Gladstone Brookes is a company which specialises in mis-sold PPI claims. As consultants they have claimed back over £100m in 2011 so far from UK banks on behalf of their clients. Having seen continued growth throughout 2009/10 they were keen to increase their digital marketing offering and drive more users to their website. Latitude were asked to carry out an account review of their current PPC AdWords account and deliver 2 half day training sessions to their internal online team.
PPC Campaign Review
Latitude carried out a full account review on their Google AdWords account assessing the following criteria:
- Account structure
- Keyword match types
- Keyword coverage
- Keyword Quality Score
- Bid and budget management
- Ad text message
- Landing page relevancy
- Landing page usability
Benchmarking these against our best practice procedures we were able to advise Gladstone Brookes on a number of improvements that could be made to their AdWords account to assist in driving more conversions and reducing their cost per conversion.
As part of the consultancy, changes to the website were recommended, as they were in the process of redesigning it and we felt would improve it from a PPC perspective.
A competitor review was also created showing how Gladstone Brookes’ PPC strategy compared with that of their main competitors. We delivered this in a bespoke document which was discussed in the first training session.
A second training session was arranged 6 weeks later, thus allowing the changes and recommendations from the first session to be implemented. This session consisted of a review of these recommendations as well as answering further questions that Gladstone Brookes had on PPC, MVT and social media.
CPA reduced by 40% in just under 3 weeks.
“Latitude’s training was comprehensive and easy to follow. By implementing their tactics and advice we reduced our CPA by 40% in just under 3 weeks!
The “how-to” guide that has been provided has proved invaluable, along with their advice on account management. Moving forward we are looking to use Latitude as an auditing service and highly recommend their services.”
Download the Gladstone Brookes Case Study