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A unit of the Novanta group, JADAK supply RFID chips and machine vision software to a variety of businesses, helping companies strengthen their delivery of medical research and procedures, and improve their supply chains and logistics, among other things.
Dark Horse launched a two pronged approach, with both their PPC and SEO divisions involved.
JADAK had been working with another agency before Dark Horse got in contact, but were not seeing the results they were paying for.
JADAK’s Director of Marketing, Rebecca Norr-Hartman, said she answered the call from Dark Horse because, “our competitors, frankly, [had] always outranked us. They’ve always been more active than us with their “findability”.”
“Dark Horse did a very thorough audit of our website and the programs we had running. We were exposed to concepts and tools that we had never even heard of before. That gave us concern about the agency we were working with because we had never even heard about some of the strategies they introduced.”
“We’ve found our relationship with Dark Horse to be refreshing. Honestly, it’s a very trust-based relationship.
I feel very confident in the investment we’re making and, ultimately, the return we’re getting from the work.”
Director of Marketing, JADAK.
Dark Horse first uncovered that conversion tracking was not correctly set up, obscuring the true impact of activity. Once in place, the team cleaned up the structure of the account and created new campaigns, linked by theme. These foundations meant that more targeted adverts could be created for keywords, and drove users to accurate information.
Dark Horse’s work led to increased time spent on site (+11%). They also launched a mini project to improve the relevancy of JADAK’s ads, improving the 64% that were flagged as “below average” into 89% being marked as “above average”
Other results included:
We have it on good authority that due to the quality of the work Dark Horse delivered for JADAK, a number of other units within the Novanta group are now also liaising with Dark Horse for protection.
93%
growth in keyword rankings in the top ten positions
76%
increase in non-branded impressions
19%
increase in organic conversions
19%
increase in organic sessions
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