking in the 9th position (second page).
  • Keyword ‘commercial electrician Maroochydore’ is ranking in the 14th position (second page).
  • In November, the SEO campaign focused on off-page optimisation strategies to build strong natural links to boost relevance of the targeted keywords.
  • For the month of December, the SEO on-page optimisation will focus on the keyword ‘commercial electrician Sunshine Coast’ as it has a medium to high level of competition and significant monthly searches. The goal is to help it attain a more solid footing in the Google search results.

    • Suncoast Energy – October 2022 Monthly Report

    Nov 7, 2022

    Manager

    Website metrics were very favourable in October, although the Google Ads campaign experienced some challenges. The month started slowly in terms of user visits, but the overall trend climbed throughout the weeks and peaked at 11 users on 25 October. Most users arrived through CPC (Cost Per Click) channels (57.6%), but a pleasing number also arrived through organic search channels (23.2%). The site’s average SEO rank recovered by 0.9%, and keyword performance was similar to the month prior. For Google Ads, the campaign saw just 2 conversions, although Click Through Rate (CTR, 5.02%) and Conversion Rate (CR, 2.20%) were fairly average. However, there were some payment issues, which resulted in some ads not getting delivered and not reaching their audience. In October, we did on-page optimisations for the ‘commercial electrician Gympie’ keyword to improve its ranking. For November, we will update the negative keywords list and improve the landing page experience for site visitors. We will also shift to off-page strategies such as map embedding to improve Google site rankings.

    Google Ads Analysis

  • 2 Conversions
  • 91 Clicks
  • 5.02% CTR
  • $6.03 Avg. CPC
  • 2.20% Conversion Rate
  • October has been challenging for the Google Ads campaign. The campaign got the same number of conversions as in September. Additionally, there were a lot of search terms related to car/automotive/mobile air conditioning installations and regassing, which is not offered by the business.
  • However, we were able to reduce the overall cost per click from $10.91 in September to $6.03 this month. Due to this, the campaign was able to accommodate more clicks without easily depleting the daily budget. The campaign also improved in ad visibility versus the total search volume with more control in the keyword bids, increasing from 34.85% to 43.03% Search Impression Share.
  • For October, we set up Google Analytics 4 tracking, which will be the new standard for website tracking in 2023. Furthermore, we implemented minor changes to some ads. We also adjusted keyword bids to remain in the first page of Google search results without being overly aggressive in bidding. Finally, we added car/automotive/mobile air conditioning installation and regassing terms, as well as competitors and low intent search terms to the negative keywords list to avoid wasting the budget.
  • With that being said, the plan for November is to continue updating the negative keywords list to avoid wastes due to irrelevant, low intent and competitor searches. We will also refine the keywords and update the bids as necessary to get more ad visibility and clicks at a lower cost. Finally, 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.

    • SEO Analysis

  • 30 keywords ranking in top 3 (first page) results
  • 286 keywords ranking in top 4-10 (first page) results
  • Keyword ‘commercial electrician Maroochydore’ is ranking in the 11th position (first page).
  • Keyword ‘electrical services Sunrise Hills’ is ranking in the 1st position (first page).
  • Keyword ‘commercial electrician Yandina’ is ranking in the 6th position (first page).
  • Keyword ‘electrical servicing Nambour West’ is ranking in the 8th position (first page).
  • In October, on-page optimisation focused on the keyword ‘commercial electrician Gympie’. Its ranking can be expected to improve in the coming weeks.
  • For the month of November, the SEO campaign will focus on off-page optimisation, particularly map embedding strategies to help improve Google rankings.