Manager Analysis
The month of February saw some ups and downs in regard to Website Metrics. Site visitors increased by 31.2% compared to last month with more than half of users coming from organic search. However, users spent 22.7% less on the site compared to last month with the average session being around 1.31 minutes. For SEO, there are currently 20 keywords ranking in the first 3 positions on the first page of Google Search.
During February, the on-page optimisation efforts focused on the keyword “NDIS plan management Brisbane”. These efforts are expected to result in an improvement in the website’s ranking in the upcoming weeks. The Facebook Ads campaign saw both positive and negative outcomes in February, with 10,796 unique users reached and 141 engagements with the ads. These engagements included 47 post reactions, 3 post saves, 1 post share, and 90 link clicks. Throughout the month, efforts were made to research projected traffic for individuals with the intent to switch NDIS plan managers. However, there was no significant projection to warrant a shift in the ad focus. A new bidding strategy was also tested in the campaign to maximize conversions. Finally, low-intent, research-inclined, and competitor search terms were added to the negative keyword list to improve the campaign’s efficiency and reduce the waste of the budget. Overall, these efforts aimed to enhance the website’s visibility and attract more qualified traffic to the NDIS plan management services offered by the company.
Moving into March the plan is to further optimise conversions and generate a minimum of 10 monthly leads to achieving a return on investment (ROI) for the campaign. Updating the negative keyword list will also continue, along with refining the keywords and ads to generate ROI for the business. The focus of the SEO campaign will shift towards off-page optimisation strategies to improve the site’s authority, relevance, and trustworthiness. A cross-platform analysis will be employed, using both Google Analytics 4 data and Facebook Events Manager data, to gain a more in-depth understanding and traceability of user traffic and behaviour across both Google and Facebook platforms. These efforts aim to improve the website’s visibility, attract more qualified traffic, and ultimately, drive conversions for the business.
SEO Analysis
20 keywords ranking in top 3 (first page) results
36 keywords ranking in top 4-10 (first page) results
Keyword ‘NDIS plan management Maroochydore’ is ranking in the 1st position (first page).
Keyword ‘NDIS plan management Sunshine Coast’ is ranking in the 1st position (first page).
Keyword ‘NDIS plan management Byron Bay’ is ranking in the 5th position (first page).
Keyword ‘NDIS plan management Hervey Bay’ is ranking in the 6th position (first page).
In February, on-page optimisation focused on the keyword ‘NDIS plan management Brisbane’. The effect on its ranking can be expected to materialise in the coming weeks.
Through March, the SEO campaign will focus on off-page optimisation strategies to help improve the site’s authority, relevance, and trustworthiness.
Google Ads Paid
3 Conversion
239 Clicks
1.97% CTR
$4.11 Avg. CPC
1.26% Conversion Rate
February saw some wins for the Google Ads campaign, as there were 2 calls made after seeing the ads and 1 Registration for the YCPM services.
However, we have seen traffic coming from users finding information about NDIS eligibility and what it is, rather than people looking for NDIS Plan Managers.
For February, we researched the projected traffic for people with the intent to switch NDIS plan managers, but did not get a significant projection to shift the ad focus on this. We also tested a new bidding strategy to maximise conversions in the campaign. Finally, we put low intent, research-inclined, and competitor search terms in the negative keywords list.
With that being said, the plan for February is to perform further conversion optimisations and aim for the campaign to generate at least 10 monthly leads to secure a return on investment (ROI). We will also continue to update the negative keywords list. Furthermore, we will refine the keywords and the ads to generate ROI for the business.
Facebook Ads
5 Contact Form Submissions
10,796 Reach
0.49% CTR
90 Link Clicks
141 Engagements
February has seen ups and downs for Facebook Ads. The campaign reached 10,796 unique users, with 141 of them engaging with the ads. These included 47 post reactions, 3 post saves, 1 post share, and 90 link clicks (i.e. redirects to the website).
It is important to note that 5 contact form submissions were made after clicking through the ads, but are not reflected in the campaign report. This is because we can only target one conversion action at a time in the ad set, and we have Registration set up as the main conversion action.
As part of our optimisation strategy, we configured the Priority Events/Conversions ranking in the Facebook Ads Events Manager.
As we enter March, we will continue to use a cross-platform analysis that will make use of both Google Analytics 4 data and Facebook Events Manager data to get a more in-depth understanding and traceability of user traffic and behaviour across both Google and Facebook platforms.
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