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

Heidi Hutchinson (Head of Marketing, The Imaginative Traveller) said “Unscrambled recently worked with us to undertake an audit of our PPC account, which was failing at the time. After looking at the campaign in detail, they quickly identified areas for improvement which would would have a significant and fast impact on results. They went above and beyond our expectations and genuinely cared about the campaign. Since we have implemented their audit recommendations we have seen a 116% up-turn in new enquiries, and a better ROI.

The Imaginative Traveller, a TUI Group Company, sell worldwide adventure holidays. Paid search had been an important sales channel for the brand but results were declining and targets were not being met.

Heidi Hutchinson, Head of Marketing, asked Unscrambled to undertake a performance audit of their paid search campaign, with the objective of finding out what needed to be done to get it back on track.

400% Increase in sales

Our first step was to sit down with Heidi and her team to make sure that we understood their business 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. We also scored the campaign using our bespoke algorithm, giving an overall performance score.

Audit recommendations implemented

Our audit found that the campaign was very complicated with over 375,000 individual elements needing management. A high percentage of keywords did not contribute impressions, clicks or sales and were therefore too underweight to optimise viably. Also the match type strategy was restricting campaign growth and exposure. We presented the results to Heidi and her 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 The Imaginative Traveller to help with them with the implementation of the recommendations. After just one month, the volume of sales enquiries generated by the campaign had increased by 116% and online sales increased by 400% in month 2.

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