Consultancy / Digital Marketing
Bespoke & WordPress
Managing the PPC account for a leading, luxury student lettings agent and supporting their internal marketing team on their digital transformation projects, including a new, content rich website.
This is where it all started! YPP Lettings were our very first client and happily, following a 30 month break, they are a client again. The company, based in Leeds, provide luxury accommodation for students and young professionals. With properties also located in Manchester, Sheffield, Liverpool, Harrogate, they are continuing to expand and online is a huge part of their source of enquiries.
Initially our support was requested for 12 days, spread across 4 weeks to review the UX and SEO elements of the website. The website had been created on a bespoke platform and some key areas had been overlooked. We worked with their agency to work through these issues and quickly saw an increase on online driven enquiries.
The initial period of 4 weeks was then quickly extended for a period of 6 months to provide maternity cover for their Marketing Manager and to provide coaching to their newly appointed marketing team, made up of two enthusiastic execs. During this time we also set up Google Adwords to drive additional traffic to the website, restructured the marketing database so we could push forward an email marketing strategy and we of course put robust analytics in place so we could report back on performance to the board of Directors.
After a couple of years away from the business, we were then invited back to YPP to manage their paid search activity once again. Initially this was for a temporary period, but this quickly became more sustained due in part to the improved results we were able to achieve. Quite quickly, the website was driving in many more enquiries into the business with their paid search being a key contributor. At the start of 2022 we also led the way with the introduction of Google’s new Performance Max campaigns which saw further improvements. Our driving continued efficiencies saw us also shortlisted for the Global Digital Excellence Awards 2022.
Our brief during our time at YPP was quite organic and evolving but the top level objectives were:
- Improve the user experience of the website.
- Address some key SEO issues.
- Set up and manage PPC and email marketing.
- Keep the website up to date alongside 3rd party portals.
- Appoint a new Digital Marketing Executive.
- Coach and lead the small, busy marketing team.
- Work with key stakeholders to hit ambitious targets of always being 100% let.