Twin Group is an educational, training and career development provider who was looking for an effective way to reach its customers. Having previously managed it in-house but not having enough resource available to give PPC the attention it needed, the accounts were not producing the results desired and budget was being wasted. The team knew if more resource was available, this channel could be a success for their lead gen – it turned to outsourcing and Dark Horse.
Dark Horse is meticulous in reviewing an account to ensure all possible issues are addressed. It is imperative to assess the criteria first. Whilst the campaign structures were well set up for Twin Group, there were a lot of outdated match types including a large proportion of the budget going towards display which had little conversions. The account’s quality score was also very low which impacted on all the campaigns regarding their performance.
Finally, tracking wasn’t correctly set up and Twin Group struggled to track its new booking form. This was all because PPC needs continual monitoring to achieve the most effective outcomes and can be time heavy when you are a busy team.