YorkTest have been a leading brand in the health and wellness industry for over 4 decades. They’ve empowered countless people to take control of their nutrition, health and well-being by providing quality home to laboratory tests. When they needed their PPC results to match their premium status, we were happy to prescribe the perfect solution.

The Brief

WHAT THEY NEEDED

YorkTest were already working with a PPC agency, but they weren’t happy with the service they were receiving. They also saw that they had a huge opportunity to grow in the US, and were frustrated that they weren’t growing at a scale that matched the size of this opportunity. They came to us for a PPC strategy overhaul.

Initial Investigations

HOW WE APPROACHED IT

We started looking for ways to help YorkTest at the earliest possible opportunity, auditing their account at the proposal stage of our relationship. This actually led to the preliminary work on their account happening in the December before we assumed formal control of their account in the following January! We did this because we’d forecasted and expected a seasonal upswing in January; after all, people tend to commit to bettering their health as part of New Year’s resolutions.

We therefore worked hard to make sure that the “quick wins” were in place before January, as we really didn’t want YorkTest to miss out on as strong a showing as possible. The initial results we achieved showed that we’d made the right call, and had begun to realise YorkTest’s potential. Progress was fantastic, with activity on both the UK and US accounts upscaling with a bang. Buoyed by this early success, we then immediately began exploring the scope for even more expansion and scaling.

The Solution

WHAT WE DID

We sat down with YorkTest and presented them with a bold strategy for further expansion. We also outlined a guided timeline with a supporting rationale to increase PPC budget, and generally be much more aggressive over the course of a few weeks between the latter half of January and early February. YorkTest were more than happy to let us run with our ideas, and the implementation of even more scaling opportunities in mid-January saw even stronger PPC performance.

Despite YorkTest’s UK PPC campaigns being comparatively refined, we were able to scrub them up to a standard where they were even more profitable. But crucially, we were also able to achieve solid growth in the US. In the UK, YorkTest is a well-known brand and an established entity, but their brand equity in the US isn’t nearly as strong (yet!). A dramatic uplift in the US was therefore far from certain, and it definitely wouldn’t have happened under their previous PPC regime. We knew that YorkTest were placing a lot of trust in us to light a fire under their PPC campaigns, and so we wanted them to have eyes on their KPIs every step of the way. To do this, we built them a live dashboard so that they could monitor all of their metrics in real-time. Of course, doing this was also useful for us, as it means that we can uncover even more opportunities for optimisation and expansion as we continue to refine and expand the account as their long-term partner.

The Results

Throughout the first half of the year in partnership with YorkTest, we’ve seen PPC activity revenue in the UK grow steadily whilst maintaining identical CPA and ROAS figures. In the US, the level of growth has been dramatic, with revenue and ROAS both improving. Some of the results that YorkTest were thrilled to see included:

20%

increase in UK PPC revenue

63%

increase in US PPC revenue

increase in US PPC ROAS

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