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Domain Migration and Google Ads Optimisation
Learn how Dizian Digital helped SatPhoneShop migrate from .com to .com.au, boosting organic traffic by 15% and achieving 10x ROAS on Google Ads. A success story in Australian e-commerce SEO and performance marketing.
process
opportunity
SatPhoneShop, operating as a premier Australian retailer, faced issues with their original .com domain, which confused local customers about the business's location and led to potential trust barriers in a market that prioritises domestic providers.
Additionally, they were transitioning to a new website platform to improve user experience and functionality. Key risks included:
- Domain Confusion: The .com extension misled Australian clients, potentially directing traffic to international competitors or causing hesitation in purchases.
- Platform Switch Risks: Changing platforms could disrupt SEO rankings, leading to lost organic traffic and equity built over years.
- Performance Marketing Gaps: Existing Google Ads, particularly Shopping campaigns, were under optimised, resulting in lower return on ad spend (ROAS) and inefficient use of the Google Merchant Centre.
Without careful handling, these changes could have resulted in significant drops in visibility and revenue.
PROJECT INFORMATION
Dizian Digital conducted a comprehensive strategy to ensure a smooth transition and performance uplift. We started with the domain migration as the core focus, followed by ads optimisation.
- Domain Migration and SEO Audit:
- Performed a full website crawl to map all existing URLs, backlinks, and content to preserve link equity.
- Implemented 301 redirects from .com to .com.au.
- Performed a post-migration crawl on the new .com.au website to identify and resolve any possible crawl and indexing errors.
- Google Ads and Merchant Center Optimisation:
- Audited and restructured the Google Merchant Center feed for accuracy, including product titles, descriptions, and images tailored to Australian search intent.
- Refined Shopping campaigns with bid adjustments, negative keywords, and audience targeting focused on remote workers and Telstra users.
- Integrated advanced tracking to monitor conversions and refine strategies in real-time.
This logical and data-driven approach minimised downtime and maximised post-migration gains.
Results and Impact
The migration proved highly successful, with immediate and sustained benefits:
- Organic Traffic Recovery: We recaptured 100% of organic traffic within the first week, and increased it by 15% through enhanced local SEO signals and faster site performance.
- Google Ads Performance: Optimisations led to ROAS peaks of up to 10x on Shopping campaigns, driving higher-quality leads and sales from Australian searchers.
- Overall Growth: Improved rankings for key terms like "buy satellite phone Australia," resulting in a 36% uplift in e-commerce conversions.
These metrics were tracked via Google Analytics and Search Console, demonstrating the value of our meticulous planning.
This project underscores the importance of thorough audits in domain migrations to protect and enhance SEO value, especially for location-specific businesses. For Google Ads, ongoing optimisation of the Merchant Center is key to achieving high ROAS in competitive niches like satellite communications.
Dizian Digital has helped SatPhoneShop establish a full digital marketing service, covering all data-driven aspects such as advanced tagging for accurate tracking, optimised conversion signals for better algorithm performance, and transparent reporting to empower informed decisions.
Ready to elevate your Australian e-commerce site? Contact Dizian Digital for a free SEO audit today.
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