My School Appeal
See how we helped My School Appeal reduce costs and increase enquiries
Challenge
I wanted to make sure that the money I was spending was really driving new clients into the business. I wanted to secure a stream of quality prospects, rather than having enquiries from people with a connection to the issue, but whose queries were often generic or off beam.
My budget with Adwords was increasing, with more expensive pay per click phrases, but with no improved return.
Prior to Key Principles involvement with the campaigns, I was getting work and enquiries, but nothing prepared me for the deluge I received once the well-researched and put together Adwords campaign was set up.
Solution
As someone who has a web based legal advice practice, and who has experience of developing software products I really felt that Adwords would be a simple task that I could do myself. It has been an expensive lesson to learn that, as with so many things, expert advice is well worth the money in the short and long term.
I knew that the using Adwords was costing more, and it seemed to be becoming more complicated. The realisation came on a social media and SEO training course – I didn’t need help to do these things, I needed someone to do it for me. The time I was wasting on Adwords and associated SEO was time taken away from my business and earning capacity. Luckily a good recommendation put me in touch with Jackie from Key Principles who turned my campaign around in a matter of days.
A campaign was set up in April 2015 with a focus on school appeals by county. Before the campaign went live, Key Principles ensured that conversion tracking was implemented to enable tracking of the leads generated, and also to ensure efficient and effective optimization of the campaign moving forward.
Campaigns were running prior to Key Principles being instructed but were not being optimized. A completely new campaign was set up with the aim of increasing conversions or instructions whilst reducing spend with Google.
Results
The impact of the new Adwords campaigns was felt with the very first round of school admissions dates. The campaign has now been running for over a year with pauses as required.
As no conversion data was provided previously, I can only say that my practice shifted not by a gear but was transformed by the input from Key Principles.
Costs have reduced year on year by over a quarter; 26%.
Click through rates have improved from 0.38% to 4.44% and will continue to improve with the regular optimisation work.
Over 100 conversions have come through the http://www.myschoolappeal.co.uk/ website since tracking was set up and literally hundreds of enquiries have been taken.
Testimonial
“Using the service provided by Jackie and Key Principles is a game changer. I spend less every month but have many times more quality enquiries. The input from Key Principles has transformed my practice.” John Walker, My School Appeal
Want Results Like These?
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The session will include a review of your current position, business objectives and marketing activities with a marketing strategy specialist, unlocking new insights and actionable ideas.
Following this call you will receive recommendations on marketing activities that will help you achieve your business objectives.