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The Smile Workx – October 2022 Monthly Report

Nov 7, 2022

Manager

Website metrics were largely positive for October, as were the results of the Google Ads campaign. Website traffic is back up by 7.4%, well over 300 users. 45.1% of total site visitors came through organic search channels, while a favourable number arrived through CPC (Cost Per Click) channels as well. The overall trend was high throughout the month, although somewhat up-and-down. Average SEO rank dipped by a marginal percentage, but the campaign sustained its keywords in the top 3 spots of Google search results. In October, the Google Ads campaign saw 20 total conversions and a 6.96% Click Through Rate (CTR) – very favourable numbers. The Dentist Noosaville campaign performed notably well, ranking 1st for visibility and gaining a Search Impression Share of over 50%, which means users searching for relevant terms saw the campaign ads more than half the time. In October, we adjusted keyword bids and set up Google Analytics 4 tracking. We also added competitor search terms to the negative keywords list, which we will continue updating through November. We will also test the new Dental Implants ad group.

Google Ads Analysis

  • 20 Conversions
  • 202 Clicks
  • 6.96% CTR
  • $5.41 Avg. CPC
  • 9.90% Conversion Rate
  • October has been great for the Google Ads campaigns. The account gained 20 conversions, as opposed to 14 from September, which is a big win. The Dentist Noosaville campaign got a Search Impression Share of 54.52%, which means that the ads showed more than half the time for all relevant user search queries in Google. It ranked 1st in terms of visibility and was on the top spot of the paid search results for October for most of the time compared to competitors.
  • However, the Dynamic and Standard Search campaigns are both limited by budget due to competitor search terms eating away the budget and competitor brands bidding aggressively on the same keywords.
  • For October, we adjusted keyword bids under the Standard Search campaign. We also set up Google Analytics 4 (GA4) website tracking, which will be the new standard for measuring website statistics in 2023. Finally, we added competitor terms in the negative keywords list to reduce the wastes in the budget.
  • With that being said, the plan for November is to continue updating the negative keywords list to avoid wastes in budget due to irrelevant, low intent and competitor searches. We will also test new ads for the Dental Implants ad group.

    • SEO Analysis

  • 25 keywords ranking in top 3 (first page) results
  • 42 keywords ranking in top 4-10 (first page) results
  • Keyword ‘best dentist Noosaville’ is ranking in the 3rd position (first page).
  • Keyword ‘dentist Noosa’ is ranking in the 11th position (second page).
  • Keyword ‘anti wrinkle injections Eumundi’ is ranking in the 1st position (first page).
  • Keyword ‘invisible braces Sunrise Beach’ is ranking in the 1st position (first page).
  • Keyword ‘teeth whitening Noosa’ is ranking in the 3rd position (first page).
  • Keyword ‘childrens dentist Eumundi’ is ranking in the 2nd position (first page).
  • Keyword ‘dental implants Noosa Heads’ is ranking in the 7th position (first page).
  • In October, on-page optimisation focused on the keyword ‘dentist Noosaville’. The results from this action may take weeks before they can be realised.
  • Additionally, an SEO optimised content for the GBP listing was created with the goal of gaining more location relevance. The post can be viewed here: https://posts.gle/UR1PAM.
  • For the month of November, the SEO strategy will focus on off-page optimisation, particularly map embedding strategies to help improve the map rankings and the site’s presence in Google.

    • The Smile Workx – September 2022 Monthly Report

    Oct 7, 2022

    Manager

    The month of September was great for the Google Ads campaign, but less so for the website and SEO metrics – although there were still positives. Website traffic dipped slightly, down by 4.4%, but we saw another increase in organic search users. Of the total user traffic, organic searches accounted for 51.6%, and they spent over 2 minutes on the website. The site’s average SEO rank did again dip, but the campaign sustained its keyword performance, with 22 in the top 3 spots of Google search results. On the other hand, the month saw excellent results for the Google Ads campaign. It gained 14 conversions, up from August, and also saw a 7.82% Conversion Rate. The keywords for the Dentist Noosaville campaign ranked #1 in terms of visibility and paid search results as well. However, the campaign did see an increase in the Cost Per Click since competitor and irrelevant search terms take up budget without achieving conversions. We also noted a time trend, for which we have adjusted the General Search ad campaign schedule. For September, we added image extensions to give more information about the business upfront and focused on off-page optimisations to improve website authority. We also paused the General Dentistry page ads since these were not performing well. This October, we will update the negative keywords list and set up tracking through Google Analytics 4. We will also focus on-page strategies on creating SEO location pages for the ‘dentist Noosaville’ keyword. This will boost the Noosaville keywords in the SEO campaign.

    Google Ads Analysis

  • 14 Conversions
  • 179 Clicks
  • 8.60% CTR
  • $6.80 Avg. CPC
  • 7.82% Conversion Rate
  • September has been great for the Google Ads campaign. The account recovered its conversions, which was less than 10 for August. The Dentist Noosaville campaign keywords also ranked 1st in terms of visibility and was on the top spot of the paid search results for September.
  • However, the overall cost per click of the account increased from $5.57 in August to $6.80 in September. This is mainly due to many competitor and irrelevant search terms taking up the budget but not converting. The top 3 spending keywords for Emergency Dentistry ad groups were also expensive, reaching more than $10 for a single click. Upon checking the campaign performance for the year, it was found that most of the campaign’s conversions occurred only between Monday to Friday, from 6:00am to 5:00.
  • For September, we adjusted the General Search campaign’s ad schedule according to findings about the most converting time frames. We also added image extensions based on Google’s recommendations. Although mostly available only on mobile devices, this can help in giving more information about the business upfront, which in turn attracts more clicks and possible conversions. The overall budget was also adjusted to prioritise the campaign with more conversions and while preparing for the Weekend Marketing campaign. We also added competitor terms in the negative keywords list to reduce the wastes in the budget. Finally, we paused ads using the General Dentistry page as the landing page, since it was not performing well since going live in June.
  • With that being said, the plan for October is to continue updating the negative keywords list to avoid wastes in budget due to irrelevant, low intent and competitor searches. We will also start setting up tracking website statistics through Google Analytics 4, which will be the new standard by July 2023.

    • SEO Analysis

  • 23 keywords ranking in top 3 (first page) results
  • 44 keywords ranking in top 4-10 (first page) results
  • Keyword ‘anti wrinkle injections Eumundi’ is ranking in the 4th position (first page).
  • Keyword ‘invisible braces Sunrise Beach’ is ranking in the 1st position (first page).
  • Keyword ‘teeth whitening Noosa’ is ranking in the 3rd position (first page).
  • Keyword ‘childrens dentist Eumundi’ is ranking in the 2nd position (first page).
  • Keyword ‘dental implants Noosa Heads’ is ranking in the 6th position (first page).
  • In September, the SEO campaign focused on off-page optimisation strategies to help improve the site’s authority, relevance, and trustworthiness.
  • For the month of October, the on-page strategy will focus on the creation of SEO location pages targeting the keyword ‘dentist Noosaville’. These pages are designed to support and boost the ranking of the Noosaville keywords being targeted in the overall SEO campaign.