St Mungo's PPC & Paid Social Advertising case study | MintTwist
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St Mungo’s

St Mungo’s exist to to help people who’ve experienced homelessness, regardless of their age, gender, sexuality or ethnicity.

We came on board to run a PPC and Social Advertising campaign over Christmas to raise awareness of the Charity.

The mission

  • Drive more organic traffic to St Mungo’s websites
  • Provide PPC consultancy
  • Develop plans for undergraduate, postgraduate and short courses
  • Improve conversion rate for organic and paid traffic

Our work with St Mungo’s involves many aspects of digital marketing; SEO, social media advertising, search advertising and display. All of this is accompanied by ongoing strategic support and knowledge transfer.

What we did

Working with the in-house digital marketing team, we created an PPC strategy and plan to tackle these issues, and improve the conversion tracking. The work included:

  • Rewriting duplicate content to avoid Panda penalties
  • Implementing structured data to improve rankings
  • Setting up goals in Google Analytics to measure engagement and leads more effectively


PPC campaign

Our original audit showed that St Mungo’s was potentially wasting over 60% of their PPC budget due to misspent clicks and poor structure.

For the 2014 campaign, we restructured it, rewrote the ads and only focused on core subjects to minimise misspend and improve the conversion rate and quality of student. This work paid off with a CTR up 166%, a better average position and a reduction in total spend by 21%.

This was also complemented with a Facebook campaign with sponsored posts on “Success starts here”. The CTR rose by 658% and attracted almost 300% more engagements compared to the previous year. The campaign also saved 68% of the budget.


Increase in new visitor traffic


More keywords ranking in the top 5 search results for Google UK


Rise in the number of students applying with better grades (ABB+)


Decrease in cost per accepted student

The results

For the PPC campaign, it was overall a success with improved quality of applicants and reduced costs:

  • 66% rise in the number of students applying with better grades (ABB+)
  • Cost per accepted student down 33%

MintTwist have been great to work with; they understood our organisation’s objectives and helped us to build a solid digital strategy based on this. The success of our digital campaigns have improved enormously as a result.
Josie GleaveShort Courses Marketing

The results

Our in-house digital marketing team implemented the plan with some amazing results from PPC efforts.

Furthermore, PPC campaigns streamlined and cut the costs of previous paid campaign efforts while also increasing the grade quality from new student applicants.

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