Mark Group

"After win­ning the account, we helped increase Adwords con­ver­sions by 128% - with­out any increase in the client cam­paign bud­get."

Client Overview:

Mark Group is a national com­pany, with over 1,400 employ­ees, ded­i­cated to pro­vid­ing a 'whole house' solu­tion to energy-efficiency. Founded in 1974, Mark Group has already helped to make more than two mil­lion homes more energy-efficient, cur­rently installing around 6,000 insu­la­tion mea­sures every week to house­holds around the UK.

Igni­tion won the con­tract to man­age the Google Adwords spend in Decem­ber 2009, replac­ing the exist­ing incum­bent agency and beat­ing stiff com­pe­ti­tion from major search mar­ket­ing agen­cies.

The Prob­lem:

1. Mark group wanted an over­all improve­ment from Google Adwords adver­tis­ing.
2. To increase the num­ber of sales enquiries for key com­pany prod­uct lines, espe­cially cav­ity wall insu­la­tion and solar power.

What We Did:

• Con­ducted a thor­ough and com­pre­hen­sive inves­ti­ga­tion into click qual­ity, cam­paign struc­ture and adverts.
• Restruc­tured the entire Adwords account involv­ing region­al­is­ing cam­paign tar­get­ing, imple­ment­ing new cam­paigns and refin­ing exist­ing ones.
• Remov­ing low qual­ity clicks and those with low user intent.
• Set up the clients dis­play net­work cam­paign to increase brand­ing aware­ness and sup­port site con­ver­sions.
• Focused bud­get around strongly per­form­ing areas of the coun­try.

The Results:

1. Increased cam­paign con­ver­sion rate from 3.32% to 7.57% - rep­re­sent­ing a cam­paign con­ver­sion rate increase of 128%.
2. Reduced the aver­age cam­paign cost per con­ver­sion by 32%.
3. Improved cam­paign click through rate from 1.95% to 4% - a 105% improve­ment.
4. Increased the clients sales enquiries by 128%.