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Suncoast Energy – September 2022 Monthly Report

Oct 7, 2022

Manager

The campaign experienced some setbacks in September, but it was not without its positives. User traffic did not follow last month’s more favourable trend, although it ended on an optimistic upward note. A small but notable number of users arrived through organic (SEO) channels – and more promisingly, they spent over 8 minutes on the website. This shows that the website content is highly relevant to their searches. The website’s average SEO rank slipped by a very small percentage, but there are more keywords now in the top 3 spots of Google search results! A large number of these hold the #1 spot as well. For the Google Ads campaign, there were some challenges, since we saw less conversions in September than in August. Competitors are bidding aggressively for high intent keywords, including the brand keyword ‘suncoast energy’ itself. Still, the campaign has maintained good visibility to user queries with a significant Search Impression Share. In September, we focused on off-page optimisations to improve site relevance and authority, as well as added long tail keywords for higher intent. We also reverted to Manual CPC (Cost Per Click) bidding to have more control and search visibility. This October, we will focus on-page SEO optimisations on the ‘commercial electrician Gympie’ to bring it closer to the #1 spot on Google. We will also update the negative keywords list and update bids to get more ad visibility.

Google Ads Analysis

  • 2 Conversions
  • 55 Clicks
  • 5.36% CTR
  • $10.91 Avg. CPC
  • 3.64% Conversion Rate
  • September has been challenging for the Google Ads campaign. The campaign saw a slight increase in cost per click while getting 2 conversions less than in August. This can be attributed directly to competitors bidding aggressively for the same keywords. They are also bidding for the brand keyword “suncoast energy”, reaching more than $10 per click. This can be due to the good auction-time ranking the brand got from the previous months, which resulted in many leads. Competitors are trying to shift consideration from an audience that is familiar with the brand by showing their ads over it.
  • However, the campaign maintains a 34.85% Search Impression Share, which means that the ads still have good visibility to user queries.
  • For September, we added new long tail keywords that have higher intent and are closer to being leads, based on the search term report. We also added competitors in the negative keywords list to avoid wasting the budget. Finally, we reverted to Manual CPC bidding and adjusted the bids to have more control. This strategy will be useful in getting more search visibility rather than focusing on aggressively bidding against competitors for a single click. With more chances of showing ads, it is possible to reach more high intent users that are more willing to convert.
  • With that being said, the plan for October 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.

    • SEO Analysis

  • 31 keywords ranking in top 3 (first page) results
  • 341 keywords ranking in top 4-10 (first page) results
  • Keyword ‘commercial electrician Maroochydore’ is ranking in the 4th position (first page).
  • Keyword ‘electrical services Sunrise Hills’ is ranking in the 1st position (first page).
  • Keyword ‘commercial electrician Kunda Park’ is ranking in the 6th position (first page).
  • Keyword ‘commercial electrician Caloundra West’ is ranking in the 7th position (first page).
  • In September, the SEO campaign focused on off-page optimisation strategies to help improve the site’s authority, relevance, and trustworthiness.
  • As well, 301 Redirect protocols have been completed for location pages that have ‘commercial’ in their URLs but were not part of the provided list of locations for ‘commercial electrician and air conditioning’.
  • For the month of October, the SEO on-page optimisation will focus on the keyword ‘commercial electrician Gympie’. The goal is to bring it closer to the #1 position in Google search results.

    • Suncoast Energy – August 2022 Monthly Report

    Sep 7, 2022

    Manager

    The website metrics were more favourable in August, but the Google Ads and SEO campaigns experienced some setbacks. User traffic is up by 82.7%, peaking in the middle of the month before trending downwards. More promisingly, 76% of website visitors consisted of organic search users – a significantly higher percentage than the previous month. The site’s average SEO rank slipped very marginally, but the campaign has sustained the number of keywords it has in the top 3 spots of Google search results. The Google Ads campaign, meanwhile, did see an increase in Cost Per Click (CPC) due to competitor terms appearing during searches and gaining clicks but not conversions. We’ve also seen more aggressive bids from competitors on certain keywords. On the other hand, Search Impression Share went up by 132.87%, which means ads are shown more frequently and prominently. The Suncoast Energy brand itself also saw significant search volume. This September, we will update the negative keywords list and refind our keywords to lower CPC. We will also focus on off-page strategies for SEO to improve how Google and website users perceive the site’s authority and relevance.

    Google Ads Analysis

  • 4 Conversions
  • 58 Clicks
  • 5.08% CTR
  • $10.05 Avg. CPC
  • 6.90% Conversion Rate
  • August has been challenging for the Google Ads campaign. The cost per click increased significantly by 129.45%. This is mostly due to competitor search terms getting single clicks at a high cost and no conversions. Competitors also started bidding more aggressively on the same keywords. Some keywords that were getting clicks for around $4 before, now cost as high as $10.98.
  • However, the campaign saw a 132.87% increase in Search Impression Share, which is the impressions a campaign received on the Search Network divided by the estimated number of impressions it was eligible to receive. This means that the ads are showing more frequently compared to July. There was also a significant search volume for the Suncoast Energy brand.
  • For August, we added competitors in the negative keywords list to avoid wasting the budget. We also added the brand term “suncoast energy” as a keyword.
  • With that being said, the plan for September 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 to get more clicks at a lower cost.

    • SEO Analysis

  • 35 keywords ranking in top 3 (first page) results
  • 277 keywords ranking in top 4-10 (first page) results
  • Keyword ‘commercial electrician Maroochydore DC’ is ranking in the 4th position (first page).
  • Keyword ‘commercial electrician Peregian Beach’ is ranking in the 4th position (first page).
  • Keyword ‘commercial electrician Kunda Park’ is ranking in the 6th position (first page).
  • Keyword ‘commercial electrician Kawana Waters’ is ranking in the 5th position (first page).
  • In August, the on-page optimisation strategy focused on the keyword ‘electrician Sunshine Coast’. The goal was to help push its ranking closer to the first page of Google search results. As well, this was a first step in removing the word ‘commercial’ from the keyword as Sunshine Coast is not one of the areas mentioned to have ‘commercial electrician’ services.
  • For the month of September, the SEO campaign will focus on off-page optimisation strategies to help improve how Google and users perceive the site’s authority, relevance, and trustworthiness.