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The Smile Workx – August 2022 Monthly Report

Sep 7, 2022

Manager

August has been an up-and-down month for both campaigns. We saw an increase in website traffic, and more organic search users this time compared to last month (174 in August versus 123 in July). Average session duration for organic search users remains well over a minute. We did see a slight drop in the site’s average SEO ranking, but we’ve retained a majority of our keywords on the first page of Google’s search results. 22 of them are within the top 2 spots, with 9 holding the #1 position. On the other hand, the Google Ads campaign experienced some challenges. We’ve earned less than 10 conversions, mostly due to competitor search terms coming up and accumulating costs but not leading to conversions. Moreover, the General Search campaign has been seeing emergency dentist-related search terms but since the ad copy is not structured for this topic, it sees no conversions. More promisingly, though, the Dentist Noosaville campaign has been gaining visibility and ranked 2nd for August. During that time, we updated the negative keywords list and changed the bidding strategy for the Dentist Noosaville campaign. Lastly, we set up an Emergency Dentist ad group to hopefully generate leads. For SEO, we focused on the ‘dentist Noosaville’ keyword to push it closer to the first page of Google search results. In September, we will update the negative keywords list and monitor the Dynamic Search campaign. We will also focus on off-page strategies to improve the site’s authority and relevance for both customers and Google.

Google Ads Analysis

  • 9 Conversions
  • 186 Clicks
  • 8.84% CTR
  • $5.57 Avg. CPC
  • 4.84% Conversion Rate
  • August has been challenging for the Google Ads campaign. The account got less than 10 conversions, which has not occurred since March. This is mainly due to many competitor search terms popping up and accumulating costs but not gaining conversions. Keywords under the Dentist Noosaville campaign are also not aggressively bidding for the top position, which has an estimated cost per click of around $10.
  • However, the Dentist Noosaville campaign is getting more visibility compared to most competitors and ranked 2nd for the month of August. The other two campaigns also have high visibility, which means they can show up most of the time when users are searching through Google for relevant services.
  • For August, we added competitor terms in the negative keywords list to reduce the wastes in the budget. We also changed the bidding strategy of the Dentist Noosaville campaign to be more aggressive for the first position, which will be beneficial staying on top of the Google/Local Map results. This will also help it in spending the allocated budget. Finally, we set up an Emergency Dentist ad group under the General Search campaign and created ads tailored for this. For now, we are split testing between a regular search ad and a call ad that always includes a phone number. Call ads can be ideal for this due to its accessibility for emergency purposes that frequently require a phone call.
  • With that being said, the plan for September is to continue updating the negative keywords list to avoid wastes in budget due to irrelevant, low intent and competitor searches. We will also monitor if the Dynamic Search campaign will recover its performance and optimise it as necessary.

    • 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 1st position (first page).
  • Keyword ‘invisible braces Sunrise Beach’ is ranking in the 4th 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 August, the on-page optimisation strategy focused on the keyword ‘dentist Noosaville’, replacing keyword ‘dentist Tewantin’. The goal was to help push the Noosaville keyword ranking closer to the #1 position in Google search results.
  • 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.

    • The Smile Workx – July 2022 Monthly Report

    Aug 5, 2022

    Manager

    July is again a mixed bag of results for the SEO and Google Ads campaigns. We saw a higher percentage of organic search users this month (37.4% for July vs. 20.2% for June). Traffic peaked on 13 July, with a total of 23 users on the website. SEO performance also saw a slight dip, though the site’s average rank remains fairly high at 8.2 overall. Keyword performance has been similarly up-and-down, although we have more keywords now on the first page of Google search results. In fact, over half our keywords are in the top 10 spots! More favourably, Google Ads results have been very positive. The campaign received 18 Conversions from 210 Clicks, with an 8.57% Conversion Rate. Our Conversions came through different channels, with most arriving through the Dynamic Search campaign. We did see an issue with Cost Per Conversion in the General Search campaign due to a drop in conversions from that channel. Competitor search terms also trigger ads but do not lead to clicks. In July, we focused on off-page strategies to boost keyword ranking and site authority. For Google Ads, we excluded locations and reallocated the budget, as well as updated the negative keywords list. This August, we will set up the Emergency Dentist ad group under the General Search campaign. We will also focus on-page strategies on the ‘dentist Tewantin’ keyword to take advantage of its monthly search volume and bring it into the top 10 spots on Google.

    Google Ads Analysis

  • 18 Conversions
  • 210 Clicks
  • 8.14% CTR
  • $4.18 Avg. CPC
  • 8.57% Conversion Rate
  • July has been awesome for the Google Ads campaign. We got 4 conversions from the General Search, 12 from the Dynamic Search, and 2 from the Dentist Noosaville campaigns. This is a big win, with most conversions coming from calls through the ads and the remaining from Contact Form submissions.
  • However, the General Search campaign still has the highest cost per conversion. Although the CTR increased by 8.88%, there was still a 20% drop in conversions. This is because there are still a lot of competitor search terms triggering the ads but not converting. Due to this, the cost per click of the campaign is also significantly higher at $6.70 compared to the other two with less than $3. Furthermore, we cannot track successful bookings or any activity at all being made in the booking form’s iFrame displayed in the Contact Us page of the website. Since this is the case, we are missing out on some important data in our Google Ads campaigns.
  • For July, we excluded locations where the ads showed but are practically too far from the dental office location. We also reallocated $4 daily budget from the underspending Dentist Noosaville campaign to the Dynamic Search campaign, which is limited by budget. Lastly, we added low intent and competitor search terms in the negative keywords list to keep high intent searches in seeing the ads more.
  • With that being said, the plan for August is to set up the Emergency Dentist ad group under the General Search campaign since the Emergency Dentist page in the website is now live. We will also continue updating the negative keywords list to avoid wastes in budget due to irrelevant, low intent and competitor searches.

    • SEO Analysis

  • 23 keywords ranking in top 3 (first page) results
  • 43 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 3rd position (first page), up from the 8th position (first page) in the previous month.
  • Keyword ‘dental implants Noosa Heads’ is ranking in the 6th position (first page).
  • In July, we focused on off-page optimisation strategy. Our goal was to boost ranking by improving how Google and users perceive the site’s authority, relevance, and trustworthiness.
  • For the month of August, our plan is to focus our on-page optimisation on the high-competition keyword ‘dentist Tewantin’ as it has significant monthly searches. Our aim is to bring it into the first page of Google search results.