It is never easy to compete with large corporates on Google. In order to spend the ad budget smartly, we use a manual bidding strategy. We trust numbers over instincts. The strategy was well tested before it was applied.

For instance, we conducted A/B testing to see which bidding strategy works better.

Test A – maximize conversion (Smart Bidding Strategy)

Test B – Enhanced CPC (Manual Bidding Strategy)

Below is the result of the experiment.

According to the test, the manual bidding strategy saves 60% in cost when compared to the smart bidding strategy.

Google only allows three headlines where you can enter up to 30 characters each and two descriptions where you can enter up to 90 characters each in the text ads. For ads that appear in the 2^nd or 3^rd place in the search results, sometimes only two headlines and one description will show. Thus, making the ad copies short and to the point is critical. Every word in the ad copies should be meaningful.

That is why we spent enough time understanding AHS’ unique value propositions and effectively crafting the ad copies. We compared our drafts with the competitors’ ads and summarized AHS’ four key values:

• No Out-of-pocket cost for all NDIS participants
• Flexible schedule from 8 am to 8 pm in weekdays and 10 am to 4 pm in weekends
• All-in-one shop of domestic supports
• Handyman and transport services are available

A/B testings are applied in this process to check which elements work best.

The actual cost per click is the Ad Rank of the advertiser divided by the Quality Score. Thus, the higher the quality score, the lower the actual cost per click. 5 is the average on a scale of 1 to 10. Our goal is to get a high-quality score in order to save the ad spend.

The quality score is decided by click-through rate, ad relevancy, and landing page experience. We worked on every one of these aspects and have achieved 8 to 10 quality scores for the most important keywords.

The keywords are selected based on three main factors:

• Keyword difficulty
• Search volume
• Conversion rate

The goal is not only to bring more free traffic but also to bring quality leads through search engines. We also utilise the historical data from Google Analytics to drive valuable insights, from where we collected a list of search terms that bring the most ideal customers.

Every web page is optimised for the target keywords. Our work includes but is not limited to the optimisation of title tags, meta descriptions, image ALT tags, headline tags, etc.

Search engines prioritise fresh contents. That is why writing new quality content for AHS’ website regularly also plays an important part in SEO. All the topics of the blog are carefully selected to target the right audience. For example, we found that a lot of NDIS participants are interested in knowing how modern technology will help them to improve their daily life. We decided to write a topic of “Smart Devices for the Disabled”, which brings a lot of tractions.

AHS provides services to most of the suburbs in greater Sydney. We want the local audience to find AHS when they search in local areas or when they search on Google Map. A list of service areas was created to optimize for the local SEO ranking. Below are some of the target areas:

• Sydney Eastern Suburbs
• Southern Sydney
• Sydney Inner West
• Sydney North West
• Sydney South West
• Sydney Outer West
• Parramatta Region
• Blue Mountains/Penrith Region
• Central Coast
• Newcastle
• Lake Macquarie
• Wollongong

Backlinks are especially valuable for SEO because they represent a “vote of confidence” from one site to another. We only use white-hat SEO tactics to get followed backlinks from trustworthy and high-authority sites, which are considered to be the most desirable backlinks.

For example, we were very fortunate to have an opportunity to interview Philip Barr, a survivor of a stroke. His story is shared through https://www.ideas.org.au/, which has gained over 1860 hits. The guest blog not only increases AHS’ brand awareness but also contribute effectively to the SEO.