Domain Migration and Google Ads Optimisation
Learn how Dizian Digital helped SatPhoneShop migrate from .com to .com.au, boosting organic traffic by 15% and reaching ROAS peaks of up to 10x on Google Ads. A success story in Australian e-commerce SEO and performance marketing.*
- Telecommunications
- Australia
- Google Ads and
domain migration
From this project: the domain move and SatPhoneShop's Shopping result, drawn from the case study below.
Result
SatPhoneShop's result, from its own Shopping campaigns
Return on ad spend peaks on Shopping campaigns*
Google Ads and Merchant Centre optimisation after the move to .com.au
Alex Yeldizian
Managing Director
Want me to look at your Shopping campaigns? I go through your product feed, search terms and conversion tracking myself, then show you where the budget is going and what I would change first.
Client testimonial
“Dizian Digital made our move to satphoneshop.com.au seamless and handled the transition with care and professionalism. They protected our search visibility throughout the process and helped strengthen our online presence in the Australian market. Beyond the migration, they improved the structure and performance of our campaigns, which helped us attract more of the right customers and generate better quality enquiries and sales. They were proactive, clear in their communication, and genuinely took the time to understand our business, our products, and the importance of trust and reliability in the satellite communications space.”
Stacey AtkinsonMarketing Manager, SatPhoneShop
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.
Free Google Ads auditProcess
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 and backlinks, along with the 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 Centre Optimisation
- Audited and restructured the Google Merchant Centre feed for accuracy, including product titles and descriptions, plus 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.
Outcome
Results
The migration proved highly successful, with immediate and sustained benefits:
Organic Traffic Recovery: We gained back all of the SEO authority and continued to grow the organic traffic 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 careful 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 Centre 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 so decisions are made on real numbers.
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Alex Yeldizian
Managing Director
Dizian is run by Alex Yeldizian: one point of contact, backed by specialists and AI-enabled ways of working. 14 years in Melbourne.
62+ businesses grown