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The Adventure Company
Eversfield Organic
The Open University
Neilson
Erna Low
Imaginative Traveller
London School of Economics
Dragoman
audit

John Dicks (Sales & Marketing Manager, Dragoman) said “We had been using paid search for some time, but had no real insight into how well it was working. We appointed Unscrambled to undertake an audit of our PPC account to review and grow the account. First, they took the time to ensure that they understood our business and market. Then, after looking at our campaign in detail, they helped set aggressive goals and recommend how we could meet them fast. We've seen a dramatic turnaround in less than a month.”

Dragoman have been successfully selling worldwide overland adventure holidays for 30 years. They had been undertaking paid search for a number of years with the channel successfully delivering leads and sales. Dragoman wanted to achieve a step change in performance from their campaign to meet aggressive growth objectives from the channel.

John Dicks, Sales & Marketing Manager, asked Unscrambled to undertake a performance audit of their paid search campaign, with the objective of finding out what needed to change to accelerate growth.

Increase in clicks up 147%

Our first step was to sit down with John and his team to make sure that we understood their business, marketplace and what they needed their PPC campaign to achieve. Unscrambled then examined the detail of the campaign, evaluating over 300 individual elements including account structure, keywords, creative, match type, quality score, ad position, budget management, bid pricing, impression share and negatives.

New campaign implemented

Our audit found that the campaign had limited market exposure from their paid search campaign and that there being a clear opportunity for swift and effective growth. The keyword bid pricing strategy did not allow the better performing keywords to flourish and the ad creative was restricting click rates and volume. Also the match type strategy made performance evaluation and subsequent management more difficult. All these factors resulted in a sub optimal campaign quality score and increased costs. We presented the results to John and his team, also providing some clear recommendations on how to streamline the existing campaign to make it work smarter.

Further to the audit, Unscrambled were engaged to work with Dragoman to help with them with the implementation of the recommendations. In the first three months there has been a dramatic decrease in CPC’s, coupled with a steep increase in click volume.

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